Why Justin Timberlake Should Be Your Millennial Marketing Consultant

Just like the teenager who grows into themselves, realizing their likes, dislikes and personal form of expression – especially while experimenting in college – so too, did Justin Timberlake. The Millennial generation came of age alongside Justin Timberlake, after 2001 saw N Sync’s “Pop” become the bubble gum hit sensation that high schoolers couldn’t resist. With a few junior albums along the way, Justin Timberlake has officially released his most mature self; all grown up and ready to reinvent business models. Continuing to mirror the Millennial generation who has become hyper aware of their digital self, so has Justin Timberlake. He has embraced every social platform for his brand as he possibly can, and not just through the usual channels but through his signature gaming that has enabled him to become a cultural icon.

Last week, we reported that Justin Timberlake was back in the game with his new album 20/20. Instead of releasing it to iTunes right away, or mysteriously having it “illegally leaked online”, JT has embraced the best of both worlds by releasing the entire album for free on iTunes and Spotify one week before its official album release date (oddly enough, legend David Bowie did just the same a few weeks ago).  He was also featured on SNL last weekend, as an official addition to the “Five-Timers Club” honoring his past appearances, which have infiltrated Millennial pop culture humor. The SNL episode gave them the top-rated episode in 14 months; another angle to JT’s business-strategy savvyness. 

20/20 is the most mature of any album we’ve seen from Timberlake. With the launch of his first single from the album, Suit & Tie, Justin Timberlake is bringing the clearly-needed suave man back in an era of “geek chic”, beards (see IFC’s Whisker Wars) hooded sweatshirts…

 
 
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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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