Millennial Mashup Speaker Q&A: Randi Zuckerberg

Ypulse is calling our Mashup event Millennials Reassessed* for many reasons. It’s time that we stop thinking about a generation that is 80 million individuals large as one general group that can be painted with the same stereotypes and characteristics, so we have segmented the Millennial population and are digging deeper into who they are. Millennials are aging up, so we are examining how they are tackling, redefining, and lifehacking adult milestones. And we are looking at how Millennials have been shaped and helped shape the events of the last 30 years, so we’re thrilled to be closing our event with a keynote from Randi Zuckerberg. Today, Randi gives us her views on her own generation as a Millennial who has been involved in some of the biggest movements and shifts they have experienced. She tells us how they might value unplugging more than anyone else, their views on The American Dream, and why Facebook and the iPhone have shaped them into who they are today. 

 
* Register for the Ypulse Mashup: Millennials Reassessed here
 

 Ypulse: What would you say is the biggest misconception when it comes to the Millennial generation?

Randi Zuckerberg: That they don’t value their relationships. So much has been written about how Millennials are solely focused on tech, but the reality is that technology provides them with even more ways to keep in touch and share with those they love. Millennials might even appreciate more deeply the value of unplugging and digital detox, since they have grown up with technology.

YP: This year at the Mashup we’re reassessing Millennials. What would you say is the thing about the generation that needs to be reassessed the most?

RZ: That Millenials are concerned about what this constant connectivity is doing to their lives, and aren’t going to…

 
 

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The Newsfeed

“My work schedule can be hectic, so I snack on nuts, berries, or other non-deadly foods during any downtime.”

—Male, 32, KY

AwesomenessTV and fashion/beauty brands are coming together to make branded series for Gen Z. In the past, AwesomenessTV has worked with numerous brands to produce original content, including CoverGirl and Kohl’s. Now they’re planning a 24-part docu-series with Hollister called “This is Summer,” following teens’ high school journeys—while they’re clad in shoppable Hollister clothing of course. Our own Chief Content Officer explains that Ypulse has “found Gen Z to be fairly open to watching sponsored entertainment,” with 77% of 13-17-year-olds agreeing, "As long as the story is interesting, I don't mind that it is sponsored." (Glossy)

Fullscreen agrees that Gen Z is the generation that’s most receptive to branded content. Their survey found over half of Gen Z doesn’t mind even undisclosed branded content, and significantly more Gen Z teens than Millennials have engaged with social branded content (viewing photos, liking and sharing content and tagging friends) in the past six months. Influencer marketing wins out with the group, with over half of teens preferring influencer content to pre-roll, sponsored posts, banners, and traditional TV commercials. The sweet spot for advertisers may be branded video, especially when influencers are involved. (TubefilterAdweek)

Graduation spending is expected to reach a record $5.6 billion for the Class of 2017. Over half of the graduation gifts given will be cash, followed by greeting cards, gift cards, apparel, and electronic devices. Another trend for the year is more and more peers giving each other gifts, with a 6% lift year over year. Younger consumers will spend an average of $78.42 ,compared to 45-54-year-olds’ $119.84 and 65-and-over’s $112.34, and while greeting cards are also most popular, they’re also almost twice as likely to gift clothing. (ConsumerAffairs)

Instagram has the “most negative impact on young people’s mental wellbeing,” followed by Snapchat, according to a recent study. The image-centric platforms could “driv[e] feelings of inadequacy and anxiety,” and were rated the most poorly for their impacts on sleep, FOMO, and body image. Out of the top five most popular social media platforms, YouTube was the only one that earned a positive score. The silver lining? Some argue the evaluation is “blaming the medium for the message,” and social media/online communities are also Gen Z and Millennials’ top resource for learning about “mindfulness, meditation, and wellness,” according to Ypulse data. (The Guardian)

Lego is being called the “most powerful brand in the world,” beating out Google, Visa, and Nike. Brand Finance’s latest valuation report shows Lego’s brand value increased 68% over last year, looking at metrics like “familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation.” At least some of the lift can be attributed to the successful movie franchise (The Lego Movie and The Lego Batman Movie) and its strategic partnership with Star Wars.

(Business Insider)

“I kind of don't like the commercialization of fandom culture…However, creating licensed products is one way a brand could interact.”

—Male, 24, MO

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