Digital research products for your world, to decode theirs

Lifeline Quote of the Day: On wedding trends: “I think couples are really trying to find ways to involve their guests in memory making, i.e. providing them with disposable cameras, photo booths, advice books, etc.” –Female, 25, OH

Thumb Stat of the Day: Today we asked Thumb users ages 13-24 if they think that smoking pot occasionally has any long-term effects on their brain and 56% replied with a thumbs down. One commenter stated: "Smoking occasionally, probably not. Maybe very minor effects if anything at all."

Our trend guide to prom let you know how teens are breaking tradition by finding ways to spend less and opting to go in groups. One teen chose to skip the dress route altogether this year and wore skinny jeans to prom, only to be kicked out by a chaperone. Many adults believe that teens have lost a “sense of occasion,” but this generation is more concerned with expressing themselves through what they wear than adhering to formal codes. (Jezebel)

Millennials are in favor of the legalization of weed and haven’t bought into talk of its negative health effects, but a new study brings light to possible brain abnormalities in even casual smokers. Research from Harvard Medical School and Northwestern University shows that young adults who smoked around four times per week had abnormal brain growth compared to those who didn’t smoke weed. (TIME)

Stand-up comedy is on the rise with Millennials, seeing a 19% increase in ticket sales last year. True to their storytelling nature, 75% of fans enjoy comedians that tell a story, and 8 in 10 feel that stand-up is the most authentic form of comedy today. (Viacom)

Young adults are attracted to the urban lifestyle of culture, convenience, and adventure that cities provide, but their delay in moving out to the suburbs to settle down is a marked shift from generations of the past. Suburban America is worried, and swiftly restructuring in order to attract young families again by increasing apartment living, bicycle lanes, and entertainment. (NYTimes)

We let you know about the latest apps that are appealing to Millennials’ hyper-nostalgia, and Google is tapping into this trend by offering a look back with Street View. Using data from Google Maps imaging, Street View now presents a timeline to clock changes in rural and urban settings. (TechCrunch)

Lifeline Quote of the Day:“Spiritual is a buzzword that many people (including myself) use to mean that we are not agnostics. The term ‘religious’ has been given so many negative connotations that most people shy away from it.” –Male, 20, MA

Thumb Stat of the Day: Today we asked Thumb users ages 13-17 if prom was big at their school; 68% of females replied with a thumbs up compared to just 20% of males. We also asked for some advice on asking someone to prom, and one user replied "Do it in a cute way! Make it a scavenger hunt. Give them an envelope and send them all over your town (or the school) and then at the end, give them roses and ask!"

Millennials support media sources that disrupt tradition with interactive, digital-driven content. Appealing to these desires is ShowMobile, a “made-for-mobile” entertainment app that connects fans directly with shows and artists. YouTube-launched pop star Austin Mahone announced the debut of his channel on the app today which will air exclusive episodes from his #TourLife series for fans. (ShowMobile)

Are Millennials still the “cord-cutting generation” if some of them have never paid for a cable provider? Adults under the age of 35 are twice as likely to not pay for TV services than older viewers, and the trend is catching on as cord-cutting increases across the nation. (MediaPost)

The Instagram community understands the stylings of the best dressed generation in ways that their peers might not, and for 13-year-old high-fashion enthusiast Mike the Ruler, the social network lets him “feel like I can be the person who I am.” (NY Mag)

Next gen game consoles just aren’t selling games as they had planned. Xbox One and PS4 are both still selling out post-release, but their appeal as streaming devices may be overshadowing game play. Exclusive releases are key to attracting new game buyers, so brands might want to consider unique bundles for new games. (Uproxx)

The private side of social media is expanding, but not without some controversy. Cyber-bullying ran rampant on the new app Yik Yak as middle school and high school students caught on to its localized message-boards. But the app's latest round of funding has afforded new features like geo-fencing and a 17+ age requirement that aim to keep its use within the intended college-age audience. (TechCrunch)

Lifeline Quote of the Day: “Girls already have their dream wedding planned out at 18-years-old on their Pinterest boards." —Male, 19, OH

Thumb Stat of the Day: A recent survey from the Pew Research Center shows that Millennials are expecting a lot from technology over the next 50 years, including space colonization. Today we asked Thumb users ages 13-24 if they would want to move to a human civilization on a different planet, and 39% replied with a thumbs up.

As technological innovations become more advanced and “out of this world,” 59% of young adults ages 18-29 believe that they will lead to better lives in the future. 43% see space colonization as a possible happening in their lifetime, and this generation is most open to personal and commercial drones being used in the U.S. airspace. Both of these ideas involve travel technology, which Millennials rated the highest among futuristic inventions. (Pew Research) 

Teenage entrepreneurs are increasingly making headlines for their DIY startups, but not without a little help. Meet 13-year-old fashion designer Isabella Rose Taylor whose “hippie-grunge, yet feminine” juniors line will be debuting in select Nordstrom stores for back-to-school. She credits “blood, sweat, and glitter” for her success thus far, plus a valuable mentor in the industry. (Fast Company)

In The Age of Not Believing, a trend explored in our Lifeline report, Millennials are on the lookout for verification online as a marker of trust. One guy used this tactic in a scheme that attracted more than 2,000 matches on Tinder by attaching a Tinder-branded “hot match of the day” banner to his profile image. (Adweek)

Doritos is embracing Millennials' penchant for disruptive creativity by including its consumers in a “Bold Flavor Experiment" where they can vote on which of three mystery-flavors they would like to see on shelves. The campaign directs them in-store to buy the mystery bags and then online for the chance to win $1,000 in gold during each day of voting. (Ad Age)

The United Nations is tapping into the appeal of Minecraft with the Block by Block program where designs for public spaces in developing countries can be submitted online. The program hopes to build interest in community planning among those ages 14-25. (Mashable)

Lifeline Quote of the Day: "Wedding trends I've noticed are synchronized dancing at ceremonies for viral internet videos, relatives getting super drunk and puking (I'm looking at you Uncle Bob), and the best man and bridesmaid speeches or any toast being done as a rap song.” –Male, 23, NY

Thumb Stat of the Day: Today we asked Thumb users ages 13-24 if their parents have ever helped them get a job, and 57% replied with a thumbs down. That number increased to 64% for 21-24-year-olds who make up the majority of new hires, with many proudly commenting that they got their positions on their own without parental involvement.

Though they wear their Grandad’s clothes, Millennials’ view of luxury has nothing to do with the grandeur of the past. Conveying emotion is a key connector between luxury and Millennials, as told to Marketplace by Ypulse’s own Trends Editor and Strategic Consultant MaryLeigh Bliss. Therefore, brands must re-think the stories that they are telling. (Marketplace) 

We’ve explored the transition from magazines to e-commerce but the tides are turning back as online retailers increase the time and money spent on mailed catalogs that are more lookbook than product list. The majority of print materials are taking Millennials’ preferred aesthetic into mind, focusing on large imagery with minimal text. (WSJ)

Tumblr is known to be a “hyperreal online mecca” of shared images, and musicians are utilizing the social network to share their inspirations and foster conversations with fans. Though marketing has been focused more on Facebook, Twitter, and Instagram, brands would be wise to take note of how music stars are taking to Tumblr. (Mashable)

Those under 25-years-old currently make up half of the world’s population, and the first Global Youth Wellbeing Index has found that 85% of youth are experiencing lower than average levels of well-being. The countries that ranked highest for youth well-being include Australia, Sweden, and South Korea, with the United States coming in sixth. (Fast Company)

BuzzFeed quizzes are a daily ritual for many Millennials while browsing through online content, and their success has inspired The Metropolitan Opera to adopt the quiz format to target young audiences, helping them choose which show would be most appealing. (PSFK)

Lifeline Quote of the Day: “I mix up a bunch of beliefs to make up my own spirituality that works for me.” –Female, 29, NY

Thumb Stat of the Day: More young entrepreneurs than ever are putting in the work to make their niche-interest dreams a reality. Today we asked Millennials on Thumb ages 13-24 if they would ever want to start their own business and 44% replied with a thumbs up; that number jumped to 56% for 13-15-year-olds. One commenter mirrored the topic of today's Q&A, saying "I would definitely like to take my etsy shop and turn it into a larger boutique one day."

The internet has a new animal star: Marutaro the hedgehog has 47,000 Twitter and 27,000 Vine followers. His owner shares videos of the prickly pet enjoying nature, and “wearing” paper masks that add expressions to his tiny face. (Mashable)

Brands see far more engagement with consumers on Instagram than they do on Facebook, but posting infrequently on the network can hurt follower counts for brands. Consistent and continuous participation is necessary to grow on the network. (Fast Company)

Frontback is “the perfect selfie taking app,” which has just reached one million downloads on iOS and launched on Android. The app takes two pictures with the press of a button: one of what the user is looking at, and one of their face a few seconds after snapping the shot, which you can then post on any social network or the app’s own newsfeed. (The Verge)

Mattel’s sales have been on a downturn thanks in part to falling sales of Fisher Price toys, Hot Wheels, and waning interest in Barbie. The brand is hoping the “ultimate toy gun” it has been working on for three years, BOOMco, will be the toy that turns the tide. (Quartz)

A recent study to debunk Millennial stereotypes found that 54% of Millennial women say they have switched brands because it supported a cause they care about. Creating an authentic and transparent tie to social good is essential for brands interested in Millennials. (Mediabistro)

Lifeline Quote of the Day: “One wedding trend I’ve noticed is the use of themes. I worked at a country club where they hosted weddings and I saw a firefighter themed wedding.” –Female, 19, PA

Thumb Stat of the Day: Following the nationally dreaded tax day, today we took a quick poll of 100 Millennials on Thumb asking if they would spend the money from their tax returns instead of saving it; 64% gave a thumbs down. Many expressed that they would split the money 50/50 to spend half and save the rest, while others said they would save the majority of the money.

Teens are invading Tinder. The dating app, which pulls from users’ Facebook information to push potential matches to them, has 7% 13-17-year-olds making up their user-base, slightly outnumbering the Gen Xers who use the app. (NYMag)

Domino’s succeeded with their campaign admitting their flaws years ago, and their new ads take on another Millennial-friendly theme: being willing to experiment and fail. To promote their new specialty chicken products the brand is poking fun at their own past failed food innovations, showing they are “not afraid to step out of [their] comfort zone and take risks.” (Mediapost)
 

The generation has a cautious approach to managing money, but they do still want to spend. According to a recent study, if they received a $1000 tax refund, 27% of Millennial men would spend it on electronics, and 18% of Millennial women would buy clothing—only 5% of males said they would put it towards paying of their student debt. (Forbes)

Are touchscreens “melting kids' brains?” Researchers know “almost nothing” about how the many touchscreens we use impact young children, making doctors cautious and parents worried about long-term effects even as they use tablets as “the new pacifier(s).” (Wired)

Many brands wish they knew the secret to going viral, and scientists might soon have them covered. Researchers can now predict what photos will become popular on Facebook with an almost 80% accuracy rate. (Stanford)

Lifeline Quote of the Day: “I would rather call myself a free spirit. I don’t really follow a religious belief.” –Male, 22, CA

Thumb Stat of the Day: Using throwback hashtags on social media lets Millennials share their nostalgia for memories captured in their photos, but how long ago constitutes a throwback? Today we asked Thumb users ages 13-24 if it’s ok to post a #tbt throwback pic for something that happened the week before, and while almost 50% of females gave it a thumbs up, males highly disapproved with 72% thumbs down.

Millennials are known for their close, sometimes dependent, relationship with their parents, and some brands are making parents a part of the hiring process for the generation. PepsiCo reaches out to some new hire’s parents, and LinkedIn sponsored “bring-your-parents-to-work day” last fall, with more than twenty companies participating. But not every Millennial is interested in having their parents as a part of their career, so brands might want to consider the action on an individual basis. (HBR)

Ladyblog The Toast is profitable after just nine months, and getting about 2 million clicks every month. Its unique positioning may be the key to its success—the site steers clear of celebrity gossip, focusing on literary, pop culture, and “general nerdy” content for young women. (AdWeek)

KFC is thinking outside the box to market to Millennials this prom season, offering limited fried chicken corsages in Extra Crispy or Kentucky Grilled Chicken (for those dates worried about fitting in their dresses). Interested prom-attendees can buy a chicken corsage for $20 plus shipping through KFC’s site. (Mashable)

After a 14-year-old Dutch teen tweeted a threat at American Airlines yesterday, a slew of teens followed suit, sending bomb threat jokes to various airlines through Twitter. But the trend didn’t last long, and most of the accounts that participated have been shut down by Twitter. (Mediabistro)

Just how far has the wall between celebrities and fans come down during the social media age? This weekend Taylor Swift actually attended a super-fan’s bridal shower in Ohio, bearing multiple gifts and impressing the internet with her devotion to the Swifties. (BuzzFeed)

Lifeline Quote of the Day: “I would definitely classify myself as a Christian, but I don't associate with any specific denomination or religious order. There's too much judgment and hypocrisy in religious orders and denominations.” –Male, 23, PA

Thumb Stat of the Day: Moving for love might be a new relationship milestone for Millennials, but how many would actually pack their bags for romance? Today we asked Thumb users ages 18-24 if they would move if their significant other got a good job in a different part of the country. 54% gave a thumbs up and another 13% were neutral.

We’ve warned brands in the past that making fun of Millennials is probably not the best way to get their attention, but it continues to happen. In an attempt to reach the generation, H&R Block created a social media campaign called “Hipster Tax Crisis” that paints the young and hip as obnoxious and clueless. The “Hipster Tax Rap” is particularly painful to watch. (Adweek)

Is moving for love the new relationship milestone? With the job market difficult, more young people are having to decide whether they will move for their significant other when career opportunities threaten to separate them—often before they have made a legal commitment of getting married. (NYMag)

The news that Stephen Colbert will be replacing Letterman on Late Show will create more competition in the Millennialization of late night. But it also presents a hard-to-fill opening at Comedy Central: whoever replaces Colbert will need to appeal strongly to their 18-34-year-old viewers. (Wall Street Journal)

The campaign against bullying is continuing in creative ways. Singapore’s Coalition Against Bullying for Children and Youth created an anti-bullying video that becomes shorter every time it is shared, with the message that the more people who are aware of the effect of bullying, the more it can be wiped out. (Mashable)

We’ve been charting the rise of the desire for privacy and secrecy in social media, and there is a new contender in the space. Wickr allows users to send messages that not only disappear shortly after their read, but are encrypted with "military-grade" encryption. (Fast Company)

Thumb Stat of the Day: To get a read on smart clothes, today we asked Thumb users ages 13-24 if they would wear clothing that feeds them information about their body, and 52% replied with a thumbs up.

Lifeline Quote of the Day: “I listen to the podcast Welcome to Night Vale because it's a lot of fun—and a little creepy! I especially enjoy listening to it on the bus to school in the morning, when my brain isn't awake enough to read my book.” –Female, 26, CA

iPads, cell phones, and SMART boards are changing the way the next generation is being educated, and how they interact with teachers. The technologies allow for new methods of learning, but also present some problems, like in-class distraction. Some students say that, “if you don’t have WiFi you can’t do your homework.” (The Wire)

BuzzFeed has launched a new TV engagement feature to help networks “drive audiences to specific shows, with Bravo and IFC as the official partners to start. The Social Tune In program will create posts to plug shows in BuzzFeed’s signature listicle style. (MediaPost)

This year, Netflix went to the prom with a 17-year-old. You read that right. High schooler Muthana Sweis tweeted at the brand asking if they would go to the junior prom, and, in a fun personalized marketingmove, Netflix said yes. The streaming service let their “date” choose from three TV-themed rides to the dance and gave him a James Bond tux to wear. The entire date was filmed and shared on YouTube. (Mediabistro)

26-year-old snowboard sales rep Shaun McBride is becoming a star of Snapchat. His elaborate cartoons on the app have amassed him thousands of followers, and show the potential for major creativity on the platform. (Digiday)

The Lego Movie may have been a major hit, but the director wasn’t fully satisfied. The sequel—which is currently being developed—will have more strong female characters, and make more of an effort to pass The Bechdel Test. (HitFix)

Lifeline Quote of the Day: “My friend's boyfriend asked her to prom by getting it put on a billboard near her house.” –Female, 17, AL

Thumb Stat of the Day: Today we asked Thumb users ages 13-24 if they are nervous about their internet security in the wake of security bug Heartbleed, and 64% replied with a thumbs down. Security holes have become more and more common, and after the Target and Snapchat cyber attacks, this may be just white noise to them, despite its potentially devastating consequences.

Sex education in the U.S. varied wildly from state to state, but seems to be missing the mark overall: 80% of young teens who have sex don’t get sex ed beforehand. (The Wire)

Chick-fil-A wants to improve their image with Millennials, which took a hit after anti-gay marriage comments made by CEO Dan Cathy in 2012. The brand is going through a “cleaning process” to present more natural ingredients, and attempting to become more transparent in their practices to appeal the generation. (USA Today)

Yesterday, teenager Nate Scimio became one of the victims of the Pennsylvania school knife attack, shielding several other students and pulling the fire alarm to alert others to evacuate. Now, he is in the spotlight for a different reason: his “post-stabbing selfie,” shared on Instagram from the hospital, has made him the focus of a major backlash. (Washington Post)

NBC is taking an unprecedented crowdsourcing tactic to find new sitcom ideas. Their Comedy Playground campaign is asking consumers for their show concept submissions, which will be judged by a panel of producers and actors. The winners will have their show broadcast on the network. (Entertainment Weekly)

Tissue box marketing strikes again. “Unsung Hero,” a tear-jerker spot from Thai Life Insurance showing a do-gooder being rewarded for putting others first, has gone viral. The ad has been viewed over 5 million times in the last week. (The Drum)

Lifeline Quote of the Day: “When Starbucks donated money towards pro-LGBT lobby groups. I wasn't surprised…[but] I started buying more coffee from them.” –Female, 26, CA

Thumb Stat of the Day: Xbox is continuing to innovate with original content, so today we asked Thumb users ages 13-24 the same two questions we asked back in November: Do you have or plan on buying Xbox One or PS4. 24% gave a thumbs up to PS4, a decrease from 30%, and 22% gave a thumbs up for Xbox One, an increase from the 16% we saw five months ago. Clearly the console wars are far from over as these two powerhouses continue to battle for Millennial living rooms.

Millennials are more likely than Xers or Boomers to say that they believe one parent should stay home to care for children, with 60% agreeing to the statement. The new wave of Millennial parents are setting out with different expectations, and many feel the decision to stay home is a personal, not political, one. (CNN)

Xbox One’s launch of original programming will include interactive elements like sub-plots and mini-games that can be unlocked with the console’s controller. (CNET)

Frozen madness continues! Official merchandise for the film is selling out everywhere, prompting parents to flood Disney’s Facebook page with complaints. Some items are being auctioned on ebay for more than $1000. (Jezebel)

A large number of the young teachers hired in 2007 have stayed in the profession, despite struggles in education. This “new generation of teachers” is bringing energy and tech-savvy to the classroom, including using social media to communicate with students. (WSJ)

To promote the release of their upcoming Family Guy mobile game, Fox is looking beyond in-app ads, and instead has launched an Instagram for protagonist Peter Griffin. The account has gained almost 57,000 followers after just seven posts. (Digiday)

Lifeline Quote of the Day: “I never really paid attention to same-sex rights until I became a Girl Scout leader. One of the girls in my troop has two moms. They are both wonderful and are raising two amazing children together. It breaks my heart that a person cannot potentially be there for their significant other if they are injured, etc., and need to be hospitalized, because on paper, they aren't considered family.” –Female, 30, OK

Thumb Stat of the Day: Today we asked Thumb users ages 13-24 if they think keeping their phone in their pocket all day is good for their health—61% replied with a thumbs down. Though Millennials may feel having their cellphones on them at all times is a necessity, the potential for negative health effects hasn't escaped them. 

It can be hard for brands to use hashtags right, but turning hashtagging into a competition could be one way to engage young consumers. Adidas is rewarding one high school football team with brand new gear, and students can vote for the most “cleat-worthy” school over Twitter and Facebook with the #adidaszero and #vote hashtags. (Digiday)

Sesame Street is getting into Netflix's game, launching streaming service Sesame Go for $3.99 a month, and appealing to families with a lower price than competitors and a child-friendly design. (The Verge)

Under Armour has been paying attention to workout trends, and their new line is apparently inspired by gym selfies. Post-workout selfies are all over Instagram, and have been made famous by individuals like #belfie (that’s “butt selfie” for those who haven’t witnessed the phenomena) star Jen Selter. (Racked)

Today Uber is driving their service into New York, but this time they're on two wheels. Rather than the peer-to-peer taxis they are known for, UberRUSH will be providing 24-hour same day bike deliveries around Manhattan. Users will be able to track their parcels through the service’s app. (Engadget)

Amazon could be changing the future of grocery shopping with one little device. Their newly launched Dash is a WiFi enabled “wand” currently being tested by Amazon Fresh customers. Users can simply scan the barcodes of items that need restocking to add the product to their online cart. (CNET)

Lifeline Quote of the Day: 
Q: What do you plan to purchase for a Mother’s Day gift?
A: “I don't f*cking know yet. I completely forgot I had to do that...and her birthday is in April so I've got to buy something for that too. Ugh.” –Female, 21, PA

Thumb Stat of the Day: Today we asked Thumb users ages 13-24 if they have downloaded 2048, the “weekend project” we told you about in last week’s Essentials, and 32% replied with a thumbs up. The app version of the game is currently the top free app on Apple's app store.

For Millennials, the American Dream no longer necessarily means the traditional house and car, so some brands have to “forget what you knew” about selling in order to appeal to the demographic. Flexibility, legacy, connection, and creation are some of the new values defining their “new dream.”  (Fast Company)

We told you that Vice would soon be partnering with FremantleMedia to create food-related content for Millennial viewers, and now the result is revealed: Munchies, a “multi-channel” food platform, is currently in beta.  (Stream Daily)

Heineken is entering their 13^th year as a Coachella sponsor and is planning their biggest year of on-site marketing yet. The brand’s Heineken House will provide festival attendees with food, art, and music. Exclusive musical performances will be revealed via Snapchat throughout the fest to those following HeinekenSnapWho. (MediaPost)

A recent study from a moving company (of all places) has revealed that Millennial men are more likely than men of other generations to say they would move to a new city to advance their partner’s career goals. More than half of Millennial respondents were willing to relocate, versus 43% of Boomers, and 28% of “pre-Boomers.” (USA Today)

As streamed viewing increases in popularity, networks are struggling to play tech-catch-up. HBO Go faltered during last night’s premiere of Game of Thrones, prompting the network to send out apology tweets, and drawing comparisons to the service’s issues during the True Detective finale last month. (Recode.net)

Lifeline Quote of the Day: “For prom this year, a girl asked another girl legitimately and I love that homosexual couples are becoming more accepted and confident—so, uh yes, please do that, marketing people.” –Male, 16, NY

Thumb Stat of the Day: Today we asked Thumb users ages 13-24 if they were tuning in for the season premiere of Game of Thrones this weekend and 1 out 5 replied with a thumbs up. The series has been a Millennial favorite and looks like it will continue to capture the demo.

Video games are becoming a spectator sport. Anyone familiar with twitch.tv knows that online viewing of competitive gaming has been rising in popularity for years—now the trend is moving offline. Last year, 18,000 people attended the live finals of the League of Legends Season 3 World Championship at the sold-out Staples Center. 32 million people watched the championship in total, more than those who tuned in for the MLB World Series or the NBA Finals. (Quartz)

Converse has maintained its cool factor with Millennial audiences by putting them first, more notably by giving emerging musicians a helping hand with free studio time in their Brooklyn music space. Famous bands need not apply. Converse is steadfast in supporting young creatives who have limited resources otherwise. (Fast Company)

This week, fashion line Marc by Marc Jacobs announced that they will be turning to social media to cast the face of their fall 2014 campaign. Submissions can be posted on Instagram and Twitter with the hashtag #CastMeMarc, and young Millennials interested in the spotlight have already begun to flood the brand with selfies and headshots. (NYMag)

It’s long been suspected that cats and bacon rule the internet, but now there’s data to back it up. This simultaneously cute and tasty-looking infographic lays out why the two continue to go viral. They account for millions of searches a month, and can help “re-introduce your brands to Millennials.” (The Drum) 

The second season of Inside Amy Schumer premiered on Comedy Central this week featured sketches on feminist topics like the sexualization of female athletes, and ratings were higher with male Millennials ages 18-34 than any show that aired that night on any channel. (Jezebel)

Lifeline Quote of theDay: “Love is love. People should not be the judge of whom others can or should love. I feel like as one human family we should come together and accept others regardless of whom they love or choose to associate with. I believe it is unconstitutional to take away or forbid equality... Not everyone has to agree, but they should respect other's decisions.” –Female, 25, OH

Thumb Stat of the Day: Today we asked Thumb users ages 13-24 if they would share a video that helped to donate to a cause they supported with every view it racked up. 36% responded with a thumbs up. While many liked the idea, inThe Age of Not BelievingMillennials are skeptical of brands’ motives, with one respondent commenting, "I'm not entirely sure of the credibility of that."