Growing Up In A Fast Food Nation

mcpretendingIn the latest Ypulse Monitor and Ypulse Report (see full summaries in our Research Roundup) we saw the enduring pull of young, hungry students to fast food joints, specifically those of the burger variety. Cheap, reliable and probably just off campus,  our research found nearly all (nine-out-of-10) college students and teens had gone to restaurants like McDonald’s, Burger King, or Wendy’s in the past month, at a frequency of about four times a month/once a week. McDonald’s also came up as the #1 option for lunch, dinner, snacking (and increasingly even coffee!) spot for both demos. For all of the reasons stated above (price, reliability location), this trend isn’t a surprising one, but with rates of childhood and teen obesity staying at epidemic levels especially among low-income youth, it does raise some health concerns.

While “Happy Meals” and the like have undergone a healthful makeover as of late (apple “fries” instead of fries, milk instead of soda, etc.) for tweens/concerned parents, and older consumers are targeted with the contradiction in terms that is the “fast food diet,” teens and young adults get lost somewhere in between, lured instead by what’s tasty and cheap, i.e. the dollar menu-type items. While two out of three teens and college students reported going to the potentially healthier, sandwich shop chains like Subway or Quizno’s over the same period of time, the wide range of choices available still include poor picks like Quizno’s Tuna Melt, rated the number one unhealthiest sandwich of 2009. I also recalled a negative responses to the price difference of sandwich shops at the youth-hosted forum on childhood obesity I attended back in September and the “no duh” look students gave when considering the choice between a “$5 Footlong” and the wide variety of cheaper…

 
 

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Quote of the Day: “My 2017 resolution is to improve my dog's confidence- She's somewhat fearful.”—Female, 28, PA

At some malls, teens “have worn our their welcome.” Cases of teens banding together on social media and going to malls to create chaos have reportedly been increasing over recent years. To avoid giving consumers another reason to shop online, some shopping centers—105 in the U.S. according to the International Council of Shopping Centers—have responded by imposing curfews and bans on the young consumers. The legality of such restrictions has been called to question, with the ACLU working to fight discrimination at play. (LA Times)

Millennial parents are getting by with a little—ok, maybe a lot—of help from their own parents. A TD Ameritrade survey has found that 19-37-year-olds who have kids get $11,000 on average from their parents through financial support or unpaid labor, and more than half get assistance through childcare or housekeeping weekly. But the assistance isn’t one-sided: three-quarters of 50-70-year-olds with Millennial children say they’re glad to help, and four in ten Millennials say they help their parents too, with an average of $2000 in 2016. (USA TODAYBusiness Wire)

The NFL is looking outside their traditional playbook to reach young fans. The league has partnered with AwesomenessTV for In The NFL, a new series that “lifts the curtain” to give a behind-the-scenes look at the sport. Since "a 17-year-old girl doesn't want to watch the same content as her mom or her dad,” some episodes have a young female focus, with one starring YouTube stars the Merrell twins taking a tour of a stadium, and another featuring one of the few female owners in the NFL, Kim Pegula, offering career tips to young women. (Adweek)

Can the future generation of shoppers save brick-and-mortar retail? Maybe. A new IBM and National Retail Federation study has revealed that 67% of 13-21-year-olds shop in-store most of the time, while another 31% occasionally buy from them. One analyst notes that their desire for “hands-on experience” is setting their preferences, but lack of credit cards and life stage are also likely forces deterring them from online shopping—and we predict that if fintech solutions are developed with teens in mind it could be a fatal blow for physical teen retailers. (RackedBusiness Wire

The sharing economy may be impacting Millennial spending. Research by Hammerson and retail consultant Verdict found that more than half of Millennials used a sharing economy business like Uber or Airbnb in the last year, compared to 16.2% of those over 35-years-old. Nearly a quarter of Millennials say they aren’t concerned about home ownership and would be content with renting for the rest of their lives, and when compared to those over 35-year-olds, they're two times more likely to agree that there are some products they don’t need to own and would prefer to rent. (Forbes

Quote of the Day: “My 2017 resolution is to live my life the way Carrie Fisher would have wanted me to.”—Female, 21, TX

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