Naming the Next Generation Speaker Q&A: Tyrus Cukavac

On June 26th, Ypulse is Naming the Next Generation.* Every generation deserves its own name; and this generation has already had a unique experience from those before them, and so will be a completely unique group of consumers. It’s time to start thinking about what their needs and worldview will be, and what that means for brands. Tyrus Cukavac, Associate Editor/Producer for Scholastic News Online, is one of the thought-leaders who will be joining us to name the next generation and to speak about Being a Kid After Crisis: what the world is like for children after 9/11 and the financial meltdown. Today he’s sharing some of his thoughts on who they are, what makes them different, and why they need their own title.

*Register before June 1st to get the early-bird price, and you can give your own suggestions on what the next generation should be named here!
Ypulse: What do you think is the biggest difference between Millennials and post-Millennials?

Tyrus Cukavac: Millennials grew up straddling the two different worlds of two different centuries, and have had a chance to pioneer new ways of thinking and interacting with the world. Post-Millennials will be sailing in tested waters, and will have to find ways of improving on settled territory while reacting and adapting to any threats to this newly emerging status quo.
YP: What are the biggest forces currently shaping the post-Millennial generation? 

TC: This generation faces an era of danger and uncertainty. Linear life progressions, at least in the United States, are becoming less of an option and post-Millennials are feeling the pressure of constant change at any given moment. They are going to come to rely on and trust existing systems that can minimalize the shock of these changes. Meanwhile, Gen X and older…


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

The Newsfeed

“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

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