Dispatches From The Tween And Gen Y Panels At The Millennial Mega Mashup

What better way to learn about youth at the Millennial Mega Mashup than by meeting members of this generation? Through the Smarty Pants’ annual tween panel and Ypulse’s annual Meet the Millennials Live Discussion we learned about what 8-27 year olds are interested in, their habits, what brands they love, and where they think companies can improve…

Insights From The Smarty Pants Tween Panel

Meet The Tweens

Kaitlyn, age 10 and in 4th grade, loves the brand Justice because of the cool clothes they sell and the journals she can write in; Lego friends because she can make buildings and it’s like an adventure; Barbie because she can play with them like they’re real people; Hello Kitty because she’s cute, and her iPod because she can go to YouTube, play games, and look up homework definitions. Her room is a mixture of Bella Thorne and Hello Kitty.

Savannah, age 10 and in 4th grade, loves Monster High because they’re different than other dolls and have cool accessories and clothes. She has a collection of stuffed animals, including a monkey, Miss Piggy, a pillow pet, and Angry Birds. She likes playing sports, including softball with her grandpa, and likes to play outside. She’s in Girl Scouts with her friends, including Kaitlyn, and likes it because it combines community service and fun activities.

Fernando, age 9 and in 3rd grade, likes to play with monster trucks. He’s played baseball, soccer, and basketball since he was younger. He has a flat screen TV in his room to watch movies and likes listening to music. He likes paintball — it’s fun even though it hurts sometimes. His favorite brands are Adidas and Nike because they’re colorful and comfortable. He likes the WWE and The Rock is his favorite celebrity.

Mia, age 9 and in 3rd grade, has decorated her own room with lamps and a…

 
 

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The Newsfeed

“I want to work for myself so that I can have more flexibility and be my own boss. I have an online business.”
—Female, 16, FL

Fast fashion is only getting faster as Asos & Boohoo outpace industry front-runners, Zara and H&M, moving clothes from concept to sales floor in less than four weeks. These up and comers’ fast paced supply chains, coupled with millennial-minded tactics and strong social media presences, are driving a 30-35% expected sales growth for Asos and 50% for Boohoo. A major contributor to Boohoo’s profit margin is its army of celebrities, bloggers, and other influencers who promote its clothing across Instagram. Zara and H&M, meanwhile, saw slowing YOY sales growth; H&M has admitted its need to speed up and announced plans to change its supply chain accordingly. (QuartzThe Guardian)

A new Doritos bag will be loaded with the entire Guardians of the Galaxy 2 soundtrack, via a built-in cassette player. A limited number of the “Awesome Mix” soundtrack bags will be available on Amazon tomorrow, and influencers will be activated to take the bag to surprising locales and sing a song of their choice. Fans will also be invited to go to custom pop-up recording booths, record their track, and upload it to social media for a chance to win prizes. Thanks to social media posts and unboxing trends, packaging has the potential to become a spotlight stealer, and brands are thinking outside the box to make packaging as interesting as the product. (Creativity)

Apple wants to be Gen Z’s Starbucks. The brand is reimagining stores to encourage teen hang out sessions, rebranding the Genius Bar as the Genius Grove, and aptly adding some foliage to the space. The start of a series of educational sessions next month will also bring in photographers, artists, and musicians to teach lessons and in some cases, perform concerts. Apple’s head of retail says of the effort: “I’ll know we’ve done a really, really great job if the next generation, if Gen Z says, ‘Meet me at Apple. Did you see what’s going on at Apple today?’” Ypulse’s Experiencification trend explored the fact that more retailers are looking to turn stores into social spaces to attract young shoppers. (QuartzApple)

Coachella has become a profit powerhouse, with earnings of $94 million last year, and nearly half of all attendees are 18-34-years-old. Brands have been looking for any way to activate their spending power through the event—including influencer marketing, which reportedly earns an estimated $6.50 for every $1 spent. This year, American Express became the first official credit card of the prodigious festival, using influencers to spread their message on-site instead of signage and “overt product messaging.” One AMEX executive emphasizes, “You can’t deny the power and reach of influencers today.”(Forbes)

Mars’ new ad has gone viral with Gen Z, thanks to the power of online celebrities. The video, promoting popular U.K. candy bar Maltesers as it launches in the U.S, features social media and YouTube stars Caspar Lee, Andrew Huang, and Dytto and has earned almost 2.8 million views in the last few weeks. The campaign encourages positivity in the face of typical “teen crises” as the influencers are shown turning #FML moments into “Fun Maltesers Life” moments. The spot is part of a larger effort, which will include distribution across social media channels, custom content creation with BuzzFeed, and a tour featuring an experiential photo-op, game play zone, and 10 million free samples. (MediaPost)

Quote of the Day: “I don't drink on a typical night, but my choice when I do have a drink is often red wine.”

—Female, 34, FL

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