Supreme Helped This Unlikely Brand Sell Out on The Viral List

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Supreme’s unlikely collab has hypebeasts raiding bodegas, Millennials are murdering mayo (apparently), a bathing suit has a cult following and crazy-long waitlist, and more stories that shook the internet this week…

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing1. Supreme Slaps Their Logo on A Newspaper & It Sells Out

Supreme has done it again—turned an unlikely item into a coveted collector’s piece. Last time, it was bricks and subways cards; this time, it’s newspapers. The cult streetwear brand teamed up with the New York Post to promote their latest look book drop, taking over the newspaper with their iconic red logo—printed just once on each side. Needless to say, hypebeasts everywhere had a heyday, with any who were lucky enough to be New York-based buying out copies at their local bodegas. Like other Supreme merch, the papers were then upsold on eBay for ten times the original retail price. Supreme is proving the power of a Brandom once again, all while boosting the NYP’s sales and bringing in new customers. One 18-year-old even told the New York Times, “This is the first time I ever bought a newspaper.”

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing2. Millennials Are Accused of Killing the “Taylor Swift of Condiments”

When Philadelphia Magazine published a think-piece titled “How Millennials Killed Mayonnaise,” it’s unlikely they expected the uproar that ensued. The author bases her assumption off personal anecdotes (her own mayonnaise-based macaroni salad was “shunned” at family events), and uses stereotypes to prove her point about the hypocrisy of “young people who willingly slurp down eight kazillion kinds of yogurt, not to mention raw fish and pork belly and, yo, detergent pods.” Twitter mostly rejoiced over the death of mayo (remember when they were disgusted by mayo ice cream?) while publications looked to the facts to find out if Millennials’ “raging…

 
 

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Quote of the Day: “Supernatural is a guilty pleasure show.  While it isn't very consistent in terms of plotline, it’s a fun show with a lovable cast, and it’s ludicrous story keeps you wondering what is next.”—Female, 26, GA

Millennial women are taking over proposing, and looking up ways to pop the question. On Pinterest, “women propose to men ideas” is being searched more than ever, with popularity of the term rising 336% year-over-year. And women aren’t just getting down on one knee to propose to men: the term with the greatest growth from 2017 is “unique lesbian proposals,” which saw a 1,352% rise. Pinterest also found that emerald engagement rings are trending, demonstrating Millennials’ growing interest in non-diamond options. (The Cut)

Dave & Buster’s is positioned to win over experience-loving Millennials. Despite disappointing earnings of late, investors are buying up the experiential restaurant’s stock during its dip because (as one analyst explains) they “believe [Dave & Buster's] can outperform other full-service concepts and drive multiple expansion as it proves itself as a differentiated growth concept.”  Our Experiencification trend backs up their bet, finding that 74% of Gen Z & Millennials would rather spend money on experiences than products. (TheStreet)

Airlines made for Millennials are failing. Air France is thinking about shuttering Joon, their trendy airline, just one year after it took flight. As it turns out, Generation Wanderlust values one thing above amenities like stylish steward outfits and smart tech: value itself. The airlines that are seeing success are budget-friendly first and foremost, like Norwegian Air. ICF Aviation’s SVP sums it up, “What does a [M]illennial want in an airline? A low fare and a good schedule…They don’t want more purple lighting.” (Vox)

Fortnite isn’t just “the most important game of 2018"—it’s “a cultural tsunami.” Nearly 80 million people played the battle royale-style game that’s taking over the internet this year, and over 65% of Fortnite’s players are under-24-years-old. If that’s not enough evidence that brands should cashing in on the craze, celebrities like Drake are playing the game and sports stars like Antoine Griezmann are doing Fortnite’s signature emote dances on the field. (CNET)

Media companies could be under-estimating Nickelodeon’s young fandom. Nielsen reports that two-11-year-olds spent 23 hours each week watching TV in the second quarter of 2018, with almost 15 of those hours taken up by live TV or DVR-recorded content. While Nickelodeon ratings may be down, they’re still the leader of kids’ networks, accounting for 67% of all ad-supported kids’ TV viewing. However, 74% of Millennial parents tell Ypulse that their children watch more content on streaming services than cable. (Bloomberg)

Quote of the Day: “I like playing and talking about [Animal Crossing] with other people. It's nostalgic for me since I've been playing games from the series from a young age.”—Female, 22, PA

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