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: “[It’s Always Sunny in Philadelphia is] my favorite satirical/dark comedy for the past 12 seasons and it hasn't dipped in quality since.”—Male, 21, NY

Nike’s new store puts mobile use at the center of the experience. Using geo-fencing, Nike knows when a customer walks into their 68,000 square foot space and changes the app accordingly. Users can see tailored content and offers, book styling appointments on-site, scan mannequins to have product delivered to their dressing room, and more. Based on the success of similar stores in L.A. and Shanghai, Nike execs hope their new flagship will build up Nike’s Brandom, and drive app downloads in the process. (Ad Age)

Jell-O is rolling out edible slime kits. Their Unicorn and Monster kits cash in on the slime trend, which has been booming in the anxiety economy for at least three years. Elmer’s, Cra-Z-Art, and Nickelodeon were all quick to tap the trend for marketing and products while Jell-O is a little late to the party. But considering that 82% of teens told Ypulse last year that they’ve participated in at least one trending activity to relax, there might still be time to capitalize. (Vox)

BuzzFeed is getting into the retail game, with plans to open family-focused stores across the country, starting in NYC. The brick-and-mortar venture, called Camp, will sell toys and apparel to Millennial parents and their kids, and the first is scheduled to open in time to capture some holiday spending. The concept is copying Story by changing up products and experiences every eight to 12 weeks, because, “we want to deliver adventure every time they come to the store.” (Ad Age)

Pharma companies are using influencers for social media marketing. Wego is a platform that connects patients with social media followings to pharmaceutical companies for marketing activations, like posts about drugs and devices. One company at least has seen success using the approach: Sunovian's earned media impressions surged from fewer than 100,000 to more than 13.2 million after working with Wego. The biggest caveats to that cashflow could be abiding by FDA regulations and contending with “a myriad of ethical issues." (STAT)

Eighty-five percent of Millennials have purchased a product after viewing a branded videoThat’s nearly 10% higher than the adult average for the U.S, U.K., and Australia, according to Brightcove. In addition, 56% ranked videos as more engaging than any other marketing materials and 46% said its their favorite form of brand communication. They're also seeking Shoppable content: 30% said they're interested in videos containing purchase links. (Marketing Charts)

Quote of the Day: “Black-ish is my favorite show on air because it's informative, funny, relatable, and political…I know that I'll be entertained and maybe even learn something new or think critically about certain issues.”—Female, 22, PA

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