Ypulse’s Predictions for 2017

We told you what other experts are predicting for 2017, now here's the Ypulse team's forecast for what the next 12 months might hold in media, spending, entertainment, technology, and more... 

RETAIL/SPENDING

More Millennials Will See the Green Light

We predicted that Millennials would begin to flex their financial force in 2016, and we saw it happen: they’re outspending older shoppers in dining, experiences, and more. But it’s no secret they have a fraught relationship with money: young adults during the recession have seen the U.S. financial system at its worst, and have been forced to live out its consequences. But as the recession slowly fades from memory, we’re primed for a money revolution. In 2017, Millennials are looking to take control of their finances: 22% of all 13-34 year olds say becoming financially independent is their New Year’s resolution–and the number is higher for those over 25 [46%]. And while 29% are still nervous and overwhelmed when they think about money, an increasing number of Millennials are optimistic [33%] and confident [25%]. We think this is the year that more of the Millennial generation moves out from Mom and Dad’s house and starts seeing green: they’re going to save more, spend smarter, and learn how to maximize their spending power. It helps that they’re advancing in their careers, but they’re also finally seeing and using financial tools that reflect their behaviors and attitudes. As financial apps like Venmo grow in popularity and replace traditional banking institutions, their agency over their own finances will only increase, and money will become less a source of anxiety and more a tool for empowerment that helps them get what they want. Don’t expect this to mean a bounce-back to a mirror of the Boomer-era economy: this generation spends…

 
 

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The Newsfeed

“[Anna Victoria is] a good role model to women and is changing the way the world looks at fitness and body image.”—Female, 21, CA

Abercrombie & Fitch is going gender-neutral for their new kids’ clothing line. The “Everybody Collection” features “tops, bottoms, and accessories” for five-14-year-old boys and girls. A&F’s Brand President explained their decision to appeal to The Genreless Generation: "Parents and their kids don’t want to be confined to specific colors and styles, depending on whether shopping for a boy or a girl.'' The line of 25 new styles will be rolling out online and to 70 stores, starting this month. (Today)

Millennials & Gen Z already think the Nintendo Switch is cool, and now the brand is giving them more ways to use it. They’re introducing Nintendo Labo, “cardboard-based, interactive DIY experiences” for the Switch, tapping into the “toys-to-life” trend. The variety kit lets players construct five different “Toy-Con” experiences that include turning the Joy-Con controller into a motorbike handle complete with a throttle that can be twisted to accelerate, and creating a piano that senses which keys are pressed to produce the correct musical note. (Kidscreen)

YouTube is pulling Tide Pod Challenge videos from its platform. Teens started eating Tide pods when memes showcasing their Gusher-like colors went viral. The brand has since issued warnings not to eat the pods, and some stores have even begun locking up the product. YouTube has explained the decision to take down the popular pod-eating videos as a continuation of their policy to “prohibit content that’s intended to encourage dangerous activities that have an inherent risk of physical harm." Some are suggesting that pressure from parent company Procter & Gamble may have also been a factor. (Mashable)

The streaming wars are continuing, but audiences are turning to Netflix, Hulu, and Amazon Prime for very different kinds of content. Hub Entertainment Research found original content is winning users' time on Netflix, while over half watch Hulu for its syndicated collection, and movies are most popular on Amazon Prime. The study also found that most Americans overall spend their entertainment time watching TV (40%), but 18-24-year-olds are most likely to engage with gaming and online video, like YouTube. (Quartz)

Outdoor Voices embraced Millennials’ minimal moment to break onto the athleisure scene. The brandless brand goes for a minimalist aesthetic with pops of color, and sees itself as an anti-Nike of sorts. The founder explains that they’re “a recreational Nike” because “With Nike and so many other brands, it’s really about being an expert, being the best. With OV, it’s about how you stay healthy—and happy.” Whatever they’re doing, it’s working: the company has grown rapidly since it was founded in 2013, climbing a startling 800% in 2016 alone. (Vogue)

“I saw some heartbreaking stories in the internet, and decided to look up some international charities and donate to them.”—Male, 20, WA

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