Where Are They Now: Trends Update

We always have our eye out for the next trends that will influence the way Millennials approach life, brands, marketing, buying, and more—but once we write about a trend it doesn’t just stop developing. In our quarterly Lifeline report, we make sure to track the trends we’ve covered in the past to keep our subscribers in tune with the new examples and iterations we’ve seen. Today we’re doing the same for you, looking at three of the trends we’ve let you know about and giving you an update on what’s happening with them today. 

Group Dating
What we said then: Group dating is on the rise, with a growing number of services, apps and sites being created to take the awkwardness out of a one-on-one night with a stranger. The trend only makes sense for the group-oriented generation, who view their friends as their safety net and thrive in using the digital world as a tool to foster offline connections. Services focused on organizing group-dates are catching the attention of more and more single Millennials who are looking for easy, comfortable ways to meet up, and are bypassing the trappings and troubles of online dating. The Dating Ring has new users fill out an extensive profile, but not to be posted for anyone’s perusal. Only the matchmakers who work for the site read the profiles, in order to create group dates that are filled with optimal matches. 

What’s happening now: 
The Dating Ring has taken group dating to the extreme, arranging cross country dates by flying a group of single Millennial women from New York across the country to mingle with single Millennial men in San Francisco. After spotting a gender imbalance in each city, the founders of the group matchmaking service launche d a Crowdtilt to sponsor free trips to the opposite coast for NYC women looking for love (and 


Want to talk to us about the article
or dive into a custom study?

Millennial News Feed

Quote of the Day: “It wouldn’t be Thanksgiving without some family drama.” –Male, 23, MA

The Butterball Turkey Talk-Line has found their anthem, and it’s a Millennial hit. The brand has famously helped home cooks with their turkey efforts for 30 years, allowing anyone to call to get their bird questions answered. This year, the Butterball Twitter account is filled with references to Drake’s “Hotline Bling” and its viral video. Sample parody lyrics: "'You always call me on my landline, from the kitchen when you need my help." #TalkLineBling #HotlineBling’” (Digiday)

Though Black Friday mania is still high, there is a burgeoning backlash to the day, and according to Ypulse’s holiday shopping survey, 68% of 13-33-year-olds support companies that close their retail locations that day. E-tailer Everlane did shut down their site for two Black Fridays in protest of the commerce chaos, but this year the site will instead donate all its Black Friday profits to its factory workers to create a wellness program that includes free groceries, English lessons, and health care. The brand hopes to raise $100,000 in their Black Friday Fund. (Racked)

Millennials are growing up, and for many that means they’re starting to host their own Thanksgiving dinners—and they aren’t necessarily following every tradition. A Yahoo Food survey found that 44% of 18-34-year-olds say they’ll be serving ham instead of the traditional turkey, 10% are adding a meatless entrée to their feast, and Millennials are twice as a likely not to serve cranberry sauce, but more likely to deep fry or smoke their turkeys. (Washington Post)

It’s a struggle for a brand that only gets attention once a year, and Stove Top is ready for a stuffing revolution to reverse their fate. The brand has introduced a new campaign starring an “Artisanal Hipster Pilgrim,” a Millennial character who is out to convince everyone to eat stuffing all the time with lines like “I’m sorry, I just thought you might like to enjoy delicious things all the time instead of one day a year. My mistake.” The effort includes four comedic online videos and a hipster pilgrim Instagram. (Adweek)

Since more are hosting their own turkey day gatherings, Millennials are also spending more on Thanksgiving, with an Allrecipe survey reporting that 42% plan to spend more this year than they did in 2014. Vice president of consumer and brand strategy at Allrecipes explains, “’(Millennials) are more likely to be buying more artisan, local-crafted products. They pride themselves on being tastemakers and trendsetters.’” Millennials are also more likely to have multiple Thanksgiving dinners to attend…perhaps including a Friendsgiving or two. (Time)

Quote of the Day: “It wouldn’t be Thanksgiving without my cousins' annoying kids running in front of the TV.” –Male, 30, MA

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies