Creating Social Change With A Click

Teens OnlineIf you ever thought Millennials were lazy, think again! They’re globally connected, thanks to social media, and have more resources than ever to make a difference. It’s what “making a difference” actually means to these consumers that needs to be understood.

Digital natives are using technology as a tool to have their voices heard, and to inspire change. From creating online campaigns about causes they believe in to taking political action via social media, they’re shaping culture and proving their power as future leaders.

Gen Y grew up being praised and told that they could do anything. This confidence has its benefits in making them feel empowered and inspired to share their voice. Yes, they're less likely to write letters or organize in-person protests, but they’re changing the system for contemporary culture. A trend we’re seeing in teens is they’re drawing on the power of their peers online to make a larger impact.

Recently, 13-year-old McKenna Pope created a petition on Change.org, expressing her frustration that Easy-Bake oven isn’t marketed to males. She was upset about the message this sends to kids if the toy comes only in pink and purple and features only females on the packaging. In highlighting the importance of this issue, McKenna inspired 40,000 others, including celebrity chefs, to sign her petition. Ultimately, Hasbro invited her to its office and unveiled plans for a black-and-silver Easy-Bake oven, which will launch later this year. But McKenna isn’t alone. She represents a growing number of teens and twentysomethings who are using the Web, and social media in particular, as a platform for good.

Last year, three teens from New Jersey created two petitions on Change.org, asking for the Commission on Presidential Debates to select a female moderator…

 
 
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Millennial News Feed

Quote of the Day: “I'm trying to save roughly $5,000 to buy a vehicle. It will take me another 6 months or so.” –Male, 16, NC

The year started with a report that teens are leaving Facebook, and it’s ending the same way. A report this week showed that 88% of 13-17-year-olds were using the network in 2014, a drop from 94% in 2013. We’ve looked at the reasons that teens just aren’t as interested in Facebook before, and Ypulse’s latest social media tracker survey actually showed that currently only 63% of 13-17-year-olds say they use Facebook. (Mashable)

Millennial tastes are shaping the future of fast food, and majorly impacting longstanding brands. But what chains are keeping them happy now? YouGov BrandIndex ranked the restaurant chains that 18-33-year-olds would consider going to again to gauge their current brand loyalty. Gourmet sandwich chain Jimmy John’s topped the list, with 83% saying they would return. Chipotle, Chick-fil-A, Whataburger, and Subway made up the rest of the top five, in that order. (Business Insider)

Video sharing competition is heating up. Former Hulu CEO Jason Kilar has launched Vessel, his new subscription video service, which has been predicted to be a YouTube competitor. To entice creators to post content, they’re being offered $50 for every thousand views in the first three days they are posted, ifthey are only posted on Vessel. After a “72-hour exclusive window” the content can be shared on other sites. Currently Vessel is only open to creators, and a consumer launch “is pending.” (StreamDaily)

Kids are often shielded from adult content, usually because it is deemed too violent. But in reality, their bright cartoons might feature more carnage than grown-up fare. A recent study looked at the biggest children’s and adult movie hits in the same year and found that “two thirds of the 45 highest grossing children’s animated films feature an onscreen death of a major character” compared to half of the top “non-kid” films. “Death and destruction” are just a regular part of your average animated classic. (NYMag)

‘Tis the season for gift swaps, including the sinister favorite White Elephant—also known as Yankee Swap and Nasty Christmas. Old Navy is featuring the game in their holiday Vine campaign. Each day a video reveals gifts, from a high-end trip to a pogo stick, that will be given out, and every person who re-Vines or likes the clips is entered to win. The brand has also tapped 12 popular Viners to create their own clips in which they steal a previously opened gift or stay with the gift of the day. (Old Navy)

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 tier 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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