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…

 
 

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Quote of the Day: “YouTube is an ocean of entertainment. No other app can provide as much entertainment as YouTube.” –Male, 18, NY

As Millennials’ spending power begins to outpace Boomers’, what are they buying more than any other generation? The answers might surprise you. A list of ten things that young consumers are buying more often include gas station food and snakes (?!). But the rest of the list is less shocking: they’re also buying more craft beer, piercings and tattoos, same day delivery, and, of course, hot sauce. (Time)

Facebook has been upping their video game as the online content wars have heated up, and it seems to be paying off.  The social network’s recent earnings report shows a significant increase, brought on by their video growth. The report says that “billions” of videos are watched on the platform each day, and that 75% of those are on mobile. Facebook Pages (for celebrities, businesses, etc.) have reportedly been sharing 40% more video since the beginning of this year alone. (Streamdaily)

In a recent New York Times article examining campus suicide, Cornell’s director of counseling cited the pressure to look perfect on social media as an amplifier of the problem, “since students feel compelled to post smiling selfies even when they’re struggling." One female student tells New York Magazine, “When I posted [this photo], I subconsciously hoped that if I could convince others I was happy, then maybe I could believe it myself.” (NYMag)

We know Millennial men want to be hands-on dads, but some might be finding fatherhood a more difficult balance than they had planned. Researchers say that their struggles could be because workplace policies have “not caught up to changing expectations at home,” and Millennials’ more egalitarian views on parenthood. One survey found that 24% of Millennial men who had not had children expected to shoulder most of the child care responsibilities, while only 8% of those with children actually did. (NYTimes)

Though young consumers are certainly shopping from their phones, our list of their top ten favorite apps did not include any from the retail category—hinting at an opportunity for retailers to step up their mobile game. Online-only store Everlane has created an app to “cater to their biggest fans” with suggestions on what to wear based on the daily weather, and early exclusive access to items on the app only. (TechCrunch)

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