Spring Breakers and the Gen Y Gender Journey

Today's post comes from General Manager, Jake Katz. 

We've been covering all things Spring Break lately. We interviewed MTV about how they’re turning Spring Break into Spring Fix, and our YAB member, Nathan, a Bahamian native, reported on how this American ritual is expressed in his hometown. Today we'll cover Spring Break in all it's glory with a review of the highly anticipated film, Spring Breakers, reminding you that what you think Spring Break is, isn't what you should expect from this film. 

 

Spring Break Y’all!

James Franco Spring BreakersBetween the Spring Break beach bikini clichés, Skrillex’s music, and the hilarity of Franco with cornrows, I don’t think we were quite sure what to make of Harmony Korine’s recent exploration of youth culture that is Spring Breakers. It piqued my curiosity enough to watch the trailer multiple times, pass around the link to friends, and then see it. If you haven’t, holy crap, go see it. It was amazing, and not in a cool ironic-because-it’s-so-ridiculous way. Spring Breakers is actually a 92-minute analysis of shifting gender roles and a captured moment in Millennial evolution. 

Without giving too much away, the joke is on us. The trailer is a bait and switch for anyone that went to see Spring Breakers for one-dimensional female eye candy. It’s entirely the opposite. Frankly, I think that was over people’s heads and the result has been a soft response. Rotten Tomatoes gave it a 68%. While a ridiculous reel of former Disney stars partying may have gotten America in to theatres, one must contrast Spring Breakers with Korine’s previous film, Kids circa 1995. Side by side, the two are a crystal clear comparison between Generation X and Y.

Spring Breakers is so neon drenched it's nearly a digital music video, and it's no coincidence its characters are college…

 
 

Want to talk to us about the article
or dive into a custom study?


Millennial News Feed

Quote of the Day: “Whether I want to draw, paint, read, study, or dance, influences the kind of music I listen to.”—Female, 25, GA

Brands  are increasingly using emojis within their messaging—and for good reason. A new survey from mobile app engagement provider Appboy found that 39% of U.K. and U.S. mobile phone users 14 and up view brands that use emojis as fun, and 13% found them more relatable. Only 12% of respondents refer to emojis as childish, and 11% as inappropriate, and younger mobile users were even more likely to see emoji use as a positive than older users. Between June 2015 and June 2016, the number of messages brands sent that contained emojis increased by 461%. (eMarketer)

Musical.ly has attracted 70 million users of mostly teen, tweens, and kids within two years—so what makes the app that allows users to record 15-second music videos so successful? For starters, it’s a gateway to social media. Young “musers” who aren’t old enough for Facebook and Instagram are getting the opportunity to showcase their talents, and accumulate likes and followers within a platform that encourages viewers to “say something nice” in comments. (Kidscreen

Food Network is giving YouTube sensation Hannah Hart a show to cook up more young viewers. Hart’s YouTube series My Drunk Kitchen, gives a comic take on cooking, and earned her 2.5 million subscribers with whom she has “tremendous rapport and engagement.” On her Food Network show, she’ll be travelling the U.S. learning about the local foods, and dining out on a budget “determined by the city’s average dining price.” The series will also include digital content of behind-the-scenes footage and vlogs. Millennials have shown “they love digital content and they love food,” and have helped “the food vertical [reach] explosive heights online.” (StreamDaily

Giant food manufacturer Mondelēz International recently teamed up with Fox Networks Group to strategize ads that will be more appealing to the ad-skipping generation. According to the brand, “We don’t deserve consumers’ attention. We have to earn it,” so they plan to decrease “consumer time with commercials, and [increase] the impact.” As young consumers have become “less tolerant of traditional ads,” brands have begun experimenting with digital marketing that lets viewers choose what ads to watch, and Fox is working to serve up ads that are more customized to individuals watching based on what brands they already know about. (Variety

The new generation of employees are seeking out side hustles. A report from FlexJobs revealed that one third of Millennials would like to have part time work along with freelancing on the side. The number one reason: necessity. According to Student Loan Hero, a 2016 graduate has an average of $37,172 in student debt, so it’s not surprising that Millennials are looking for additional income outside of their 9-to-5 jobs. Need for income has also limited them in terms of pursuing their true passions and finding their purpose, which can be fulfilled by an outside role or project. (ForbesCNBC)  

Quote of the Day: “Political correctness is voicing your beliefs but not at the expense of other's identities.”—Female, 15, NY

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies