Space: The New Millennial Frontier

Hints of Millennials’ fascination with space began a few years ago when galaxy prints started appearing on young tastemakers, and they haven’t gone away since. Amateur “astronauts” began to launch everything from iPhones to Legos into the stratosphere to record a moment in space.  Now, clips of NASA giving lessons on what it’s like to be in orbit are popping up regularly on blogs; and Netflix has made every season of Star Trek available for streaming. Millennials' interest in all things space has solidified.

Today, Ypulse staffer Phil Salvarese takes us through the brands and projects that are making the concept of civilian space travel a reality, and why young consumers are fascinated by the idea.

To Infinity and Beyond!

Well, the Toy Story catch phrase may not be too far from becoming reality. Advances in technology have led to a number of private space programs that are seeking to take customers on a experience that is, literally, out of this world. According to Ypulse’s research, 38% of Millennials ages 14-29 say trying as many new and exciting things as possible is very important to them. Traveling to space certainly falls into that category. Millennials don’t just want to witness history; they want to be a part of it. Having been born well after the moon landing, seeing a bunch of astronauts launch into space may not be a big deal to them, but having the opportunity to go themselves is fascinating. Obviously, most Millennials will never experience these programs, but there is a current fascination with the possibility of civilians in space. Here are a few programs that are pioneering the human leap into the great abyss that are sparking interest among Millennials:

1) AXE Apollo Space Academy

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Millennial News Feed

Quote of the Day: “You want me to list every concert I’ve been to in the past year? Are you nuts? I've been to like 30 so far this year.”

—Male, 29, NY

Forget the ping pong tables and free food, Millennials really want a tech-smart workplace. A new study from Dell and Intel has revealed that 80% of 18-34-year-old workers prefer tech-forward perks like augmented/virtual reality than other low-tech perks at their workplace. They are so driven by digital capabilities that 42% say they wouldn’t hesitate to leave their jobs if the environment wasn’t up to par with what they consider “smart.” About three in five say they expect technology to become advanced enough to longer need face-to-face interactions in the future. (Parent Herald)

Branded content is not only a way to reach the ad-skipping generation, it’s also producing results. A recent Nielsen analysis found that branded content generates 21% more brand recall than a pre-roll ad, and is giving brands a boost in perception: affinity for branded content averages 28% in comparison to 18% for pre-roll, and purchase intent is 14% for branded content compared to 11% for pre-roll. The analysis also found that 40% of consumers say they “probably will” or “definitely will” view branded content on future TV/video episodes. (MediaPost

Victoria’s Secret is making a not-so-subtle play to attract Nike consumers to their brand with Victoria Sport, their new athleisure division. The brand has been slowly shifting its image from sexy to athletic to coincide with Millennials’ preference for “being fit [and] strong,” and buying clothes that reflect that. On the new line’s website, Victoria Secret calls out Nike with a quote from one of their Angels saying, “When I tried these, I threw out all my Nike bras." (Business Insider

“Brand love is alive and well with the Dew nation." After Mountain Dew asked fans to vote on which limited-edition flavor should become a permanent fixture in stores, Baja Blast or Pitch Black, a three-month long voting campaign inspired crazy stunts and drew in nearly 5.8 million votes. To encourage votes, the brand hosted an event inspired by ‘90s favorite GUTS Aggro Crag, and challenged fans on social media to bathe in or dye their hair the color of the beverage they wanted to win. Fans complied, and in the end Pitch Black was the ultimate winner with 50.5% of the votes. (Adweek

Millennial small business owners (SBOs) are “in it for the long haul.” A study from Wells Fargo revealed that 80% of 19-35-year-old SBOs plan to grow their business for many years and eventually pass them along to their children, and nearly 60% say that being passionate about their work is what drove them to start their business, compared to about half of older SBOs. Millennial SBOs are also more willing to put it all on the line: 67% are willing to take financial risks to get them there, while only 54% of older SBOs said the same. (Entrepreneur,The Street

“I like Beyoncé, because she's a force to be reckoned with in most aspects of her life. She shows how to be a strong female.”—Female, 26, CO

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