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

“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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