Naming the Next Generation Speaker Q&A: Neil Howe

On June 26th Ypulse will be Naming the Next Generation. Neil Howe, author, historian and generational guru, will be joining us in our quest to find a name for post-Millennials that fits their unique generational experience. Neil has been a pioneer in generational theory, writing nine books on American generations.  Along with William Strauss, he first coined the term “Millennials,” describing this generation with remarkable foresight as far back as 1991. We can think of no one better to help us to name the next generation, in fact, we wouldn't have dreamed of trying without Neil's help. Today Neil tells us about why we need to move away from the term “Gen Z,” how post-Millennials will be the oldest group to not recall a time before the Great Recession, and how this generation could be like Millennials ... on steroids.
 
Ypulse: What do you think is the biggest difference between Millennials and post-Millennials?
Neil Howe: I think it’s important to establish what we mean when referring to “Millennials” and “post-Millennials.” My definition for “post-Millennials” includes those born after 2004, so these are kids currently just entering grade 2 of elementary school. Yes, that date remains tentative. You can’t be sure where history will someday draw a cohort dividing line until a generation fully comes of age into adulthood. But since there are good reasons why social generations tend to be 20 or so years long, I am naturally suspicious of a definition that abruptly limits Millennials to only 10 or 15 birth years.
 
Right now, the biggest difference is the emphasis on socialization, pushed on them largely by their Gen-X parents and teachers. Post-Millennials are being taught from a very early age to inhibit their impulses, control their behavior, and play well with others. This goes…

 
 
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Millennial News Feed

Quote of the Day: “A ‘foodie’ to me is someone who takes pictures of every meal and follows multiple food blogs and pins a lot of food pictures on Pinterest.” –Female, 17, TX

ABC Family wants to be there for young women 14-29-years-old as they “navigate the next step” in their lives. To do so, they’re doubling their original programming with both scripted and reality series in the coming years, and stepping away from “trash-talking, train-wreck reality TV shows” to focus on more aspirational content. To keep up with their socially engaged audience, who spends an average of three hours a day on mobile, they’re launching a revamped Watch ABC Family app this summer. (Adweek)

Online voters could put a transgender Millennial man on the cover of Men’s Health. The magazine’s “Ultimate Guy Search” looks for men that embody their ideals of health and wellness, and thanks to social media and a strong LGBTQ community, 27-year-old trans male Aydian Dowling is the competition frontrunner by a landslide. There are both judges and a “reader’s choice” component to deciding the winner. A 2014 Ypulse monthly survey found that 87% of Dowling’s generation believe that LGBT individuals should be able to live their lives without discrimination and judgment. (The Daily Beast)

Michael Kors seems to have captured the hearts of teen girls: 39% of average-income girls choose Kors as their preferred handbag, up from 7% in 2012, while previously beloved Coach fell from 46% to 17% in that same amount of time. Teen shoppers are a powerful and influential bunch, and they’ve brought Kors “to new highs.” However, when brands become ubiquitous, as Coach did and some think Kors could become soon, sales can slow, making room for “hard-charging upstarts” like Tory Burch and Kate Spade. (Bloomberg)

For some time now YouTubers have been garnering just as much popularity as Hollywood celebrities, and it’s beginning to pay off, big time. According to Outrigger Media, CharlisCraftyKitchen, the largest food and cooking YouTube channel, is bringing in an estimated $127,000 a month. We should mention that CharlisCraftyKitchen stars 8-year-old baker Charli and her 5-year-old sister, Ashlee. Their amateur videos are among the successful channels that are providing marketers with a “tidy revenue stream” as they continue to garner millions of views. (AdAgeBusiness Insider)

Disney is tapping into the next generation’s interest in STEM to promote their upcoming movie Tomorrowland. The Create Tomorrowland – XPRIZE Challenge is asking kids and teens to envision themselves in the future and share what inventions they think would be impactful. Starting next week, creative thinkers between the ages of eight and 17-years-old can submit videos, images, or stories about their imagined invention or innovation and the influence it could have. Six winners will receive prizes to help move their ideas forward in real life, like a mentorship with a leader in their area of interest and a 3D Printer. (XPRIZE Challenge)

If you haven’t already noticed, Millennials care about their food. 47% consider themselves “foodies,” and 89% say that they’re open to trying new foods. How do we know? It’s not telepathy. Every other week, we reach out to our Millennial panel of over 60,000, asking 1,000 13-32-year-olds about current events, seasonal trends, changing attitudes, and new norms. The results of these monthly survey results are delivered to our Gold subscribers, and can be downloaded from our site. (Ypulse)

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