Are Gen Y Women Poised To Take Over Comedy?

Kaling and DeschanelThis Sunday, Rebel Wilson hosted the 21st MTV Movie Awards, becoming the first female host since 2007 when Jessica Alba took on the task.  During the course of the night, she also won “Best Breakthrough Performance” and “Best Musical Moment” awards for her role as Fat Amy in Pitch Perfect. With a slew of movie roles in the last three years, and rumors of a television show being built around her in her future, Wilson could very well serve as a symbol of a larger shift happening in comedy: the takeover of the Millennial female. 

Looking at the past generation, male Xer comedians like Adam Sandler and Will Farrell, who often were born out of the SNL family, would carry huge franchises and movies with huge fan followings. It seems that Gen Y is not following that pattern. Vulture is wondering where our next male comic superstars are, but they might just be looking at the wrong gender. Instead of male comic headliners, we have a rush of Millennial female helmed comedies like New Girl, Girls, 2 Broke Girls, and The Mindy Project taking over the airwaves. Many of the Gen Y female stars in these shows are also writers or producers of their content, setting the stage for Gen Y female comedians to become the major Hollywood power players of their generation.

A quick rundown of recent TV comedies provides evidence that Gen Y female comedy stars are currently building their empires in Hollywood. Polarizing comedian Whitney Cummings had three different shows on the air in 2012, co-creating and executive producing 2 Broke Girls on CBS, creating, exec-producing and starring in Whitney on NBC, and also starring in her own talk show on E!. 2 Broke Girls, of course, stars two more Gen Y female comic actresses. Meanwhile, Zooey Deschanel doesn’t just star in (hugely Millennial popular) show New Girl

 
 
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Millennial News Feed

Quote of the Day: “I put off/dread calling people in general. Everything should be done online by this time!” –Female, 30, FL 

In a continued effort to draw back the teen consumers they’ve lost, Abercrombie & Fitch’s logo will “be dead” in U.S. stores by 2015. Globally, the Abercrombie and Hollister logos and names will still be used on designs, but will be phased out here where the brand knows it is no longer considered a status symbol. Abercrombie’s sales continue to fall, and the retailer is making efforts to appeal to a different youth mentality by removing references to “Ivy League heritage,” making the brand “totally accessible,” and toning down the club-like atmosphere in-store. (BuzzFeed)

Following heartbreaking stories of the death of toddlers forgotten by their parents in hot cars, automakers made claims that they would be working on new technology to help prevent the tragedies. But years later that technology has not been produced, so parents and teens are developing it instead. Independent entrepreneurs are working on a slew of solutions for baby on board tech that would stop hot-car deaths, including car seat sensors, smartphone apps, and low-tech solutions. Many are seeking backing on crowdfunding sites to make their products a reality. (Washington Post)

Ck one was an iconic ‘90s product, but the brand has kept up with the youth market in order to stay relevant with a new generation. The fragrance, celebrating its 20th anniversary this year, relies on social media platforms, including Snapchat andTumblr, to attract Millennials and stay engaged. When creating their latest TV ad, they invited all participating talent to take behind-the-scenes pictures, selfies, and video, which were then used to “seed” the new campaign on social. The Snapchat campaign has “seen more than 1 million views in just a month and a half.” (Mediapost)

Just a few years ago, Hollywood was incredulous that YouTube was anything more than a collection of amateur vloggers, and certainly most didn’t believe that it would change the traditional entertainment world. But now, YouTube has become a “Hollywood hit factory” for teen entertainment. Smaller companies that realized the platform’s potential early have grown massively, big studios are snapping up YouTube studios to get in on the action, and programming is in the midst of  “rapid consolidation.” Our social media trend tracker shows that as of March 2014, YouTube has become the number one platform teens use, with 89% telling us they use the video site compared to 80% who say they use Facebook. (Businessweek)

Earlier this summer, a report that fewer teens were interested in getting summer jobs than ever before had older generations rolling their eyes at the slacker youth who “don’t want to work.” But new research indicates that it might not just be that lazy kids these days want to spend their summers taking selfies: It could be that teen jobs don’t pay off the way they used to. Millennials with summer jobs don’t see the future wage increase that teens in the ‘70s and ‘80s did. (Vox

Every day we deliver Millennial insights to your inbox, but every quarter, we look at some of the larger trends happening within the generation—and why they matter to brands. Our Gold subscribers have access to the Ypulse Quarterly report, an in-the-know guide to Millennials that synthesizes the major trends and stats we’ve seen over the last quarter of the year. We take a close look at the "why behind the what" and provide in-action examples and supportive data, along with implications for you to take away. (Ypulse)

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