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Gens X and Y: Global Socializing and Entertainment Trends

March 2013

By Claire Brooks

From cocktailing, to eating out, to keeping fit, young adults in BRIC (Brazil, Russia, India and China) markets are embracing Western consumer socializing and leisure habits. As brands add innovative, amusing local marketing twists to the movement successful global and local brands alike have figured out new ways to reinvent traditional products and engage Gens Y and X consumers. ModelPeople’s GlobalCultureBlog℠ City Correspondents have tracked brand engagement in the leisure sector this month, discovering trends in alcohol, beverages, entertainment, fitness and food.

Global Gourmet
Russians are trading pickles for limes and embracing tequila. In India, Domino's and McDonald's menus go gourmet. Sherry and port make a London comeback, while Johnnie Walker opens a flagship experience in Beijing. Local craft beers like Loverbeer now compete with Campari in Italy, and internet dating sites host mixology events with Absolut and Ketel One in Bangalore.

Fashionably Fit
Fitness brands offer devotees a total lifestyle experience, including coaching, accessories and music playlists. In New York, Jack Rabbit sets the bar for running tools and products; while in LA Pop Physique and SoulCycle are new lifestyle favorites. Even Parisians now embrace cycling and jogging with fashion panache.

Digital Fun
Brands increasingly influence leisure time via online and social media around the world. In China, a new soft drink launch was supported by an online gaming contest. In Milan, the Vodafone project Open symbolizes the convergence of food, culture and technology. All over the world, Twitter’s new video format, Vine, lets everyone keep up with friends—creatively, of course.

Video: Indian urban young adults work and play hard

Claire Brooks is the president of ModelPeople Inc., which conducts deep insights, qualitative, ethnographic and creative research into global consumer behavior and cultural trends.
Brand trends at JackRabbit Sports
PepsiCo. China branded entertainment

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