What’s Being Said About the Next Generation

Born after 2004, post-Millennials are nine-years-old and under. Some may believe the next generation is too young to pay attention to, but the reality is that post-Millennials are already being studied and examined, and the effect their generation will have on culture and brands is already being hypothesized. We watch fascinated as two-year-olds take up playing with iPads as if it were natural to them. We fret about the under-ten set’s health and the child obesity epidemic, and look on in wonder as a nine-year-old takes a fast-food CEO to task. We debate what it means for the future when some parents today embrace their sons’ decision to wear pink, or sport a tutu in public. When we say that it is time to name the next generation, we do so because the conversation about the next generation has already started and post-Millennials are already living through a unique experience; and because every generation deserves to have a name that reflects that unique experience. In preparation for our Naming the Next Generation event, we’ve taken a look at some of the recent headlines about post-Millennials to collect some of the hypotheses about the generation so far:

 

1. They’re Homebodies In Training

According to a post by generational expert (and namer of the Millennials) Neil Howe, the post-Millennial generation is spending more time than ever at home, and less time than previous generations playing outside. Howe, who will be joining us on June 26th to name the next gen, cites a study that finds that from 1997 to 2003 participation in sports and outdoor activities dropped sharply for 6-to-12-year-olds. If this trend continues for post-Millennials, we could see a generation who are not just unprecedentedly comfortable using tech, but are less comfortable with the world outside their…

 
 

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The Newsfeed

“I love watching movies and shows uninterrupted.”—Female, 18, CO

Mattel just made the first hijab-wearing Barbie. She’s based on Ibtihaj Muhammad, who won the Olympic bronze medal for fencing for the U.S. while wearing a hijab. Brands are bringing diversity to the toy aisle to appease The Diversity Tipping Point generation’s appetite for inclusion, and this new doll is a step in the right direction. She gives girls a new role model and (in Muhammad’s words) encourages them "to embrace what makes them unique." Mattel has plans to create an entire line of Barbies based on inspirational women next year. (BBC)

Another ‘90s classic, Are You Afraid of the Dark, is coming to the big screen and revisiting Millennials’ childhood nightmares. Nostalgia entertainment is big business for the entertainment industry, who are hoping to capitalize on Millennials and Gen Z’s trademark wistfulness, and it doesn’t hurt that this screenplay for the remake is being written by It’s screenwriter. With horror proving it can bring in massive audiences these days, this mixture of dark content and nostalgia is a good bet to get them in theaters. (Collider)

Millennials are causing a “baby bust”—they aren’t having enough kids to keep the U.S. population at the “replacement level.” According to the Negative Population Growth Inc., the birth rate has dropped below the death rate, with women are having an average of just 1.8 births compared to the 2.1 needed to keep the population steady. The research blames all Millennials for the drop, reporting that “irth rates for all age groups of women under 30 fell to record lows in 2016.” (Washington Examiner)

Kellogg’s is coming back to NYC, with a bigger (and maybe better) cereal café than last year’s Times Square popup. The 5,000 square foot Union Square space will be a permanent place for Millennials to try crafty concoctions from Kellogg’s, who hopes getting the demo to rethink the product will keep Millennials from “killing” cereal as we know it. The company claims “It’ll be a destination for foodies and people to chill, create and explore the endless possibilities of cereal all in one place, whether it be for breakfast, lunch or a snack later in the day.” (CSA)

People are binging Netflix in public—at work, in line, and even on the toilet. A new study from Netflix found that 67% of viewers have watched a show or movie in public, 37% admit to tuning in at work, and 12% have pressed play in a public restroom. One in five have cried during a public streaming session, and 11% have seen a spoiler on another public streamer’s screen—but that’s not stopping them. The Binge Effect is real and bigger than ever: 60% of respondents said they binge more content than they did last year. (MashableMarkets Insider)

“I really enjoyed Breaking Bad and Better Call Saul does a really good job capturing the same intensity and intrigue that the original series did…”—Male, 28, NY

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