I’ll Be Watching You: Plurals’ Hyper-Monitored Childhoods

Plurals, often the children of Millennials, are being watched at almost all times from the day they are born, with tech acting as a second set of eyes for vigilant parents. We’ve spoken in the past about the ways that Millennial parents could change families, from bringing the baby to the biergarten to relying on lifehacks and tech to help them navigate parenthood. Now we’re seeing a new implication to this tech/parenting integration. Hyper-monitored childhoods are becoming the norm, moving beyond the generically over-protected upbringings of many Millennials, and making growing up a tech-supervised, increasingly quantified experience.

 

Baby monitors have been around for years in audio form. But today, video monitoring systems have become the norm on baby shower registries, and cameras have become as common a fixture above cribs as mobiles. Nightvision has moved from spy ware to parenting tool, with cameras that can see in the dark to make sure all is well in the nursery after children have been put to bed. Systems like iBaby Moniter send a video feed of baby straight to mom and dads’ smartphone—letting them not just watch, but also talk to their child from wherever they are. iBaby offers multiple monitors, and a two finger swipe on the accompanying app allows users to quickly change views between cameras throughout the house. Once children have graduated from the crib, whole house monitors are available, streaming feeds of every room to laptops and mobile devices. Though currently less common, it is not too hard to imagine that Millennial parents used to seeing their child’s every move might want to continue to watch as they grow up, even outside the house. Systems like WatchMeGrow put cameras into the classroom, equipping childcare centers with video monitoring systems…

 
 
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Millennial News Feed

Quote of the Day: It wouldn’t be Thanksgiving without buying something and watching holiday movies.” –Female, 29, CA 

Yesterday news that Budweiser would be dropping their traditional Clydesdales in order to appeal to Millennials made the rounds—but the brand says not so fast. In response to the rumors, Budweiser has released their “drink responsibly” ad featuring the iconic horses “earlier than planned” and tweeted that they “aren’t going anywhere.” But they are giving the campaign a twist that could appeal to young consumers, partnering with LYFT to give holiday partiers safe rides home in Boston with the help of the Clydesdales. (Brand Channel)

The appeal of toy unboxing videos may be a mystery to some, but they’re viewed millions and millions of times on YouTube, and Disney wants a piece of that popularity. In case you’ve missed it, these videos consist of opening up toys and talking about what’s in them. The brand’s Maker Studios has signed five toy unboxing digital stars, including HobbyKidsTV, DisneyCarToys, and ToyReviewToys. However, the most popular unboxing channel, DC Toys Collector, who generated 104 million views last week, was not included. (Recode)

Totino’s is continuing their weird, weird marketing campaign to appeal to young consumers’ absurdist humor. In a follow up to “the oddest pizza ad ever,” the brand has taken a BuzzFeed post called "50 Completely Unexplainable Stock Photos No One Will Ever Use" and turned each one into an off-the-wall bizarre ad. They’ve posted the entire collection on their site with the explanation, “We obviously had no choice but to use them. Poorly.” (Adweek)

What influences teen drinking behavior? Recent research has found that ”close friends” are far more influential than the “broader peer group” when it comes to teen alcohol use. This means the idea of  “everyone thinking that everyone else (in a whole school, say) is drinking a lot” being a reason behind drinking might not hold as much water. (NYMag)

The next-generation is growing up hyper-monitored from the cradle, but it’s possible that the high tech baby monitors that have become more and more common don’t actually offer benefits. Onesies and other items that track babies heartbeats and body metrics might be offering parents “false reassurance,” as they haven’t been proven to work. However, makers of those products say that new parents are buying them not to combat specific health issues but for peace of mind. (Mashable)

The Ypulse Back-To-School Special Report is here! The holidays might be starting, but we know retailers, marketers and brand managers are already planning for next year's big shopping seasons. To deliver a forward looking perspective, we surveyed high school and college students throughout 2014, combed that data for insights, and compiled all of the must-know data into a rich BTS special report. Gold subscribers can access the full report and data in the My Documents section of Ypulse.com. One-off pricing for this report is $1,250, contact us here. (Ypulse)

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