The Rise of Friendsgiving: How Millennials Have Invented Their Own Holiday

It has all the trimmings of a Thanksgiving feast, but none of the family drama. Welcome to the age of Friendsgiving. Millennials in the U.S. are embracing a new version of the fall tradition, gathering with friends for their own turkey feasts and creating their own holiday in the process. 30% of Millennials 13-24-years-old on Thumb told us that they celebrate Friendsgiving. The phrase has even made it to Urban Dictionary. The new holiday has taken over college campuses and urban friend groups alike, and is starting to become an important ritual for many Millennials.

The rules around Friendsgiving are not hard and fast. For some, the holiday replaces Thanksgiving, especially if they are stuck at home, in dorms, or abroad, and aren’t able to make it to their family festivities. Friendsgiving celebrations have been thriving on college campuses, where students might not have the time or money to travel. But for others, Friendsgiving is being added to their schedules in November in the weeks before or the days after their regular Thanksgivings. So if they are already getting their regularly scheduled serving of turkey and pie, why is Friendsgiving becoming a thing

It might sound like a cliché explanation, but Millennials’ group mentality probably has a lot to do with the new holiday. For them, friends aren’t just friends, but another form of family. As one student newspaper put it, “Not only does Friendsgiving give students the opportunity to be thankful for their second family at school, but it also removes the inevitable awkward moments that come with any family holiday…Have a Friendsgiving. Celebrate both of your families.” Friendsgiving solidifies a friend group or a clique and makes the people in that group feel special, and more like family. On top of that, the holiday is…

 
 
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Millennial News Feed

Quote of the Day: “I unplugged from Facebook and it was one of the best decisions I have ever made. It is such a time suck. I have other online sites that I can browse to relieve stress or take a break from work without having to see what some random kid in high school is eating for breakfast.” —Female, 23, PA

Last summer we noted Motorola’s vision of tattoos as password and identity authentication in our spotlight on the future of passwords, and now the first iteration has hit the market. Motorola teamed up with VivaLnk to create temporary tattoos—circuits wrapped in adhesive—that can unlock the Motorola X phone with a simple scan. Though the wearability is impressive, lasting up to five days on skin even through exercise or being submerged in water, remember that wearable tech must be beautiful, and the copper swirled fingerprint has ended up “looking a bit like a mole.” (TechCrunch)

Reebok and…bacon? Though health and fitness might not be synonymous with salted meat, Reebok is celebrating its athletes in the 2014 Reebok Crossfit Games with a Paleo diet-friendly treat. Targeting the “tastebuds of the Crossfit community,” Reebok’s pork product is free of nitrates, preservatives, MSG, and sweeteners, and will be delivered to attendees in boxes or via a branded food truck. Audience members can follow the truck on social media with the hashtag #reebokbacon to catch prizes and special bacon menu items rolled out throughout the games. (Creativity OnlineFast Co. Create)

Having grown up in the age of internet piracy and file sharing, many Millennials treat music and photo copyrights as flexible, downloading and swiping various content to share on social media. But using copyrighted music in videos shared with over 6.7 million fans has caused trouble for Michelle Phan, the makeup tutorial YouTube star who is now being sued by Ultra Records. Ultra owns rights to music from a slew of EDM artists that Phan has used in her tutorials, but some artists are tweeting out in support of her and challenging copyright laws to modernize. (Adweek)

Campbell's hit a peak in popularity with the Boomer generation, but instead of reviving the soup brand for Millennials in their 20s and 30s, Campbell's is looking to create an entirely new snack line for the kids of Millennial parents. The company will expand its Bolthouse Farms brand into Bolthouse Kids and tap into the tremendous growth of fresh-packaged snacks made for the on-the-go lifestyle of Millennial moms. Fruits, veggies, ready-made smoothies, and even Greek yogurt are in the works for hungry Plurals. (WSJ)

We identified Next Level Fandoms and Pre-Dev Engagement as two major Millennial trends in our Q3 2013 Quarterly Report, and Hasbro has joined these forces together for its SuperFanArt project. Dedicated fans can design and buy 3D printed figurines inspired by their favorite Hasbro brands, the first being My Little Pony. Encouraging the “mini-creator mindset” opens the door for pre-dev engagement and could create excitement around new Hasbro products and custom toys. (Kidscreen)

Looking for a quick Millennial stat to get you up to speed before a strategy session? Searching Ypulse is the best place to start! Silver and Gold members have access to 10,000+ articles, 20,000+ curated Millennial news items, 2 billion peer-generated opinions from our mobile, social Q&A network, and thousands of statistics on Millennials drawn from our bi-weekly national survey of the generation. You search can begin and end with us. (Ypulse)

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