Ypulse Mashup: How Millennial Parents Will Change Families

On June 27th, we’re dedicating our Ypulse Mashup event to Reassessing Millennials. It’s time to stop looking at Millennials as one massive group and pre-prescribing characteristics and misconceptions to all 80 million members. We’re digging into who they really are and the different personalities that exist within the generation by unveiling our first-ever segmentation of the generation. We’re also examining not only how they are changing as they begin to tackle adult milestones, but how they are changing the definition of the milestones themselves.

 The oldest edge of Millennials have entered their 30s, and 4% of Millennials are already parents. That’s over 3 million Millennial parents in the U.S. and growing. Though the generation as a whole has delayed parenthood, 70% of Millennials who aren’t yet parents say that they want kids, and 26% of them want kids within the next five years. That’s a huge wave of Millennials who are going to become parents in the relatively near future, and they’re approaching parenthood with their own expectations. Just as they have begun navigating adulthood by picking and choosing the things that work for them, we’re seeing that these influential and unique consumers are already attempting to tackle parenthood in their own way, and negotiate traditional parenting structures on their own terms. Here are just a few of the ways Millennials could reassess parenthood, and shift family culture:

 

1. Bringing Baby to the Biergarten

Many Millennials are children of helicopter parents who know what it’s like to be doted on from birth. Boomers tended to structure their own families so that their Millennial children were the focus, and gained a reputation for letting their lives and decisions revolve around the kids. And though they appreciate the attention…

 
 

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The Newsfeed

Quote of the Day: “A lot of people stay in jobs they hate. They feel stuck or need the money. I refuse to do this. I just gave up a Nursing career to be a CSR and I have never been happier.”—Female, 27, IN

YouTube is cracking down on creators that participate in dangerous viral challenges. The media giant updated their community guidelines to take a stronger stance against stunts that spin out of control—like the Tide Pod Challenge. Any creator that performs “pranks that make victims believe they’re in serious physical danger” will earn a strike—three and they’re out. What could constitute a strike? Just ask Jake Paul, who recently drove blindfolded for the #BirdBoxChallenge. (The Verge)

The inner five-year-old of Millennials everywhere is jumping up and down for Hot Topic’s Polly Pocket collab. In partnership with Mattel, the brand that wins at delivering unique styles is dropping a 17-piece collection of nostalgic merch. (The line looks a lot like another throwback collection we called out last year.) In celebration of the iconic toy’s 30th birthday (feel old yet?), ‘90s kids can cop everything from bags to hats to mini makeup palettes that feature shades like “Made in the 90s.” (Nylon)

YouTubers Life OMG! is like The Sims for a generation of aspiring social media stars. Players can pretend to be a video game streamer, a passionate creative, or another influencer. But the game is just as realistic as the kids who play it, making them do chores and deliver newspapers when they’re off the air. Similarly, most kids seem to know the dream is not a full-time gig; just take it from nine-year-old Oliver, who explains, “Of course I will have a good job as well, not just YouTube." (Vice)

Big brands are swooping in to save young shoppers from 2018’s oat milk shortage. The buzzy beverage has become the environmentally friendly alternative to almond milk for Millennial & Gen Z shoppers seeking dairy-free and vegan options. It became a barista favorite this year, mainly thanks to industry upstart, Oatly, which is opening a new factory to up their production. But they better hurry: big brands like Pepsi Co.’s Quaker Oats, Danone’s Silk, and Califia Farms are all getting in on this grain-based trend. (Bloomberg)

The most old-fashioned form of TV is experiencing a surge: over-the-air. While the Post-TV Gen continue to cut the cord, more are buying physical antennas to tap free networks and watch live events. Nielsen data found that this kind of old-school appointment viewing jumped from 9% of all homes in 2010 to 14% last year. Diving deeper into that 14%, about three in five also subscribe to streaming services like Netflix, and their median age is 36. (Fortune)

Quote of the Day: “I’d rather do a job I'm passionate about for a lower salary than do a high-paying but low-rewarding job.”—Male, 18, MA

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