Confessions of a Millennial Guy: Why Football is Losing Fans Like Me

Today, we’re continuing our Confessions of a Millennial Guy series with a post from an anonymous Millennial male giving us a glimpse at the changing attitudes towards professional sports, and why some Millennials are losing faith in the NFL and starting to migrate towards soccer as their preferred sports entertainment. 


 A curious feeling arises when a friend texts me mid-football Sunday and makes some remark about “the game”—almost a feeling of bored embarrassment. I don’t have the heart to tell my friend, I really don’t care about the NFL anymore. Like falling out of love, it is hard, but it is happening to many of my friends, for a myriad of reasons.

The predictions of the National Football League’s demise due to the growing and deepening issues surrounding the risk of concussion related injuries have been well-documented. In-depth reports have highlighted the NFL’s complicit role in allowing these risks to be ignored or even covered up, as well as showing the personal impacts of CTE related deaths and mental illness. In the wake of all this, for myself and many like me the NFL has started to resemble the political system that so many of us distrust: continually insisting they have the interests of the people in mind while clearly manipulating our passion for their own financial benefit. For the last few years, the NFL has been evolving and instituting rule changes that are manipulative and only have the bottom line in mind, trying to make us believe they have the players’ and fans’ greater interest at heart when they are in fact only restructuring the game to make more money. Rule changes like the kickoff rule change—changing the kickoffs so there are fewer violent hits—use our desire to protect players from damaging concussions and destroyed knees as a reason to make…

 
 
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Millennial News Feed

“I won’t buy an already-made costume to dress up in for Halloween because I prefer using my creativity to come up with an uncommon or personalized costume to wearing a mass-produced costume that won't be unique to me.” –Male, 24, CA

One entrepreneur has a big idea to change charity fundraising as we know it—and she’s only 10-years-old. Vivienne Harr started a lemonade stand for charity in 2012 that has turned into Make A Stand lemonade, a family company that donates 5% of each sale. Now, the Harrs are launching StandApp, a mobile platform for donating to and starting crowdfunded social good projects. Twitter’s founders have invested in the app, which tells users they can “make a stand and change the world in 3 steps and 30 seconds.” (Fast Company)

Vice media has established themselves as creators of online content that speaks to young consumers, and now they will launch a global, 24 hour TV network for their Millennial audience. The brand’s Vice News has gotten a reputation for tackling some of the biggest international stories before much more established news organizations, and CEO Shane Smith warned traditional media outlets that as the generation ages up, they will become obsolete, and sites like Vice and BuzzFeed are “the changing of the guard.” (The IndependentThe Drum)

Posting calories counts on menus isn’t necessarily making consumers choose healthier options, but a new study has found that if told what they would have to do to burn off those calories, teens are less likely to buy higher calorie or sugary drinks. When signs were posted in stores telling buyers things like, “Did you know that working off a bottle of soda or fruit juice takes about 5 miles of walking,” 40% of 12-18-year-olds who saw them said they changed their drink choice as a result. Even after the signs were removed these teens continued to make healthier choices. (Washington Post)

Italian clothing label Brandy Melville has reportedly become “one of the fastest growing popular brands among American teens,” but the company is not interested in selling to everyone: they sell most items only in size small. Abercrombie & Fitch has famously lost ground with young consumers thanks to their similarly exclusionary practices, and some teens are expressing their dissatisfaction on Melville’s Instagram, where they are asking for sizes that “fit all.” (Tech Times)

Many Millennials don’t trust banks (or any other large institutions) but it could be that financial organizations are missing a big opportunity with the generation. Adweek’s recent study found that 18-24-year-olds are more likely than other consumers to say they would trust a financial institution more if they provided helpful, unbiased content. But only 20% of respondents felt that these institutions are currently posting interesting articles. (Adweek)

That image at the bottom of our newsletter is a gateway to insights and expert commentary on current and future Millennial trends. Clicking on it takes readers to our daily insights article, available to Silver and Gold subscribers, which illuminates a facet of Millennial culture and helps subscribers to understand the "why" behind the "what." Drawing from our ongoing collection of proprietary data, our deep-dive desk research, and our 10-year history of studying this generation, we figure out what it all means for brands and marketers. (Ypulse)

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