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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Millennial News Feed

Quote of the Day: “I like shopping at Trader Joe’s, because it’s a fun alternative to the usual chain supermarkets to pick up specialty items that are tasty.”—Male, 33, MD

This year’s Olympics will be the most social yet—thanks to the digital generation. According to a study, Facebook will be the leading platform adults use converse during the event, but 35% of 18-24-year-olds and 19% of 25-34-year-olds plan to use Snapchat to share Olympic content. Compared to other age groups, Millennials will be two times more interested in human-interest stories and meme-worthy moments during the event. (Business Wire

Promposals aren't just a viral trend, they are now the most expensive prom cost for some. A study by Visa Inc. has found that an American household spends an average of $324 on promposing, and parents are increasingly footing the bill: In 2015, parents paid for up to 73% in of prom costs, up from 56% in 2014. Companies like The Heart Bandits are cashing in on the trend by charging upwards of $1000 to plan promposals, and brands are as well: Men’s Wearhouse Inc. declared March 11th promposal day on social media to sell tuxes for the occasion. (Bloomberg

Gap Inc. has launched a new athleisure line for children ages six to 14, bringing the high-fashion workout trend to the pre-teen set. Athleta Girl, an extension of the activewear brand Athleta, is categorized by activities like “run,” ”yoga and studio,” and “swim.” According to the fitness brand, the label was in demand: “A girls’ line is something our customers have been asking for. Girls today want to dress sporty. They are living more active lives.” Marketing and design for the line is leaning on girl power, with graphic tees showing off slogans like "Dream crazy big." (JezebelRacked)

As esports continues to grow, brands are figuring out to how to tap into the potential marketing goldmine. This year the global esports market will make $463 million, and will reportedly rake in $1.1 billion in 2019. Brands have begun sponsoring teams by adding their logos to players’ jerseys or hats, but they could potentially expand to leagues in the future. The key to effective branding will be “genuinely offering something new or valuable to the audience.” (VentureBeat)  

Can a brand create online influencers? In an approach that could be described as “reverse influencer marketing,” Mars is attempting to revive the classic candy bar 3 Musketeers with young consumers through a digital-only campaign featuring the “Musketeens”—three unknowns they want to turn into YouTube stars. The teens look and act like established YouTube influencers, and have been able to garner 400,000 video views. But the response has been split, with a large portion of users calling out the videos as annoying ads. (Digiday

Quote of the Day: “I consider luxury items as something that is nice to have, but that I can also live without.”—Female, 23, FL

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