The Q3 Ypulse Quarterly comes out next week, and we’re giving you an early look at our three big trends…
Memes, microtrends, fads can all spark and spread quickly and die just as fast. But four times a year, Ypulse looks more closely at three of the bigger trends we see impacting the way that young consumers see themselves, how they interact with one another, and what they expect from brands. We give a 360 degree look at each one, from the “why behind the what” to the biggest takeaways for readers. We survey 1000 13-33-year-olds to get the most recent data on each topic, and to find out what the trend means to them. The Q3 2015 Quarterly report is full of insights on Millennials and teens.
Here’s a first look of what you’ll see in next week’s report:
UNIQUE IS THE NEW COOL
Not so long ago, young consumers wanted nothing more than to fit in. But now, standing out is the goal, and 66% of 13-33-year-olds agree that being the same as everyone else is boring. But it isn’t just about fashion. Celebrities that stand out and show off their distinctiveness are embraced. Their desire to be different is impacting major life milestones like weddings and parenthood, the restaurants they want to eat at, the hotels they want to stay in, and the brands they want to buy. Sameness is so yesterday—unique is the new cool.
THE BODY POSITIVE
The body positivity movement has gained serious momentum with Millennials and teens, who are broadcasting their desire to have all shapes and sizes accepted. Hashtags like #EffYourBeautyStandards and new idols like Tess Holiday have sparked a passionate community of young consumers online—and they’re looking for lasting change. Brands that make missteps with too-skinny models, over-zealous Photoshopping, or perceived fat-shaming are being called out, and are expected to apologize, make amends—and embrace the body positive mentality.
TALK THE TALK
The way that young consumers communicate seems to mystify many. They’re hooked to their phones, and they have more ways of interacting than any generation before them. So how much are they texting, messaging, talking, posting on social media, emailing, and video chatting? We’re did a deep dive into their communication behaviors, and we found out their favorite way of communicating, what they think is dying out, how big a role visuals play in their everyday language, how their habits change with age, and more—including how they want brands to talk to them.
