If you’re looking for one word that will sum up what pop culture means to millennials these days, it’s “proximity.” Millennials, along with the rest of the world, live very close to resources and even celebrities these days, and this was not the case just a few years ago.

A number of brands and public figures have started to pay attention to this, and in turn, are making themselves more relatable to people. Individuals, on the other hand, are beginning to function more like brands as a result of proximity.

A new Viacom Velocity study has highlighted this new pop culture trend. The study indicates that there was a time when culture felt far away, but now people are starting to communicate more directly with the brands and people that directly affect their lives, according to Viacom Velocity CMO Dario Spina.

Proximity has a lot to do with the way we interpret branding and marketing these days. The Viacom study also indicated that 61% of millennial that they have the ability to influence the culture and feel that they have ownership over the brands that they favor the most. This may have negative implications for brands who don’t adhere to the proximity rule.

Millennials are also seeking out social experiential marketing, which means they want to experience the music, travel and brands that are part of their daily lives on their own terms. Still some brands aren’t fully prepared for this. Millennials also place high importance on honest and connecting with others. It’s important for brands to make their information shareable, and that the customer is the star of the show when it comes to promotion.

It’s not hard to see that it’s time for everyone to get on board with the concept of proximity, since this culture affects the food we eat, the music we listen to, and the way we communicate with each other. Want to know more about trends in pop culture? Visit www.huffingtonpost.com.