In media, we are constantly working to foster a deeper understanding of how to connect with consumers in culture. To get under the hood, Mediahub looks to two tools: Scout and The Beat. Scout is a proprietary tool designed to understand the ever-changing consumer in a more emotional way. The Beat is a proprietary tool designed to identify the moments that matter most to our Scout targets.
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Using these two tools, Mediahub has created insta-worthy POVs for upcoming cultural moments. Flip through our latest insta-stories below, and check back in as we continue to add new subcultures driving these cultural moments.
2024
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Global Beats
The summer music festival season is at its peak, featuring a growing number of international artists leading the lineups. Today’s younger generation celebrates diversity with music artists who reflect their unique cultural backgrounds. Our latest U.S. Scout report, explores this audience to uncover what music brings to their lives and who they are beyond their passion for global music.
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Gig-Thusiasts
Embracing the hustle in the spirit of Financial Wellness Month — here’s to all the Gig-thusiasts navigating an unsteady economy, driving their way to financial empowerment one gig at a time! Our Insights + Action team celebrates the resilience and dedication of this powerful (and growing) audience in our latest Scouting.
2023
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Diwali and Representation
Following Diwali celebrations this past week, we delved into the vibrant US-based celebratory community. Exploring this audience shined a light on the ongoing need for South Asian representation in media and understanding how their culture influences connection in media.
In honor of BIPOC Mental Health Awareness Month, we’re celebrating the vibrant and diverse neurodivergent community. With mental health gaining prominence in popular discourse, these Divergent Creatives have used social media to create a supportive space, elevating their voices and sharing unique experiences to enrich our understanding of diversity and inclusion, especially for the BIPOC community. Today, we delve into their media behaviors, witnessing their creativity and resilience in navigating society. They’re bringing a fresh perspective that brands would truly benefit to embody in their idea of inclusivity.
In honor of Spring, we’re introducing you to the Next Gen Gardeners. These gardeners are growing their green thumbs and reshaping the plant space. With limited space and boundless ideas, these peony-eers are finding new ways to plant their community gardens, IRL and online. See how brands can tap in with these planters in our latest #Scout report.
We’re honoring Women’s History Month, with a peek into The Fan GWORLS of Rap! They take fandom to a new level — always knowing what’s hot and being amongst the first to introduce new trends to the general population. See how you can connect with this powerhouse audience and leverage their influence.
What’s love got to do with it? While Valentine’s day is the most romantic time of the year our latest scouting dives into a new generation of romantics who are straying away from traditional relationship norms and defining their relationship with themselves first.
The season of giving is in full swing, but Santa’s not the only one making it rein. Keep an eye out for Grand Gifters; they’re bringing a little more than Holiday cheer this year.
While sneaker collecting has infiltrated mainstream culture long ago, its high barrier to entry alienates many newcomers. We step into the holiday season in our latest scout report as we dive into the ‘sole’ of the new age of sneakerheads, who see collecting through a communal lens.
This summer, ‘revenge travel’ pushed the ongoing travel boom to new heights. But travel in a post-pandemic world has proven to be stressful. In anticipation of a busy holiday travel season, our latest Scouting dives into those who are passionate about traveling, but may struggle to deal with the baggage that can come with it.
Reggaeton has brought Latinx culture to the forefront globally and has left an indelible mark on music history. In our latest Scouting, we dive into the audience behind the genre’s rapid growth and their influence on streaming culture.
As TikTok continues to grow, there is no doubt that there is something for everyone. In honor of Hispanic & Latinx Heritage month, let’s look at how these foodies are using TikTok to stay in touch with their culture.
While kids might be the ones back to school, adults have also been turning back the clock and embracing their inner child. Grab your jelly shoes and butterfly clips as we walk through our ABCs of “kidadulting.”
Typically relegated to the stage, Broadway has now danced its way into our social feeds and onto our movie screens. With an increase in musical content and pop culture moments, we dove into the audience that’s taking a page out of the Playbill and putting their own spin on Broadway. Meet the cast… The Showstoppers!
While the core four (NFL, NBA, NHL, MLB), has long dominated sports talk, women’s sports is finally earning the viewership and interest they deserve. We dove into the leagues and the companies leading the charge for women’s sports.
It’s time to put your detective hat on. Given their rising popularity in recent years, we shed light on a growing segment of internet users deemed Citizen Detectives, and the pop culture phenomenon surrounding the true crime podcast boom. Let’s crack this case together!
Gen Z and the link between Gaming and Mental Health
In honor of mental health awareness month, Mediahub sought to uncover some links between media and mental health among Gen Z.
2021
The astrology world has a new star in their charts to check out — millennial men. We looked into what they were diving into in order to build their relationships and community amidst the pandemic.
2020
New Year, New Everything. We kicked off 2020 by taking a deep dive into the lives of busy parents, the changes that they’re going to make in the year to come, and who they’ll take inspiration from along the way.
2019
Forget the wine mom. In honor of 4/20, we explored the habits and hobbies of the emerging weed mom who uses cannabis to decompress instead of cabernet.
It’s moving season, and to bring in the chaotic moment we dove into how to connect with hot mess movers in between the boxes and bubble wrap.
In celebration of the 20th anniversary of Coachella and the 50th anniversary of Woodstock, we examined today’s festival goer, and how to reach them beyond festival grounds.
Its back to school season! Here’s your cheat sheet to influence the checklist of the whole family.
With freshman orientation approaching, we created a syllabus on how to get #rushed by the Quad squad.
As the NFL season kicks off, we found a new kind of viewer whose appetite for NFL content doesn’t end when the whistle blows, and discovered what highlights take them to the edge of the field.
October is Financial Planning Month. With this in mind, we dug into the Power Greens- Gen Xers with money in the bank and sights set on the future.
In honor of Treat Yo’ Self Day, we explored how to connect with the driven and outspoken spenders who make every day a holiday of self-celebration. Meet the SWANKs.
To celebrate Halloween, we looked into a group of women, the WANDAs, who have embraced the power of witches as a rallying cry for women’s rights. 🔮
In celebration of Latine Heritage Month in October, we explored the Latina Beauty Chicas, young women who are living their culture loudly and proudly.
In honor of Veteran’s Day, we took a look into Millennial Veterans, the hardworking lives that they lead after serving, and how to reach them in a meaningful way.
