It’s Possible For There To Be Too Much Technology In Our Lives, Even For Millennials

Marketers need to be careful how they present technology to tweens, teens, and 20-somethings.

Teens distracted by their cell phones.There’s no question that Millennials are tech-savvy — they’re even occasionally called “Digital Natives” because technology and digital media have been a part of their lives since birth. But we’re seeing a little backlash despite all the benefits because technology is becoming something of a creepy stalker.

We noticed this recently in two commercials, one for cable company Optimum in which young parents talk about how their baby was on Facebook before she was even born and how her first steps will be broadcast on YouTube. In a separate commercial for a Samsung smart TV, a family hangs out in their living room using voice and gesture controls to operate their TV — at the end, the proud mother is wowed when her toddler learns to say “Hi TV,” speaking to the set to turn it on.

Both commercials cross the creepy line when technology is no longer about enabling our lives but begins to feel like a living, breathing member of the family. Millennials are noticing their own interactions are often filtered through a screen, even when they’re in the same room with their friends. The panelists at the Millennial Mega Mashup described a love/hate relationship with technology for that very reason. They even call their friends out when they see them staring at a screen instead of paying attention to the people they’re with, but the behavior persists.

We’re even seeing that technology is sometimes getting a bad rap in youth-focused media. In “The Hunger Games,” the Capitol uses technology to control the population as they’re forced to view the games, and the game designers use it to torment the tributes. We’ve noticed several forthcoming YA novels in which technology has taken over the world and characters are struggling to get back to nature. It’s even evident in TV shows — in “Pretty Little…

 
 

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The Newsfeed

Quote of the Day: “A lot of people stay in jobs they hate. They feel stuck or need the money. I refuse to do this. I just gave up a Nursing career to be a CSR and I have never been happier.”—Female, 27, IN

YouTube is cracking down on creators that participate in dangerous viral challenges. The media giant updated their community guidelines to take a stronger stance against stunts that spin out of control—like the Tide Pod Challenge. Any creator that performs “pranks that make victims believe they’re in serious physical danger” will earn a strike—three and they’re out. What could constitute a strike? Just ask Jake Paul, who recently drove blindfolded for the #BirdBoxChallenge. (The Verge)

The inner five-year-old of Millennials everywhere is jumping up and down for Hot Topic’s Polly Pocket collab. In partnership with Mattel, the brand that wins at delivering unique styles is dropping a 17-piece collection of nostalgic merch. (The line looks a lot like another throwback collection we called out last year.) In celebration of the iconic toy’s 30th birthday (feel old yet?), ‘90s kids can cop everything from bags to hats to mini makeup palettes that feature shades like “Made in the 90s.” (Nylon)

YouTubers Life OMG! is like The Sims for a generation of aspiring social media stars. Players can pretend to be a video game streamer, a passionate creative, or another influencer. But the game is just as realistic as the kids who play it, making them do chores and deliver newspapers when they’re off the air. Similarly, most kids seem to know the dream is not a full-time gig; just take it from nine-year-old Oliver, who explains, “Of course I will have a good job as well, not just YouTube." (Vice)

Big brands are swooping in to save young shoppers from 2018’s oat milk shortage. The buzzy beverage has become the environmentally friendly alternative to almond milk for Millennial & Gen Z shoppers seeking dairy-free and vegan options. It became a barista favorite this year, mainly thanks to industry upstart, Oatly, which is opening a new factory to up their production. But they better hurry: big brands like Pepsi Co.’s Quaker Oats, Danone’s Silk, and Califia Farms are all getting in on this grain-based trend. (Bloomberg)

The most old-fashioned form of TV is experiencing a surge: over-the-air. While the Post-TV Gen continue to cut the cord, more are buying physical antennas to tap free networks and watch live events. Nielsen data found that this kind of old-school appointment viewing jumped from 9% of all homes in 2010 to 14% last year. Diving deeper into that 14%, about three in five also subscribe to streaming services like Netflix, and their median age is 36. (Fortune)

Quote of the Day: “I’d rather do a job I'm passionate about for a lower salary than do a high-paying but low-rewarding job.”—Male, 18, MA

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