5 Things Millennials Are Doing That Might Surprise You

Lots of assumptions are made about the most-analyzed generation ever, but you might be surprised by what they’re really doing…

Keeping up with Millennials can be tough. They inspire headline after headline every day—the sheer volume of information about them is the whole reason we have a curated newsfeed and newsletter devoted to hand-picking the most-important, relevant data and insights on young consumers. But even if you pay close attention to the way that Millennials and teens are shifting markets and changing industries, there are some things they’re doing that still might surprise you. Here are five behaviors that might not fit your idea of the generation, but they are in fact doing anyway…

1. COUPONING

Think using coupons is too old school for young consumers? Not so fast. Millennials are a generation of coupon “clippers”—though they’re mostly using them digitally of course. Bloomberg reports that almost 90% of Millennials say they use coupons, but while their parents cut the paper kind, young consumers are turning to sites like RetailMeNot and Gilt City to find their discounts and deals. A Ypulse monthly survey found that 92% of 13-33-year-olds have used a discount code online. In the end, their savings amount to the same as they did in the days of scissors and circulars. Traditionally analog coupon distributers like SmartSource and Valpak are finding ways to digitize, and the latter reports that almost 2 million coupons have been printed through their app and mobile site. Shortcuts are also being created for shoppers who favor digital savings: Chrome extension Honey scans any online shopping basket and applies all the coupon and sale codes available for the site automatically. Email is another couponing source for budget-conscious Millennial shoppers. A recent shopper…

 
 

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The Newsfeed

Quote of the Day: “I think we’re already seeing alcohol lose its health halo. Next, the assumption that alcohol is essential to a good, sophisticated life will fade.”—Joy Manning, Deputy Editor, Edible Communities (Medium)

“The doofus dad” TV stereotype is being remade for role-resisting Millennial parents. Inept at care-taking and almost everything else, the tired stereotype is saying its last “D’Oh!” as The Simpson’s Homer Simpson and Peppa Pig’s Daddy Pig get replaced with a new wave of capable fathers like Bluey’s Bandit. The switch could have a real impact on the way kids understand family life, with one research fellow explaining, “The media reflects reality and also constructs reality.” (SMH)

Apple's new subscription gaming service Arcade will cannibalize its own App Store downloads—and that’s a good thing. Downloads in the App Store are on the decline, despite mobile gaming maintaining popularity and raking in revenue. If Apple can turn Arcade into young gamers’ go-to for mobile play, they’ll be poised for success that could outstrip even Apple TV and Apple Music. (The Motley Fool)

Gen Z music artists are “post-genre.” Mixing several influences into one song has become a way for rising artists to set themselves apart, and thanks to self-upload services like SoundCloud, they don’t need music industry exec’s approval. Meanwhile, the Genreless Generation can curate blended playlists via Spotify to fit moods and occasions rather than “rock” or “pop” and are streaming has also globalized their content consumption, so U.S. genres are no longer a limit. (Vice)

Carl’s Jr. has a CBD-infused burger that costs exactly $4.20. The chain restaurant is giving fast food a Cannabis Infusion, but only at one Denver, Colorado location, and only for one day. The Rocky Mountain High Cheese Burger Delight packs 5 mg of the chemical that won’t get you high. CBD is the trendy ingredient du jour, with 57% of 18-36-year-olds telling us they’re interested in trying it, and the chemical has made its way into everything from lotion to La Croix-like beverages. (LAT)

Axe is challenging masculinity with “bathsculinity.” The brand has been blurring gender lines for the Genreless Generation for years now, and their latest series of YouTube spots is showing that men can take baths, too. They’ve enlisted comedian Lil Rel Howery, who takes bubble baths surrounded by candles in the humorous videos. And they couldn’t be more on-trend: bath time is seeing a surge as a salve for Millennial anxiety. (Marketing Dive)

Quote of the Day: “I think for a cohesive strategy and for really helping to build awareness as well as grow the market size for new things, there's definitely digital and social media. But also, there has to be this in-real-life element.”—Alicia Yoon, Founder, Peach & Lily (YPulse)

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