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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“I think we have a tendency to think that the world revolves around us and what we want and having a hard time to live up to the standards of having/living a perfect life.”—Female, 22, WA

A new quiz app’s R-rated categories are capturing teens’ attention. FriendO is rising through the ranks of the app store, but not by following the Play Nice, PG strategy that took tbh viral. FriendO users move up their friends’ rankings boards as they answer questions about each other, proving their friendship. If someone sends the app to three friends, they unlock NSFW categories like MSFK (Marry, Sex, Friend, Kill). But people are worried that none of these categories are barred to young users. (Mashable)

TGI Fridays is adding Instagrammable milkshakes to their menu with “cascading toppings,” “suspiciously” similar to Black Tap’s infamous creations. The “Extreme” milkshakes “take dessert to the next level” with a seasonal option piled high with Christmas cookies, and a s’mores shake topped with marshmallows, Oreos, and graham cracker crumbs. If that’s not enough to get Millennials in the door of chain restaurants that they notoriously avoid, both shakes can be ordered “boozy” (a tactic we’ve seen before). (Grub Street)

Seventeen is creating an LGBTQ community for teens with their new, “social-first” platform, Here. Instagram and Facebook form the main hub of Here, along with a dedicated vertical on Seventeen itself. Launched less than a week ago, content is already popping up on social and the site. Seventeen is appealing to the Genreless Generation, and one editor said Here will be “a resource and a place for teens to express themselves.” (Fashionista)

Rising musician Tallia Storm says her Instagram paid for her debut album. Lauded by Sir Elton John and Nile Rodgers, 19-year-old Storm leveraged The Influencer Effect for her own gain: Her debut album, Teenage Tears, was entirely self-financed via her earnings as a “fashion ‘it girl’” and Instagram influencer with over 300,000 followers. As a result, she had full creative freedom and became a “part of the growing staple of acts who are not repped by a major label.” Oh, and she got to open for Sir Elton John. (PR Newswire)

Kylie Cosmetics, Kylie Jenner’s online-only beauty brand sensation, has teamed up with Topshop to drive young shoppers in-store. Brick-and-mortar is far from dead, with research from TABS Analytics showing 66% of shoppers prefer to purchase new cosmetics in-store—and brands like this one are betting on IRL retail. Kylie Cosmetics is now available at seven Topshop stores across the country for just five weeks, and they’re accruing long lines of fans to test out the coveted lip kits in person. (BuzzFeed)

“…[Rick and Morty] has our generation's sense of nihilism, fear of wasted time, humor in unpredictability, and shy optimism in human relations.”—Female, 17, TX

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