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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Millennial News Feed

Quote of the Day: “I was completely invested in Breaking Bad, it took a simple everyday man and slowly dehumanized him through choices that an individual in real life could have possibly made or gone through.”—Male, 22, NJ

The creators of livestreaming pioneer Meerkat made a new app in secret—and it’s doing great. Houseparty is a group video chat platform designed to “capture some of the spirit of Meerkat but in a more personal way that encourages users to participate.” Users can create or join “rooms” to video chat with friends, and are warned if an unknown mutual friend joins the group. The app opens to a camera like Snapchat, is “sprinkled liberally” with emojis, and has already generated almost 1 million mostly teenage users during its testing phase. (Mashable)

Neiman Marcus is in full support of the "see now, buy now" retail strategy some brands have been adopting to keep up with impatient young consumers. The retailer has seen sales decline for fourth straight quarters, and is citing an “out-of-sync fashion cycle” as a crucial part of their troubles. Now that just launched collections are "blogged and broadcasted all over the world via social media," and fast fashion retailers are “delivering trends before ‘authentic runway looks are delivered to stores,’” the retailer is encouraging their vendors to deliver products quickly after release to keep up. (Fashionista

Club Med knows not all Millennials are “frugal single travelers.” The travel brand, “where all the cool kids went in the 70s and 80s,” is now setting their sights on affluent Millennial parents who travel. Spending $1.5 billion in facilities upgrades, Club Med now offers “zen oases,” where “parents to briefly recuperate away from their kids” and escape the pressures of work and home. They also are focusing on the experiential aspect of their brand, adjusting their website to allow visitors to experience their trips digitally before their buy. (Skift)

Kano, one of the first and most unique toys to teach kids coding, is heading back to the Kickstarter to promote three new programmable do-it-yourself kits. Their new products focus on a toy coming “to life when it responds to its environment," and includes a Pixel display that can be taught to display different colors and shapes in response to sounds. The brand’s target market is 8-14-year-olds, but they aim to make it “simple for anyone in the world to make, hack, create, manipulate, and warp technology as it is to use it today." (Fast Company)

Marketing to the post-Millennial generation is all about getting creative, and serving ads through sponsored content is resonating strongly with teens who fully understand it’s a marketing strategy. When AwesomenessTV looked into their popular series Royal Crush—which takes place on a cruise ship and is sponsored by Royal Caribbean—they found that is was 30% more efficient than TV. But one form of traditional advertising is still effective: sampling. To promote their moon sneakers and hot sauce, GE toured colleges to target engineering students. (Adweek

Quote of the Day:  “Young and Hungry are short 30 minute shows, so I can watch it on my lunch breaks at work. I like the humor and the characters. The story line is easy to follow. It's an easy show to binge watch.”—Female, 20, WS

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