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

“Art is basically my job and I enjoy it so much.”—Female, 15, MD

Snap is making its “biggest move” in scripted original content, teaming up with NBCUniversal and the Duplass brothers for their next series. The Duplass-owned creative studio Donut will produce original series for Snap shot in vertical video. NBCU and Snap will also be opening a joint digital content studio focused completely on mobile-first entertainment, “formaliz[ing] their partnership” and putting Snap firmly in the producing/original content creation camp. Snap’s mobile-only approach is part of a movement to shake up how we view videos—in fact, they’re calling their offering “a fundamentally new medium.” (THRTechCrunch)

Eggo frozen waffles are capitalizing on their unexpected Stranger Things’ fame. The brand has seized the marketing opportunity of being a part of one of Millennials & Gen Z’s favorite shows, tying themselves into Netflix’s Super Bowl ad, creating a special toaster for select fans, and swarming New York Comic Con with people dressed up like Eleven armed with “watch party kits” (aka “waffles and a microwavable syrup server”). To prep for the premiere of season two of the show, Eggo is sending out a fully-loaded food truck for the red carpet premiere, and going all out on social media to connect with fans. (MediaPost)

More teens than ever have severe anxiety, but why? The American College Health Association found a 12% increase in undergrads reporting “overwhelming anxiety” from 2011 to 2016, and several studies concur that “there’s just been a steady increase of severely anxious students.” Social media is part of the problem—constant like-monitoring and cyber bullying isn’t helping the most stressed generation to date. There’s also an increasing (and constant) perceived need to over-achieve. One psychology professor observes, “There’s always one more activity, one more A.P. class, one more thing to do in order to get into a top college.” (NYTimes)

Ypulse research has shown that 88% of Millennial parents are trying to avoid helicopter parenting—but they might not be able to help it. The constant media storm of global atrocities and everyday stories of parenting gone wrong combined with advertisers’ willingness to fear-monger, results in a generation of (understandably) anxious parents. It doesn’t help that the tech to constantly monitor kids is easily available (albeit pricey)—from drone surveillance meant for the military to devices that track “blood-oxygen levels all night long.” One relationship therapist sums up, “Everyone is having a hard time drawing a line and just figuring out what’s reasonable versus what’s over-protective.” (Refinery29)

Brands are turning college students into mini-sales forces. Aerie, Victoria’s Secret Pink, and Express are just a few of the many brands that have a program for college campus reps where students receive swag, experience, and other perks for helping bring brand awareness to their colleges. Though brands don’t always require social posts, most ambassadors do share their swag on social, bringing organic ads to their friends’ feeds. The biggest draw is that social posts from reps “[come] across as natural, authentic, a product that they would normally use or want to talk about.” (Racked)

“[Celebrity] can mean anything nowadays and it's a rather diluted term; from YouTube star, to someone on Instagram with millions of followers, to reality TV dopes, etc.”—Male, 30, WI

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