Hot Summer, Cool Family

Millennials and FamilySummer is a time for relaxing, having fun and, for Millennials, spending time with family. They have busy lives during the school year – between jobs, school work, and keeping up with their friends – and summer continues to be the time for them to focus on what they are interested in doing and spend time with who they want.

As Memorial Day kicked off this summer, Ypulse touched base with 868 Millennials on their mobile phones to see how things were shaping up so far. As they eased into their new schedules, 8 in 10 (79%) said their weekend was good, with nearly 1 in 10 (8%) proclaiming  Memorial Day weekend 2012 as the best weekend ever! And it wasn’t friends who brought the good times: family were the ones who accompanied our Millennials on their Memorial Day weekend adventures (52% spent it with parents vs. 34% with friends).

After all, Millennials are known for having an exceptionally close relationship with their parents. This means there is often collaboration when deciding about family vacation destinations and activities.

Whether it was hitting up a concert, relaxing on the beach, or a family road trip to Florida, Millennials who spent the weekend with their family were more likely to rate their weekends as being great. Fully 14% said that seeing family or a specific family member was the BEST part of their long weekend. Among those who didn’t have a good weekend, some told us they had fights with loved ones or even a death in the family that got their summer off to a rough start.

While many told us they were celebrating graduation and enjoying their first weekend as an “adult”, there is a desire to keep Mom and Dad in the picture. Family remains an important part of Millennials’ lives even as they prepare for summer, and that means it’s no longer about freedom from the…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

Quote of the Day: “Retail should be a facilitator for experience, rather than just selling product.”—Sharmandean Reid, Founder, Wah Nails London (YPulse)

Millennials seeking portable booze are cracking open canned wine. Even though the category still only accounts for less than 1% of the Millennial-favorite alcoholic beverages’ market, Nielsen reports it spiked 69% last year and continues to gain ground. An exec at Delicato Family Wines explains, “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.” (Wine Spectator)

Summer camps are cropping up to teach kids how to become YouTubers. At I-D Tech Camps, Level Up, and Star Camps, kids can learn all about how to, as the latter puts it, “Become an Internet sensation.” They offer courses in how to create and post videos, from shooting clips to editing audio, and how to build their personal brand. But don’t worry, most are framing YouTubing as a hobby, not a career, and setting kids’ expectations accordingly. (WSJ)

A new bill could change the free-to-play profit model that’s made games like Fortnite top earners. Senators have proposed the official ban of “loot boxes,” or items that players can buy (and sometimes must buy) to win a video game, often gambling on what’s inside. Senator Ed Markey explains that “Inherently manipulative game features that take advantage of kids and turn play time into pay time should be out of bounds.” For some, this will eliminate a key revenue stream and open the door to review other in-game purchases.  (The Verge)

A social media overhaul upped Corn Nuts’ sales by 12%—with no paid support.The snack’s sales were stagnant before a new exec took over their Twitter, infusing it with the personable tone food brands have become known for (and sometimes notorious for). Since then, followers spiked from 650 to 21,000, and what they’re calling a “scrappy” strategy “absolutely translated to sales,” reporting that retail sales spiked 12% and Millennials’ repeat purchases rose the same percentage. (Marketing Dive)

The retail apocalypse continues, with 7,000 more stores closing their doors in 2019. CoStar Group estimates that the square footage of retail space closed has topped its own record each year since 2017, and this year they’re “predicting more of the same.” PayLess ShoeSource, Gymboree, Dressbarn, and Charlotte Russe lead the list of number stores planned to shutter this year, as retailers learn to scale down size and up Experiencification for young shoppers. (Business Insider

Quote of the Day: “It’s a really interesting time at the moment in catalog [music]…Sometimes, it’s a question of how we make something out of nothing.”—Tim Fraser-Harding, President, Global Catalogue, Recorded Music at Warner Music Group (Rolling Stone)

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies