Presenting The Plurals

On June 26th, Ypulse teamed up with cultural, generational, and market research experts at the Naming the Next Generation conference to analyze post-Millennials and create a name for them that encompasses both their current state of mind and potential for the future. Consensus from our trusted insiders, and debate over a range of names, led us to a winner: the Plurals. Today, Sharalyn Hartwell, Executive Director of Magid Generational Strategies™, expounds upon the whys behind our decision, how the Plurals is a name that fits the generation both today and tomorrow, and all of the ways that the pluralist mindset and fragmented world are effecting who this generation becomes. 

The Why Behind Naming The Next Generation the Plurals 

The name Plurals, coined by Magid Generational Strategies™ and decided as the best name for post-Millennials right now by thought leaders at Ypulse's Naming the Next Generation conference just last week, is a reflection of the fragmentation and lack of majority (or pluralism) that will be a uniquely prevailing factor in their lives. Fragmentation in nine core areas of American society—parenting, families, media, communication, business, politics, religion, education and ethnic composition—is the dominant force currently shaping their view of the world as children. The distinct impact of fragmentation will continue into their adulthood as Plurals manage the transition into a truly pluralistic society.
At the Naming the Next Generation conference, fragmentation in parenting and families was a key area of focus. Long gone are the days when Baby Boomer parenting prevailed with its focus on children as a group and trust in institutions, businesses and society to act in the best interest of all children. Instead, Gen Xers, the primary parents of Plurals,…


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The Newsfeed

Quote of the Day: “The [financial] industry has been slow to adapt to the ways in which young people want to be communicated with and to communicate with each other.”—Ian Rosen, CEO, StockTwits (YPulse)

Instagram users can now purchase products without leaving the app. The platform’s shopping tags are evolving to allow users to check out directly inside the app from about 20 retailers using saved payment and shipping information. The move doesn’t just give Facebook a direct cut of each sale, but also allows the platform to collect data that they’ll leverage in their ad targeting. Instagram’s influence over young consumers’ purchases continues to skyrocket, and according to our Shoppability trend, 72% of Gen Z & Millennials are open to buying products on social media. (Recode)

Disney and MAC Cosmetics are debuting a nostalgic makeup line for Aladdin fans. The Disney Aladdin collection features lipstick, an eyeshadow palette, and bronzer in jewel and metallic hues that Princess Jasmine might wear with her bright turquoise outfit. The partnership is part of the lead-up to the live-action Aladdin’s debut, and isn’t MAC’s first time introducing fans to whole new worlds of Disney-themed cosmetics. In the past, they’ve also released Cinderella and Disney villains-themed lines. (Teen Vogue)

Google announced their ambitious plan to become “the future of gaming:” a cloud-based streaming service called Stadia. Gamers will be able to play across device (phones, TVs, tablets, etc.) without waiting for the title to load in a YouTube-connected setting. That means viewers can instantly play titles featured in videos and stream their own gameplay to YouTube—which could challenge industry leader, Amazon-owned Twitch. The Netflix-like service is set to launch this year. (The Verge)

Instagrammable dim sum is going global. The craze stared in Hong Kong, where Social Places serves up bao made to look like tiny pigs and charcoal custard bao filled with “a thick liquid that oozes out like lava,” introducing three or four new incarnations each month to keep customers coming back. Meanwhile at Disneyland Hong Kong, Crystal Lotus customers dine on buns that look like their favorite animated characters, including Frozen's Olaf. In the U.S., San Francisco’s Chili House and New York’s RedFarm are some of the first to take on the trend. (Bloomberg)

Netflix’s next choose-your-own-adventure series lets viewers chart Bear Grylls’ journey through the wilderness. Soon, Netflix viewers will have the chance to become outdoors experts from the comfort of their couches, as they make the survival show celebrity’s choices as he traverses tricky situations. Grylls himself says that he’s “giving viewers an all-access pass to explore the world and its landscapes in my boots” and that “For the first time, my survival is in your hands.” (THR)

Quote of the Day: “One of the biggest myths about Millennials is that they do not want to engage with human beings, especially if a chatbot, app, or a website can be deployed.”—Xiomara Lorenzo, Director, Society of Grownups (YPulse)

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