Gen Y Getting High (And Why It’s Not That Big a Deal)

Millennials are leading the charge on the legalization of marijuana. 65% of Millennials ages 18-29 favor the legalization of pot and 27% of those younger than 30 have used marijuana in the past year, triple the amount of any other generation. Boomers and Xers smoked weed as well, so how did this generation come to be at the forefront of changing the perception and dialogue around marijuana use?
 
The Gateway Myth: In contrast to cigarettes and hard drugs, which have been consistently villainized as Millennials have grown up, information on whether pot is actually bad for them has been unreliable at best. This generation was told that marijuana is the gateway drug, but increased transparency of government policies through the accessibility of information has convinced Millennials that “the D.A.R.E. program is a joke.” As they’ve gotten older, it’s become clear that not all pot users are on a slippery slope to rehab, and for some pot feels like a “healthy alternative” to alcohol and hard drugs. There is little evidence to prove otherwise. Despite sanctioned dispensaries in some states, marijuana remains in the category of heroin, ecstasy and LSD by Federal standards, influencing the lack of research surrounding the substance. But with cultural trends toward more lenient policies and an increase in the drug’s accessibility, the NIH has provided Drexel University a grant for a five-year study to examine “medical marijuana and its impact on drug use and physical and psychological health among young adults” aged 18-26 in the Los Angeles area. Previous studies have begun to uncover links between cannabis and the increased risk of stroke in young adults, as well as a drop in IQ points over time, but the evidence is still unclear as variations in weed are too hard to measure. Unless some…

 
 

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Millennial News Feed

Quote of the Day: “I like shopping at Trader Joe’s, because it’s a fun alternative to the usual chain supermarkets to pick up specialty items that are tasty.”—Male, 33, MD

This year’s Olympics will be the most social yet—thanks to the digital generation. According to a study, Facebook will be the leading platform adults use converse during the event, but 35% of 18-24-year-olds and 19% of 25-34-year-olds plan to use Snapchat to share Olympic content. Compared to other age groups, Millennials will be two times more interested in human-interest stories and meme-worthy moments during the event. (Business Wire

Promposals aren't just a viral trend, they are now the most expensive prom cost for some. A study by Visa Inc. has found that an American household spends an average of $324 on promposing, and parents are increasingly footing the bill: In 2015, parents paid for up to 73% in of prom costs, up from 56% in 2014. Companies like The Heart Bandits are cashing in on the trend by charging upwards of $1000 to plan promposals, and brands are as well: Men’s Wearhouse Inc. declared March 11th promposal day on social media to sell tuxes for the occasion. (Bloomberg

Gap Inc. has launched a new athleisure line for children ages six to 14, bringing the high-fashion workout trend to the pre-teen set. Athleta Girl, an extension of the activewear brand Athleta, is categorized by activities like “run,” ”yoga and studio,” and “swim.” According to the fitness brand, the label was in demand: “A girls’ line is something our customers have been asking for. Girls today want to dress sporty. They are living more active lives.” Marketing and design for the line is leaning on girl power, with graphic tees showing off slogans like "Dream crazy big." (JezebelRacked)

As esports continues to grow, brands are figuring out to how to tap into the potential marketing goldmine. This year the global esports market will make $463 million, and will reportedly rake in $1.1 billion in 2019. Brands have begun sponsoring teams by adding their logos to players’ jerseys or hats, but they could potentially expand to leagues in the future. The key to effective branding will be “genuinely offering something new or valuable to the audience.” (VentureBeat)  

Can a brand create online influencers? In an approach that could be described as “reverse influencer marketing,” Mars is attempting to revive the classic candy bar 3 Musketeers with young consumers through a digital-only campaign featuring the “Musketeens”—three unknowns they want to turn into YouTube stars. The teens look and act like established YouTube influencers, and have been able to garner 400,000 video views. But the response has been split, with a large portion of users calling out the videos as annoying ads. (Digiday

Quote of the Day: “I consider luxury items as something that is nice to have, but that I can also live without.”—Female, 23, FL

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