Everything you need to know about youth marketing and Millennial research, at your fingertips.
Kids These Days: What’s Trending Right Now
Want to listen to the kids? Here’s what's trending with them right now... As our future president, and self-professed Millennial, Kanye West...
August 31st, 2015
The Unhappiest Place On Earth: The Friday Don’t Miss List
Visiting Disney World's warped doppelganger (courtesy of Banksy); the dating app for the young, rich, and famous; Burger King's now-infamous Peace Day offering,...
August 28th, 2015
Tasty Food Marketing…From Non-Food Brands
Marketing to a generation of foodies means that even non-food brands are rolling out tasty food-centric campaigns, beyond the branded food truck. According to a...
August 27th, 2015
Millennial-Fueled Social Movements
Making a difference is hugely important to Millennials and teens, who are founding their own social good projects and fueling movements that reflect their values...
August 26th, 2015
3 Things To Watch Today
We're here to keep you in the loop on the viral content being consumed by young consumers—and why it matters. The...
August 25th, 2015
Selling to Rich Millennials (Yes, They Exist)
Much ink is spilled on Millennials' debt and financial hardships, but as with any generation, there are also lucky, privileged, and just straight-up rich Millennials...
August 24th, 2015
Back To Hogwarts: The Friday Don’t Miss List
Why the Millennial Harry Potter fandom will never die, the dangers of breaking up online, the generation making or breaking retail, and more....
August 21st, 2015
Beware the Teens, The Most Powerful Force on the Internet
Brand after brand is learning the serious power and influence of teens online, and their almost scary ability to organize to get what they want,...
August 20th, 2015
Diversity Isn’t What You Think It Is: The New Era of Inclusive Marketing
We know Millennials and teens want diversity in entertainment and marketing, but what that diversity looks like is swiftly evolving. For a long time, we...
August 19th, 2015
It’s Complicated: The Messy State of Digital Dating
Those fretting about the "Dating Apocalypse" are missing a lot, but it's true that dating in the digital age is full of complications for young consumers.
In case you haven’t noticed, the cultural debate around dating apps, hook-up culture, and a so-called “dating apocalypse” has been raging of late—and while Xers and Boomers aren’t getting everything right, the whole dispute does highlight some of the massive changes in romance and digital dating that young consumers today are still figuring out.
Where do we start? Vanity Fair’s Nancy Jo Sales recently wrote “Tinder and the Dawn of the ‘Dating Apocalypse,’” an article detailing the supposed prevalence of twentysomethings’ hook-up culture, the end of traditional dating, and dating apps’ pivotal role in the whole shift. The article gives a strong sense that for young singles, relationships and romance are over, replaced with un-emotional sexual meet-ups and a “numbers game” of partner accumulation. In response to the piece, Tinder posted an epic Twitter meltdown, an angry 30-tweet rant disputing the article’s claims that quickly went viral. The tirade included messages like, “@VanityFair Little known fact: sex was invented in 2012 when Tinder was launched.” The app has since said they “overreacted,” but the now infamous article and aftermath made enough of a splash to re-spark a massive discussion around Millennials and dating.
Tinder might have been the most dramatic in their response, but they weren’t the only ones to dispute the idea that hook-up culture rules Millennials’ dating lives because of dating apps. Some have pointed out that every generation since dating was invented has mourned “the end” of tradition at the hands of the new generation. New York Magazine disputed that Sales' article is full of anecdotes instead of data, and, “while Sales certainly spins a good yarn, it doesn’t really add up to evidence that something revolutionary is afoot.” Talking to urban twentysomethings who are Tinder “superusers” very likely influenced the Vanity Fair reporter’s point of view—and in fact, there is plenty of data that suggests there is more to Millennials’ dating behavior than hook-up culture.
According to one recent study, Millennials actually have fewer sexual partners than previous generations. Today’s 18-29-year-olds average eight sexual partners, while Gen Xers averaged 11, and Boomers 10. However, Millennials were the least judgmental about premarital sex, with 62% saying there is nothing wrong with it, compared with 50% of those polled in the ‘90s, and 47% of those polled in the ‘70s. Ypulse’s most recent trend report reveals even more about the sex and dating behavior of young people today. While 20% of Millennials 18-32-years-old say they have tried a meet-up app like Tinder or Zoosk, and 28% have had a one night stand, 60% have been on a formal date and only 29% agree that traditional courtship is dead...and the fact that 79% of 18-32-year-olds say they want to be in a long-term committed relationship tells us their end-goal is pretty traditional after all.
But the Tinder war does highlight some serious shifts that have happened in the dating world for Millennials, and digital dating is a major part of the changes they grapple with, and the new romantic world they need to navigate. Our look at Millennial’s sex & dating behavior found that 5% of 18-32-year-olds in a relationship met their current significant other through a dating app. But really, as Fast Company put it, these days “every app is a dating app.” Modern couples are meeting through apps from QuizUp and Words With Friends to Yelp and Instagram. Theories on why non-dating apps are being used for flirting include Millennials’ ineptness at meeting people “organically,” and the appeal of connecting over a passion rather than a profile.
The search for love is also becoming more fragmented: Tinder blazed the mobile dating trail, but as we have covered, niche dating apps that use Tinder’s structure for more specific searches for love are popping up left and right. These “micro-Tinder” apps have already been created for weed enthusiasts, wordsmiths, shy guys, Jewish singles, black professionals, yuppies, health enthusiasts—even an app that pairs couples based on their Netflix behavior. While niche dating online has existed in the past, the barrier free
Millennial News Feed
Quote of the Day: “My favorite store to shop in is The Apple Store. Best store layout i have every experienced. They have the products I want and the expertise to answer any questions.” –Male, 19, VA
Those fretting about the "dating apocalypse" are missing a lot, but it's true that dating in the digital age is full of complications for young consumers. While some truly believe that so-called hookup culture is the problem, there is another theory out there for the modern dating scene’s issues: math. The book DATE-ONOMICS: How Dating Became a Lopsided Numbers Game argues that hookup culture is actually a result of unequal numbers in the gender pool. In short, far more women are going to college, and “when gender ratios skew toward women, as they do today among college grads, the dating culture becomes more sexualized.” (Washington Post)
Every parent who has asked, “What were they thinking?!” when they see teens’ questionable social media posts finally has an answer: nothing. Ask.fm’s recent survey found that 80% of teens post status updates, or send tweets without thinking about the consequences of what they’re broadcasting. But many of their parents don’t actually know what’s being posted anyway: 43% say they don’t keep tabs on their children’s online activity. (Jezebel)
When Millennials get over their wariness of the stock market and actually do invest, they still aren’t making the same choices their parents did. Younger investors favor “passive management,” and tend to choose less volatile stocks. Unsurprisingly, their tech-reliance is also influencing their investments, and they're using online wealth management tools and “robo-advisors,” while Boomers still rely on information from peers, traditional brokers, and financial advisors. (Nasdaq)
According to a recent Ypulse monthly survey, 91% of 13-32-year-olds say they care about their health and being healthy, and 73% say they enjoy exercising—so it makes sense that it’s young consumers who are spending on health and wellness products. Another recent study found that one in three Millennials share health content through social media, texts, or email every week. Their fitness behavior is driving the growth in health tech: health and wellness apps have seen 171% annual growth in usage. (MediaPost)
We’ve told you about the unique and wonderful talents of YouTuber Todrick Hall in the past, but in case you missed that, Fast Company has a “Non-Millennials’ Guide” to Hall—because he’s now got his own show on MTV. Todrick, which premieres tonight, is a reality show that gives viewers a behind-the-scenes look at Hall and his creative crew making their musical online videos. The singer's YouTube channel currently has over 1.6 million followers. (Fast Company)
Quote of the Day: "My favorite place to shop online is Sephora, because I love high end makeup and I love reading about what's new and watching tutorials on how it works.” –Female, 26, MA