TruthCo. Releases Findings on Digital Natives and Lifestyle TV
GOING NATIVE Examines the Cultural Landscape of Digital Natives; REVITALIZING LIFESTYLE TV Analyzes Shifts in Audience Engagement
New York, NY, January 13, 2016 (Newswire.com) - TruthCo., a leading branding and cultural insights agency, announced today the findings from their latest studies, GOING NATIVE: 10 Things You Need To Know About Digital Natives and Truth Culture Decoder®: Revitalizing Lifestyle TV.
TruthCo. identifies the key shifts and insights in digital natives by analyzing content and user experiences across hundreds of digital spaces, interfaces, and platforms for relevant cues and codes. In addition, TruthCo. examines contemporary Lifestyle programming and how it speaks to audiences both as content viewers and broad consumers through brand partnerships.
"Whether they're actively creating future nostalgia through Instagram filters or live tweeting the conversation, they are keenly attuned to the rhythms of digital culture."
Alix Korn, Cultural Analyst, TruthCo.
GOING NATIVE: 10 Things You Need To Know About Digital Natives
Born into the age of the internet and raised on ever-changing technology, digital natives are shaping the way consumers think about content, user experience, and reality itself. Having only known a digital culture, this psychographic has a unique set of expectations about the world around them and how it should function; craving and connecting to brands and media that speak its intuitive language.
GOING NATIVE is the first syndicated cultural analysis dedicated to mapping the cultural landscape of digital natives. Some of the topics explored in this study emerged from questions including:
- What is the cultural definition of a digital native?
- What are the intersections of Millennial and/or Gen Z sensibilities with digital native identities?
- What viewing experiences are most culturally relevant to digital natives?
- How have conceptions of privacy shifted in the digital age?
- What is the relationship between time and cultural relevance in the digital age?
- In what ways are physical and digital spaces still interdependent?
- How has increased access to information shaped consumer expectations?
How can brands benefit? Digital natives continuously hone an adaptive balancing act between competing forces like sharing and privacy or convenience and control. They want to have it all and believe that digital progress can and will provide.
“Whether they’re actively creating future nostalgia through Instagram filters or live tweeting the conversation, they are keenly attuned to the rhythms of digital culture,” said Alix Korn, Cultural Analyst at TruthCo. “As digital natives continue to set the pace of today’s culture, brands must keep in step or be left in the dust.”
Truth Culture Decoder®: Revitalizing Lifestyle TV
As general brand and advertising trends move towards consumer empowerment and the social space, Lifestyle television is beginning to require new strategies to best reach its audience. Social media is fundamentally a form of consumer Lifestyle media, meaning that its role is larger than just a tool for audience engagement. Instead, social media is now a major influence on Lifestyle programming’s aesthetics and storytelling techniques, entailing a substantial sensibility shift within the genre.
REVITALIZING LIFESTYLE TV is the first syndicated cultural analysis dedicated to mapping the shifting landscape of Lifestyle programming. In this study, TruthCo. explores the following topics:
- The changing definition of Lifestyle programming
- The role of social media in the Lifestyle entertainment ecosystem
- The visual tone of Lifestyle TV
- The shifting relationship between authority figures and participants
- Codes of status, exploration, health and happiness
“While the Lifestyle landscape is filled with longtime players like House Hunters and Diners, Drive-ins, and Dives, more emergent content challenges the norms of the genre by shifting emphasis away from authority figures and steadfast rules towards amateurs and experimentation,” said Rajiv Menon, Cultural Analyst at TruthCo. “These trends provide major opportunities for those looking to innovate in this space.”
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TruthCo. is an omnicultural branding and cultural insights company that analyzes the current landscape to deliver actionable recommendations that keep entertainment brands and their offerings relevant. Connect with TruthCo. at www.truthco.net or on Twitter @TeamTruthCo.
CONTACT: Melissa Remo, melissa.a.remo@gmail.com, 646-496-5432