Everything you need to know about Gen Z and Millennial research and marketing, at your fingertips.

The Newsfeed

“I don't understand what is so freaking enthralling about curling, but you can't stop watching once you start.”—Male, 29, NC

FOMO may be fueling teens’ smartphone addictions. Author Ana Homayoun explained that social media companies “create this system where you always want to be online. And it can create this fear of missing out if we're not online.” Homayoun argues there are some ways parents can curb addictive behavior: Introduce mobile incrementally by starting them off with a flip phone, establish times and days when the phone is off-limits (especially at night), don’t let them use it as an alarm, and monitor their usage using apps like Circle or OurPact. (CNBC)

Avocado proposals are exactly what you think they are, and the Millennial wedding trend is gaining steam. Don’t worry, the ring-in-the-avocado move has yet to become a “full-blown trend,” but it’s on its way. At least a couple of accounts posted playful images, and since then—several actual proposals have occurred. Maybe instead of hindering Millennials’ major life milestones (like buying a house), avocados are actually helping them pop the question. (The Cut)

The traditional American mall may be dying, but a new crop of futuristic malls is paving the way for retail. Malls are closing because “we built too many, too cheaply,” so new malls will be grander and more tailored to young consumers’ expectation for experiences than ever. “Museum-ing” malls with modern design is step one. The rest has to do with “giv[ing] people a reason to come beyond filling shopping bags” by adding experiences that can only happen offline—like spas, pet grooming, restaurants galore, and more. (Curbed)

Toy companies are speeding up their production processes to chase viral trends—but smaller brands are beating out industry giants. MGA Entertainment’s L.O.L. Surprise was 2017’s top seller according to NPD, leaving traditional winners in the dust. However, they’re trying to catch up. Hasbro’s “Quick Strike” team is picking up on social media trends and turning them into toys—they developed Fantastic Gymnastics based off of water bottle-flipping videos in just 11 weeks. Mattel has also created a small team with a similar purpose. (WSJ)

Even beauty brands are tapping into young consumers’ passion for health & fitness, offering “active beauty” lines. In line with athleisure’s undying popularity, makeup meant for working out is coming in vogue. Indie brands like Pretty Athletic and Sweat Cosmetic offer products like sweat-proof foundation and pollution-blocking sunscreen. But bigger brands are in on the trend too: E.l.f. Beauty and Clinique both have fitness-focused lines. Some of it may just be smart rebranding, but experts say there’s real innovation behind the new makeup too. (Glossy)

“I eat [Pizza Hut] least two times per month; it's one of my favorite places to go to eat pizza.”—Male, 35, VA

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