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: Q: “Why haven’t you had children yet?” A: “I’m gay. So having a child is a big decision.” –Male, 22, CA

Back to school shopping is moving slower than usual this year, but that’s not the only shift that retailers need to contend with. We outlined the top five categories for spending among high school and college students this season, and tech is in the number one slot for college students and a close second for high schoolers. Increasingly, getting the latest headphones or mobile tech is just more important to young consumers than getting the latest fashions. As one teen told the Times, “It’s definitely more exciting for a lot of teenagers to have a new phone that can do lots of cool stuff than clothing.” (NYTimes)

When Millennials are shopping, more and more prefer to pay with plastic, with debit cards as their main payment of choice. A recent survey by CreditCards.com found that debit cards are preferred 3-to-1 over credit cards among consumers 18-29-years-old—a finding that makes sense considering this group’s fear of debt and cautious financial outlook. Cash is gradually being ignored in favor of debit as well. Among the same group, 51% prefer plastic over cash for purchases under $5, compared with 82% of consumers over 65 who use cash for under $5 purchases. (CNBC)

Our social media status update made it clear that the big platforms are spinning out plenty of new stand alone apps to test new features and try to attract young consumers. Now Instagram has introduced yet another. Their new Hyperlapse is an app that speeds up and stabilizes video, creating beautiful, impressive looking shorts that can be shared to Facebook or Instagram. There is already a #hyperlapse tag that users are employing to share their creations. Time will tell if the app is useful and interesting enough to stand on its own. (Fast Company)

“Everybody is trying to hack Instagram.” That’s what Like2Buy’s cofounder says, and they’re finding ways to help retailers turn social media love into real sales. Target and Nordstrom are both using Like2Buy platforms that link photos posted directly to product pages to buy if they are interested. The hope is that the integration will provide a more seamless experience between browsing Instagram and shopping, and give young consumers the “speed and convenience” that they expect in all facets of brand interactions. (Brandchannel

In the wake of the crisis in Ferguson, two Georgia teens have turned to tech to try to make a difference, and invented an app to help prevent police brutality. Five-O is “like Yelp,” and allows users to create incident reports about their interactions with officers, giving them a grade. The app also includes a “Know Your Rights” function to that users can easily look up what rights they have when dealing with the law. The two sisters behind the app had “dabbled” in code before, and are planning on releasing more apps in the future. (NYMag)

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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