Forget Me Not: The Future of Passwords

Privacy in the digital age has been a hot-button topic for some time now, and as we touched upon in last week’s look at the Rise of Paranoia Apps, fear and paranoia seems to have reached a fever pitch through technology. The recent NSA scandal has Millennials, along with all consumers, reflecting on digital privacy and protection. The generation known for sharing everything cares more about privacy than previously assumed. They may not be able to stop government eavesdropping, but we already know that many Millennials are incredibly savvy about protecting their privacy online from parents, teachers and employers. As concerns about privacy grow, we can expect that they will develop and find more intense ways to keep outsiders out of their digital content. We can also expect that privacy concerns will increasingly be focused on their mobile devices, as they rely on them more, and as a rising amount of their personal data is stored on smartphones and tablets. Not surprisingly, in this culture of fear and digital protection obsession, we have noticed a fascination with new and futuristic-sounding concepts for password protection. It could be that very soon finger swipes and four digit pass-codes will be considered antiquated ways of protecting the wealth of data in your phone. In fact, passwords are so troubling to consumers (too many to remember, annoying rules to keep track of) that the future of passwords may be not having passwords at all. Here are a few of the ways password/authentication technology could be amped up in the near future.
 

1. Expression Unlock: Google’s facial recognition technology Face Unlock was initially praised and then criticized upon release for its ability to be too easily hacked with a photo of the person. But advances in the technology are already on the…

 
 
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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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