SOLID, FRESH IDEAS

The Latest From RockOrange

Fresh Ideas: Latest Summer Happenings

Welcome to our weekly “Fresh Ideas” post.

Had a busy week and feeling a little lost around water cooler banter? We’ve got you covered. Once a week, we’ll share some Fresh Ideas with you, including our favorite brand stunts and announcements, trending topics, tech news, and social media buzz that stand out from the herd.

Saw something awesome that we should have included? Share it in the comments section below!

THIS WEEK’S FRESH IDEAS…

This week we highlight our favorite weekly campaigns. From those that took home the big Grand Pix award at Cannes, to the introduction of new furry faces from one of our favorite brands, here’s what you need to know about the latest advertising happenings.

1. When You Do That 23andMe Test

Ancestry

Ancestry.com recreated a painting with people from different ethnicities for their 4th of July campaign. The motive for the activation was to demonstrate how the nation has evolved from the days of white men in powdered wigs.

2. Cheers to the Superhumans

Superhumans

The “We’re the Superhumans” ad won a Cannes Grand Prix prize for Film. The campaign showcased more than 140 disabled people and focused on the stories of Paralympic athletes and the challenges they’ve overcome. Watch here to be inspired by these amazing supermans.

3. About Those Happy Meal Toys

Happy Meal Toys

Raise your hand if you only went to McDonald’s for the Happy Meal toy (Ok, their fries are pretty good too.) Delish released an article with the most popular toy of the year since 1977. Is anyone else having a nostalgic moment remembering the McWrist Wallet, mini furbies, and the sky dancers?

4. What To Do When Your Favorite Menu Item Discontinues

KFC Tweet

One man was determined to get answers from KFC. He tweeted every single day for almost a year until the fast food chain brought the Hot Devil Drumlets. Situations like these show us that anything is possible with the power of social media. Should we tweet Starbucks to bring that unicorn drink back?

5. Toyota Completes First In-Home Human Support Robot Trial In North America

Support Robot

Toyota just finished its first in-home trial in North America of the Human Support Robot platform (HSR). The system is one of the mobile assistant bots that the brand is using to improve the quality of life of people. A U.S. war veteran that was left paralyzed created the robot; it has visual sensors and articulating arm appendage for assistance.

6. Instagram [Stories] Everywhere

Instagram Stories

Instagram’s campaign “Stories Are Everywhere” launched in the U.S., Germany and Italy to show creative people can be with certain stickers. This was one of the platform’s most successful campaigns, and users used their artistic juices to post their skills on the stories for the world to see. The campaign’s success was certainly shown at Cannes Lions this year by taking a Film Grand Prix.

7. Move Over, Taco Bell Chihuahua 

Kia Turbo

To introduce the company’s new Soul Turbo vehicle, Kia Motors introduced a new baby and very hyper hamster named Turbo to the family. The adorable creature portrays the new Soul Turbo as an energetic newcomer to the Kia family. “We wanted to introduce a more narrative approach to the hamster campaign than we have in the past, something that signified a new chapter for Kia,” said Saad Chehab, Americas VP of Marketing.

DUH! Why Didn’t We Think of That?

(Inspiring Things and Fresh Ideas We Love)


RockOrange is a fully integrated communications agency made up of a diverse group of collaborators who are passionate about building brands. We don’t just follow trends, we set them. We take solid, fresh ideas and turn them into value for the companies we work with. We see problems as opportunities, provide strategic leadership and never lose sight of our clients’ goals. 

Interested in our fresh ideas? Get at us: info@rockorange.com.

Fresh Ideas: “On-Demand” Service Apps

Welcome to our weekly “Fresh Ideas” post.

Natalia Head2

    Contributed by Nathalia Cadena

Had a busy week and feeling a little lost around water cooler banter? We’ve got you covered. Once a week, we’ll share some Fresh Ideas with you, including our favorite brand stunts and announcements, trending topics, tech news, and social media buzz that stand out from the herd.

Saw something awesome that we should have included? Share it in the comments section below!

THIS WEEK’S FRESH IDEAS…

It has become common to find apps that make certain tasks easier and more accessible. From apps that bring you a driver to take you to your desired location (Lyft), to apps that bring you your groceries, glam or mental peace, apps are making life a lot easier. Here are a few we have stumbled across that we love:

1. Chime Babysitting

Chime Babysitting

Thanks to Chime, finding a last-minute babysitter just got a lot easier. Parents can pick and choose from a variety of babysitters available, with the confidence that all sitters have been screened and had an in-person interview with the Chime team.

2. Wag! Dog Walking

Wag

Busy dog parents can now have a piece of mind knowing their best friends can have a potty break or a nice walk with the Wag! app, which offers dog walker services so that Fido can go and take care of business while you’re busy. With certified, trained, and screened walkers you can choose for an immediate walk or book an appointment for later on. You can also track your dog and the dog walker on your smartphone.

3. Bizzby

Bizzby

Bizzby is an app that allows people to finally get all those chores on that to do list to be completed. No matter what you need, Bizzby will have the person to help you get it done. With on-demand access to handyman’s, plumbing, electrical, cleaning, gardening, appliances, moving, junk removal, gutters, locksmith, health & beauty, and even personal training your this is your one-stop delegation station.

4. Head Space Meditation

Head Space Meditation

What better way to relax and unwind than by meditating? Thanks to HeadSpace you can have meditations at your fingertips any time, and any place of the day for a year. With different categories and time lengths you can personalize your meditation routine and start to make a habit of it.

5. Talkspace Therapy

Talkspace Therapy

In need of someone to talk to? Head to Talkspace, where you have access to a licensed therapist, which you’ll be able to communicate with almost 24/7. Whether it’s through texting, voice or video calls there is always a way for you to communicate with your assigned therapist.

6. DogVacay

DogVacay

Commonly known as the Airbnb for dogs, DogVacay is an app that allows dog owners to find a sitter near them to take care of their beloved pets. With prices around $30 per night, you can leave your dog, cat, chinchilla, ferret, or even chicken for your desired amount of days while you’re away on your vacation.

DUH! Why Didn’t We Think of That?

(Inspiring Things and Fresh Ideas We Love)


RockOrange is a fully integrated communications agency made up of a diverse group of collaborators who are passionate about building brands. We don’t just follow trends, we set them. We take solid, fresh ideas and turn them into value for the companies we work with. We see problems as opportunities, provide strategic leadership and never lose sight of our clients’ goals. 

Interested in our fresh ideas? Get at us: info@rockorange.com.

June Rockstar of the Month: Elise Rodriguez

Congrats to our June Rockstar of the Month: Elise Rodriguez!

We are kicking off our summer with our Rockstar and very own rap star, Elise Rodriguez! Elise is one of our PR pros that isn’t afraid to handle any situation thrown at her. Her work with national accounts like Lyft and local elite clients like Gulliver Prep is always detailed and thorough. Her determination and positive outlook in life allow her to solve any problem she faces.

VP of Media Relations Paulina Naranjo sees Elise’s hard work and dedication every day.

“Elise is always prepared and consistently asks what else she can do to deliver results,” said Naranjo.

When she’s not finding pitching media or running events for one of her clients, she’s on a shoot for her fashion blog Glam Piece. We thank you, Elsie and are so happy to call you a Rockstar.

Fresh Ideas: Brands Doing #NationalDays Right

Welcome to our weekly “Fresh Ideas” post.

Natalia Head2

    Contributed by Nathalia Cadena

Had a busy week and feeling a little lost around water cooler banter? We’ve got you covered. Once a week, we’ll share some Fresh Ideas with you, including our favorite brand stunts and announcements, trending topics, tech news, and social media buzz that stand out from the herd.

Saw something awesome that we should have included? Share it in the comments section below!

THIS WEEK’S FRESH IDEAS…

It’s been under much debate whether or not brands should activate around national holidays and notable dates. While we’ve all seen our fair share of brand fails with this approach (cough, cough… Coca-Cola), here are a few brands who are #winning when it comes to creating fresh ways to engage consumers around key celebratory dates.

1. National Pride Month

National Pride Month

Equinox and The Lesbian, Gay, Bisexual & Transgender Community Center got together for Pride Month this June and created an expressive short film called The LGBTQAlphabet. Besides the filmmaking you want to “Work it”, the film was created with the intentions of showing how varied the LBGT community truly is and to proudly celebrate diversity.

2. National Donut Day

National Donut Day

What’s better than regular donuts? FREE DONUTS! Dunkin’ Donuts celebrated National Donut Day this year by giving out free classic donuts of their choice with the purchase of any drink.

3. No Dirty Dishes Day

No Dirty Dishes Day

Thanks to Postmates and National No Dirty Dishes Day there will not be an argument on who’s turn it is to clean the dishes. Postmates gave out 10,000 free pizzas to Miami Residents who downloaded the app the same day as National No Dirty Dishes Day.

4. National Peace Day

National Peace Day

Imagine if Marty McFly and Biff Tannen, for one day, let go of their differences and got together. That’s exactly what Burger King had in mind when they proposed the McWhopper for National Peace Day to McDonalds. Burger King sent McDonalds an “open letter” suggesting to get together and make a McWhooper which was to be sold only one day; and that day would be Peace Day. The campaign was so successful and gained so much attention that it won a Grand Prix.

5. National Ice Cream Day

National Ice Cream Day

What better way celebrate National Ice Cream Day, then to celebrate it with your best friend? PetSmart unveiled the Doggie Ice Cream Truck where pet owners could take their doggies for a free dog safe ice cream to beat the heat on National Ice Cream Day.

6. Cinco De Mayo Day

Cinco De Mayo Day

Hellmann’s Mayonnaise made its way into social media on Cinco de Mayo by creating their own #CincodeMAYO campaign. Through humor and engaging with fans, other major brands, and famous people they were able to achieve 4,000 engagements one day.

DUH! Why Didn’t We Think of That?

(Inspiring Things and Fresh Ideas We Love)


RockOrange is a fully integrated communications agency made up of a diverse group of collaborators who are passionate about building brands. We don’t just follow trends, we set them. We take solid, fresh ideas and turn them into value for the companies we work with. We see problems as opportunities, provide strategic leadership and never lose sight of our clients’ goals. 

Interested in our fresh ideas? Get at us: info@rockorange.com.

Fresh Ideas: Music Activations

Welcome to our weekly “Fresh Ideas” post.

Laura Tremblay
Contributed by Laura Tremblay

 

Had a busy week and feeling a little lost around water cooler banter? We’ve got you covered. Once a week, we’ll share some Fresh Ideas with you, including our favorite brand stunts and announcements, trending topics, tech news, and social media buzz that stand out from the herd.

Saw something awesome that we should have included? Share it in the comments section below!

THIS WEEK’S FRESH IDEAS…

1. Apple + Musical.ly

Apple and Musical.ly

Tech giant Apple is partnering with Muscial.ly, a popular music video app to provide music pieces to the service. This connection would give Apple a new marketing opportunity, allowing members who use Muscial.ly to play full songs within the app.

2. VR Music

LyraVR

LyraVR is a virtual reality platform that lets you compose, perform and share musical compositions in 3D. Through the use of movement, users are able to create musical pieces through the atmosphere around them. CEO Dilun Ho announced LyraVR will be available before the end of this year.

3. Spotify Codes

Sptify Codes

Spotify’s new creation makes it easier to share and find music. With Spotify Codes, users are able to create and share their own QR codes, similar to Snapchat. According to Spotify, this feature will allow users to follow friend’s playlist and share them on their own social media channels

4. Pandora’s Thumbprint Radio

Pandora's Thumbprint Radio

When Pandora launched Thumbprint Radio, a feature that compiles all the songs that users like or “thumbs up” during the tears, they partnered with 33 social media influencers to promote the nostalgia of the special moment when they heard the song.

In efforts to target millennials, the campaign’s [created by Funworks] slogans were “That’s my shit,” “That’s my jam,” and “That’s my ish.”

5. Spotify’s Quest to Bring Back Artists

Spotify and Mediachain

Spotify is teaming with Mediachain to create a more transparent and rewarding music industry for artists. Operating on the block chain, it can be used as a source for tracking music rights. Additionally, Mediachain has knowledge in the music industry, and will be an asset for Spotify’s Quest toward better attributing songs to artists and rights holders.

6. iTunes & Windows

iTunes and Windows

In a surprising announcement, Apple revealed that iTunes is coming to the Windows Store.  This will be Apple’s first addition to the store and it’s unclear if the application’s design will change to match Windows’ layout. Windows announced it would be released by the end of the year.

7. Samsung & Google Play

Samsung and Google Play

Google Play will now be the default music player on new Samsung devices. Additionally, new devices will come with a free three-month trial of Google Play Music. Samsung users will also be able to ask Bixby (a new intelligent interface) to play a song, which will immediately start playing on Google Play.

8. Spotify & Waze

Spotify and Waze

The new partnership between Waze and Spotify will make it easier than ever to play music and navigate seamlessly. Now, users will be able to stream music in the Waze App. Additionally, users can continue to receive navigation instructions while in the music app.

8. Spotify’s Personalized Music

Spotify Personalized Music

Spotify bought Al startup Niland, which provides accurate search and recommendation options for music. This purchase will help create tailored playlists for users, making finding new music easier than ever. The self-learning machine will continue to improve an individual’s recommended playlist, and learn how to further personalize their music experience.

DUH! Why Didn’t We Think of That?

(Inspiring Things and Fresh Ideas We Love)


RockOrange is a fully integrated communications agency made up of a diverse group of collaborators who are passionate about building brands. We don’t just follow trends, we set them. We take solid, fresh ideas and turn them into value for the companies we work with. We see problems as opportunities, provide strategic leadership and never lose sight of our clients’ goals. 

Interested in our fresh ideas? Get at us: info@rockorange.com.

Fresh Ideas: Crazy Product Activations

Welcome to our weekly “Fresh Ideas” post.

Laura Tremblay
Contributed by Laura Tremblay

 

Had a busy week and feeling a little lost around water cooler banter? We’ve got you covered. Once a week, we’ll share some Fresh Ideas with you, including our favorite brand stunts and announcements, trending topics, tech news, and social media buzz that stand out from the herd.

Saw something awesome that we should have included? Share it in the comments section below!

THIS WEEK’S FRESH IDEAS…

1. Pickle Juice Soda

Pickle Juice Soda

On a hot summer day, what’s more refreshing? A cold pickle or a refreshing soda? Thanks (or no thanks) to Grandpa Joe’s Candy Shop you can have two in one, with a revitalizing pickle juice soda.

2. KFC’s Chicken-Flavored Truffles

KFC’s Chicken-Flavored Truffles

According to Food + Wine, KFC in New Zealand teamed with Kako Chocolate to create a limited edition brand of chocolates, adding chicken seasoning to the traditional chocolate truffle. Only producing a total of 50 boxes, some will go to KFC super fans while the rest will be auctioned off on Facebook.

3. The Chickle

The Chickle

Challenging traditional baseball food, The Frenso Grizzlies (aka the Houston Astros minor league team) created the Chickle, which is a pickle filled with hot chicken. Unfortunately, it was only available May 17 and 18.

4. BBQ Payday and Other State Candy

BBQ Payday and Other State Candy

Feeling homesick? Hershey has announced special editions of all their beloved candies, as part of the “Taste of America” theme. Some are stranger than others, like the key lime pie Twizzlers and barbecue Payday.

5. Two-in-One Breakfast with Caffeinated Bagels

Two-in-One Breakfast with Caffeinated Bagels

The famous Einstein Bros Bagel chain created the “Espresso Buzz Bagel”, filled with 32 milligrams of caffeine.  On top of the caffeine boost, the bagel contains 13 grams of protein.

6. Jolly Rancher Pop-Tarts

Jolly Rancher Pop-Tarts
Pop-Tarts
loves releasing ambitious sugary flavored versions of the their original creations. Later this month, Jolly Rancher Pop-Tarts will be available in various flavors including: green apple, cherry, and watermelon.

7. Sushi Croissant

Sushi Croissant

At Mr. Holmes Bakehouse, they combine sweet and savory with their new creation: the sushi croissant. The croissant is filled with smoked salmon, seaweed, ginger, and wasabi.

8. Cheetos Macaroon

Cheetos Macaroon

Macaron Parlour in NYC combined French and American signatures to create their Cheetos macaroon creation. This sweet and salty desert covered is covered in cheese dust and white chocolate ganache.

DUH! Why Didn’t We Think of That?

(Inspiring Things and Fresh Ideas We Love)


RockOrange is a fully integrated communications agency made up of a diverse group of collaborators who are passionate about building brands. We don’t just follow trends, we set them. We take solid, fresh ideas and turn them into value for the companies we work with. We see problems as opportunities, provide strategic leadership and never lose sight of our clients’ goals. 

Interested in our fresh ideas? Get at us: info@rockorange.com.

May Rockstar of the Month: Patty Jimenez

Patty Jimenez, Senior Account Manager

Congrats to our May Rockstar of the Month: Patty Jimenez!

We want to say a very deserved THANK YOU to our amazing Senior Account Manager, Patty Jimenez. Her incredible commitment to her clients and her extraordinary ability to finesse stressful situations make her an invaluable part of our team. She has delivered impressive results for some of our most prestigious client partners, including DrivenBrands, Xtend Barre, Versy and Modern Health Concepts.

Always willing to lend a hand when it is needed, Patty is a model team player and wonderful part of our RockOrange family.

“Patty consistently delivers and takes her work to new levels,” said VP of Content, David Quinones. “She’s an integral part of the success we’ve achieved for our client, DrivenBrands, and the agency as a whole.”

BIG UPS, Patty, for your brain and your brawn. We tip our hats to you!

Fresh Ideas: Summer Trends

Welcome to our weekly “Fresh Ideas” post.

Screen Shot 2017-02-24 at 11.21.38 AM
Contributed by Carolina Cepeda Vigoya

 

Had a busy week and feeling a little lost around water cooler banter? We’ve got you covered. Once a week, we’ll share some Fresh Ideas with you, including our favorite brand stunts and announcements, trending topics, tech news, and social media buzz that stand out from the herd.

Saw something awesome that we should have included? Share it in the comments section below!

THIS WEEK’S FRESH IDEAS…

1. For The Days You Just Want to Forget

Fresh Ideas

Brazilian beer Boca Maldita created a campaign in conjunction with four infamous dating service Ashley Madison taglines to help people that get caught cheating, or being cheated on, drown on their sorrows. The campaign was created by Brazilian agency Candy Shop.

2. Save The Americans

Fresh Ideas
Planning where to go this summer? We’ve got you covered. The “Save The Americans” campaign was created by the Costa Rican Tourism Institute for the U.S. and Canadian markets. The campaign incorporates the diverse animals, flora, and fauna that the country has to offer while they sing a song for the overworked.

3. Bus Stop With Sunscreen

Bus Stop with Sunscreen

Knowing the risks with being exposed to the sun for too long, Cooch Creative created a billboard for the Sun Smart Cancer Council Western Australia in a bus stop that dispensed sunscreen. The campaign’s purpose was to remind beachgoers to protect their skin while enjoying their time out in the sun.

4. HomeAway Ft. Kid President

Kid President

Vacation rental marketplace, HomeAway, teamed with Kid President for a summer campaign to figure out where kids really want to go for vacation. The campaign ran along with the “Kids Rule Contest,” where participants uploaded a family photo to win a vacation of their choice. The campaign increased HomeAway’s social media drive, as well as more people visiting their landing page.

5. Books On The Beach

Books On The Beach

IKEA Australia released the “Books on the Beach” campaign right on time for the summer to remind beachgoers that books were still relevant even though school was over. The campaign also had a charitable component, which meant that a number of books sold went to the Australian Literacy and Numeracy Foundation.

6. Sprite Showers

Sprite Showers

For those who have been to the South American country know that Brazil is one of the hottest countries to be at during the summer. For this, Sprite created the Sprite Showers in a popular beach in the area to keep guests cool.

7. Coppertone’s New Look

Coppertone's New Look

PadillaCRT helped Coppertone with a campaign that helped many think differently about sunscreen.  The purpose of the campaign was to promote the “Clear Sheer” Coppertone edition, they repackaged and renamed it as “Clair” the sunscreen with a more “chic” look and explained it as a luxurious, lightweight and moisturizing sunscreen. When people were about to buy the new fancy product, they realized it was actually Coppertone, showing that perception was everything.

DUH! Why Didn’t We Think of That?

(Inspiring Things and Fresh Ideas We Love)


RockOrange is a fully integrated communications agency made up of a diverse group of collaborators who are passionate about building brands. We don’t just follow trends, we set them. We take solid, fresh ideas and turn them into value for the companies we work with. We see problems as opportunities, provide strategic leadership and never lose sight of our clients’ goals. 

Interested in our fresh ideas? Get at us: info@rockorange.com.

 

Fresh Ideas: Spring Happenings

Welcome to our weekly “FRESH IDEAS” post.

Had a busy week and feeling a little lost around water cooler banter? We’ve got you covered. Once a week, we’ll share some FRESH IDEAS with you, including our favorite brand stunts and announcements, trending topics, tech news, and social media buzz that stand out from the herd.

Saw something awesome that we should have included? Share it in the comments section below!

THIS WEEK’S FRESH IDEAS…

Heineken’s “Worlds Apart”

Heineken Worlds Apart

Despite the differences and often hate that people face every day. Heineken Publicis London created the “Worlds Apart” campaign, where they paired strangers with completely opposite beliefs and together they built up chairs, a bar, and a relationship where they can decide to discuss their differences while having a beer, or walk away. Watch what happens.

Tinder For… Animals?

2The “Most Eligible Bachelor in the World” is the world’s last male Northern White Rhino. The rhino recently joined Tinder to find love and as a last ditch effort to keep the species alive. The campaign aims to raise $9 million for fertility research and is the brain child of a Kenyan wildlife conservancy and Tinder.

 

 

The Dorito Bag That Sings

3Marvel Studios and Frito-Lay joined forces to create a campaign to promote the upcoming movie Guardians of the Galaxy: Vol 2. Each limited edition Doritos’ snack bag will have cassette inspired technology on the front, with the entire soundtrack loaded. Snack and sing by just plugging your headphones into the bag, which also happens to be rechargeable.

 

KFC In Space

4With Budweiser looking into alternatives to brew beer on Mars, KFC wants to take their Zinger Chicken Sandwich to space. The campaign, created by Wieden + Kennedy, shows the new Colonel (Rob Lowe) informing the American public about KFC’s space mission.

 

 

The Light Phone

4Sometimes, it’s just better to disconnect. The Light Phone was created for this purpose. It weights 38.5 grams, you can transfer your calls from your smartphone, and the battery can last up to three days. The purpose of the phone is to give people a break from technology, with a device only used to make and receive calls. Didn’t we used to have something like that?

Uber…Air?

6The ride sharing company is planning on taking over the skies as well with UberElevate. The aspiration to build an urban air transportation network was announced at its Elevation Summit event. By 2020, the company expects to have a craft prototype with the help of their partnerships with aerospace companies and cities.

 

Burger King’s Spain Video Game

7“Burger Clan” is a creation with a partnership with Sony Interactive Entertainment and is a video game that will boost the brand’s delivery service. The campaign involves nine professional gamers that represent FIFA’17 and Call of Duty, for example. Those who take part in the game must have a PlayStation Plus account, and the gamers will be the ones taking the orders to send out to delivery.

 

13 Reasons Why You Matter

8Netflix’s new show, 13 Reasons Why has been incredibly successful, yet very controversial. Some people truly appreciate its message while others believe that it’s putting too much focus on teen suicide.

In response to some of the backlash, Netflix came up with a social media campaign to motivate teens to express to their loved ones the “Reasons Why You Matter,” which ran on their Instagram Stories and
YouTube accounts.

 

DUH! Why Didn’t We Think of That?

(Inspiring Things and Fresh Ideas We Love)


RockOrange is a fully integrated communications agency made up of a diverse group of collaborators who are passionate about building brands. We don’t just follow trends, we set them. We take solid, fresh ideas and turn them into value for the companies we work with. We see problems as opportunities, provide strategic leadership and never lose sight of our clients’ goals. 

Interested in our fresh ideas? Get at us: info@rockorange.com.

 

Brands Targeting Millennials Need to Read This Census Report

“Regardless of what Millennials might say during brand surveys, this report reflects the facts of how they are living, and that information is crucial if you hope to gear your brand toward their lives.”

 

RockOrange VP of Content & Editorial David Quiñones

Contributed by David Quiñones

Lately, there’s no easier way for agencies and firms to insert themselves into brand and marketing related social conversations than to publish surveys about Millennials that promise to finally pull back the shroud of mystery from this beguiling generations’ consuming habits.

I knew a user data insight specialist once who told me that between Facebook data and Google data, she would rather attack a marketing campaign armed with user habits from Google. The information we put into Facebook is our “ideal selves” she said; it is our outward-looking aspirational identity. The questions we ask Google speak to who we really are.

Usually, the insights from these agency-led surveys wind up being pretty superficial. After all, these surveys are kind of like Facebook: respondents are imagining their ideal selves, and projecting it into their answers. And that’s fine; it can even be quite helpful in targeting and campaigning. But it isn’t necessarily the truth of who they are.

How Millennials are Really Living

On April 19, the U.S. Census Bureau released a report called The Changing Economics and Demographics of Young Adulthood: 1975–2016, focusing on the differences between young adults over the course of 40 years. Regardless of what Millennials might say during the aforementioned brand surveys, this report reflects the facts of how they are living, and that information is crucial if you hope to gear your brand toward their lives.

A few takeaways from the report we found interesting:

  • Most of today’s Americans believe that educational and economic accomplishments are extremely important milestones of adulthood. In contrast, marriage and parenthood rank low: over half of Americans believe that marrying and having children are not very important in order to become an adult.
  • Young people are delaying marriage, but most still eventually tie the knot. In the 1970s, 8 in 10 people married by the time they turned 30. Today, not until the age of 45 have 8 in 10 people married.
  • More young people today live in their parents’ home than in any other arrangement: 1 in 3 young people, or about 24 million 18- to 34-year olds, lived in their parents’ home in 2015.

More Than One-Third of Young Adults (Millennials) Live at Home
Source: U.S. Census Bureau

  • In 2005, the majority of young adults lived independently in their own household, which was the predominant living arrangement in 35 states. A decade later, by 2015, the number of states where the majority of young people lived independently fell to just six. Of the top five states where the most young adults lived independently in 2015, all were in Midwest and Plains states.
  • More young men are falling to the bottom of the income ladder. In 1975, 25 percent of young men ages 25 to 34 had incomes of less than $30,000 per year. By 2016, that share rose to 41 percent of young men (incomes for both years are in 2015 dollars).
  • Between 1975 and 2016, the share of young women who were homemakers fell from 43 percent to 14 percent of all women ages 25 to 34.
  • Of young people living in their parents’ home, 1 in 4 are idle, that is they neither go to school nor work. This figure represents about 2.2 million 25- to 34-year-olds. Among other characteristics, these young adults are more likely to have a child, so they may be caring for family, and over one quarter have a disability of some kind.

The Millennial generation, it goes without saying, is complex. The things they consider milestones (graduation, jobs, promotions) are different than what they consider capstones (marriage, children) and some capstones for previous generations are not showing up on their radar at all (do any of us honestly think we’ll get to retire?).

So, in the struggle to identify our target demographics’ “ideal selves”, let’s not give short shrift to their “real selves” and how they are living.

 


Interested in our public relations, social media and online brand analytics services?
Get at us: info@rockorange.com.

 

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