The Top 10 People Millennials Feel Define Their Generation

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

Who are the individuals that Millennials feel represent their generation? We asked 1000 13-34-year-olds, and compared their responses to the ones they gave us five years ago…

In 2012, we asked Millennials to tell us who defines their generation, and found that “some of the most creative, active, and cause-driven stars were the ones they mentioned the most.” In the five years since we first asked that question, interest in the generation has grown enormously. While Ypulse has been studying young consumers, they’ve aged up, and more and more industries have made the generation their focus, fueling massive amounts of conversation—and stereotype trafficking—about the generation. Just look at the Google Trends line showing interest in the generation (based on web search) since 2012:

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

There’s been so much negative press about them that most Millennials haven’t identified with the label “Millennial” at all: In 2014, Ypulse research found only 19% of 13-32-year-olds felt that the term Millennial described who they are. But more Millennials have also aged into adulthood in those same five years, and their common characteristics have become even more clear. To see how their own view of their generation might have shifted, five years after we first asked the question, we’ve once again asked 18-34-year-olds to tell us, “If you had to pick one person who defines your generation, who would it be?*” Here are their top 10 responses:

*These were open-end response questions to allow us to capture the full range of individuals that 18-34-year-olds feel represent their generation. As with any qualitative question, the responses include those that are top of mind and those that are least favored. The lists are ordered according to number of responses received, and alphabetically when ties…

 
 

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The Newsfeed

“I honestly wouldn't like to communicate with brands, unless it is to solve problems their brand is causing.”—Female, 27, MI

Why don’t people seem to care as much about fake followers on Instagram as on other platforms? Because while Facebook and Twitter are bashed for feeds full of fake news, no one holds Instagram to the same standard. The image-centric platform is inherently “a hyperreality,” where no one’s candid shot is truly spontaneous, and photo-shop freely fills feeds. Where does it get tricky? With Influencers, who are expected to garner true engagements for brands. (Real Life)

Influencer marketing faced another tricky situation this week when PopSugar replaced influencers’ affiliate links with their own. RewardStyle and its Instagram product LikeToKnow.it’s network of content creators’ photos and sometimes entire feeds “were copied to the site via “thousands of ‘falsified vanity pages’ containing millions of images belonging to the network’s content creators.” The group is planning on seeking a class-action lawsuit on their intellectual property and for the lost revenue that PopSugar made each time a customer clicked to purchase. (Racked)

Colleges are giving out more merit-based aid to win over top students. Tuition discount rates have risen to a record 49.1% for first-time, full-time freshman attending private universities, up over 10% from ten years prior—according to the National Association of College and University Business Officers. By using data-driven analysis to calculate just how much aid is likely to lure a top student in, colleges are seeing success upping their prestige. However, the practice has also “created a closing of the doors for low-income students,” according to one policy analyst. (WSJ)

Apple is betting that young consumers could bring back magazines via a magazine subscription service. The tech company took a gamble by buying Texture, a subscription service for over 200 titles that’s been dubbed the “Netflix of Magazine Publishing.” The app aggregates articles into a single browsing experience, rather than being separated by title, and pays the included publications. Apple has announced plans to integrate the service into their Apple News app, the latest incarnation of their less-than-successful Newsstand app. (Bloomberg)

Function of Beauty is customizing hair care, blending up shampoo and conditioner for each customer based off a five-question quiz. Beauty companies big and small have hopped on the Customization Nation trend, and Function of Beauty takes that to the next level with their hyper-personalized hair care set. They're customizing everything from the fragrance to the chemical components, and even going so far as to print the purchaser’s name on each product. The founder explains, "Every single person is unique and different...why negate that instead of catering to it?" (Paper)

“[Allison Raskin] is open about her struggles with mental health, and she is also funny.”—Female, 19, CA

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