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Viacom Velocity: 68% millennials trust online pals more than news or govt
MUMBAI: Viacom Velocity, the in-house branded content agency within the Marketing & Partner Solutions group, has released findings from a study exploring how popular culture is shaped as lines between brands, celebrities, fans, and mass media have faded. The research is the basis of Velocity’s original documentary, “The Culture of Proximity,” which explores the impact when these groups which once existed distinctly and separately collapse into each other and behave similarly.
“The making of pop culture used to feel very far away, but with the shift from top-down distribution of messaging and content to a reality where many people can communicate together, influence culture, and deeply connect over shared interests there are remarkable implications for marketers and content creators,” said Viacom Velocity CMO Dario Spina.
“Exploring this inflection point through our research and ‘The Culture of Proximity’ documentary allows us to understand the impact and most effectively work within this new landscape. Our screenings and workshops with marketing partners translate these insights into actionable ideas.”
“The Culture of Proximity” features interviews with celebrities, thought leaders, and cultural influencers including Swizz Beatz; YesJulz; Chris Hardwick; Reddit co-founder Alexis Ohanian; MTV News’ Ira Madison; civil rights activist DeRay McKesson; Stanford University’s Dr. Brie Linkenhoker Ph.D; writer/illustrator Tim Urban; and Chief Strategy Officer of Publicis Rishad Tobaccowala.
“The Culture of Proximity” revealed four key themes:
1. The Conjoint Effect: Brands, celebrities, fans, and content creators have started acting like each other…brands are people, and people are brands.
50% of Millennials believe their life should be made into a movie
Nearly half feel like they know their favorite celebrity, and 1/3 of those say their favorite celebrity is like a friend or family member. Only 11% of Millennials DO NOT like when brands have online personalities, as if they were real people
2. New Centers of Gravity: The risks and rewards of shared influence…proximity puts people on the same playing field as the creators of mass culture.
61% of Millennials say they can influence popular culture
86% of Millennials believe that fans have some ownership of the things they’re fans of
3. The New Intimacy: People live with only one degree of separation from everything — the difference between “in real life” and virtual is blurry, and true intimacy is possible without physical proximity.
73% of Millennials have made friends with people online or through social media because of a shared passion.
More than half say they could fall in love with someone they only know online
When asked “Which of the following group or groups of people do you trust?”
68% said people online with a shared interest or cause
58% said people my age
56% said people in my community
29% said news media
21% said government
4. The Filtered Me: The idea of authenticity is being rewritten. The ways people create and broadcast their identities continues to shift, and they are often negotiating the difference between showing the best versions of themselves and the authentic lives they lead.
70% of Millennials choose activities that will give them items to post and almost 1/3 admit they post things that make their life look better than it is
1/3 say brands are as honest as people try to be
Millennials say it is ok to publicly share:
Mental illness: 70%
Coming out: 70%
Going to rehab: 55%
Having a miscarriage: 50%
Quantitative Study Methodology:
Qualitative and quantitative research was conducted between Fall 2016 and Winter 2017. Over 5,000 respondents representing multiple generations were surveyed. The statistics cited in the documentary and in this release represent the findings for a nationally representative sample of 2,000 Millennial respondents age 18-34.
MAM
Sleepwell unveils nationwide sleep study on World Sleep Day
79 per cent use screens before bed, 36 per cent of 18–25-year-olds sleep ≤5 hours.
MUMBAI: Sleepwell just dropped the pillow truth bomb because when India’s sleeping less and scrolling more, even the mattress wants to stage an intervention. On World Sleep Day 2026, Sleepwell released its nationwide Sleep Study, painting a stark picture of India’s escalating sleep crisis. The findings show that 79% of Indians use screens right before bed, fuelling restless nights and drowsy days. Alarmingly, 36% of young adults aged 18–25 sleep five hours or less making them the country’s most sleep-deprived group.
The study also busts the myth of “catch-up sleep”, 65% of respondents actually sleep even later on weekends, pointing to increasingly irregular patterns that spill fatigue into the working week. Mattress discomfort emerged as a frequently overlooked culprit behind late-night wake-ups and constant leak-anxiety checks.
To drive the message home, Sleepwell’s CMO Puneet Gulati appeared on Zee Business, stressing that quality sleep isn’t a luxury, it’s foundational health. He highlighted how the right mattress can transform restless nights into restorative ones.
The brand doubled down with clever late-night activations, partnering with a quick-commerce platform to serve contextual ads between 11 pm and 3 am, gently nudging bleary-eyed scrollers to consider mattress discomfort as the reason they’re still awake and pointing them to the nearest Sleepwell store. Digital influencers and creators also shared relatable stories of how poor sleep fuels impulsive late-night behaviour.
In a nation that celebrates hustle but quietly pays for it in lost rest, Sleepwell isn’t just selling mattresses, it’s selling the radical idea that sometimes the bravest thing you can do is close your eyes and actually sleep well.
