First Look: The Upcoming Ypulse Quarterly Report

Every quarter, we zoom our lens out to look at some of the bigger trends impacting young consumers today—and why they matter to brands. The Q3 2014 Ypulse Quarterly report will be hot-off-the-presses next week, and will identify some of the big shifts that are shaping the way that Millennials are acting, and shine a spotlight on how they’re approaching new stages in their lives. As always, we’ll give the "why behind the what" for each trend, include a ton of relevant statistics, and provide the most important takeaways for brands.

Here is a sneak preview of the three trends that we’ll be exploring:

CHASING NEVERLAND

They might have been pushing it off as long as possible, but the majority of Millennials do feel like adults, and are feeling all the stresses that adulthood brings. So they’re finding ways to temporarily unplug from being grownups. 79% of 18-32-year-olds agree that they love doing things that make them feel like a kid again, and 82% say they never want to lose their inner kid self. From summer camp to sleepovers, they’re seeking out experiences and products that bring them back to a state of childhood, make them feel carefree again, and let them feel for just a little while that they will never grow up. 

AIN’T NOBODY GOT TIME FOR THAT

Their patience is on the verge of running out and they expect tech to solve their problems. They’re already over-scheduled and feeling busy has become the norm. So mundane, irritating, everyday tasks? Ain’t nobody got time for that. This generation is driving change and pushing the on-demand economy even further, looking for solutions to their everyday annoyances that save them effort, thought, and most importantly, time. This mentality has them looking to outsource everything they might not want to do, and drawn to those on-demand services (which now even include grocery shopping) that make their lives more simple, all while disregarding brands and services that they deem too complicated or time consuming. 

NEW PARENTS ON THE BLOCK

The era of Millennial parenting is about to begin. A new generation of parents is emerging, and they’re paving their own way: Niche markets like alternative parenting methods are beginning to mainstream, and they're choosing what elements of their own upbringing they want to emulate and what they want to leave. They are tech enhanced, creating communities, disregarding judgment, and writing their own rules for the modern age of parenthood. The new parents are on the block, and understanding how they’re approaching this role will be vital for brands who want to attract them.

 

This quarterly report is just one part of our Gold subscription, which also provides an ongoing feed of data on the generation via bi-weekly surveys and topline deliverables, infographics, special reports, access to our full archive of our past insights and Millennial statistics, and more. (Click here for more information on subscribing.)

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The Newsfeed

Quote of the Day: “Being famous is overrated. I would be more happy [sic] being locally known for the good I do in the world in a popular way but not for the wrong reasons.”—Female, 16, UT

Minecraft is being used to get kids interested in reading actual, real books. Litcraft recreates the world of a book as an interactive Minecraft map, adding “educational tasks” throughout. Treasure Island was the first completed world, followed by Kensuke's Kingdom, while The Lord of the Flies and Dante’s Inferno are in the works. Trials at U.K. schools are being met with “an enthusiastic response,” so Litcraft is eyeing a larger rollout. (The Guardian)

Nordstrom is stocking up on Instafamous brands like Allbirds, Everlane, and Reformation. The company announced that “strategic” brands account for about 40% of their current revenue and that’s expected to rise. While they benefit from indie brands’ popularity with young consumers, the direct-to-consumer brands are getting an expanded physical footprint, too. In the case of Reformation, Nordstrom explains that they “can bring sustainable fashion to a new (and much bigger) group of customers and closets.” (Business Insider)

A baseball team struck out with their “Millennial Night” promotion, putting Twitter in an uproar. We’ve warned brands that making fun of Millennials is not the way to get earn their spending power, and minor league baseball’s Montgomery Biscuits learned the lesson first-hand. Their “Millennial Night” offered participation ribbons, selfie stations, napping areas, and “lots of avocados,” while playing into stereotypes about Millennials being lazy. A Biscuits exec explains that “Something got lost in the sarcasm,” but instead of offering an apology, they doubled down with another cutting tweet. (AdweekInc.)

Nearly half of Millennials think that “their credit scores are holding them back.” OppLoans found that 27% of 18-34-year-olds haven’t been approved for a new car because of their credit while 25% have been declined for an apartment or house. Debt, a top financial concern for Millennials, is partly to blame: 15% said that their debt “is unmanageable.” Education could help dig them out of the hole, as 24% feel they’ve never learned how to build good credit. (Moneyish)

Baby Einstein is growing up for Millennial parents with a new mission and campaign. Their “Ignite a Curious Mind” effort goes after parents, not kids, with short spots that encourage curiosity. They’re also working on new toys, moving beyond their “sweet spot” of zero to 12 months for toddlers. Baby Einstein’s parent company, Kids II is also planning on reworking other brands, like Bright Starts and Ingenuity. (Ad Age)

Quote of the Day: “[American Eagle Outfitters’] clothes are generally what I wear and are my style. They're comfortable and affordable. They do not do a great deal of vanity sizing and offer something for guys and girls of every size.”—Female, 23, GA

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