Ypulse Mashup Speaker Q&A: Sandra Lopez

On June 27th, Ypulse is dedicating our annual Mashup* to reassessing Millennials. We have been studying the generation for years, and know that misconceptions about Millennials are common, and many don’t understand how the generation has evolved as they ‘age up.’ At the Mashup, we’ll be unveiling our first-ever psychographic segmentation of the generation, and digging deeper into their rapidly changing world with the help of key Millennial thought leaders. 

Today, we’re asking one of those thought-leaders, Sandra Lopez, Intel Marketing Strategy Director for New Business, to share some of her thoughts on Millennials, what’s shaped them, and what needs to be reassessed about the generation.

*Register before June 1st to get the early-bird price!

Ypulse: What would you say is the biggest misconception when it comes to the Millennial generation?

Sandra Lopez: There is a perception that the Millennial generation does not have significant purchasing power given their unemployment rate is around 16%. Yet, they have $200B direct purchasing power and $500B in indirect purchasing power. They are influencing the generations before them and the generation that follows. We need to start to think about their influencing power as currency.

YP: This year at the Mashup we’re reassessing Millennials. What would you say is the thing about the generation that needs to be reassessed the most?

SL: The Millennial generation is disrupting industries, and there is an opportunity to re-assess the business impact that they are having. Many industries are starting to realize that their business model is being challenged by this generation. The automobile industry is a great example of how Millennials are affecting their bottom line with car sharing services as well as an attitude in which they do not…

 
 

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The Newsfeed

Quote of the Day: “I think we’re already seeing alcohol lose its health halo. Next, the assumption that alcohol is essential to a good, sophisticated life will fade.”—Joy Manning, Deputy Editor, Edible Communities (Medium)

“The doofus dad” TV stereotype is being remade for role-resisting Millennial parents. Inept at care-taking and almost everything else, the tired stereotype is saying its last “D’Oh!” as The Simpson’s Homer Simpson and Peppa Pig’s Daddy Pig get replaced with a new wave of capable fathers like Bluey’s Bandit. The switch could have a real impact on the way kids understand family life, with one research fellow explaining, “The media reflects reality and also constructs reality.” (SMH)

Apple's new subscription gaming service Arcade will cannibalize its own App Store downloads—and that’s a good thing. Downloads in the App Store are on the decline, despite mobile gaming maintaining popularity and raking in revenue. If Apple can turn Arcade into young gamers’ go-to for mobile play, they’ll be poised for success that could outstrip even Apple TV and Apple Music. (The Motley Fool)

Gen Z music artists are “post-genre.” Mixing several influences into one song has become a way for rising artists to set themselves apart, and thanks to self-upload services like SoundCloud, they don’t need music industry exec’s approval. Meanwhile, the Genreless Generation can curate blended playlists via Spotify to fit moods and occasions rather than “rock” or “pop” and are streaming has also globalized their content consumption, so U.S. genres are no longer a limit. (Vice)

Carl’s Jr. has a CBD-infused burger that costs exactly $4.20. The chain restaurant is giving fast food a Cannabis Infusion, but only at one Denver, Colorado location, and only for one day. The Rocky Mountain High Cheese Burger Delight packs 5 mg of the chemical that won’t get you high. CBD is the trendy ingredient du jour, with 57% of 18-36-year-olds telling us they’re interested in trying it, and the chemical has made its way into everything from lotion to La Croix-like beverages. (LAT)

Axe is challenging masculinity with “bathsculinity.” The brand has been blurring gender lines for the Genreless Generation for years now, and their latest series of YouTube spots is showing that men can take baths, too. They’ve enlisted comedian Lil Rel Howery, who takes bubble baths surrounded by candles in the humorous videos. And they couldn’t be more on-trend: bath time is seeing a surge as a salve for Millennial anxiety. (Marketing Dive)

Quote of the Day: “I think for a cohesive strategy and for really helping to build awareness as well as grow the market size for new things, there's definitely digital and social media. But also, there has to be this in-real-life element.”—Alicia Yoon, Founder, Peach & Lily (YPulse)

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