Hasbro’s Monopoly For Millennials Gets Slammed On The Viral List

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Every Millennial cliché makes its way into Hasbro’s new board game, Tide’s new packaging looks like a wine box, Detective Pikachu is inspiring fan memes and videos, and more of what everyone is talking about on social media this week…

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

1. You Can’t Afford Real Estate In Hasbro’s “Monopoly for Millennials”

Hasbro’s new Monopoly tells Millennials, “Forget real estate. You can’t afford to buy it anyway.” The brand has combined every Millennial cliché into one board game where players don’t pay rent or buy real estate. Instead, they collect experiences that include attending music festivals, doing yoga, eating at a vegan restaurant, and staying on a friend’s couch. Even Mr.Pennybags gets in on the mocking, wearing a participation ribbon on the front of the game and holding a selfie stick on the back. It should come as no surprise that backlash to the board game was swift. While some (particularly older consumers) enjoyed the joke, many were offended by the often untrue generalizations placed on their generation—and the perceived mocking of their dire financial problems. Fortune reports that in a press release, Hasbro acknowledged the “endless struggles and silly generalizations” Millennials face.

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

2. Will Teens Drink Tide Out Of Their New Packaging?

Tide came out with new shipping-and-eco-friendly packaging this week, comparing it to a “shoe box” but the internet saw something else: a wine box. Earlier this year, teens started “eating” Tide pods when memes showcasing their Gusher-like colors went viral. It sparked think pieces from the likes of Salon and The New Yorker, musing on young consumers’ nihilist bent. And, in reaction to the rising toll of teens poisoning themselves, Tide put their product in plastic cases and rolled out an informative campaign. But now they’ve came out…


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Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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