Why Justin Timberlake Should Be Your Millennial Marketing Consultant

Just like the teenager who grows into themselves, realizing their likes, dislikes and personal form of expression – especially while experimenting in college – so too, did Justin Timberlake. The Millennial generation came of age alongside Justin Timberlake, after 2001 saw N Sync’s “Pop” become the bubble gum hit sensation that high schoolers couldn’t resist. With a few junior albums along the way, Justin Timberlake has officially released his most mature self; all grown up and ready to reinvent business models. Continuing to mirror the Millennial generation who has become hyper aware of their digital self, so has Justin Timberlake. He has embraced every social platform for his brand as he possibly can, and not just through the usual channels but through his signature gaming that has enabled him to become a cultural icon.

Last week, we reported that Justin Timberlake was back in the game with his new album 20/20. Instead of releasing it to iTunes right away, or mysteriously having it “illegally leaked online”, JT has embraced the best of both worlds by releasing the entire album for free on iTunes and Spotify one week before its official album release date (oddly enough, legend David Bowie did just the same a few weeks ago).  He was also featured on SNL last weekend, as an official addition to the “Five-Timers Club” honoring his past appearances, which have infiltrated Millennial pop culture humor. The SNL episode gave them the top-rated episode in 14 months; another angle to JT’s business-strategy savvyness. 

20/20 is the most mature of any album we’ve seen from Timberlake. With the launch of his first single from the album, Suit & Tie, Justin Timberlake is bringing the clearly-needed suave man back in an era of “geek chic”, beards (see IFC’s Whisker Wars) hooded sweatshirts…

 
 
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Millennial News Feed

Quote of the Day: “I like going to eat out because I like supporting local businesses.” –Female, 31, WA

Millennials are foodies, but brands might be missing the opportunity to target their plate obsessions. Only 11% of 18-29-year-olds feel like food advertising is aimed at them, according to a recent survey in the UK. If brands want to change that number, they’ll likely have to take a different approach: 47% of this age group uses social media for recipe inspiration (#foodporn) and they reportedly share pictures of food around three times a week. Ypulse’s own research has also found they are adventurous eaters, with 89% of 13-32-year-olds open to trying new foods. (Marketing Magazine)

Should students be learning while standing? Standing desks are becoming more common in the workplace, and now an elementary school in California is swapping out traditional desks for standing desks after the founders of San Francisco CrossFit discovered their own children were sitting for up to six hours a day. Studies have shown that using standing desks correlates with increases in both concentration and daily calories burned, and could dramatically help in the battle against childhood obesity. (Fast Company)

A new kind of hotel is attracting young consumers in droves by going minimalist and offering more affordable, interesting places to stay. These “select service” hotels are the fastest growing segment of the industry and big brands’ answer to Airbnb. The hotels accommodate Millennials’ travel preferences by cutting out amenities like room service, offering more social spaces, and incorporating local elements in food and design. (BuzzFeed)

Sometimes sex doesn’t sell. Abercrombie & Fitch has been known for pushing the boundaries of sexualized marketing, but have now announced that they’ll be stopping the use of shirtless models and sexy images on bags, in-store photos, and other marketing materials. The retailer will also be ending their policy to hire sales staff based on “body type or physical attractiveness.” The changes are a part of the brand’s focus on becoming more customer-friendly after falling out of favor with young consumers. (WSJ

The story of a 5-year-old’s transition from girl to boy has gone viral, sparking conversation around transgender children. The segment, “Jacob’s Journey,” has been viewed over 11 million times on the show’s Facebook page, and is a piece of NBCNightly News’ six part series examining how families raise transgender kids. Jacob Lemay was born female, but his family has embraced his male identification, saying, “He's a different person, he's becoming himself." (Business Insider)

By searching Ypulse.com, you can quickly find the Millennial and teen stats you need to get you up to speed on young consumers. Silver and Gold subscribers have access to thousands of insight articles, curated up-to-date Millennial news items, a live mobile and social Q&A network, and thousands of statistics of Millennials drawn from our monthly national survey of 13-32-year-olds. Your search can begin and end with us. (Ypulse)

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