3 Trends to Take Your Youth Marketing Into 2017

Loyal-ish, Teen Spotlight, and The Post-TV Gen are all coming up in our newest trend report!  

Ypulse’s newest trend report is arriving just in time to take you into 2017 with trends being fueled by young consumers’ behaviors –and majorly shifting entertainment, retail, marketing and more. We surveyed 1000 13-34-year-olds to get real-time stats on three topics: the real story of young consumers’ brand loyalty, the next generations’ post-TV viewing behaviors, and a spotlight on today’s teens—and how they differ from Millennials in areas from their core values to their shopping behavior. Here’s a preview of the trends delving into these vital subjects, which will without a doubt be forces continuing to change the landscape in 2017:

Loyal-ish

Young consumers today—both Millennials and Gen Z—have a reputation for being completely brand disloyal. But how much truth is there to the declarations that loyalty is dead among the next generations? We found that almost eight in ten 13-34-year-olds consider themselves loyal to one or more brands, and explored what that loyalty looks like—from the categories in which they feel brand names matter to what would make them switch brands, and more. It turns out young consumers today are loyal-ish: they’ll stick to brands, but you have to do just the right things to keep them coming back, and some are more loyal than others. Our deep dive includes a profile of four different young consumer groups divided by their level of loyalty to help brands target the right consumers.

The Post-TV Gen

Eight in 10 consumers ages 13-34 predict that digital services will eventually replace cable and satellite programming. So, is TV as we know it dead? Not yet, but it’s no longer the main source of entertainment for today’s young consumers—we’re reaching the point of…

 
 

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The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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