Ypulse Essentials: Youth Brands @ SXSW, Double Dutch, 'The Greatest Generation'

sxsw2009Youth brands are more than background noise at SXSW (sponsors for the indie music festival clamor to get noticed by 12,000 wallet wielding attendees with music showcases and free parties.  Also, AdRants picks up a discussion on marketers misusing social media sparked by a panel held during the interactive portion of the festival) (New York Times, reg. required)

- Spring Break, not broke (Gen Digital compares college students’ plans for this year with 2008, and the results aren’t as dramatic as expected. Plus, studentactivism.net calls out the student drinking study we mentioned in an earlier Essentials—“College Freshmen Study Booze More Than Books”— for sensationalizing their results. Apparently, the company that ran the study offers online alcohol education programs to colleges)

- Hip to be square (the latest Obama Effect? Black teens who aren’t shy about showing off their smarts. Plus, to get more students involved in competitive sports, New York high schools introduce Double Dutch) (Boston Globe) (Salon, day pass required)

- More on the media-induced ‘sexting’ scare (don’t believe the hype or rather keep it in perspective - Anastasia is quoted. Plus, The New York Times examines the bullying ways of secret societies in prep schools) (San Francisco Chronicle)

- Adults infringe on teen jobs (as unemployment continues to climb, older, more appealing candidates vie for traditional teen positions. Plus, Chinese millennials ask similar questions about employment in the face of the economic downturn) (Chicago Tribune) (WSJ)

-Kids Choice’ (corners the award show market for the kiddie crowd, according to the Boston Herald. Assuming they aren’t aging up and watching the MTV offerings?) (Boston Herald)

- Mobile teens in the UK (Alcatel’s Teen Lab takes a look at how mobile usage…


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Millennial News Feed

Quote of the Day: “My biggest financial priority right now is to pay off my car loan and afford a wedding of about $50,000.“ – Female, 29, NJ

Facebook is getting more emotional. The platform is adding Reactions, a new set of emoji icons that allow users to convey emotions beyond “Like,” including “Sad,” “Angry,” and “Wow.” Facebook’s director of monetization product marketing says the buttons will help brands, “understand on a multi-dimensional level how people are feeling about the things that they're posting." (AdAge)

Parents are currently told that children under two-years-old should have no screen time—a pretty unrealistic tip for modern, mobile Millennial caregivers. But the American Academy of Pediatrics may be updating that advice to keep up with the times. A reported 30% of children in the U.S. first play with mobile devices while they’re still in diapers, and the AAP now says that “in a world where screen time is becoming simply  ‘time,’ our policies must evolve or become obsolete.” (Washington Post)

Amazon is already Millennials’ favorite place to shop online or off, and now the e-commerce giant has launched an Etsy rival. Amazon’s new Handmade platform will bring together creators of artisan, “factory-free” goods, launching with 5,000 sellers. Creators must be vetted by Amazon to ensure products are handmade, and some items will be eligible for Amazon Prime. (The Daily BeastFortune)

With more Millennials delaying marriage, more twentysomethings are not going to weddings—but that doesn’t mean they have to miss out on the party. Falsa Boda is a company throwing fake weddings for Argentinian Millennials who want to attend a wedding, without the hassle of actually getting married. The parties include all the elements of a wedding ceremony and reception, including a couple that re-enacts marriage vows. (BuzzFeed)

A new category of toys is combining the power of children's imagination with the amplifying magic of technology, to appeal to a generation of kids for whom “real-world activities can seem unexciting." Disney’s new augmented reality coloring book pairs with a tablet to make the characters and kids' drawing come to life in 3D and in real-time, taking their physical play and creating a digital enhancement. (Marketing Magazine)

Quote of the Day: “When I turn 14 soon I can get a job if I want and start saving for my first car with that money and the money I make on eBay.” –Male, 13, FL

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