Ypulse Essentials: Grammys Go After Millennials, Making The Most Of 90s Nostalgia, Social Media In China

Grammy AwardsThe Grammy Awards is clearly catering to the Millennial audience (with a few new additions this year. A Grammy Live streaming broadcast with social tie ins begins this Friday following all the activities leading up to the big event and new technology to get official releases of show performances online almost immediately. In a nod to youth music trends, the Grammys has also added a dance/electronica segment to the show. The category nominees, including Deadmau5 and Lil Wayne, will perform in a tent amid 1,000 pumped up fans) (Giga Om) (NYT, reg required)

- It’s no secret that Millennials are nostalgic for the 90s with ‘retro’ TV shows and fashion (making a comeback. But how are brands making the most of it? Some are cashing in on bringing back certain styles with an updated flair, blending modern technology with retro accessories — like a handset for a cell phone, and introducing 90s attitude in current media) (Fast Company)

- Check out this infographic about the social media scene (in China. With the “great (fire) wall” that bars young people from the social sites popular in the U.S. and other countries, Chinese youth have adopted copycat sites. The most common way they log on? Cell phone! Although social media has been part of some pretty powerful movements, its real power is creating local change, according to one expert) (Derek Baird) (PSFK)

- Chances are, you’ve done your share of shoe doodling (or you know someone who has. Now Vans is turning that talent into a money making opportunity for crafty students who can submit their shoe designs for a chance to win $50,000 for their school’s art program. Break out your markers and get sketching) (IHeartDaily)

- Teens love texting, and they even read texts from brands (according to DoSomething. The challenge with text…

 
 

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


Millennial News Feed

Quote of the Day: “I really want to visit Tokyo, Japan to see the culture behind the growth of video games, and to eat the food.”—Male, 29, MA

Millennials are ruling music streaming when compared to Gen X and Boomers. A new survey by U.K. streaming service Electric Jukebox shows that 16% of 14-34-year-olds have active subscriptions, compared to 6% of 35-55-year-olds, and 3% of 55 and older. Although they have far more time and spending power, streaming services may currently be too complex for older consumers. In fact, 40% of young Gen X, 42% of old Gen X, and 49% of Boomers choose CDs and radio as the easier option over streaming, while almost half of 18-24-year-olds chose streaming over radio and CDs. (Music Ally

A mom of two has gone viral for her happy Chewbacca video, which has become Facebook Live’s most-watched clip ever. Last week, Candace Payne utilized the platform’s new live feature to show off her latest purchase from Kohl’s: a Star WarsChewbacca mask. Her enthusiasm and infectious laugh generated about 101 million views and got the retailer’s attention. Kohl’s teamed up with social agency Huge to deliver piles of Star Wars toys and $2,500 in Kohl’s gift cards to the micro-famous mom as thanks for her loyalty. (Adweek

In an effort to attract Millennial investors, Starbucks has issued a $500 million U.S. corporate bond for sustainable projects. The sustainability bond is the first for the coffee brand, and will go towards supporting programs for farmers in coffee-growing regions. Last year, Starbucks promised to plant up to one million trees for every coffee bag purchased, which drew in a new group of socially conscious investors. Their latest strategy will continue to strengthen their bond with 18-24-year-olds consumers, who account for 40% of the company’s sales. According to Accenture, Millennials will accumulate some $30 trillion from the generations before them, making them a target market for investors. (Fortune

What’s the secret to beauty box subscriptions’ success? Millennials. Services like Birchbox and GLOSSYBOX have resonated with curious young consumers who are looking for new beauty products and “love the idea of self-indulgence.” Subscription brands have attracted Millennials through social media social influencers. Vloggers’ “unboxing videos” pull in a substantial audience, with one such video receiving 100,000 views in a few days. Male-focused subscription boxes like Harry’s and Dollar Shave Club have also found success with Millennial men for their value and convenience. (Mic

The Great Recession may have caused financial instability, but it didn’t stop “foodie” culture. While dining-out expenditures dipped slightly between 2007 to 2008, they quickly rebounded in 2012, even though income levels had not. Although Millennials especially felt the effects of the recession, they have been linked to the “sustainability of the ‘foodie’ ideology.” To get through the financial crises, Millennials opted to consume experiences instead of expensive material goods like houses or cars. As a result, food has become part of the new status symbols and acts as a form of “social currency.” (Eater

Quote of the Day: “The most important part of prom is the honor of being asked by an upperclassmen.”—Male, 15, NY

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