Everything you need to know about Gen Z and Millennial research and marketing, at your fingertips.

The Newsfeed

Quote of the Day: "We know bullying is a challenge many face, particularly young people. We are committed to leading the industry in the fight against online bullying, and we are rethinking the whole experience of Instagram to meet that commitment.”—Adam Mosseri, Head of Instagram (The Guardian)

Influencer engagement is dropping, fast. InfluencerDB reports that sponsored posts’ average engagement rate plummeted from 4% three years ago to just 2.4% in the first quarter of 2019, while influencers’ non-sponsored content saw an even more dramatic drop—from 4.5% to 1.9%. Marketers that still want to leverage the Influencer Effect should go micro: influencers with 1,000 to 5,000 followers had the highest engagement rates of all those studied, clocking in at 8.8%. (Mobile Marketer)

More Millennial women are becoming nuns. The number of women becoming nuns has been steadily declining for 50 years, but the trend is turning around. Now, the average age of new nuns has dropped from 40 a decade ago to 24, and they’re disproportionately high achievers, according to a Georgetown study. It’s not just Catholicism either: orthodox Judaism and Christianity are both more popular among religious young people today. Could the most-stressed generation be seeking solid ground in rigid religions? (HuffPost)

A beautiful, but toxic lake is attracting an alarming number of Instagrammers. Nicknamed the “Novosibirsk Maldives,” an artificial lake in Russia owes its bright blue colors to the heady brew of “calcium salts and metal oxides” dumped into it. But the lake’s Instagram geotag and dedicated accounts indicate that Generation Wanderlust can’t get enough of the social media-friendly spot. In response, the company that owns it called it an “ash dump,” warned people to stay away, and blocked entering roads. (Vice)

Lululemon has opened a restaurant. Yes, the athletic apparel brand. At Lululemon’s experiential Chicago location, brand stans can try-before-they-buy Lululemon gear by wearing it to any of the 40-50 classes offered each week. After, they can treat themselves to a post-workout meal at Fuel, which is serving up eats for the wellness set, like acai bowls and salad, but also less-expected emotional fuel, like burgers and beer. Over their meal, they can also connect with other Lululemon devotees by dining in the dedicated “connection room.” (Eater)

Gen Z and Millennial men are blurring gender lines by buying makeup. Still a small industry compared to cosmetics overall, men’s makeup is securing its spot in personal care routines. Japan’s Fiveish is leading the way with everything from nail polish to eyeliner, while indie favorite Milk Makeup targets their pore-smoothing Blur Stick to both genders and hot beauty brand Fenty sells a Gentlemen’s Fenty Face kit complete with five products. Meanwhile, Chanel has a Boy de Chanel line and Shiseido sells a BB Cream. (Bloomberg)

Quote of the Day: “It can be tricky for brands to get involved with trends like this. I think it has to be the right fit for the channel and audience.”—Karina Garcia, YouTuber (YPulse)

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