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…

 
 

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


Millennial News Feed

Quote of the Day: "My favorite place to shop online is Sephora, because I love high end makeup and I love reading about what's new and watching tutorials on how it works.” –Female, 26, MA

We’ve seen everyone from food startups to fast-food chains label their food “artisanal” to appeal to Millennials—and there is good reason. It turns out there is generation gap when it comes to consumers’ reaction to “artisanal” and “craft.”  Millennials are more likely than older consumers to say that the labels “handmade/handcrafted, “craft,” and “small batch” tell them a product is high quality, and also more likely to say that descriptors like “artisan/artisanal” have some influence on their purchases. (MediaPost)

To sell wine to Millennials, brands have had to drop the exclusivity and embrace a more unpretentious attitude. Sparkling wine brand Chandon is relying on Instagram to get their bubbly message across to young females, making it their top social platform, over Pinterest. Their colorful, summertime images, featuring captions like “Today calls for Rosé,” are a part of their effort to get sparkling wine “out of the holiday rut.” (Digiday)

Older generations who hear about anonymous apps like Whisper and YikYak have one main question: why? Question and answer site Ask.fm’s recent study asked them, and found that 40% of 13-18-year-olds said anonymity online allows them to talk about difficult topics—only 4% said they would talk about the same things if their name was being used. (IBT)

New parents will do just about anything to get their kid(s) to go to sleep, as one self-published book is proving. The picture book The Rabbit Who Wants to Fall Asleep made the Amazon bestseller list by claiming to put children straight to sleep. Sales skyrocketed quickly, going from selling just 324 copies on August 16th, to 29,000 at the end of last week. It’s rumored that Random House has bought the rights to the miracle book. (Publisher’s Weekly)

Restoration Hardware is going after the teens “who ha[ve] everything.” Their new high-end post-childhood line RH Teen includes chandeliers, and fine art photography, and the brand hopes to capture young consumers as they are finding their own identity and becoming independent as decorators of their space. Unlike some brands, who are co-creating their products and marketing with young consumers, Restoration chose to launch RH Teen without focus groups or studies. (WSJ)

According to Pew, a third of Millennials frequently use their phones in public for “no particular reason,” and 13% say they frequently use their mobile devices to avoid interacting with other people. (Queue the “anti-social Millennial” pieces.) But another study might shed some more light on their “for no reason” phone use: 60% believe their smartphones enhances their leisure time. The research hypothesizes that young consumers are using phones for moments of “micro-leisure” throughout the day. (Washington PostSocialTimes)

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