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: “I like following Jeffree Star on social media because he creates high-quality makeup while also being entertaining.”

—Female, 21, FL

Millennials are more likely to talk politics at work than their parents. A new study from Peakon has revealed that despite the highly-tense political climate, most Americans are actually comfortable discussing politics at work. Millennials are the most comfortable, with 68% stating they feel “no discomfort” talking about the topic, compared to 62% of 55-64-year-olds. According to Peakon, the internet has encouraged Millennials to “shar[e] their opinions everywhere—on Twitter, Facebook, Instagram, blogs, etc.,” and their desire for a “more transparent” workplace is also likely driving the trend. (Elite Daily

Honest Company is taking their diapers to the Major Leagues. In a partnership with MLB, the company is launching a “Born a Fan” collection in Target that will offer personal care products, household cleaners, and diapers with logos from six teams: the Red Sox, Yankees, Cubs, Giants, Cardinals, and Dodgers. The brand hopes to tap into “hardcore” baseball fans with the venture, but according to one expert, it may end up being more of a novelty: “It[’ll be] fun to do once in a while. But ultimately parents know diaper performance, and they buy the best.” (Adweek

Aspiring musicians have found a home—and a lot of money—on emerging live streaming spaces. Not only do live stream apps, like YouNow and Live.ly, give up-and-coming music acts the chance to build up large fan bases, but the addition of virtual tip jars has become a lucrative channel of revenue for some, even eliminating the need to do IRL performances or sell recordings. Brent Morgan, a 29-year-old musician, is finding his way into the industry by broadcasting twice a day on YouNow, where he’s making between $15,000-$20,000 a month. (The Wall Street Journal

Asian-Pacific kids would choose internet over TV if they had to pick. TotallyAwesome’s APAC Kids Market Insights report found that 77% of six-14-year-olds in the Asia-Pacific region would prefer to use the internet exclusively versus just TV—an 11% increase from the year before. In five out of the seven countries surveyed, children are more likely to have access to smartphones than TV, but both TV and smartphones are the most popular devices used daily, with 60% using them multiple times a day, versus 44% who use tablets daily. (Kidscreen

Virtual reality is getting a “first-of-its-kind” animated family series. Raising a Rukus, created by Virtual Reality Company, follows the story “of two siblings and their mischievous pet dog Ruckus, who are traveling to different worlds and have magical adventures together.” VRC describes the experience as “watching a Pixar short—except that you are immersed in it.” The series will be available through headsets and in theaters, first in Canada and then North America later this summer. (Variety

Quote of the Day: “My favorite brand to follow on social media is Urban Outfitters because not only do they post about items I am interested in, but I also get inspired by the artistic photos that they post.”—Female, 16, CA

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