The Doogie Howser Segment: Accelerated Development

Kids these days just aren’t growing up at the pace they use to. The rapid speed of which our culture is moving and the tools that we’ve been given are no doubt affecting and shifting our human behavior. The best way to understand a culture and the direction it’s moving in is to look at the tools a society uses in their everyday life. For example, when traveling to a foreign country, something as simple as turning on the TV in your hotel room will give a foreigner great intel into a culture. Even with a language barrier, visuals are a powerful indicator of what a culture is a reflection of. 

We can’t overlook technology as the main tool, of course. The convergence of social trends, democratization of access via technology, boomers refusing to grow old, 40 is the new 30, and Millennials surpassing everyone as the most brand literate and style conscious generation on earth while at the same time struggling with adolescent adulthood...the boundaries between the generations have shifted and overlapped, rendering everyone the same age. But where does that leave the kids of the world? How are they maturing, and at what pace? While older Millennials are experiencing a prolonged adolescence, it seems as though the younger set (and the next generation) is getting older faster.

Back in 2009, Nielson reported that children aged 2-11 comprised of nearly 16 million, or 9.5 percent, of the active online universe. That means that the growth of children online outpaces the overall growth of children in the entire U.S. A scary realization, and in 2013, I’m sure that number has freakishly grown. Growing up wired, with an all-access pass is just one of many examples driving the fast rate of growing up. Studies have also shown the rapid drop in age when it comes to hitting puberty. A recent study

 
 

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Millennial News Feed

Quote of the Day: “I want to buy a home in the future so I can live in a place I earned for myself.” –Male, 25, PA

Millennials know how to score a deal online. New research has found that 18-34-year-olds are more than willing to bend the truth and use some hacks to get discounts and “game e-commerce”: 26% have intentionally given a fake birth date to get a coupon, versus 17% of all adults, and 47% will leave items in their online shopping bags on purpose in hopes the retailer will contact them with a discount later. (Adweek)

The creator of Vine has a new app that’s all about creativity and getting weird. Byte is inspired by vintage internet tools like Dreamweaver and Mario Paint, and gives users a slew of ”wild” features like drawing, music creation, and photo-editing that includes memes and GIFs. Where Vine limits users to 6-second loops to display artistry, Byte “destroy[s] the notion of constraints and see what emerges from the chaos.” (The Verge)

We often tell brands that young consumers are so massively influential because they are eager to share their opinions: if they like you, they’ll tell 200 of their friends, if they don’t like you, they’ll tell 2000, all with a simple click. Right now, they’re telling Urban Outfitters what they think of their pricing and products with the trending hashtag #UrbanOutfittersBeLike. Critics are using the tag to share images of simple everyday items like plastic bags and pencils along with fancy descriptions and ridiculous high price tags. (Digiday)

Young working moms today are “getting more love than ever,” and are more supported than those in previous generations. Recent research found that only 22% of 12th graders believe that kids suffer if their mom works, compared to 34% in the ‘90s, and 59% in the ‘70s. In 2012, 72% of adults agreed that “a working mother can establish just as warm and secure a relationship with her children as a mother who does not work,” versus less than half of adults in 1977. (Time)

Major toy makers have banded together to promote the power of playing. The new marketing campaign “The Genius of Play” is an effort from brands and retailers like Mattel, Hasbro, and Toys ‘R’ Us to encourage “open ended” playtime. Ten animated videos show parents and kids how toys and games can help emotional development, creativity, and other healthy skills. Parents are being asked to sign a “Play Pledge” to devote hours of their kids’ time to free-play. (StreamDaily

Our Q2 2015 Ypulse Quarterly report comes out today! Four times a year, we dig deep into three major trends we see changing the way that young consumers view the world, impacting how they behave, and shifting what they expect from brands. This report covers the trends Fame Redefined, Fit Gone Glam, and Home Sweet Home. Here’s a sneak peak of what’s inside! (Ypulse)

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