- Jul 01 2020
Have COVID and Millennials “killed” non-digital gyms?
Have COVID and Millennials “killed” non-digital gyms? Gen Z and Millennials (who account for 50% of fitness club members) were already beginning to lose interest in annual membership fees, as on-demand and “pay as you go” models became more popular—and COVID-19 accelerated the disruption of fitness space. At-home fitness tech like Mirror and Peloton have experienced “record sales,” and YPulse’s The Next Wave of Health and Fitness report found that 48% of 13-39-year-olds have cancelled their memberships since the start of the outbreak. How many will return is in question: According to data from activity tracker Fitbit Inc., young people in the U.S. are taking longer to return to pre-pandemic levels of activity. (Venture Beat, Insider)
- Jul 01 2020
Meanwhile, Lululemon is acquiring at-home fitness startup Mirror.
Meanwhile, Lululemon is acquiring at-home fitness startup Mirror. YPulse called out Mirror as a fitness brand to watch last year—and now Lululemon is buying the high-tech workout startup for $500 million. Previously, the two companies partnered to offer meditation classes to members. According to the Lululemon CEO, they’re looking forward to working with Mirror to “accelerate the growth of personalized in-home fitness”—a smart move as 73% of young consumers tell YPulse they plan to work at home more once quarantines are over. (CNN)
- Jun 30 2020
When schools reopen, students could have “hybrid schedules” to combine online and in-school learning.
When schools reopen, students could have “hybrid schedules” to combine online and in-school learning. These schedules could mean kids are attending school on alternating days to limit class sizes and maintain social distancing. But for working Millennial parents, the new schedules present a difficult challenge, and some experts are worried that previously flexible employers may “lose their patience” in the fall. Virtual learning was also a struggle for many kids, and “millions simply disappeared”—they could fall further behind as distance learning continues. (NYTimes, USA Today)
- Jun 30 2020
Canopy Growth wants to be the “Unilever of weed.”
Canopy Growth wants to be the “Unilever of weed.” YPulse’s Cannabis Infusion report found that 59% of 18-36-year-olds say that CBD should be more mainstream—and cannabis company Canopy Growth is working to make it happen. Through collaborations with Martha Stewart, Drake, and Seth Rogen, the company is hoping to “get to the gatekeeper” at major convenience stores, big box retailers, and even local shops. With a focus on wellness and recreational brands in collaboration with famous names, they plan to become a “global CPG company.” (Fast Company)
- Jun 26 2020
Gen Z is more open to nontraditional education than other generations.
Gen Z is more open to nontraditional education than other generations. According to a survey from ECMC Group, while teens believe that higher education plays an essential role in their future success, more than half of 14-18-year-olds are open to something other than a four-year degree, and 70% want to follow their own educational path. Our Gen Z’s Education Interrupted report found that 60% of current college students say the pandemic has changed their college plans, while our After Corona trend report found that 20% of students say obtaining a higher degree has become more important to them because of COVID. (PRNewswire, Inside Higher Ed)
- Jun 26 2020
Families are suddenly interested in preserving traditions thanks to COVID, which is shifting their priorities rapidly.
Families are suddenly interested in preserving traditions thanks to COVID, which is shifting their priorities rapidly. According to Kidscreen’s Passion Points Study, half of parent’s “primary emotional drivers” have changed drastically thanks to the pandemic. After years of being on the decline, the desire to “celebrate and preserve family traditions” has suddenly become important, with families turning to cooking and game nights, and parents’ wanting kids to watch the media they grew up with (like Scooby-Doo, Mickey Mouse, and Tom and Jerry). Interestingly, rebelling against the rules” has seen an even greater increase in prioritization—perhaps as parents dealing with quarantines decide they need to do whatever works. Among the things less valued are “my child’s school and education” and “getting my child into a good college.” (Kidscreen)
- Jun 25 2020
Young consumers are getting into “isolationist travel” during the COVID era.
Young consumers are getting into “isolationist travel” during the COVID era. Young consumers’ travel plans have certainly changed this summer, but getting outdoors and escaping is still a priority for many—so brands are finding ways to deliver a crowd-free experience. Adult bike sales have risen 121%, while fishing licenses have gone up as well. Companies like Rowing the World and Paragon Guides are launching self-guided rowing tours for individuals and small groups, while apps like Hipcamp, Campspace, and Tentrr allow users to rent private camps. Many popular travel agencies are adjusting their policies to offer easier cancellations as well as affordable options. (NYTimes)
- Jun 18 2020
Teens are using social media and Google Docs to call out peers for racist behavior.
Teens are using social media and Google Docs to call out peers for racist behavior. The combination of remote learning and Black Lives Matter protests has high school students organizing to expose racism among their own classmates online. Meme accounts, anonymous Google Docs, and Instagram, Snapchat, and Twitter accounts, (some of which have thousands of followers) are just some of the ways they’re sharing racist incidents, along with evidence via screenshots or pictures. They’re urging followers to hold friends and classmates accountable for unacceptable behavior—incidents include a teacher caught saying “all lives matter” during a virtual event, and students being called out for participating in an “George Floyd Challenge.” (NYTimes, Forbes)
- Jun 18 2020
More brands are making Juneteenth an official paid holiday.
More brands are making Juneteenth an official paid holiday. Nike, Target, JCPenney, TikTok, Spotify, Twitter and other companies are making Juneteeth—June 19th, the date marking the effective end of slavery—an annual company holiday to “better commemorate and celebrate Black history and culture.” Many companies are encouraging employees to take the time to educate themselves on racism, take action against it, or reflect “on how to make change.” YPulse found that young consumers want brands to support Black Lives Matter, and according to some experts, companies acknowledging the holiday is a “good first step.” (CNN, CNET, Bloomberg)
- Jun 18 2020
Instagram is set to overtake Twitter as the top news source among young consumers.
Instagram is set to overtake Twitter as the top news source among young consumers. According to a report from Reuters Institute, young people are “behind the shift” towards Instagram as a top news source, with 75% of under-25-year-olds saying they use the platform for news. The same report found that 18-24-year-olds are more than twice as likely to prefer accessing news on social media than websites and apps. YPulse’s 2019 news consumption and trust report found that Instagram was already Gen Z’s top social network for obtaining news and information, followed by YouTube. (The Washington Post, Search Engine Journal, Mashable)