What’s Being Said About the Next Generation

Born after 2004, post-Millennials are nine-years-old and under. Some may believe the next generation is too young to pay attention to, but the reality is that post-Millennials are already being studied and examined, and the effect their generation will have on culture and brands is already being hypothesized. We watch fascinated as two-year-olds take up playing with iPads as if it were natural to them. We fret about the under-ten set’s health and the child obesity epidemic, and look on in wonder as a nine-year-old takes a fast-food CEO to task. We debate what it means for the future when some parents today embrace their sons’ decision to wear pink, or sport a tutu in public. When we say that it is time to name the next generation, we do so because the conversation about the next generation has already started and post-Millennials are already living through a unique experience; and because every generation deserves to have a name that reflects that unique experience. In preparation for our Naming the Next Generation event, we’ve taken a look at some of the recent headlines about post-Millennials to collect some of the hypotheses about the generation so far:

 

1. They’re Homebodies In Training

According to a post by generational expert (and namer of the Millennials) Neil Howe, the post-Millennial generation is spending more time than ever at home, and less time than previous generations playing outside. Howe, who will be joining us on June 26th to name the next gen, cites a study that finds that from 1997 to 2003 participation in sports and outdoor activities dropped sharply for 6-to-12-year-olds. If this trend continues for post-Millennials, we could see a generation who are not just unprecedentedly comfortable using tech, but are less comfortable with the world outside their…

 
 
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Millennial News Feed

Quote of the Day: “When looking for a significant other, it’s important to me that they are open minded and an independent thinker.” –Male, 15, CA

Constant internet access via smartphones helped created the issue of cyberbullying, but could it also help to end it? New app Stop!t was created by a concerned dad to make it quick, easy, and effective for kids to anonymously report any bullying incident they see on social media. Previous digital efforts to fight cyberbullying required multiple steps in order to file a report, but Stop!t will allow students to report bullying with a single click, even if the app isn’t open. The app has been tested in several schools, and seen positive results so far, with one school reporting an 80% reduction in cyberbullying incidents compared to the previous year. (Fast Company)

Snapchat has an important message for its young users: “keep your clothes on!” 53% of 13-17-year-olds use Snapchat, according to Ypulse’s most recent social media tracker survey, and the app has long battled a reputation as a sexting haven. New community guidelines recently posted by the app are serving as a gentle, but stern reminder for minors to “Keep it legal.” Team Snapchat is trying to pull in the reigns on inappropriate sharing, threats, bullying, and invasions of privacy, and violating the rules could result in content removal, suspension, or being banned from the app. (New York Daily NewsSnapchat)

Will marketing healthy foods using the same tactics as unhealthy products get young consumers to eat them? The Partnership for a Healthier American and Michelle Obama’s “Let’s Move” campaign are going to find out. They’re launching an effort that rebrands fruits and vegetables as “FNV,” uses celebrities like Jessica Alba and Cam Newton as spokespeople, and relies heavily on social media to convince kids that healthy is cool. While undoubtedly a worthy cause, the campaign’s success is uncertain and has been described as “cringeworthy.” (brandchannel)

"C’mon get happy" seems to be the motto of big brands in 2015, as they focus on messages of positivity and joy to appeal to young consumers. One recent study says brands that “help Millennials achieve happiness” are the most likely to earn their loyalty. McDonald’s Pay With Lovin’, Coke’s #MakeItHappy, and Dove’s #SpeakBeautiful campaigns are recent examples of campaigns attempting to engage with positive messaging, but brands who want to follow suit should remember young consumers will see through any “hollow” attempts that tell them just buying a product will make them happier. (Adweek)

Young viewers maybe be drawn to digital video because they find online stars and content more “enjoyable and relevant to their lives” than traditional TV and Hollywood A-listers. A new study by Defy Media—who it should be noted produces content for YouTube—found that 62% of 13-24-year-olds say digital content makes them “feel good,” compared to 40% who said the same of TV; and 67% say they can relate to digital content, versus only 41% who relate to TV. YouTubers also hold a high power of purchase: 63% said they’d try a product recommended by a YouTube celebrity. (Variety)

The Daily Instant Poll gives you a quick snapshot of how Millennials are weighing in on the topics that are making headlines, but there's more to our mobile network of 2 million Millennials than what makes the newsletter. Ten of our most recent featured Instant Poll results are available to Ypulse.com Silver and Gold subscribers, allowing them to compare the responses of various demographics. (Ypulse)

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