Guest Post: Meet the Mipsterz

Millennials are the most global generation to date, with unprecedented internationally shared culture points and access to information about their peers around the world. While there are absolutely still distinctions within the generation depending on region, we do see amazing commonalities among them as well, and a desire among young Millennials around the world to balance their local, traditional culture with a more forward-thinking worldview. Today we are giving you an exclusive first look at JWT MENA’s newest report on Mipsterz, a growing group of young, hip, and mostly female Muslims who are forging new ground in integrating tradition and modern life—a very Millennial approach to the world we touched upon in our own Splice of Life trend last year.

The “Mipsterz” Evolution: Where Are They and What Are They Thinking?

If you haven’t come across the term Mipsterz yet, you need to catch up and fast.  This global Gen Y [Millennial] sub-culture is specifically Muslim, but fused with hipster values. Born out of conflict and misperception in the West, Mipsterz project an entirely new image of Islam to their communities and the media and it’s not what you have come to expect. The In the Name of Faith and Fun report from JWT MENA Brand Intelligence sheds light on their unique motivations, challenges and expectations from society, brands and the world. At their core, Mipsterz will not compromise the requirements of their faith, but they do so with a joie de vivre and desire to integrate fully within society.  

The report’s insights show they are affirmed pacifists, with 89% asserting the rejection of violence; and they are highly educated: 40% have acquired a college degree education or higher.


It is easy to make the connection as to how this intellectually provocative social…

 
 

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The Newsfeed

Quote of the Day: “New wedding traditions I’ve noticed are the return of the wedding band (not just DJ), and weekend activities even if the wedding isn't a destination.”—Female, 30, DC

The election inspired Millennials to start reading (some) major newspapers again. According to a Pew Research Center study, 44% of 18-49-year-olds received their election news from The New York Times, 37% received it from The Washington Post, and 27% went to The Wall Street Journal—compared to 23%, 19%, and 15% of those 50 and older respectively. Local newspapers did not get as much love from the younger generation, with only 23% turning to them compared to 67% of older consumers. (Fortune)

How did Vans get on every “cool kid’s radar?” They have their exclusive Vault line to thank. In the early 2000s, the shoe line was struggling to reach young consumers with their classic styles, so they were reimagined with collaborator-inspired designs and sold in limited quantities at higher price points in partner stores only. The strategy was “a marketing exercise for boosting energy and brand affinity,” and helped bring the brand to international levels, most likely driving a 7% increase last quarter. (Glossy

PepsiCo reports that almost half of its revenue now comes from healthy foods. With young consumers not drinking sweet carbonated beverages the way they used to, the brand pledged to cut calories from their sugary drinks but has been moving at a “glacial pace.” Almost half of their revenue is now coming from their “guilt-free” product category, like Baked Lay’s and Naked juices, 25% from “everyday nutrition” like water and healthier snacks, and the brand is admitting soda is “becoming a smaller part of” their future. (Grub Street

An app bringing tech to pre-K just secured $10 million in venture funding. Brightwheel helps pre-K teachers and daycare providers manage their business, while updating parents on their child’s status throughout the day with photos and messages. Along with premium access, it is available for free with limited features which the founder hopes would appeal to lower income communities: “Something like 85% of brain development happens in the first 3 years of life…Access to good pre-K care is low in the US, we’re ranked 26th globally. And we think tech can help to change that.” (TechCrunch

Over nine in ten of Millennials say the post-grad job hunt was difficult. The insight from a recent Job Applicator Center study reflects employers’ tendency to hire skilled workers for entry-level positions while overlooking recent graduates. The study also found that 18-34-year-olds have already had 2.7 jobs on average and 41% only plan to be at their current job for two years or less—most likely because they are looking for employers who invest in them beyond just salaries and benefit packages. (Job Application Center

Quote of the Day: “I want my wedding to be authentic, joyful and audacious.”—Female, 30, NE

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