Scandal in the Age of Acceptance

This Monday, we took a look at how Millennial attitudes are shifting their views on just what can be deemed scandalous in The End Of Scandal As We Know It. We also told you that though they may be changing, scandals will not become extinct and that new issues that matter to Millennials will rise up to take the place of the traditionally taboo public behaviors. For this generation, scandals will be made up of those things that Millennials find socially unpalatable, like corporate discrimination and cover-ups. In this world, there is such a thing as bad PR — because while Millennials are quick to forgive personal missteps and brand product and marketing failures, publicly aired opinions that don’t fit into their worldview are scandal igniters. Here’s a look at some recent scandals that signify the shift:

 

1. A&F’s “Cool Kids” Comments

Abercrombie & Fitch has had a serious branding problem and PR scandal on their hands since comments that CEO Mike Jeffries made that the youth retailer does not produce plus-sized clothing because they “go after the cool kids” were publicized earlier this month. The comments incited a wave of anger and reactions from consumers online and off. Interestingly, the interview in which these comments were made is seven years old, a fact that is significant in a few ways. First, the public perception of what brands are responsible for, how they should act, and the plus-sized clothing acceptance movement has changed significantly in that time. Second, Millennials have aged up and become more economically and culturally influential since 2007. Finally, the internet means that everything a brand puts out into the public can affect their reputation—even if years have past since the gaffe. Millennials, a generation that has been taught that acceptance is the…

 
 
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Millennial News Feed

Quote of the Day: “I won’t buy an already-made costume to dress up in for Halloween because everyone will have those and I don't like having what everyone else has.” –Female, 27, FL

The future of the on-demand economy is shaping up, and soon anything you might need or want, from toothpaste to kittens, could be delivered to you in a snap. Grocery delivery app Instacart tapped into this “I want it now” mentality for some smart Halloween marketing: Seattle residents can use the app to order last-minute costumes that arrive in one hour. The startup conceived the campaign after receiving costume requests from many of their customers, and the service will be active until 8pm tonight. (Instacart)

Last week, we wrote that brands could learn some marketing tricks from Taylor Swift, and her social media skills continue to impress. Vulture has a break down of why Swift is the “reigning queen of celebrity social media,” where she acts like her fans’ best friend, interacts with them personally, and uses each platform the way they do. On Monday, she used Twitter to put those fans in the spotlight, reposting pictures of them posing with her new album on her own feed with the hashtag #taylurking, a reference to the fact that she was lurking on her followers’ profiles. (Vulture)

Older Millennials grew up with the internet, which means they remember its humble design beginnings, and how social media got its start—after all, they were at the center of it. The internet has come a long way in a relatively short time, but there is a growing nostalgia for Web 1.0, the good old days when “everything was smaller,” “close-knit,” and “DIY.” This nostalgia is fueling the design of some of the newest apps and networks, which emphasize intimacy, self-expression, and minimalism. (Gizmodo)

Young consumers have a different set of retail experience expectations, and while many till prefer in-store, there is no doubt that mobile and online are a very big part of their shopping behavior. So what are their digital retail tastes and habits? 55% use multiple devices to shop, and 71% of females do their online shopping at home versus the 77% of males who do it on-the-go. Their biggest frustrations include slow load times, slow checkout, lack of interactive features, and small/fuzzy images. Those images are important—55% overall, and 72% of females, say they “couldn’t live without pictures when shopping on mobile devices.” (Inc.)

Richie Rich is being rebooted for a new generation. A live-action Richie Rich show from AwesomenessTV is coming to Netflix in 2015. The story of the self-made child millionaire was first a comic book in the 1950s, then reinvented for ‘90s kids in the movie starring Macaulay Caulkin. In this modernized iteration, Richie is a trillionaire who earned his bucks inventing and selling green technology. (KidscreenMashable)

You've got questions, we've got answers. Silver and Gold subscribers have access to Ypulse's trend and Millennial experts for quick, personalized feedback on any topic. After each insights article on Ypulse.com, subscribers can submit questions and requests directly to our experts and receive instant responses. Whether they want to dig more deeply into a topic or better understand the implications for their brands, we're there to help. (Ypulse)

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