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…

 
 

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The Newsfeed

Quote of the Day: “I actively avoid discussions of TV shows.”—Male, 31, MI

Networks are launching an onslaught of new streaming services to compete with the likes of Netflix and Hulu. CBS, Disney, and now Warner Media are hopping on the bandwagon to compete for young cord-cutters' viewing time. The digital switch makes sense, considering 74% of 13-36-year-olds told Ypulse they watch Netflix weekly, versus 33% who watch cable weekly. But one eMarketer analyst predicts this over-saturation in the streaming wars will lead to “a shakeout," in which companies will be weeded out unless they consolidate their offerings. (THR)

Macy’s is putting virtual reality in 90 stores, with the “largest VR rollout in retail history.” Shoppers can don HTC Vive VR headsets to create 3D floor plans, design their living spaces, deck them out with Macy’s furniture, and then take a step inside of the room. The retail tech enables smaller Macy’s stores to offer a lot more inventory to shoppers, and follows in the footsteps of other reality-bending home décor brands. And, according to Macy’s, VR sales were 60% higher than regular sales in their three pilot stores. (MediaPost)

Prada is plotting a comeback among young consumers. They’ve been slow to adapt to digital, but now the luxury company is emphasizing Instagram and aiming to grow their online sales, which were just 5% in early 2018. While investors applaud Prada’s dive into digital, they also believe the brand needs to shutter several stores—not just to increase “profitability” but to create “the illusion of scarcity.” Prada also has to recover from being late to the luxury streetwear game. (Bloomberg)

Some teens are opting for technical school over four-year universities. At Queens Tech, high schoolers are trained to take on non-desk jobs, like being an electrical engineer or working for public transit companies. Earning a high paycheck that isn’t chipped away by student debt is helping to overcome the societal stigma of skipping college. According to one Queens Tech student, “If you’re a construction worker, you may get paid the same as a doctor, but you don’t look as good.” (Vice)

Don't expect to see macho men and swooning women in grooming brands' latest ads. Instead, companies across the industry are toning down the machismo for Millennial & Gen Z males. Some are blurring gender lines, like Dollar Shave Club, whose “Get Ready” spots debunked stereotypes by not just casting straight, cis males. Other brands are betting modern men are more in touch with their emotions, like Gillette, who shared the touching story of a man’s son becoming an NFL linebacker, despite missing one hand.
(Ad Age)

Quote of the Day: “[Zendaya] is such a beautiful human being and I grew up watching her on the Disney Channel.”—Female, 18, TX

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