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: “The most important part of prom is the honor of being asked by an upperclassmen.”—Male, 15, NY

What does Clearasil know about teens? According to them, nothing. The teen-focused anti-acne brand is fessing up to being mystified by their target market in a series of comical ads with the tagline "We know your acne. We just don't know you." Expressing how their employees, or “the lame old people,” are “pathetically out of touch with youth culture,” a voiceover asks teens if they like pizza, skateboarding, cool cars, ripped jeans etc. The campaign was inspired when the brand posted memes that only made them look “out-of-touch.” They hope the ads will be “refreshing” to the generation that is “tired of brands pretending to know them.” (Adweek

We’ve noted that VR has the potential to impact many industries beyond gaming, and now eBay used the tech to launch the world’s first virtual reality department store. In partnership with Australian retailer Myer, they’ve created a virtual store app that allows users to browse and buy Myer products in a virtual space. Shoppers can hold their gaze at an item to choose it for their cart, while an algorithm tracks activity to adapt and display items that might be of interest to users. (Mashable

Millennials are embracing wines more than ever, and they aren’t “drinking their parent’s wine.” Twenty and thirtysomethings accounted for 42% of wine consumed in the U.S. last year. This new generation of drinkers is looking for “authenticity,” and to “discover new wines.” They use apps to learn more about their options, and are reportedly sharing their wine interest online: 50% of Millennials who drink wine talk about it on Facebook, and 30% share on other platforms. They’re not picky about their wine preferences, and are open to drinking red or white, and lately rosé, the market for which is rising 13% a year. (Forbes

Wattpad is proving that Millennials and teens “still crave longform content.” The story-sharing site reports that 45 million 13-34-year-olds spend 15 billion minutes on their platform reading and writing stories. According to the Wattpad, Millennials will read longform stories, as long as it’s mobile, interactive, and relatable. They experience 300,000 uploads daily and claim that users spend about 30 minutes on the site on average. Brands like Coca-Cola, GE, and Target have taken notice, creating sponsored reading lists, paying Wattpad’s top writers for content, and hosting writing contests. AT&T’s Hello Lab has YouTube influencer Grace Helbig co-writing a novel with her fans on the site. (Digiday

Long gone are the days of Game Boys. A recent study revealed that portable game consoles have fallen in popularity as kids get smartphones at a much younger ages than the generations before them. Today, the average age to get a first smartphone is 10.3 years old, and more than six out of ten kids also have access to the internet via laptop or tablet. The smartphone effect has pushed consoles to fourth place In popularity, behind tablets, phones, and DVDs. Nintendo has taken notice and made the smart move to join the mobile gaming space. (UbergizmoGamasutra

Quote of the Day: “A prom trend I’ve noticed is lots of cheesy cute ways of asking. Often involving food or a game/sport.”—Female, 16, WY

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