Olympic Sex Symbols

FHM cover While the original Olympics may have included naked athletes, the current Olympics is definitely coming close to that ideal—especially in sports like beach volleyball. I’m always checking Yahoo! to see what stories and photos are “most popular” online and for the past two weeks its been homoerotic photos female Olympic athletes embracing after victory, patting each other on the…you get the picture. I guess teens get the picture, too. Buzz Marketing sent over a nice summary of how this year’s Olympic games and the subsequent ads and sponsorships featuring athlestes may have crossed the line between sexiness and lack of taste.

From their release:

“High Jumper Amy Akuffa has posed for Playboy, and then partnered with
volleyball player Logan Tom, long jumper Jenny Adams and swimmers
Amanda Beard and Haley Cope for a seductive FHM cover.  But it is not just the women that are sexy- swimmer Ian Thorpe has started an underwear line.”

Buzz’s Blue Fusion research division asked their teens what they thought of the sexiness factor in this year’s Olympics and found “Gen-Y appreciates an athlete who’s not in a regular sport like football or basketball, but the use of heavy sex appeal is transparent to the savvy teen viewers.” Basically all this skin is rubbing today’s now modest/preppy/conservative teens the wrong way.

“While watching the male swimmers splash to the finish line at the
Olympics, one thing was on my mind - why were their swimming trunks so low and tight?...Are they trying to be the next breed of athletes turned sex symbols?...(Making their sport top priority) instead of a Hollywood/sex symbol/make more money attitude I truly believe would make them more sexy.”

Danasia, 17, Ft. Lauderdale

 

 
 

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


Millennial News Feed

Quote of the Day: “I like to keep updated about what’s happening in the world, but not out of obligation, to talk [about it with] someone else or for entertainment.” – Female, 25, MA

“Sexts, hugs, and rock ‘n roll.” That’s how BuzzFeed describes DigiTour, an 18-city bus tour bringing some of the most popular teens on social media to meet crowds of their screaming fans around the country this summer. Most of the digital celebrities involved don’t have traditional talent—but that doesn’t seem to matter. In 2014 the tour sold 120,000 tickets for 60 shows, and they are set to double that number this year. DigiTour could be the “clearest sign yet that the entertainment industry’s star-making apparatus is being turned upside down.” (A topic we explored in depth in our hot-off-the presses trend report.) (BuzzFeed)

As if that wasn’t evidence enough that young consumers are not like you…A recent poll on the American Dream revealed that Millennials’ views of success in America are not the same as older generations. Respondents under 30-year-olds were the most likely to say that having a job that paid well was crucial to attaining the American Dream (47%), and placed more importance on luxury items—travel and the latest technology—than other age groups (32%). (CNN Money)

Are you ready for some fireworks? Fourth of July spending is reportedly up, and 64.4% of consumers plan to celebrate the day. When we surveyed 13-32-year-olds about their plans, only 8% said they weren’t planning to celebrate. We also found that spending for Independence Day shows signs of increasing among Millennials and teens. In 2014 they estimated they would spend an average of $70.21—this year that number went up to $85.56. (MediaPost)

Watching and sharing video content is huge part of Millennials and teens’ online activity—and their mobile behavior. According to Ypulse’s February monthly survey, 50% of 13-32-year-olds say they watch videos on their phones once a day or more. So it makes sense that apps focused on viral video content are a growing category. Minute is a startup video app “for the ADD generation.” The platform finds the most viral parts of online video and turns them into short “Vine-like” clips. (TechCrunch)

Inclusion is becoming increasingly important to young consumers, and the Girl Scouts has made their stance on being an inclusive organization clear this week. The group returned a $100,000 donation after being told the money could not be used to support transgendered girls. To make up the funds, they set up an IndieGogo campaign on Monday, and launched a #ForEVERYGirl campaign to get the message out. The crowdfunding page has raised over $300,000 in three days. (Fast Company)

Want to know more about how young consumers will be spending for the holiday? Our 4th of July Infographic Snapshot has been opened to all our readers—you can click through to see a break down of the red, white, blue, and green in our coverage of what Millennials & teens are buying, and doing, for Independence Day this year. 83% of 14-32-year-olds say they are proud to be an American, and they’re planning to celebrate. Happy 4th everyone! 

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