As values shift and technology evolves, consumer behavior and spending habits are undergoing major changes, with a growing trend toward actively enjoying self-selected content, products, and services.Examples include "fandom," where people voluntarily connect to support their favorite artists or works, expanding their activities and interactions, and "cord-cutting," symbolizing the shift to video streaming services, particularly in the US. Grasping these trend words provides valuable insights for understanding consumers and developing effective branding and marketing strategies. This article highlights five trending terms currently gaining attention.
Fan Passion Drives Significant Economic Impact. "Fandom"Gains Corporate Attention
Amid the widespread adoption of "fan activities," "fandom" is gaining renewed attention. This coined term, combining "fan" and "dom" (domain/group), refers to a community of fans who hold strong affection for specific subjects like idols, actors, or athletes. Its defining feature is that fans themselves take the lead in building the community.Beyond information exchange and interaction via SNS, new support styles incorporating methods like crowdfunded fan-made advertisements are spreading. "Fandom" is also crucial for companies, with increasing success stories of co-created fan marketing where companies and "fandom" collaborate, such as promotions utilizing fan-made content. Recently, "fandom" is gaining even more attention, fueled by the popularity of idol audition programs incorporating video streaming and ranking formats. Why not take this opportunity to deepen your understanding?
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The Changing TV Viewing Environment:What"Cord-Cutting"Symbolizes in the Media Warring States Era
One keyword symbolizing the changing TV viewing landscape in the US is "cord-cutting." Unlike Japan, where free over-the-air broadcasts are common, the US mainstream model involved paid subscriptions to cable TV offering multiple channels. However, the rise of video streaming has led to a surge in people canceling their expensive TV subscriptions, and this cancellation behavior is called "cord-cutting." Derivative terms have also emerged, such as "cord-nevers," referring to people who never subscribed in the first place.One survey predicts that nearly 55 million Americans will "cut the cord" by 2025. Against this backdrop, streaming services are intensifying investments in original content and top creators to secure further competitive advantage. In Japan too, viewing styles are diversifying, with services like catch-up streaming gaining traction, intensifying the battle for consumers' limited free time. Drawing lessons from U.S. trends, it's wise to gather information early.
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The Potential and Risks Brought by"Finfluencers" asFinancial Communicators
"Finfluencer" is a portmanteau of "finance" and "influencer," referring to individuals who disseminate financial information via social media and video platforms, garnering significant support from large followings. Their content ranges widely from accessible topics like NISA and hometown tax donations to specialized subjects such as cryptocurrency, and they have already established a notable market presence overseas.While they gain popularity among younger generations like Generation Z by explaining complex financial topics in an accessible way, concerns have been raised that their growing influence could lead to issues like spreading unverified information or promoting high-risk products, potentially resulting in problems or fraud. Reflecting this situation, the International Organization of Securities Commissions (IOSCO) drew attention by publishing a report summarizing its fact-finding and necessary regulatory responses.When companies utilize "finfluencers," it is crucial to carefully assess their suitability and ensure they consistently provide reliable information.
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The concept of "sharing" users.What is"Polygamous Loyalty"?
Recent research challenges the traditional notion that "consumers maintain long-term, stable loyalty to specific brands." In reality, many consumers show loyalty to multiple brands and tend to switch between products or services based on their mood or situation. This concept is called "polygamous loyalty." Adopting this perspective may necessitate reevaluating marketing and branding strategies.For example, increasing your own fans doesn't necessarily mean stealing users from competitors; rather, the concept of "sharing" users becomes crucial. Therefore, instead of a walled-garden approach, setting category entry points that make users want to return even after leaving, and designing websites that are easy to use not only for regular customers but also for occasional users, are considered effective strategies. Why not observe user purchasing behavior and incorporate the perspective of "Polygamous Loyalty"?
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Are Expired Domains Being Targeted?TheSophisticatedTactics of"Drop Catching"
When domains previously used by companies or organizations expire and fall into the hands of third parties for malicious use, this is called "drop catching." Domains that were once operational can still attract a certain level of traffic due to their strong SEO history. This makes them attractive targets for repurposing to generate ad revenue or affiliate income, or for scams that trick users into entering personal information. Drop catching tactics are becoming increasingly sophisticated each year. Recently, some operators have even begun using bots to automatically acquire domains immediately after they expire.Furthermore, after acquisition, tactics like redirecting users via QR codes are employed to delay detection of the misuse. Additionally, there are cases where expired domains are bought and sold at auction, and currently, no effective countermeasures have been established. For companies, it is crucial to thoroughly manage domains, avoid casually relinquishing them even when no longer in use, and responsibly carry out the domain's "end-of-life" process, such as requesting removal from search engines.
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This time, we focused on introducing keywords that offer hints for marketing and branding.As capturing consumers' limited free time grows increasingly important, new concepts like "polygamous loyalty" are emerging—representing a shift from locking users in to sharing them. At the same time, risks such as fraud and personal data leaks, seen in "finfluencers" and "drop catching," cannot be ignored. Strengthening management systems to address these risks is equally essential. If you're developing brand strategies aligned with changing consumer behaviors, we invite you to consult with us.
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