A viral Facebook post explains some Millennials’ feelings towards engagement rings, the Santa experience has gone high tech for the next gen, young consumers are still craving sweet and salty, and more stories with insight on how to market to young consumers!
With the generation’s delayed marriages, openness to lab-made gems, and shifting definition of luxury being cited as a threat to the diamond industry, we dug into how Millennials really feel about engagement rings this week. But don’t miss one viral Facebook post from a 22-year-old that shows the shifting values around the symbol. Ariel Desiree posted a picture of her $137 wedding ring and explained that while shopping for it, a store employee commented: “Y’all can you believe that some men get these as engagement rings? How pathetic.” Stating that she would have married her husband even with “a 25 cent gumball machine ring,” Desiree asked, “When did our nation fall so far to think the only way a man can truly love a woman is if he buys her $3,000+ jewelry?” The post has prompted hundreds of similar stories and 59,000 likes.
Content series are becoming increasingly popular as an outlet for brands to reach the ad-skipping generation, and our recent survey found short videos to be the most effective social ads. Don’t miss how Starbucks got help from The Simpsons’ writers in a big way for their second content series 1st & Main. The three writers, inspired by visiting Starbucks every morning, put together a cartoon that was approved by the brand and can now be found on the Starbucks site.
Big soda brands are trying multiple ways to reach young, health-conscious, consumers—including expanding their offerings to move past sweet and carbonated. But don’t miss why PepsiCo, who has vowed to become a “health juggernaut,” still hasn’t taken their focus off of less-healthy snacks. According to a survey by Alix Partners, 53% of Millennials say taste is the biggest factor when purchasing snacks, which might explain why PepsiCo’s Frito-Lay North America snacks unit generated 52% of the company’s profit last year, up from 43% in 2010. Understanding that consumers still crave “sweet and salty,” the company aims to give consumers a choice by offering both indulgent or healthy products.
Millennials and teens have only become more adept to glossing over marketing efforts, making campaigns that think outside the box key for brands. Don’t miss how boat shoe retailer Sperry ramped up engagement on Instagram by tapping into “micro-influencers,” creating “powerful images”—with no cost to the brand. Seeking out consumers who posted popular images of Sperry products, the brand is reposting images with no compensation, but instead including their @handles on the images so they continue to get credit for their work.
Tis’ the season for online shopping. Recently over four in ten 13-34-year-olds told us they would be doing all their holiday shopping online and won’t set foot in any stores—but Santa can still draw shoppers into stores, and he’s getting a tech upgade for the next generation to keep them interested. Malls across the U.S. are taking the experience of visiting Santa up a notch, with high-tech adventures like a “Naughty or Nice O’Meter” where people can watch their names get added to Santa’s “Nice List” or a virtual sleigh ride to the North Pole. One retail consultant explained the appeal of the strategies: “The parents love it, the kids love it and Amazon can’t do it.”
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