A New Viral Starbucks Cup is Here on The Viral List

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingMillennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Starbucks has unveiled new spring-themed cups (to mixed responses), a campaign from upcoming film Ghost in the Shell backfires, a Millennial woman standing up against racial abuse is being called a hero, and more links that are trending right now…

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingA New Viral Starbucks Cup is Here!

For the first time ever, Starbucks is debuting limited-edition spring-themed cups, and as expected they’re already generating plenty of buzz online. The retailer has run into trouble in the recent years for their holiday cups with a more minimalist design, with many debating whether the lack of Christmas symbols was an attack on Christianity. Their new cups sport a clean aesthetic, coming in three pastel colors inspired by Pantone’s spring trends. Instead of the famous logo, each cup has an empty white circle for customers to decorate themselves, or a simple doodle to inspire creativity. Internet response so far has generated mixed emotions, with many anticipating potential backlash.

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingGhost in the Shell’s Campaign Backfires

Soon to be released film Ghost in the Shell has sparked outrage over whitewashing thanks to its casting of Scarlett Johansson as an Asian character, and critics have highjacked the movie’s latest campaign to express their displeasure. A new promotional video showcasing Johansson’s character is leading viewers to a site where they can create meme-like images with the film’s tagline. The prompt has led to a viral response, with many using the opportunity to speak out against the film with messages calling out the casting. One Twitter user who uploaded her creations—including one with a picture of Johansson and the caption “I am not Japanese”—has been retweeted over 6,000 times and liked by over 8,000.

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingInternet Hails Millennial Woman On NYC Subway

A video of a young woman standing up…

 
 

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The Newsfeed

“My work schedule can be hectic, so I snack on nuts, berries, or other non-deadly foods during any downtime.”

—Male, 32, KY

AwesomenessTV and fashion/beauty brands are coming together to make branded series for Gen Z. In the past, AwesomenessTV has worked with numerous brands to produce original content, including CoverGirl and Kohl’s. Now they’re planning a 24-part docu-series with Hollister called “This is Summer,” following teens’ high school journeys—while they’re clad in shoppable Hollister clothing of course. Our own Chief Content Officer explains that Ypulse has “found Gen Z to be fairly open to watching sponsored entertainment,” with 77% of 13-17-year-olds agreeing, "As long as the story is interesting, I don't mind that it is sponsored." (Glossy)

Fullscreen agrees that Gen Z is the generation that’s most receptive to branded content. Their survey found over half of Gen Z doesn’t mind even undisclosed branded content, and significantly more Gen Z teens than Millennials have engaged with social branded content (viewing photos, liking and sharing content and tagging friends) in the past six months. Influencer marketing wins out with the group, with over half of teens preferring influencer content to pre-roll, sponsored posts, banners, and traditional TV commercials. The sweet spot for advertisers may be branded video, especially when influencers are involved. (TubefilterAdweek)

Graduation spending is expected to reach a record $5.6 billion for the Class of 2017. Over half of the graduation gifts given will be cash, followed by greeting cards, gift cards, apparel, and electronic devices. Another trend for the year is more and more peers giving each other gifts, with a 6% lift year over year. Younger consumers will spend an average of $78.42 ,compared to 45-54-year-olds’ $119.84 and 65-and-over’s $112.34, and while greeting cards are also most popular, they’re also almost twice as likely to gift clothing. (ConsumerAffairs)

Instagram has the “most negative impact on young people’s mental wellbeing,” followed by Snapchat, according to a recent study. The image-centric platforms could “driv[e] feelings of inadequacy and anxiety,” and were rated the most poorly for their impacts on sleep, FOMO, and body image. Out of the top five most popular social media platforms, YouTube was the only one that earned a positive score. The silver lining? Some argue the evaluation is “blaming the medium for the message,” and social media/online communities are also Gen Z and Millennials’ top resource for learning about “mindfulness, meditation, and wellness,” according to Ypulse data. (The Guardian)

Lego is being called the “most powerful brand in the world,” beating out Google, Visa, and Nike. Brand Finance’s latest valuation report shows Lego’s brand value increased 68% over last year, looking at metrics like “familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation.” At least some of the lift can be attributed to the successful movie franchise (The Lego Movie and The Lego Batman Movie) and its strategic partnership with Star Wars.

(Business Insider)

“I kind of don't like the commercialization of fandom culture…However, creating licensed products is one way a brand could interact.”

—Male, 24, MO

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