Creating Social Change With A Click

Teens OnlineIf you ever thought Millennials were lazy, think again! They’re globally connected, thanks to social media, and have more resources than ever to make a difference. It’s what “making a difference” actually means to these consumers that needs to be understood.

Digital natives are using technology as a tool to have their voices heard, and to inspire change. From creating online campaigns about causes they believe in to taking political action via social media, they’re shaping culture and proving their power as future leaders.

Gen Y grew up being praised and told that they could do anything. This confidence has its benefits in making them feel empowered and inspired to share their voice. Yes, they're less likely to write letters or organize in-person protests, but they’re changing the system for contemporary culture. A trend we’re seeing in teens is they’re drawing on the power of their peers online to make a larger impact.

Recently, 13-year-old McKenna Pope created a petition on Change.org, expressing her frustration that Easy-Bake oven isn’t marketed to males. She was upset about the message this sends to kids if the toy comes only in pink and purple and features only females on the packaging. In highlighting the importance of this issue, McKenna inspired 40,000 others, including celebrity chefs, to sign her petition. Ultimately, Hasbro invited her to its office and unveiled plans for a black-and-silver Easy-Bake oven, which will launch later this year. But McKenna isn’t alone. She represents a growing number of teens and twentysomethings who are using the Web, and social media in particular, as a platform for good.

Last year, three teens from New Jersey created two petitions on Change.org, asking for the Commission on Presidential Debates to select a female moderator…

 
 

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Millennial News Feed

Quote of the Day:  “Young and Hungry are short 30 minute shows, so I can watch it on my lunch breaks at work. I like the humor and the characters. The story line is easy to follow. It's an easy show to binge watch.”—Female, 20, WS

Following Gatorade’s lead, Under Armour has added their own sponsored game to Snapchat. By swiping up on the brand’s 10-second ad, users can play “It Comes From Below,” an “endless runner” game featuring NFL star Cam Newton dodging obstacles like trees and wolves. The game also allows players to snap and send their scores to friends, along with a prompt to play themselves. Under Armour hopes to reach the 14-22-year-old high school and college athletes using the platform. (Adweek)

Coach is scrapping its mobile app to focus on chat instead. Deeming the app “no longer viable,” the luxury brand is shifting from convincing young consumers to come to their platform to going to where they already are, as part of their “ongoing comeback plan.” The new interactive Coachmoji iMessage keyboard can be used to create sharable mood boards depicting themes from their Spring 2017 collection. In the two weeks since the keyboard’s launch, daily engagement has reportedly already surpassed their former app. (Glossy)

The Obama administration is trying new and aggressive approaches to get young adults to sign up for health insurance. Less than 30% of the 13 million people who have signed up for coverage under the Affordable Care Act so far have been 18-34-year-olds—a group critical to the law’s success. To reach uninsured under-35-year-olds, the administration plans to advertise on video platform Twitch, and social networks like Facebook, Snapchat, and Tumblr. The campaign will revolve around the hashtag #HeavyAdulting and focus on medical issues most relevant to the group, like reproductive health. (The Wall Street Journal)

Family-friendly brands are creating content for Mattel’s updated View-Master toy. The Littlstar Family app—which can be uploaded on to an Apple or Android and then used along with Mattel’s virtual reality and 360-degree capable View-Master—will feature an extensive library of content from National Geographic, Disney, Bento Box Entertainment and Discovery Channel. Focused on immersive, Mattel also plans to launch a VR Batman experience for the toy this fall(Kidscreen

General Motors is going after experience-hungry young consumers who would rather share a car than own one. Their new start-up brand Maven offers a car sharing service that can paid for by the hour or day (no membership fee) and will be “rolling out city-by-city.” To market the new service, the brand sought out “local experts and connoisseurs” to tell stories that will “bring new cities to life.” An additional Maven service that will offer rides to airports will also be launched soon. (Ad Age)  

Quote of the Day: "My favorite show is New Girl  because it makes me feel like I'm hanging out with my friends. It's so funny, relatable, and relaxed. It's also convenient to watch for free on the Fox website.”—Female, 20, IL

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