Naming The Next Generation Speaker Q&A: Lenore Skenazy

On June 26th, Ypulse is Naming the Next Generation. Post-Millennials are living in a fear-ruled world perhaps more obsessed with safety and protection than ever before. We’ll explore how this affects them and will shape them at the Naming the Next Generation conference, and Lenore Senazy, one of the thought-leaders joining us, will be weighing in. Lenore earned the moniker “America’s Worst Mom” just for letting her 9-year-old son ride the subway alone. Her book and blog, “Free-Range Kids” is all about the anti-helicopter movement and what overprotection is doing to America’s children.

Today, Lenore is giving us some of her pre-event thoughts on the forces shaping post-Millennials, the unique issues they will deal with as a generation, and of course what they should be named.

Ypulse: What do you think is the biggest difference between Millennials and post-Millennials?

Lenore Skenazy: Post-Millennials have grown up thinking it's dangerous to do almost anything on their own—from playing at the park to choosing their own college classes.

YP: What are the biggest forces currently shaping the post-Millennial generation?

LS: Two twin terrors have haunted the parents raising this generation: That their children will be kidnapped or—equally bad—not get into Harvard. So the biggest forces shaping these kids are constant supervision, and a focus on achievement that can be measured.

YP: What is one thing you know about Millennials that you think will hold true for post-Millennials as well?

LS: They will not look up from their phones.

YP: What is the one thing that brands need to know when thinking about the post-Millennial generation as consumers?

LS: That they will seek their parents' input, seemingly forever and without embarrassment.

YP: What are some of the new world issues that you…

 
 

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


The Newsfeed

Quote of the Day: “Retail should be a facilitator for experience, rather than just selling product.”—Sharmandean Reid, Founder, Wah Nails London (YPulse)

Millennials seeking portable booze are cracking open canned wine. Even though the category still only accounts for less than 1% of the Millennial-favorite alcoholic beverages’ market, Nielsen reports it spiked 69% last year and continues to gain ground. An exec at Delicato Family Wines explains, “Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.” (Wine Spectator)

Summer camps are cropping up to teach kids how to become YouTubers. At I-D Tech Camps, Level Up, and Star Camps, kids can learn all about how to, as the latter puts it, “Become an Internet sensation.” They offer courses in how to create and post videos, from shooting clips to editing audio, and how to build their personal brand. But don’t worry, most are framing YouTubing as a hobby, not a career, and setting kids’ expectations accordingly. (WSJ)

A new bill could change the free-to-play profit model that’s made games like Fortnite top earners. Senators have proposed the official ban of “loot boxes,” or items that players can buy (and sometimes must buy) to win a video game, often gambling on what’s inside. Senator Ed Markey explains that “Inherently manipulative game features that take advantage of kids and turn play time into pay time should be out of bounds.” For some, this will eliminate a key revenue stream and open the door to review other in-game purchases.  (The Verge)

A social media overhaul upped Corn Nuts’ sales by 12%—with no paid support.The snack’s sales were stagnant before a new exec took over their Twitter, infusing it with the personable tone food brands have become known for (and sometimes notorious for). Since then, followers spiked from 650 to 21,000, and what they’re calling a “scrappy” strategy “absolutely translated to sales,” reporting that retail sales spiked 12% and Millennials’ repeat purchases rose the same percentage. (Marketing Dive)

The retail apocalypse continues, with 7,000 more stores closing their doors in 2019. CoStar Group estimates that the square footage of retail space closed has topped its own record each year since 2017, and this year they’re “predicting more of the same.” PayLess ShoeSource, Gymboree, Dressbarn, and Charlotte Russe lead the list of number stores planned to shutter this year, as retailers learn to scale down size and up Experiencification for young shoppers. (Business Insider

Quote of the Day: “It’s a really interesting time at the moment in catalog [music]…Sometimes, it’s a question of how we make something out of nothing.”—Tim Fraser-Harding, President, Global Catalogue, Recorded Music at Warner Music Group (Rolling Stone)

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