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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The Newsfeed

Quote of the Day: “Supernatural is a guilty pleasure show.  While it isn't very consistent in terms of plotline, it’s a fun show with a lovable cast, and it’s ludicrous story keeps you wondering what is next.”—Female, 26, GA

Millennial women are taking over proposing, and looking up ways to pop the question. On Pinterest, “women propose to men ideas” is being searched more than ever, with popularity of the term rising 336% year-over-year. And women aren’t just getting down on one knee to propose to men: the term with the greatest growth from 2017 is “unique lesbian proposals,” which saw a 1,352% rise. Pinterest also found that emerald engagement rings are trending, demonstrating Millennials’ growing interest in non-diamond options. (The Cut)

Dave & Buster’s is positioned to win over experience-loving Millennials. Despite disappointing earnings of late, investors are buying up the experiential restaurant’s stock during its dip because (as one analyst explains) they “believe [Dave & Buster's] can outperform other full-service concepts and drive multiple expansion as it proves itself as a differentiated growth concept.”  Our Experiencification trend backs up their bet, finding that 74% of Gen Z & Millennials would rather spend money on experiences than products. (TheStreet)

Airlines made for Millennials are failing. Air France is thinking about shuttering Joon, their trendy airline, just one year after it took flight. As it turns out, Generation Wanderlust values one thing above amenities like stylish steward outfits and smart tech: value itself. The airlines that are seeing success are budget-friendly first and foremost, like Norwegian Air. ICF Aviation’s SVP sums it up, “What does a [M]illennial want in an airline? A low fare and a good schedule…They don’t want more purple lighting.” (Vox)

Fortnite isn’t just “the most important game of 2018"—it’s “a cultural tsunami.” Nearly 80 million people played the battle royale-style game that’s taking over the internet this year, and over 65% of Fortnite’s players are under-24-years-old. If that’s not enough evidence that brands should cashing in on the craze, celebrities like Drake are playing the game and sports stars like Antoine Griezmann are doing Fortnite’s signature emote dances on the field. (CNET)

Media companies could be under-estimating Nickelodeon’s young fandom. Nielsen reports that two-11-year-olds spent 23 hours each week watching TV in the second quarter of 2018, with almost 15 of those hours taken up by live TV or DVR-recorded content. While Nickelodeon ratings may be down, they’re still the leader of kids’ networks, accounting for 67% of all ad-supported kids’ TV viewing. However, 74% of Millennial parents tell Ypulse that their children watch more content on streaming services than cable. (Bloomberg)

Quote of the Day: “I like playing and talking about [Animal Crossing] with other people. It's nostalgic for me since I've been playing games from the series from a young age.”—Female, 22, PA

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