Ypulse Essentials: Apple's Steve Jobs Steps Down, Department Stores Are Digital Leaders, Selena Gomez' Fan Inspired Fragrance

Apple, the hottest brand among Millennials, is changing hands (Steve Jobs — one of the most visionary leaders in marketing and technology — has stepped down as the company’s CEO, and Tom Cook, the former COO, will take his place. We have Jobs to thank for some of the most influential products today including iTunes, the iPod, iPhone, and the iPad, so what does this mean for the future of Apple? Not much…he’ll still be very involved and the company probably won’t change. In other tech news, children rarely watch TV without using other devices simultaneously. In fact, according to a UK survey, they use up to five screens at a time!) (NY Times) (Huffington Post) (The Telegraph)

- Department stores have high digital IQs (because of their impressive social media strategies, sleek site designs, and engaging mobile campaigns. Macy’s ranks as the most digitally driven retailer, followed by Victoria’s Secret, Nordstrom, and Sephora. To remain digitally-savvy, however, brands should institute F-commerce, so customers can purchase products directly on Facebook. In other fashion news, teenagers prefer brands that value self-expression and aspiration, rather than ones with homogenous styles. They like to customize clothes and reflect their own values) (WWD) (Customer Management IQ)

- Rather than just creating another celebrity fragrance (since there clearly aren’t enough of those already, Selena Gomez has a smart strategy: she’s letting fans pick her perfume. They’ll vote online for their favorite ingredients and the most popular ones will be mixed together. She’s also giving away free samples to the first 50,000 people who vote. Between the customization, online engagement, and rewards, this has all the makings of a successful marketing campaigning. We wonder if it will do…

 
 

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Millennial News Feed

Quote of the Day: “Bojack Horseman was my favorite show last year because it was funny and real. Maybe too real, just beautiful.”–Male, 23, AZ

Binge drinking in college is common, and suggested reasons for the behaviors range from boredom to helicopter parenting—but it’s also possible they’re drinking to extremes to escape extreme stress. Today’s college students can have an “intense preoccupation with success” thanks to the competition it takes to get into schools, fear of the tough job market, and looming loan debt. In this context, “blacking out has become so normal that even if you don’t personally do it, you understand why others do. It’s a mutually recognized method of stress relief. To treat it as anything else would be judgmental." (NYTimes)

Once again, Millennials’ food preferences are “killing” a major product. Young consumers’ preoccupation with health have caused a yogurt problem for General Mills, where sales in the category have nosedived 15%. The downturn is likely due to the new perspective that sugar, not fat, is the real diet evil, a shift that has caused low-fat and low-cal foods to “fall out of vogue.”(As we predicted.) In more positive, related, news for the brand, organic and natural products have seen “immense growth.” (MediaPostMSN)

More teens are on YouTube than on the biggest social networks, according to research from the National Cyber Security Alliance and Microsoft. Their poll of 13-17-year-old internet users found that 91% say they use YouTube, compared to 66% who use Snapchat, 65% who use Instagram, and 61% who use Facebook. Their heavy use of the site is one of the reasons that YouTube creators have more influence over their purchase intent than traditional TV and movie celebs. Interestingly, the second most-used platform was actually Gmail, with 75% of teens reporting they use the email app. (eMarketer)

Millennials have been called out as a threat to the diamond industry, causing Twitter to offer their own blunt explanationsfor why the generation isn’t buying the “sparkly status symbols.” But hold up: De Beer’s annual report has declared, “Millennials spent nearly $26 billion on diamond jewelry [in 2015]…acquiring more than any other generation.” So why is everyone saying they aren’t buying diamonds when they reportedly purchased 45% of retail sales in four major markets? It might be another case of a narrative about the generation being more click-worthy than the reality. (Forbes)

This month, the Generation Beauty event brought together Instagram beauty influencers, beauty brands, and their loyal teen fans for a weekend of meet-and-greets and product samples. Young consumers are undoubtedly looking to their favorite digital personalities for product recommendations, and say it’s best “when they give their honest opinion,” trusting those posts more than those where copy is read directly off a package—“a dead giveaway that it’s sponsored.” Collaborations between brands and social influencers are reportedly especially popular with fans. (Racked)

Quote of the Day: “Jane the Virgin was my favorite show to watch last year because it was dramatic, yet relatable and hilarious. I also love the fact that it features many women actors and actors of color.” –Female, 17, Guam

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