The Best & Worst Places For Ads, According To Young Consumers

Where are Gen Z and Millennials open to seeing ads—and perhaps more importantly, where are they seeing the ads that influence their purchases?

We know that young consumers are not fans of traditional marketing—and that they’re adept at avoiding it. After all, there’s a reason we call Millennials and Gen Z the ad-skipping generations. In fact, 82% of Gen Z told Millward Brown they skip ads as fast as they can, if given the option, and another 69% percent said they physically distract themselves while an ad plays. For Millennials, eMarketer found that 59% of the gen only watches YouTube ads until they can hit skip. Ypulse found that 44% of 13-36-year-olds use an ad blocker, in our most recent survey on ad/marketing effectiveness.

While that may sound grim, reaching Millennials and Gen Z is not a lost cause—it’s about finding creative ways to engage with them. Nike’s Kaepernick ad didn’t inspire a shoe-buying spree for nothing, and Gillette’s #MeToo message went viral for a reason—Millennials and Gen  Z don’t hate marketing, per se, they just want it to feel relevant to them. And that goes for context as much as content: According to Defy Media and TMI Strategy, 13-25-year-olds are open to seeing ads that are contextually relevant and informative, so long as they don’t interrupt their experience. Case in point: Instagrammable social media posts are still hugely relevant in the world of young consumers, and are only becoming more so as influencers become, well, more influential. According to our recent survey on influencer marketing, 43% of 13-36-year-olds say that if their favorite online celebrity were to recommend a product, they would be more likely to buy it. And even more importantly, 42% have already purchased something that an influencer has spoken about or recommended, and 27%…


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Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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