Gen Inked: Millennials’ Top Ten Tattoos

We surveyed 18-33-year-olds to find out the truth behind their ink obsession, and the most popular tattoo designs…

Close your eyes and think about how a “typical” Millennial is often shown. Did you see skinny jeans? An iPhone? Heavy framed glasses? Maybe some plaid or a beanie? Well, we’d be willing to bet there were also one or two visible tattoos on that imaginary young person as well. Their love of getting inked has made tattoos one of the most-widespread visual representations of the generation—and according to our research it’s not without reason. Our recent monthly survey dug into young consumers’ attitudes about tattoos, and we found that 20% of 18-33-year-olds (28% of 30-33-year-olds) are currently inked—and 40% of those who don’t have one yet are interested in getting one.

Tattoos are a bold physical representation of the generation’s desire to stand out. In fact, 74% of those who have one tell us their tattoo(s) make them unique, and 70% say they are proud to show off their tattoos. Getting inked is also a safe form of rebellion for the risk-averse group. Tiny, hidden tattoos and subtle piercings are in vogue and normalized, with one tattoo artist commenting to Mashable that customers seeking mini-rebellion are “minimalist Millennials," and that, "Pinterest displays these as acceptable and popular, so it is more digestible to the masses." Over half of 13-33-year-olds tell us there is less stigma towards tattoos than there used to be.

Young consumers’ embrace of tattoos has inspired some daring brands to integrate them into marketing efforts…and we’re not just talking about some cute branded faux-ink. In 2014, Reebok set up a tattoo tent at the Tough Viking competition in Stolkholm and offered a one-year sponsorship to the individual who got the biggest tattoo of their…

 
 

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The Newsfeed

Quote of the Day: “[Animal Crossing Pocket Camp is] free to play, but it's loaded with a lot of content. It's super cute and relaxing.”—Female, 32, IL

PepsiCo needs to think small to compete with indie brands. Their new unit, The Hive, will be “a small entrepreneurial sort of agile group” to foster smaller brands and create new brands based on emerging trends. Unsurprisingly, The Hive is a response to consumers (ahem, Millennials) who are “demanding” healthier products and championing smaller labels. We continue to see big brands adopt startups, and startup thinking, as they navigate today’s competitive landscape. (Fortune)

Millennials and Gen Z are going to “extreme lengths” to share streaming passwords—and major platforms are losing millions. Magid research indicates that 35% of 21-35-year-olds and 42% of those younger than 21 share streaming service passwords, compared to 19% of Gen Xers and 13% of Boomers. One particularly amusing anecdote: the 20-something who uses the HBO Go login of a one-night stand from 2013. Though Netflix and HBO have both said that password sharing isn’t a problem, there’s no denying they are losing out on revenue—Hulu stakeholders estimated a loss of $1.5 billion yearly. (CNBC)

Wikipedia-branded streetwear has sold out. The site teamed up with LA streetwear brand Advisory Board Crystals for a “surprising” collaboration, and the resulting long sleeved tee emblazoned with “Internet Master” and Wikipedia’s puzzle logo was a success. All proceeds from sales were pledged to the Wikipedia Foundation, and the store is planning to restock “to make as large of a contribution as possible.” According to Ypulse Brandoms research, 60% of 13-35-year-olds say logos are back in style. (MashableThe Verge)

Fitbit’s new tracker is about more than just fitness. Though their smartwatch business is growing significantly faster than trackers, the brand “hasn’t given up” on their roots—and their newest model offers a range of features for wellness-focused users. While it, of course, tracks exercise and calorie burning, it also has built-in meditation, sleep tracking, and female health tracking. Since 96% of 18-34-year-olds tell Ypulse that taking care of their mental health is just as important as taking care of physical health, thinking beyond workouts could be a wise move. (Business Insider)

Amazon wants to steal away YouTube creators to bolster their own platform, Twitch. They’re reportedly offering multi-million dollar deals to influencers ranging from Gigi Gorgeous to Will Smith, hoping their large followings will follow them off of YouTube. So far, Twitch has 15 million daily users compared to YouTube’s 1.9 billion but Twitch’s SVP promises “a steady drumbeat of lots of new content.” They’re also reportedly looking to double their ad revenue in the next year, and their foothold on video games like Fortnite is sure to help. (Bloomberg)

Quote of the Day: "I love travel and finding the best deals on airfare. Hopper really helps me do that, in a simple format.”—Female, 22, FL

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