I’ll Be Watching You: Plurals’ Hyper-Monitored Childhoods

Plurals, often the children of Millennials, are being watched at almost all times from the day they are born, with tech acting as a second set of eyes for vigilant parents. We’ve spoken in the past about the ways that Millennial parents could change families, from bringing the baby to the biergarten to relying on lifehacks and tech to help them navigate parenthood. Now we’re seeing a new implication to this tech/parenting integration. Hyper-monitored childhoods are becoming the norm, moving beyond the generically over-protected upbringings of many Millennials, and making growing up a tech-supervised, increasingly quantified experience.

 

Baby monitors have been around for years in audio form. But today, video monitoring systems have become the norm on baby shower registries, and cameras have become as common a fixture above cribs as mobiles. Nightvision has moved from spy ware to parenting tool, with cameras that can see in the dark to make sure all is well in the nursery after children have been put to bed. Systems like iBaby Moniter send a video feed of baby straight to mom and dads’ smartphone—letting them not just watch, but also talk to their child from wherever they are. iBaby offers multiple monitors, and a two finger swipe on the accompanying app allows users to quickly change views between cameras throughout the house. Once children have graduated from the crib, whole house monitors are available, streaming feeds of every room to laptops and mobile devices. Though currently less common, it is not too hard to imagine that Millennial parents used to seeing their child’s every move might want to continue to watch as they grow up, even outside the house. Systems like WatchMeGrow put cameras into the classroom, equipping childcare centers with video monitoring systems…

 
 

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Millennial News Feed

Quote of the Day: “There are so many places I would love to go! I’ve never been to Greece. I would like to go with some close friends and just take in the local culture and food and relax.” –Female, 30, IN

According to Ypulse’s May monthly survey, 41% of 13-32-year-olds regularly use Spotify to listen to music. But the app wants to be their one-stop-entertainment shop, and has just added video and podcasts to the platform. Media partners, including Slate, BBC, Conde Nast, and Adult Swim, will offer clips of video content to be streamed by users. The move puts Spotify in the ranks of other social platforms “determined to become everything to everyone.” (TechCrunchWired)

While some social media giants (Facebook, Snapchat, and now Spotify) want to be young consumers' portal for all media, others are becoming more and more focused on single functions. New apps Catchpool and This. (with a period) allow users to post only one thing each day, pushing only “high-quality content” into feeds. The approach gets rid of overwhelming social clutter in favor of those things users are most passionate about. (Fast Company)

Pizza Hut is the latest brand to use selfies in marketing—but they’re taking a slightly different approach. Their new two foot pizzas are too big to be captured in a regular selfie, so the chain has created a selfie stick parody PSA, warning against the “dangers of selfie stick abuse.” Branding in the video is purposefully secondary to the entertainment, but the spot does walk a fine line between winkingly acknowledging customers’ behavior, and making fun of them for it. (Adweek)

We’ve told you that Millennials are embracing wine, and that big beer is struggling to win over the new generation of drinkers. Morgan Stanley Research has found the number of Millennials who say beer is their favorite alcoholic drink actually fell over 5% since 2012. In response, we’ve seen beer brands roll out new products, flavors, and campaigns attempting to provide new exciting beverage options for these potential industry killers. (Business Insider)

American Eagle is hoping their new label will help them to win back teens. The brand, Don’t Ask Why, follows the recently popular trends of “soft dressing, restricted sizing, [and] a California aesthetic.” Those qualities make it very similar to the Brandy Melville brand, which has had a lot of success with young female shoppers. Don’t Ask Why is being used to test and experiment with concepts that could be applied to AE products if successful. (Racked)

What if you could collect all the young consumer insights, data, and news most relevant to you in one easily accessed spot? Oh wait, you can! On Ypulse.com, Bronze, Silver and Gold subscribers can click on the star icons next to any insight article or news feed item to immediately store them in the Library tab, creating a repository of relevant information—curated by you. (Ypulse)

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