By Michael Patent

Technology has bred a world of instant gratification – one in which, any product consumers want is immediately available, explains Michael Patent, the founder and president of Culture Group.

As a direct consequence, scarcity and uniqueness, and not available, is often a motivator for Gen Z and Millennials. The less available and more unique the product is, the more it is desired.

This demand and hysteria it creates are called ‘Hype’. Hype is a bona fide business builder – and when collabs are done right, they can turn product ‘moments’ into brand ‘movements’. If that’s what you’re aiming for, here are some Read full story ›

Source: The Drum