Daily news, insights, and expert commentary on current and future Gen Z and Millennial trends.

 

I Will Survive

Great read in the L.A. Times (registration required) about 14-year-old shark attack survivor Bethany Hamilton and her family’s attempts to “extend” her shelf...

My First Time

Today’s Digital Graffiti is from Eming Piansay writing for the Bay Area publication Youth Outlook (YO!) about her first time voting in the recent...

Back on Tuesday

Happy Memorial Day weekend. Ypulse will return on Tuesday.

Paying Teens for their Honest Opinions

ClickZNews has a story today about how marketers, frustrated with not being able to really reach teens through the traditional routes, are experimenting with new...

From King of the Geeks to King of MTV News

The New York Times (registration required) profiles Gideon Yago, host of MTV News and the personality young people are turning to for election 2004 coverage. From...

Class Rings for the 'Me First' Generation

The L.A. Times (registration required) has a piece on how high school seniors are forgoing having their school mascots and graduation year on their...

Fantasia Up, Viewership Down

Looks like “Idol” may be “jumping the shark,” according to the finale ratings. One expert attributes the downward trend for the last few shows as...

EU Launches Youth Portal

The European Union has launched a new youth portal designed to provide Europe’s 75 million young people with “quick and easy access to relevant youth...

The Newsfeed

“My work schedule can be hectic, so I snack on nuts, berries, or other non-deadly foods during any downtime.”

—Male, 32, KY

AwesomenessTV and fashion/beauty brands are coming together to make branded series for Gen Z. In the past, AwesomenessTV has worked with numerous brands to produce original content, including CoverGirl and Kohl’s. Now they’re planning a 24-part docu-series with Hollister called “This is Summer,” following teens’ high school journeys—while they’re clad in shoppable Hollister clothing of course. Our own Chief Content Officer explains that Ypulse has “found Gen Z to be fairly open to watching sponsored entertainment,” with 77% of 13-17-year-olds agreeing, "As long as the story is interesting, I don't mind that it is sponsored." (Glossy)

Fullscreen agrees that Gen Z is the generation that’s most receptive to branded content. Their survey found over half of Gen Z doesn’t mind even undisclosed branded content, and significantly more Gen Z teens than Millennials have engaged with social branded content (viewing photos, liking and sharing content and tagging friends) in the past six months. Influencer marketing wins out with the group, with over half of teens preferring influencer content to pre-roll, sponsored posts, banners, and traditional TV commercials. The sweet spot for advertisers may be branded video, especially when influencers are involved. (TubefilterAdweek)

Graduation spending is expected to reach a record $5.6 billion for the Class of 2017. Over half of the graduation gifts given will be cash, followed by greeting cards, gift cards, apparel, and electronic devices. Another trend for the year is more and more peers giving each other gifts, with a 6% lift year over year. Younger consumers will spend an average of $78.42 ,compared to 45-54-year-olds’ $119.84 and 65-and-over’s $112.34, and while greeting cards are also most popular, they’re also almost twice as likely to gift clothing. (ConsumerAffairs)

Instagram has the “most negative impact on young people’s mental wellbeing,” followed by Snapchat, according to a recent study. The image-centric platforms could “driv[e] feelings of inadequacy and anxiety,” and were rated the most poorly for their impacts on sleep, FOMO, and body image. Out of the top five most popular social media platforms, YouTube was the only one that earned a positive score. The silver lining? Some argue the evaluation is “blaming the medium for the message,” and social media/online communities are also Gen Z and Millennials’ top resource for learning about “mindfulness, meditation, and wellness,” according to Ypulse data. (The Guardian)

Lego is being called the “most powerful brand in the world,” beating out Google, Visa, and Nike. Brand Finance’s latest valuation report shows Lego’s brand value increased 68% over last year, looking at metrics like “familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation.” At least some of the lift can be attributed to the successful movie franchise (The Lego Movie and The Lego Batman Movie) and its strategic partnership with Star Wars.

(Business Insider)

“I kind of don't like the commercialization of fandom culture…However, creating licensed products is one way a brand could interact.”

—Male, 24, MO

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