The Friday Don’t Miss List

Here is your round up of trending topics we've covered this week and some things you might not have seen. In case you missed it…

 

 

 

 

 

Just Saying No to Pot Marketing
We covered Gen Y getting high and this generation leading the charge for the legal right to toke up, but is America ready for marijuana advertising? The answer at the moment (especially among parents of young children) seems to be a resounding no.  Still, it shouldn't be missed that marketers are already seeing dollar signs, funding cannabis-product networking events and dreaming up “Starbucks-style marijuana shops.”

 

 

 

 

 

We Told You: Divergent Getting Big
We covered the entertainment series that could become the next big thing this week, but don’t miss one that we had already talked up last year. We predicted the hype around YA series Divergent (written by a Millennial!) and now it has debuted at comic-con with an impressive cast list for its first big screen installment, currently in production. Starring as Tris, the gutsy female lead, Shailene Woodley is already being dubbed “the next Jennifer Lawrence.”

 

 

 

Are You the Catfish?
In case you didn’t know, Catfish matters. We let you know why in last week’s article about the MTV favorite that “puts the real back into reality.” Now don’t miss Buzzfeed’s amusing (and quite accurate) quiz to figure out your Catfish personality. Are you host Nev, “trying to balance the karmic retribution of exploiting a sweet, sad, middle-aged Midwestern woman” or the catfishee who “believed in the Tooth Fairy until your college years?”

 

Kanye’s White Tee Should Have WiFi
The popularity of Kanye West’s capsule collection for A.P.C. got mention in our Essentials this week, but don’t miss that the minimalist pieces have brought out some tough…

 
 

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The Newsfeed

“My work schedule can be hectic, so I snack on nuts, berries, or other non-deadly foods during any downtime.”

—Male, 32, KY

AwesomenessTV and fashion/beauty brands are coming together to make branded series for Gen Z. In the past, AwesomenessTV has worked with numerous brands to produce original content, including CoverGirl and Kohl’s. Now they’re planning a 24-part docu-series with Hollister called “This is Summer,” following teens’ high school journeys—while they’re clad in shoppable Hollister clothing of course. Our own Chief Content Officer explains that Ypulse has “found Gen Z to be fairly open to watching sponsored entertainment,” with 77% of 13-17-year-olds agreeing, "As long as the story is interesting, I don't mind that it is sponsored." (Glossy)

Fullscreen agrees that Gen Z is the generation that’s most receptive to branded content. Their survey found over half of Gen Z doesn’t mind even undisclosed branded content, and significantly more Gen Z teens than Millennials have engaged with social branded content (viewing photos, liking and sharing content and tagging friends) in the past six months. Influencer marketing wins out with the group, with over half of teens preferring influencer content to pre-roll, sponsored posts, banners, and traditional TV commercials. The sweet spot for advertisers may be branded video, especially when influencers are involved. (TubefilterAdweek)

Graduation spending is expected to reach a record $5.6 billion for the Class of 2017. Over half of the graduation gifts given will be cash, followed by greeting cards, gift cards, apparel, and electronic devices. Another trend for the year is more and more peers giving each other gifts, with a 6% lift year over year. Younger consumers will spend an average of $78.42 ,compared to 45-54-year-olds’ $119.84 and 65-and-over’s $112.34, and while greeting cards are also most popular, they’re also almost twice as likely to gift clothing. (ConsumerAffairs)

Instagram has the “most negative impact on young people’s mental wellbeing,” followed by Snapchat, according to a recent study. The image-centric platforms could “driv[e] feelings of inadequacy and anxiety,” and were rated the most poorly for their impacts on sleep, FOMO, and body image. Out of the top five most popular social media platforms, YouTube was the only one that earned a positive score. The silver lining? Some argue the evaluation is “blaming the medium for the message,” and social media/online communities are also Gen Z and Millennials’ top resource for learning about “mindfulness, meditation, and wellness,” according to Ypulse data. (The Guardian)

Lego is being called the “most powerful brand in the world,” beating out Google, Visa, and Nike. Brand Finance’s latest valuation report shows Lego’s brand value increased 68% over last year, looking at metrics like “familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation.” At least some of the lift can be attributed to the successful movie franchise (The Lego Movie and The Lego Batman Movie) and its strategic partnership with Star Wars.

(Business Insider)

“I kind of don't like the commercialization of fandom culture…However, creating licensed products is one way a brand could interact.”

—Male, 24, MO

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