Ypulse Essentials: Youth Brands @ SXSW, Double Dutch, 'The Greatest Generation'

sxsw2009Youth brands are more than background noise at SXSW (sponsors for the indie music festival clamor to get noticed by 12,000 wallet wielding attendees with music showcases and free parties.  Also, AdRants picks up a discussion on marketers misusing social media sparked by a panel held during the interactive portion of the festival) (New York Times, reg. required)

- Spring Break, not broke (Gen Digital compares college students’ plans for this year with 2008, and the results aren’t as dramatic as expected. Plus, studentactivism.net calls out the student drinking study we mentioned in an earlier Essentials—“College Freshmen Study Booze More Than Books”— for sensationalizing their results. Apparently, the company that ran the study offers online alcohol education programs to colleges)

- Hip to be square (the latest Obama Effect? Black teens who aren’t shy about showing off their smarts. Plus, to get more students involved in competitive sports, New York high schools introduce Double Dutch) (Boston Globe) (Salon, day pass required)

- More on the media-induced ‘sexting’ scare (don’t believe the hype or rather keep it in perspective - Anastasia is quoted. Plus, The New York Times examines the bullying ways of secret societies in prep schools) (San Francisco Chronicle)

- Adults infringe on teen jobs (as unemployment continues to climb, older, more appealing candidates vie for traditional teen positions. Plus, Chinese millennials ask similar questions about employment in the face of the economic downturn) (Chicago Tribune) (WSJ)

-Kids Choice’ (corners the award show market for the kiddie crowd, according to the Boston Herald. Assuming they aren’t aging up and watching the MTV offerings?) (Boston Herald)

- Mobile teens in the UK (Alcatel’s Teen Lab takes a look at how mobile usage…

 
 
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Millennial News Feed

Quote of the Day: “I definitely prefer Apple over other tech brands. I like the compatibility and connection between the different devices including iPhone and laptop along with other users.” –Female, 25, IL

More than half of Millennials say they are single, and for them the hunt for love is increasingly mobile, and more niche. Binger is one dating app that wants to pair up young single homebodies and binge viewers. Rather than asking about broad interests, body details, or Facebook information, the startup would pair up users based on their Netflix viewing data, analyzing compatibility of what shows are watched, how often, when, and for how long. However, because of Netflix’s closed API, Binger can’t exist yet, so they’re running a social media petition using the hashtag #BeAloneTogether to show support for the idea. (PSFK)

Chegg, the country’s leading college textbook rental provider, is “pulling a Netflix” by handing over the majority of their print business; a major step in a plan to become a digital-only platform. The refocus on digital products goes beyond books. Based on the belief that everything students today want is online, Chegg plans to provide digital services like self-guided homework help, on-demand tutoring, college admissions research, and internship placement. Building a relationship with students is the goal, and several other platforms are making similar shifts. (Fast Company)

Millennials' “rebellious” fashion habits are taking a toll on traditionally successful retailers. Companies like Macy’s, Michael Kors, C .Wonder, and Abercrombie & Fitch face identity and financial crises as they’ve drastically lost their coolness factor and popularity over the past few years. The “atheleisure” trend, essentially wearing leisure or work out gear in places that previous generations would have dressed up, has potentially been a factor. Athletic retailers are thriving where “department and discount stores are struggling,” and the trend of being constantly casual is too comfortable to go away anytime soon. (Business Insider)

Millennials are becoming the new generation of parents, and there is a growing divide among parenting styles—perhaps most dramatically between helicopter and “free-range” parenting. Fear of abduction and abandonment has shaped hyper-protective parenting styles and shifted the collective expectation of what it means to be a “responsible, devoted parent.” Although crime has decreased in the past two decades, a recent poll found that 19% thought an unsupervised child in public might be abducted, and over 23% believed that more bad things happen today than when they were growing up. The pressure to be an ever-present parent is strong, with those who leave kids unattended facing legal ramifications and judgment. (Mashable)

To Millennials there’s no such thing as selling out, and more brands than ever are providing opportunities to give the next generation of artists a leg up, and increase their own cool cred in the process. Sour Patch Kids is doing just that with “Brooklyn Patch,“ a tricked-out artist crash pad that offers artists on tour somewhere fun and comfortable to stay for free. In exchange, when resident indie bands like Deer Tick upload digital content—tweets, YouTube videos, Instagram photos, Tumblr posts—during their stay, they use the hashtag #BrooklynPatch. The brand’s goal is reportedly for Sour Patch Kids to become “a part of conversations in culture.” (Vulture)

What if you could collect all the Millennial insights, data, and news that are most relevant to you in one easily accessed spot? Oh wait, you can! On Ypulse.com, the My Library tab is a personalized hub of Millennial content for our Bronze, Silver, and Gold subscribers. Clicking on the star icons next to any insight article, news feed item, or instant poll stat on the site immediately stores them on My Library, creating a repository of relevant information—curated by you. (Ypulse)

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