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…

 
 

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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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