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54% of American Gen Z-ers haven’t drunk alcohol in the last 6 months.

And data shows a large percentage of 18–26 year olds don’t drink at all.

Clearly, the binge-drinking culture of Millennials and Gen X is one thing that hasn’t been passed down. But this trend isn’t just about alcohol. It’s about a larger shift toward more mindful consumption in every area.

In today's newsletter:

• Binge drinking is out. Sobriety is in. (find out why this is opening up massive opportunities for brands)

• Why cinema ads are one of the best ways to reach ages 18–34 (these guys are expert ad-avoiders, but you CAN still capture them here)

• Trend plug - My current struggle is…

• Ask the Editor - How do I compete with direct suppliers who are offering a similar (but cheaper) product? 

- Charlotte, Editor ♡

I am currently doing Sober October.

And no, I am not being held hostage or blackmailed. Nor do I have a gun to my head.

If you haven’t heard of Sober October, it’s just like Dry January, or Dry July, but for the people who like to push the boat out until the very last stop before silly season and think: hm, perhaps a break?

Alongside challenges like Dry January/ July, October has become a prominent time for experimenting with sobriety.

In fact, sobriety has turned into a pretty major lifestyle trend.

And it's one that appears to be driving permanent shifts in consumer behaviour.

From the rise of mocktails to the growing popularity of non-alcoholic beer, alcohol alternatives are becoming increasingly popular. This suggests many are reconsidering their drinking habits well beyond these month-long events.

Mindfulness and wellness have been front of mind since the 2020 pandemic.

And younger consumers, the Gen-Zers of legal drinking age, enjoy a very different relationship with alcohol compared to their older counterparts.

[Keep reading]

-Sophie, Writer

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Why Cinema Ads Are One of the Best Ways to Reach Ages 18–34

Anyone else make sure they’re on time for the cinema specifically to watch the ads before the movie?

I’ve done this since I was a kid. Maybe I was born for advertising. But there has always been something so charming about watching a new set of ads, not seen on television, within the space of a movie theatre.

It’s a whole part of the experience.

Let’s face it. When it comes to the majority of the ads we see on a daily basis, we’ve gotten pretty good at ignoring them.

58% of people actively ignore the ads they see online.

86% suffer from ‘banner blindness,' which means they pay literally zero attention to online ads.

We’ve become so accustomed to seeing them. So we’ve learned to tune them out as mere background noise.

This means for marketers, capturing attention can be a monumental challenge.

But, in the cinema, it's a different story.

Here you have a captive audience, ready to soak up what’s on that giant, unavoidable screen. Because, fortunately, you can’t skip ads in a theatre.

But cinema advertising isn't just a throwback strategy. It's actually a very clever way to reach audiences who are getting harder to track down.

The most coveted demographic for advertisers is ages 18-34, according to Marketplace. 

Interestingly enough, this group makes up half of cinema audiences.

[Keep reading]

-Sophie, Writer

Trend Plug - My Current Struggle Is…

New Zealand's very own Crowded House is back almost 20 years later.

Their hit song, 'Don't Dream It's Over' is currently doing the rounds on TikTok. And with a couple hundred videos using the sound popping up every hour, this trend is showing no signs of slowing down.

TikTokers have somehow split this trend completely in two sides. One half are using the sound to talk about their current struggles, and the other half are using it to talk about their current wins.

For example, 'when someone asks if I'm ok and my eyes start to water' or 'how life feels when i'm so behind in school that i just don't even stress anymore.'

How to jump on this trend:

Simply play this sound over a video of you, a photo of you, or really anything that portrays you in either a good mood or bad mood, depending on which way you want to use it.

 A few ideas to get you started:

• How life feels when my client is in a good mood (good)

• How every Monday morning coming to work with an inbox of full emails feels (bad)

• How life feels when I take a toilet break and just watch TikTok (good)

-Carter, Intern

Today on the YAP podcast…

Want even more ‘YAP’ing? Check out the full podcast here.

Ask the Editor

Q - How do I compete with direct suppliers who are offering a similar product to me, only way cheaper? -Nelson

Hey Nelson!

The only way to differentiate yourself in the market is to focus on building your brand. Especially if you're in a crowded industry, it's going to be hard to convince people your product's the best out there (unless you have definitive proof that you're a standout in a particular aspect, that is).

Instead, figure out what the core message, or single-minded proposition, of your brand is (if you don't already know).

Maybe it's something like you exist to challenge the status quo or fight complacency. Your marketing and content should centre around this, not just talking about how great your product is. If you do this right, your audience will be willing to pay more to buy from you because they believe in your brand.

- Charlotte, Editor ♡

For the group chat

😂Yap’s funniest home videos: This hidden speaker prank is hilarious
❤How wholesome: These never fail to make me cry
😊Soooo satisfying: Hydraulic presses never dissapoint
🍝What you should make for dinner tonight: Hot Honey Tenders & Mac ‘N’ Cheese

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