Reassessing Millennials at the Ypulse Mashup

An announcement from Ypulse President Dan Coates:

Last month Ypulse celebrated our ninth birthday. For the past nine years, we've been thinking about, talking about, writing about and researching members of the Millennial generation or, as we used to say much more often than we do nowadays, Gen Y. As we look back, it's gratifying to see how what was once a niche topic that required a great deal of effort in order to attract attention has since become central to the marketing plans of so many marketers and communicators.

During the course of the nine-year dialogue, Millennials themselves have changed. They've "aged up," with the midpoint of the generation now 20 years of age. They've faced the greatest economic downturn since the Great Depression. They've watched their parents struggle to support them and their families. A conversation that was once adolescent and teen-centric has developed a number of new facets as Millennials catapult toward adulthood: politics, education, economy, career and, most recently, parenthood. These emerging frontiers of the Millennial experience are new, exciting and challenging. While we feel that we've developed a pretty solid understanding of the fundamental values of the largest generation in American history, it's both energizing and rewarding to see how our understanding is pressure tested daily as Millennials evolve. 

While Jake Katz has already written about our plans to name the generation that will follow the Millennials, we're really excited to follow that conversation with one that will shed new light on Millennials themselves. At our Ypulse Mashup: Millennials Reassessed event on June 27th, we'll reveal the details of a massive psychographic segmentation that we've undertaken that will break up this monolithic generation into smaller…


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The Newsfeed

"I play [games] constantly until 4 in the morning. When I’m not on my game I’m checking my phone. And the whole time I’m doing all of that my desktop is on the internet.”—Male, 22, OH

Twitch is airing every episode of Mister Rogers’ Neighborhood, in celebration of the late Fred Rogers’ 90th birthday and the show’s 50th anniversary. The esports streaming service is expanding to nostalgia entertainment (which young viewers can’t get enough of), but they have a unique twist. The show will be available for co-viewing, with popular Twitch streamers chiming in from time to time. (Mashable)

Over one-third of 18-34-year-olds have stopped using a brand after hearing negative news about them, more than any other generation. Among the brands that most consumers said they gave up on were Wells Fargo, Target, Papa John’s, and Uber. However, Critical Mix and kNOW also found that young consumers are more willing to forgive a brand for bad press: While only 30% of consumers overall would use a brand again after a scandal, 41% of 25-34-year-olds would. (MediaPost)

Alamo Drafthouse is bringing back VHS—offering free rentals for Millennials that wax nostalgic for analog products. Their first store, Video Vortex, is opening in North Carolina. Not only are they “fostering a movie-loving community” with the extensive gratis collection of 75,000 titles, but they’re making money off of the added “beer, food, and merchandise.” No VHS player? No problem. They’re renting those as well. (BoingBoingEW)

Researchers were surprised to find Gen Z students were “relieved” to ditch their smartphones for a few weeks. Screen Education’s study of 62 12-16-year-olds found that 92% thought “it was beneficial” to disconnect from their smartphones while they were at camp. And even though 41% admitted they felt frustrated at times, 35% were able to cut down their use after camp and 17% convinced a friend to curb their time spent on smartphones, too. (PR Newswire)

Beauty brands love augmented reality, but an app can’t replace in-store experience. Not only did Ypulse found time and again that young consumers expect Experiencification and flock to marketing activations (like pop-ups), but brick-and-mortar locations build loyalty. People think they’re scamming Sephora when they re-do their makeup gratis, but that time-spent-in-store is really “turning the ‘scammers’ into buyers.” (Quartzy)

"I love my smart phone. It is just like my best friend [and] I just can't do without my smartphone...”—Male, 27, CA

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