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…

 
 
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Millennial News Feed

Quote of the Day: “If I played the lottery tomorrow and won $100,000,000 I would save most of it, donate some of it. And I'd buy my dad a boat, because I promised I'd buy him one if I was ever a millionaire.” –Female, 15, WA

This week, celebrity Photoshopping was debated online when fans criticized Beyoncé for posting an Instagram picture that looked altered to make her look slimmer. The star (and others) have been accused of using Photoshop or other image-fixing apps on social media photos before, a practice that many feel contributes to young female fans’ body issues, and does not align with the imperfection embracing and authenticity that so many young consumers expect. (BuzzFeed)

The Cartoon Network has launched an anti-bullying campaign called “I Speak Up” to encourage kids who have been bullied to reach out to trusted adults. Viewers are being encouraged to submit videos (with the permission of their parent or guardian) to share the anti-bullying message, and some of those videos will be featured in the campaign online and on TV. Visitors to the Speak Up website can also take a pledge to stop bullying, and earn special badges while playing Cartoon Network games. (PR Newser)

Young consumers are screen multitaskers, and second screen use while watching TV is a norm—but it’s not always clear to brands how they should engage in that behavior, and just throwing a hashtag on the screen isn’t going to cut it. Now Twitter says that studios and networks that live-tweet their popular programming (post and respond to viewers while the show is happening) can “dramatically boost followers and Twitter mentions” and even bump up TV ratings. (Recode)

YouTube is coming to the big screen. The digital comedy duo who create SMOSH, a channel with 30 million subscribers, has created a movie that will be distributed by Lionsgate. The movie is being described as a “Bill & Ted’s Excellent Adventurefor 2014” and will star a slew of other YouTube stars. The news is another example of traditional media embracing YouTube to entice young consumers, and the mainstreaming of the site’s stars. (Fast Company)

New research has found that across all grade levels and subjects, girls get better grades than male students—around the globe. The results have caused some to wonder if schools are “set up to favor the way girls learn and trip up boys.” Male students might be less able to self-discipline themselves, a key ingredient to doing well in classes, which means that the way education is structured plays into their weaknesses. (The Atlantic

Have some lingering questions about Millennials that you need answered for an upcoming meeting? That’s what Ypulse is here for. Silver and Gold subscribers have access to Ypulse's trend and Millennial experts for quick, personalized feedback on any topic. After each insights article, subscribers can submit questions and requests directly to our experts and receive instant responses. (Ypulse)

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