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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Millennial News Feed

Quote of the Day: “The best way for brands to interact with my fandom is by watching the series itself and making references only true fans would know.”—Male, 24, CA

There’s a new rosé for the Millennial bro—a "brosé" if you will. Mangrove Estates’s The Drop, named after the surfer term for breaking waves, comes, of course, in a can, and sports the tagline "Quality grapage, no breakage." The brand designed the product with Millennials in mind: "We wanted a tagline that would sum up the way this brand behaves, not just as a wine but in life, embracing all the good stuff and none of the compromise, exactly what Millennials expect." The Drop will be available for bros to drink this summer. (Adweek

Daaaaamn Ellen! Ellen DeGeneres is expanding her empire to include her own digital network with original programming. The Ellen Digital Network will create content across multiple platforms and collaborate with YouTube celebrity Tyler Oakley, and the two teens from the viral “Damn Daniel” video. It will also star Brielle, a four-year-old viral sensation, and include the best user-generated content from EllenTube. DeGeneres is already a digital powerhouse, with more than 1.1 billion total cross-platform views, and averaging 300 million views monthly on YouTube. (Mashable

The rise of “home-tainment,” is encouraging Millennials to skip the bars and stay in to drink. A recent survey from wine app Vivino found that 47% of Millennials would rather drink wine at home than at social gatherings, restaurants, or wineries—and with access to online streaming, food delivery, and dating apps from the comfort of their couches, why wouldn’t they? Another factor to the growth of home socializing may be their wallets: almost six out of 10 Millennials say that cost outweighs all other influences when deciding what to drink. (Business Insider

Hulu has a new competitor in its sights: cable. At the NewFronts, the streaming service announced they’re focusing in on the 70% of Hulu users that watch their service on smart and connected TV devices by providing more premium content and children’s programming. But the big news is that they’ll be going head to head with cable by 2017, offering live sports, event coverage, and news programming for the first time. Hulu’s subscriber count grew by 33% last year, and our latestmedia tracker revealed that 28% of 13-33-year-olds are using Hulu to watch video content weekly or more often. (Kidscreen

We recently noted that VR has the potential to impact many more industries beyond gaming, including entertainment, and live concerts are next to get the VR treatment. Live Nation has scored a deal with NextVR to broadcast hundreds of future concerts, from “intimate performances to very large music festivals,” through VR headsets. Although it will lack the ambiance of crowds, the technology will allow participants to feel as if they were in the front row and truly experiencing the music. For now, the experiences will be limited to free events, but eventually they hope it will be pay-per-view. (Re/code

Quote of the Day: “Whenever I'm bored, I can always find something to do on my phone.”

—Male, 17, GA

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