Reassessing Millennials at the Ypulse Mashup

An announcement from Ypulse President Dan Coates:

Last month Ypulse celebrated our ninth birthday. For the past nine years, we've been thinking about, talking about, writing about and researching members of the Millennial generation or, as we used to say much more often than we do nowadays, Gen Y. As we look back, it's gratifying to see how what was once a niche topic that required a great deal of effort in order to attract attention has since become central to the marketing plans of so many marketers and communicators.

During the course of the nine-year dialogue, Millennials themselves have changed. They've "aged up," with the midpoint of the generation now 20 years of age. They've faced the greatest economic downturn since the Great Depression. They've watched their parents struggle to support them and their families. A conversation that was once adolescent and teen-centric has developed a number of new facets as Millennials catapult toward adulthood: politics, education, economy, career and, most recently, parenthood. These emerging frontiers of the Millennial experience are new, exciting and challenging. While we feel that we've developed a pretty solid understanding of the fundamental values of the largest generation in American history, it's both energizing and rewarding to see how our understanding is pressure tested daily as Millennials evolve. 

While Jake Katz has already written about our plans to name the generation that will follow the Millennials, we're really excited to follow that conversation with one that will shed new light on Millennials themselves. At our Ypulse Mashup: Millennials Reassessed event on June 27th, we'll reveal the details of a massive psychographic segmentation that we've undertaken that will break up this monolithic generation into smaller…

 
 
Ask Millennials some questions.
Log in to get started...

Want to talk to us about the article
or dive into a custom study?


Millennial News Feed

Quote of the Day: “When I hear the phrase ‘The American Dream' I think…A loaded term that is meaningless these days. At this point, I'd be happy if I can manage to live a mostly comfortable, independent life. Is that The American Dream? I don't know.” –Male, 25, PA

When it comes to kids using tablets and smartphones, most of the attention is given to the dangers of it all: what will it do to their attention spans, their minds, or their health? But there are potential positives to their mobile use as well. One (Millennial) mom’s reasons for continuing to give her kids handheld devices include the importance of encouraging their technology and problem solving skills, expectations that they will know how to use them in school, and a hope that her girls will be involved in tech in their futures. (Hip Mombrarian)

This might be the year that vending machines became a full blown marketing trend, and Nike has put their own athletic spin on the tactic. Their recent “secret” vending machine in NYC, the Nike+ FuelBox, dispensed products like hats, shirts, and socks that visitors could only pay for with daily points from their Nike+ FuelBands, encouraging exercise in exchange for goods. (Engadget)

We’ve seen FoMo, the rise and fall of YOLO, and now social media has given us MoMo, the “Mystery of Missing Out.” Unlike FoMo, Fear of Missing Out when you see your friends posting a ton of fun pictures on social media, MoMo is the anxiety that results when friends stop posting. In the words of one Millennial, “’what can be so good that they aren't posting?’” It might seem silly to some, but for a generation used to being connected with friends nearly all the time, the feeling of exclusion that results from being left out and unaware of what’s happening is real. (Jezebel)

The value of higher education is already being questioned by Millennials, and evidence is continuing to mount that college systems and hierarchies need to be rethought. One former Yale professor is making headlines by telling parents not to send their kids to Ivy League schools, and that those who attend are not the “winners in the race we have made of childhood” but that instead elite education produces “anxious, timid, and lost” young people. (New Republic)

Oh, Barbie. She's had a rough year, and Mattel recently released an Entrepreneur Barbie in an attempt to tap into girl power marketing, and revive flagging sales. But is the reality that Barbie is just too perfect for today’s kids? The brand’s offbeat, weirdo Monster High dolls do far better than pristine, “clean cut” blond icon. Tapping into new trends in toy tech and giving Barbie a renewed sense of “imaginative play” might help, but at the same time post-Millennials, like the generation before them, could be turned off by anything that doesn’t show some flaws. (The StarPhoenix)

Quote of the Day: “When I hear the phrase ‘The American Dream’ I think of 1950s cliches, the economic downturn of 2008, and how college debt has pretty much made it impossible.” –Female, 17, RI

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies