The New Ypulse Quarterly Trend Report Is Here!

The newest Gen Z & Millennial trend report tackles customization, mental health, and the next generation in the workplace…

The first Ypulse trend report of 2017 is here! We deep dive on three major topics impacting young consumers’ tastes, preferences, and behaviors in this in-the-know guide to Millennials and Gen Z. This report’s three trends, Customization Nation, In Their Heads, and The Millennial Workplace Handbook, explore changes we're seeing in retail, lifestyle, culture, and more.  

Ypulse Gold subscribers can click here to access this new Ypulse Quarterly trend report and the accompanying data set!

One-off pricing for the report is $1250, click here to contact us for information on accessing the report or to learn more about subscribing.

Here’s a sneak peek at the report content:

CUSTOMIZATION NATION

The days of one-size-fits-all are numbered and customization is being taken to the next level to appeal to young consumers, for whom personalization has become an expectation. Millennials and Gen Z’s taste in products and services that feel like they’re made just for them is spurring innovation in the space. Three quarters of 13-34-year-olds say they’re interested in buying products that are customized to their taste, and over two in five say they have customized a product before. We’re seeing new methods of customization and personalization emerging in retail, beauty, food, health, entertainment, and more, making tailored products and services more accessible than ever before.

IN THEIR HEADS

The most stressed, anxious generations to date need to clear their heads. Lately, we’ve seen a heightened awareness of and interest in everyday mental health among young consumers, who are finding new ways of maintaining their balance. In fact, over eight in ten 13-34-year-olds tell us they’ve noticed that people are making mental health more of a priority lately. From charting their emotions and learning about mindfulness to marrying tech with meditation and finding unusual stress escapes online, we’re exploring how they’re taking care of what’s in their heads.

THE MILLENNIAL EMPLOYEE HANDBOOK

Either you’re employing the largest workforce in America’s history or you’re a part of it—and it’s undeniable that Millennials are shifting the 9-to-5. Work-life balance and flexible hours are second and third to only salary when it comes to what makes the perfect position. But that’s not to say all young adults are aiming for a future of freelancing: 60% would rather work in a company, the average ideal size being 150 people. Their need for stability and clear paths for growth are evident, especially since simply being employed is something they’re still learning to trust. Our Millennial Employee Handbook details who the next generation of managers are, how many have a side hustle, and what workplace trends are worth investing in.

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The Newsfeed

“As a graphic designer, without the arts being available to me in school I would have been lost as a child and where to take my career path. The fact that schools are cutting art programs is heartbreaking.”—Female, 24, NJ

Applebee’s is putting down the sriracha and giving up on trying to appeal to Millennials. The brand has decided their newer menu items—like a “triple pork bonanza” sandwich—and attempt at a “modern bar and grill” reinvention has “alienate[d]” Boomers and Gen Xers. They’re shutting down more than 130 restaurants and bringing back initiatives from before their attempted “pendulum swing towards millennials,” all-you-can-eat specials and 2-for-$20 deals. Other brands are creating new spin off chains to appeal to fast-casual lovingMillennials, that “[lack] the associated baggage of the old.” (Inc, NPR)

Adults-only ball pits, bouncy houses, and giant slides are sweeping the U.K. Millennials seeking a break from adulthood are flocking to places like Wacky World’s “massive bouncy-castle obstacle course,” which started out as a children’s event. The founder received so many requests that now every event has an 18-and-over slot, and has expanded to 19 cities. This “trend for arrested development activities” is caused by nostalgia, but the influx of marketing and branding leveraging the emotion could be popularizing these playgrounds for adults. (The Guardian)

Facebook is responding to the trend of asking for birthday charitable donations by integrating it right into the platform. Users in the U.S. can now trade in all the “HBD”s they get on Facebook for donations to the cause of their choice: well-wishers will be notified of the birthday along with the selected non-profit, and get the chance to donate. Facebook will ask users which charity they wish to dedicate their day to two weeks in advance, allowing them to choose from 750,000 organizations. (TNW)

Appear Here is the Airbnb of pop-up shops, giving brands their perfect temporary store for the new era of retail. The company finds short term retail space, and has worked with big-name brands like Nike and Net-a-Porter to open “experimental activations” or “test new products.” As brick-and-mortar continues to suffer and long-term stores close, Appear Here says physical retail is still needed, but to “tell a story.” The pop-up industry was valued at $50 billion in 2015, and provides a more low-risk, flexible option to avoid the retail wasteland. (Glossy)

Millennials & Gen Z are turning a profit online and on mobile by re-selling their retail. Thredup, Poshmark, and Depop are just a few of the most popular brands cashing in on the resale economy’s $18 billion market, and some shoppers say they are making $300 a week on the platforms. Some are also using social to sell, often in conjunction with apps or sites, including Snapchat, Facebook Groups, and Instagram. College students on a budget are reportedly especially drawn to resale, thanks to convenience, value, and access to luxury at a lower price. (FN)

“Adult means being entirely independent. I pay my own bills, make all decisions in my life, and feel very in control.”—Male, 20, NY

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