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

Quote of the Day: “When deciding what products to buy, what’s most valuable to me is reviews from users regardless of whether or not I know them.”—Female, 32, MA

Adidas is continuing to take customization to the next level, with a new pop-up store that creates custom clothes in a majorly futuristic way. Knit For You, located in Berlin uses a laser body scanner to determine exact measurements for their personalized merino wool sweaters. To select their design, shoppers go into a dark room where patterns that can be adjusted with hand gestures are projected on their chests. The final chosen product is then knitted, washed, and dried in-store to be picked up in hours, for the price of $215. (Business Insider

BuzzFeed’s wildly popular food platform Tasty is expanding into the coffee business. In a partnership with NBCUniversal, Tasty has begun selling Brooklyn Roasting Company coffee beans, and of course, they’re “offer[ing] a quiz to help with decision making.” Quiz-takers will be asked about their favorite fruit, how they feel about caffeine, what their ideal morning is like, and more, to which they can answer with emojis. Once the coffee choice is made, consumers can make it even more personal by creating their own labels. (Grub Street)  

Chinese Millennials are using digital devices for “connection, discovery and actualization,” more often than their American counterparts. A recent global survey from Labbrand found that 85% of Chinese Millennials are using their phones to make in-store payments on a weekly basis, compared to 44% of U.S. Millennials. They’re also more likely to broadcast their behavior online: Over seven in ten Chinese Millennials are posting movie, restaurant, travel, and other activity-related reviews weekly and over half say they share everything they do online, compared to 44% and 28% of U.S. Millennials respectively. (ReadITQuik

What cities are Millennial homebuyers flocking to? According to an analysis by LendingTree, the top three are Pittsburgh, Washington, D.C., and Des Moines, Iowa—based on mortgage requests by those 35 and under. The online loan company says that on average 36.1% of all their mortgage requests came from the age group, a slight increase from the year before, which they say is “thanks to a stronger jobs market and overall economy.” They expect to see more young buyers looking for homes as financial situations keep improving. (Yahoo FinanceCredit.com

YouTube is being criticized for filtering LGBTQ content. Recently, YouTube creators have discovered that some content featuring LGBTQ titles and themes are being filtered when users enable “Restricted Mode” to screen out “potentially objectionable content.” YouTuber Neon Fiona pointed to her own page as evidence, citing that videos with “girlfriend” in the title were filtered under the mode, but videos with “boyfriend” in the title were not. Not all LGBTQ content is filtered and one YouTuber observes, “This is something that no one’s really sure how it’s working.” (Tubefilter

Quote of the Day: “When I was watching the Super Bowl, I switched the channel or left the room when it was a commercial break.”—Male, 27, MN

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