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: “My favorite app is Pokémon Go, because it's kinda a big deal for those of us who've been dreaming about it for over a decade.”—Female, 21, NJ 

The hottest new trend at Millennial companies: student loan repayments. In a 2015 Iontuition survey, eight in ten respondents say they would like to work for a company that offers student loan repayment assistance, and about half say they prefer student debt help over 401(k) contributions. The benefit has also been shown to deter employees from job-hopping and instead stay to “reap the entirety” of it. Despite the high interest, only 4% of companies are currently offering such programs—including Aetna, Fidelity Investments, Pricewaterhouse Coopers, and SoFi—but a change in legislation that will make the “benefit more favorable from a tax standpoint” may motivate others to follow. (Forbes

Fast casual restaurant Zoës Kitchen sees kids as the “no nugget generation.” The restaurant is debuting an updated kids’ menu that focuses on a variety of nutritious made-from-scratch meals for the “next generation of foodies,” including salmon or shrimp kabobs, ham and cheese piadina made with fresh mozzarella, and an orzo pasta bowl. The President of Zoës Kitchen, who happens to be the father of two young daughters, say that the kids of today “love experiencing new flavors, and gladly choose kabobs and hummus over fries… Ultimately, they crave food that makes them feel good.” (Business Wire

A new documentary is putting six recent graduates in the spotlight as they navigate the startup world in Detroit. Generation Startup, created by an Oscar-winning director, is revealing the “big sacrifices” young entrepreneurs are making “in the hopes of building something new, exciting and, hopefully, financially rewarding.” The graduates are all fellows or alumni for Venture of America, an organization that assists aspiring entrepreneurs, and are faced with challenges that include working 18-hour days, living in uncomfortable environments, and handling disapproval from parents who encourage a more stable career path. (Fast Company

According to a 2016 Bankrate survey, Millennials are great at saving—but that’s mostly because they have to be. About 62% of 18-29-year-olds are saving at least 5% of their income, which has become even more necessary in unreliable workplaces of today. Employers are increasingly hiring temporary employees or independent contractors, and as a result are not offering benefits like health insurance and paid leave. Many Millennials who can save have also been privileged with access to their parents’ financial help, which white children are three more likely to have than black children. (Quartz

Pokémon mania is passing its peak. Sensor Tower, SurveyMonkey, and Apptopia data have revealed that “Pokémon Go's daily active users, downloads, engagement, and time spent on the app per day are all well off their peaks and on a downward trend,” which many have observed is expected of any app that receives such intense initial attention. In our recent survey on Pokémon Go players we found that more than half consider the game a fad that no will care about a year from now. Google Trends data is also showing declining interest in augmented reality, however the possibilities of the technology shouldn’t be discounted after so many young consumers showed they will embrace it. (Bloomberg

Quote of the Day: “Political correctness is a two-way street of respect and telling the truth.”—Female, 17, WI

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