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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The Newsfeed

“There are alleys with street art that I've walked out of my way to take pictures of to share on Snapchat/Facebook.”
—Female, 32, IL

Mattel’s new toy franchise Enchantimals is inspired by Instagram and Snapchat filters. The new line of 14 dolls are all half-animal—think the bunny and deer filters—and each “shares a ritual trait with her animal friend.” Their origin and the YouTube series starring the girls are no doubt a part of Mattel’s “five-pillar strategic plan” to be a more digital brand. Appealing to Millennial parents and their kids has been a tough sell for Mattel, but they’re making moves like changing up Barbie’s body type and asking kids to pick the next big toy on TV to keep up with the next generation. (Kidscreen)

Harry Potter fans, raise your butterbeers up, because this franchise and its fandom will never die. Two more books from the Harry Potter universe are hitting shelves this fall—though they aren’t actually written by J.K. Rowling. Harry Potter: A History of Magic and Harry Potter: A Journey Through A History of Magic are instead both written by the British Library, to coincide with an exhibition dedicated to celebrating the twentieth anniversary of the first book. The two new works will include “exclusive manuscripts, sketches and illustrations from the Harry Potter archive,” to delight serious fans of the series. (USA Today, New York Times)

Restaurants are being designed with Instagrammability in mind. From unicorn foods to neon signs and tile floors with hidden messages, restaurateurs aren’t just tolerating Instagrammers, they’re intentionally acting as “Instagram bait” to earn some free press. And it doesn’t end at Instagrammable design touches. Many restaurants stress having perfect lighting, and one even provides “Instagram packs” at customer request, consisting of “a portable LED light, multi-device charger, clip-on wide-angle lens, tripod, and a selfie stick.” (The Verge, Grub Street)

Some student loan debt is getting “wiped away” in court because of missing paperwork. Students defaulting on their private loans are getting taken to court by aggressive creditors, but as it turns out, many don’t have the required documents to make them pay up. National Collegiate is at the center of many of these trials—one lawyer in Iowa represented 30 cases brought on by them, and 27 were dismissed because of “critical omissions or flaws” in the paperwork. Some Millennials prioritizing paying back debt might just catch a lucky break. (New York Times)

Millennials want older generations to know why they stand by political correctness. While some may despair the overly PC state of the world, many young consumers see political correctness as protection from prejudice, and a show of respect. What some may view as an over-sensitivity epidemic, many Millennials see as “being morally minded.” Ypulse’s PC Police trend tackled this topic, and found half of 13-33-year-olds would describe political correctness as treating others with respect, and 66% agree that political correctness is one way to make culture kinder and more inclusive. (Business Insider)

 “I’m too lazy to exercise on purpose. Too much work…If I can't get it with my dog, my job, or my nightlife, it ain't happening.”
—Female, 23, CA

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