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: “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)

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