What Millennials & Gen Z Want to Do in 2017

What do young consumers have planned for the year ahead? We asked 1000 13-34-year-olds what milestones and life events they're hoping to accomplish in 2017...

We’ve looked back at the year behind us, and yesterday we laid out some of the big trends that brands should be aware of for 2017—but the most powerful force that could impact multiple brands are young consumers’ plans. More and more Millennials are tackling the major life milestones they’ve been known to avoid—from home ownership to starting a family. Home building company Toll Brothers reports seeing strong growth from Millennial buyers, stating that "with the Millennial generation now entering their thirties and forming families, we are starting to benefit from the desire for home ownership from the affluent leading edge of this huge demographic wave." Meanwhile, recently released data from the National Center for Health Statistics, revealed that 1.3 million 19-35-year-old women gave birth for the first time in 2015, bringing the total number of Millennial moms in the U.S. to more than 16 million. At the same time, the next generation is increasingly showing their influence, and approaching the end of their teen years. The plans that all of these young consumers have for the next year have the power to shift some major industries, so we asked 1000 13-34-year-old exactly what they’re hoping to do in 2017. Here’s what we learned: 

We should note that about 30% said they don’t plan to do any of these things this year—which means that roughly seven in ten have some sort of milestone in their sights for 2017. As we saw last year, many young consumers have their careers on their minds, and getting a new job is at the top of the list of their 2017 plans with almost three in ten saying they hope to get a new gig, and roughly one…

 
 

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Quote of the Day: “It's free to walk to work and I get some exercise in.”—Female, 26, NY

Niche beauty brands have blurred gender lines at their core—can large cosmetics companies play catch up without seeming “disingenuous”? Milk Makeup and Fluide have built their brands on being inclusive, but larger brands sometimes strike consumers as hopping on the band wagon when they try to do the same—especially since they created so many of the gender norms they’re now rallying against. The best way for them to get in on the trend? Start by making their hiring process more inclusive both “behind the lens” and in front of it. (Fast Company)

Starbucks thinks the “health and wellness” trend is to blame for declining Frappuccino sales. Despite marketing efforts like the Unicorn Frappuccino, syrupy drink sales are down 3% from last year. However, rivals like McDonald’s and Dunkin' Donuts could be stealing sugary beverage sales from the coffee giant, meaning young consumers’ penchant for healthification isn't necessarily the culprit. In fact, McDonalds recently debuted two new frozen drinks that earning praising on Twitter. (NYPFox News)

Apple is getting into kids’ content, teaming up with Sesame Workshop for a slate of original shows. Live-action, animated, and puppet-based series will be included in the programming, but Sesame Street itself is not part of the deal. There are no details yet on where Apple will release the shows, meaning they could either shop them to another platform or debut them on their own streaming platform. Considering that Apple has several original program deals in the works, they could be looking to bulk up their own bid in the streaming wars. (Kidscreen)

Twitter and Tumblr posts are getting a new lease on life—as screenshots on Instagram. While young users of Twitter and Tumblr have declined, Ypulse’s Social Media Trackerfound that over half of 13-35-year-olds use Instagram daily. Instagram is the preferred place to post memes, despite many accounts creating their content elsewhere. Why do they switch platforms to post? Instagram’s Discover tab allows faster browsing than Twitter, while Instagram images are displayed in full rather than being cut off, like they are on Twitter. (The Verge)

Eggo sales are down in between seasons of Stranger Things. Yes, the sci-fi series has that much influence on the frozen waffle’s revenue. One Eggo executive explains that they “quickly leveraged the [resulting] consumer engagement” from the show, and it paid off: sales jumped 14% in the fourth quarter of 2017 and 9.4% for the first four months of 2018. However, fewer people are binging the Gen Z & Millennial favorite these days, so Kellogg’s frozen pancakes, waffles, and French toast sales have slowed to just 1.3% year-over-year. (CNN)

Quote of the Day: “I fell in love with trance music.”—Male, 23, NY

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