UM, the marketing and media agency network of IPG Mediabrands, has announced the global launch of Remix Culture, the first culturally-focused iteration of its annual Wave X study that tracks social and digital media usage and motivations globally across 81 countries and 44 languages. The results reveal four key trends that are shaping modern consumer behavior: Resist; Retrograde; Reglocalize; and Recreate.
Remix Culture reveals that 60% of online users agree that brands play a significant role in social good. When brands do not live up to these expectations, consumers hold them accountable by leveraging social media to voice their concerns, launching and cultivating a “Resist” movem
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