How Millennials are Celebrating This Thanksgiving, In 5 Stats

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

How many Millennials will be cooking up a storm this Thursday—and what else will they be up to? As the generation starts to take the spot at the head of the Thanksgiving table, or set up their own Friendsgiving dinners, we’re keeping tabs on exactly how they’re celebrating…

It’s Thanksgiving week, and some brands have been pulling out all the stops to put a fun spin on the holiday—and get Millennials’ attention. Though they made for great viral content, we aren’t sure that Hot Cheetos and Cool Ranch flavored turkey recipes or Stove Top Thanksgiving Dinner pants will become new traditions for the generation—but we do have a good idea what they’ll actually be doing this Turkey Day.  

Ypulse’s Thanksgiving survey and Topline Report asked Gen Z and Millennials all about their Thanksgiving plans to prep brands on what young consumers want to buy, do, and spend—and how they might be shaking up traditions—for the holiday. We found that over two in five 18-35-year-olds plan to celebrate Thanksgiving this year, and about a third of Millennials also say they will be hosting friends/family for the day. We told you about young consumers’ favorite Thanksgiving foods (turkey isn’t the star of the day for all Millennials)—and now we’re dishing up the details on how they plan to spend the day of thanks, in five stats:

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing1. Three in five Millennials will be cooking on Thanksgiving Day.

Whether they’ll be stirring up the stuffing or mashing the potatoes, over half (63%) of Millennials tell us they will be cooking on Thanksgiving—and two in five say they’ll be baking. In fact, over half also tell us that cooking is their favorite part of the holiday. Females 18-35-years-old are more likely than their male peers to say they’ll be in the kitchen—though 58% of males 25-35-years-old say they’ll be cooking.…


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“I observe holidays and religion-based traditions but am more connected to it as a culture than as a religion.”—Female, 27, MA

Chinese youth have a “selfie obsession” that’s changing beauty standards and creating a new tier of celebrity. The Influencer Effect is full blown in China, where young consumers are beautifying their selfies via filter apps like Meitu and plastic surgery—all in the quest to look more like wang hong, their internet celebrities. One influencer, HoneyCC, argues that “Selfies are part of Chinese culture now, and so is Meitu-editing selfies.” But some say the trend is pushing the population to become more homogenous by favoring certain features, and headlines have lashed back against the whitening of skin prevalent in social apps. (The New Yorker)

Eighty-one percent of Bustle, Romper, and Elite Daily’s Millennial readers say social media is the best way for advertisers to reach them. Bustle’s latest questionnaire also found that 40% of their 18-34-year-old readers prefer Instagram for brand communications, followed by trusted websites, email, and online articles. Some other fun insights: Over half believe that a company should give back, instead of just turning a profit, and 49% think “companies should do more to protect the environment.” (Adweek)

Drug use is down among teens—except when it comes to marijuana and vaping. From the 1990s to 2017, the percentage of teens who said they’d been drunk dropped from 46% and 58%, and those reporting they’ve smoked cigarettes from 26% and 17%. However, marijuana use increased for the first time in seven years in 2017, while vaping is up as well, with at least 19% of high school seniors, 16% of sophomores, and 8% of eighth-graders saying they’ve vaped in the past year. (LATimes)

Two modern dating shows are coming to Facebook Watch. The first “unscripted dating show” from SoulPancake, Love & Longitude, is shot on iPhones and shows two potential love interests’ relationship blossoming across FaceTime, social media, and other digital interactions. The second dating show from Machinima, Co-Op Connection, plays into the esports craze. One bachelor gets to pick his partner based on their personality—and their skills at the videogame, PlayerUnknown’s Battlegrounds. (tubefiltertubefilter)

Some cities are past their “peak Millennial” populations, as the generation increasingly finds new digs in the suburbs. Boston, Chicago, and Los Angeles all reached their highest Millennial population in 2015, and New York and Washington D.C. are showing slowing Millennial growth, according to U.S. Census data. Meanwhile Chicago’s suburbs and others have seen an uptick in their young adult populations—another Millennial myth debunked. Which urban centers are still attracting the demo as they age up? “Tech hubs” like Seattle and San Francisco. (Time)

“Crochet and knitting are very relaxing, therapeutic, and have tangible results."—Female, 31, AL

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