The Serious Faux Pas: Celebrities

This week, we’re delving into a cultural shift we’re calling The Serious Faux Pas: the tendency of Millennials to reject those who aren’t able, or willing, to make their flaws a part of their public persona; the modern misstep of celebrities, athletes, and brands who take themselves too seriously; and how idolizing perfect icons has become a thing of the past.

Because Millennials have grown up in the age of tabloid culture and the 24-hour news cycle, they are a generation with a heightened awareness of flaws, moments of weakness, and the fact that any public figure potentially has a scandal looming around the corner. They have begun rejecting any attempted “public displays of perfection” as inauthentic. Those individuals who take themselves too seriously, carefully guarding their “realness” behind a mask of flawlessness, may be doomed to be mocked and un-liked, while Millennials embrace self-effacing and imperfect personalities.

Perhaps the clearest example of the rejection of serious can be seen in current celebrity culture, where actresses, actors and musicians are no longer idolized for being faultless, but instead looked down on if they appear too calculated or unable to exude a “down-to-earth” personality. In this category, taking yourself too seriously comes in the form of not allowing the world to see you off-balance and spontaneously imperfect.

This year, a takedown of too-earnest actress Anne Hathaway has played out online in contrast to the complete adoration of self-effacing Jennifer Lawrence. In February, NYMag published an article entitled “Why Do Women Hate Anne Hathaway (But Love Jennifer Lawrence),” citing Lawrence’s frequent mentions of taking shots, eating junk food, and wearing Spanx on the red carpet as part of her appeal. Hathaway on the other hand, was said…

 
 
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Millennial News Feed

Quote of the Day: “I'm trying to save roughly $5,000 to buy a vehicle. It will take me another 6 months or so.” –Male, 16, NC

The year started with a report that teens are leaving Facebook, and it’s ending the same way. A report this week showed that 88% of 13-17-year-olds were using the network in 2014, a drop from 94% in 2013. We’ve looked at the reasons that teens just aren’t as interested in Facebook before, and Ypulse’s latest social media tracker survey actually showed that currently only 63% of 13-17-year-olds say they use Facebook. (Mashable)

Millennial tastes are shaping the future of fast food, and majorly impacting longstanding brands. But what chains are keeping them happy now? YouGov BrandIndex ranked the restaurant chains that 18-33-year-olds would consider going to again to gauge their current brand loyalty. Gourmet sandwich chain Jimmy John’s topped the list, with 83% saying they would return. Chipotle, Chick-fil-A, Whataburger, and Subway made up the rest of the top five, in that order. (Business Insider)

Video sharing competition is heating up. Former Hulu CEO Jason Kilar has launched Vessel, his new subscription video service, which has been predicted to be a YouTube competitor. To entice creators to post content, they’re being offered $50 for every thousand views in the first three days they are posted, ifthey are only posted on Vessel. After a “72-hour exclusive window” the content can be shared on other sites. Currently Vessel is only open to creators, and a consumer launch “is pending.” (StreamDaily)

Kids are often shielded from adult content, usually because it is deemed too violent. But in reality, their bright cartoons might feature more carnage than grown-up fare. A recent study looked at the biggest children’s and adult movie hits in the same year and found that “two thirds of the 45 highest grossing children’s animated films feature an onscreen death of a major character” compared to half of the top “non-kid” films. “Death and destruction” are just a regular part of your average animated classic. (NYMag)

‘Tis the season for gift swaps, including the sinister favorite White Elephant—also known as Yankee Swap and Nasty Christmas. Old Navy is featuring the game in their holiday Vine campaign. Each day a video reveals gifts, from a high-end trip to a pogo stick, that will be given out, and every person who re-Vines or likes the clips is entered to win. The brand has also tapped 12 popular Viners to create their own clips in which they steal a previously opened gift or stay with the gift of the day. (Old Navy)

That image at the bottom of our newsletter is a gateway to insights and expert commentary on current and future Millennial trends. Clicking on it takes readers to our daily insights article, available to Silver and Gold tier subscribers, which illuminates a facet of Millennial culture and helps subscribers to understand the "why" behind the "what." Drawing from our ongoing collection of proprietary data, our deep-dive desk research, and our 10-year history of studying this generation, we figure out what it all means for brands and marketers. (Ypulse)

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