Millennials Still Consume News, Just In Different Ways Than Older Generations

How and if Millennials consume news has been a hot topic in recent months, especially following a study on this subject from Paula Poindexter, a journalism professor at the University of Texas at Austin. She recently released a book titled Millennials, News, and Social Media: Is News Engagement a Thing of the Past?, in which she boldly declares that young people do not make it a priority to stay informed because they feel that the media talks down to them, comes off as propaganda, or is just plain boring. This definitely isn't the mindset of the Millennials we know and has left many members of Gen Y frustrated. This prompted Bryan, one of our Youth Advisory Board members, to write a rebuttal discussing the changing ways in which his generation consumes news.

Millennials Still Consume News, Just In Different Ways Than Older Generations

TwitterMillennials are often criticized for not consuming news, being uninformed, and lazy. However, I don't think these harsh statements, many of which were discussed in Paula Poindexter's study, accurately reflect my generation nor address the changing ways in which young people consume news.

Her research briefly touches on, but fails to really explore, the idea that Millennials are still getting news. It’s just not in a “traditional” format since youth typically get their news from smartphones, the Internet, and TV. However, to me, this seems like youth are getting news from mediums they use most frequently, rather than saying young people aren’t interested in news at all because we don’t buy the paper or sit down for the 5 o’clock news every day (who has time for that, by the way?)

Touching on the idea that young people dislike traditional news because of “garbage, lies, one-sided, propaganda…” is the emergence of sites like Reddit, where articles…

 
 

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“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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