Millennials Fight for Superwomen

Though the gender gap is ever narrowing, certain industries have yet to represent women in a significant way, and the comics industry is a repeat gender offender. We see scores of films and print publications distributed that put male writers and superheroes in the thick of the action, but fail to explain where the female heroes are. To Millennial women, who are happy to declare themselves fangirls, the absence is noticeable and often infuriating. At New York’s Comic Con this year, the co-founder of Alpha Girl Comics lamented that “Wall Street does a better job” towards closing the gender gap than her own industry. Those on the “Women in Comics” panel noted that almost half of the convention’s attendants were women, yet only 6% of the special guests were females. Adding insult to injury, 20% of digital comic readership is fueled by women, illustrating a great disparity between the ripe female comics market and the current strides towards representing them. Millennials are demanding that female superheroes be put in the spotlight, and taking it upon themselves to make it happen.

The lack of women in comics is not for lack of talent, but disregard for (or utter ambivalence to) the prospect of female superheroes within the industry, with industry execs claiming “We don’t know how to sell it.” With power players refusing to put superwomen on the screen, younger illustrators are the ones taking risks in order to bring something different to comic strips. The newest character introduced to Marvel’s lineup is Kamala Khan, a Muslim teen superheroine that breaks the traditional comic mold, introducing religious affiliation and racial diversity to the standard white-male superhero spectrum. Kamala deals with all of the tropes of being a teenage girl living in a conservative household,…

 
 
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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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