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

The Newsfeed

Quote of the Day: “A successful brand partnership is often rooted in a creator’s sincere fondness or passion for a product, experience or service.”—Stephanie Horbaczewski, CEO, StyleHaul (YPulse)

Millennial employees are opting for casual dress codes—leaving suit retailers out to dry. Goldman Sachs Inc. and Target Corp. are the most recent to shift away from suits. Because of the trend, Tailored Brands, the parent company of Men’s Warehouse and Jos. A. Bank, saw sales slip 10.7% in their most recent quarter and only expect the dip to deepen. To fight the slide, they’re showcasing more casual choices, like khakis and jeans, and at Jos. A. Bank’s NYC store, the suits are kept on the upper level. (WSJ)

More than half of young adults are single, up nearly 20% since 2004. Fifty-one percent of 18-34-year-olds told the General Social Survey that they don’t have “a steady romantic partner,” in their 2018 poll—a sign of the times when compared to 2004’s 33% and even 2016’s 45%. And though Millennials are waiting longer to settle down and have children, our Topline on the topic shows that most are still interested in marriage and kids—just at a later age. (WP)

The FDA made a video game about the horrors of vaping to scare teens straight. In the free XBOX/PC title One Leaves, players “wake up in a cage with three other people” and only one can escape—but all of them can only run “in short bursts” because of their over-vaped lungs. The escape route shifts every time you play, and those who can’t figure it out are trapped “[j]ust like three out of four teens who think they'll escape smoking.” The game shows that the FDA is getting creative to tackle teen vaping, even tapping Fortnite influencer Ninja to play. (CNET)

Do unboxing videos on YouTube Kids exploit their young viewers? Some are alleging that the trend that has taken over kids’ viewing time is full of thinly-veiled ads and paid product placement. While kids’ TV answers to the FTC’s strict advertising guidelines, no similarly strict rules exist for YouTube. One expert explains, “This content is unfair because it’s an ad disguised as a fun video,” and it’s “deceptive to parents because they have zero understanding of what their kids are watching.” (Vox)

Most kids would tune into TV if their favorite YouTubers were on the show. Insight Strategy Group found that eight in ten five-to-twelve-year-olds would watch a TV show or movie featuring a YouTuber or Instagrammer they know, right in time for Ryan ToysReview’s recently greenlit Nickelodeon series. Of course, the study also confirmed how effective influencer advertising is on kids, reporting that 53% purchased, tested, or asked their parents for a product after learning about it on YouTube or Instagram. (Kidscreen)

Quote of the Day: “Kids are so busy these days, and I think slime gives them the stress relief needed to just slow things down for a moment.”—Karina Garcia, YouTuber (YPulse)

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