Good morning, it’s April 15, a Friday. Here are today’s pins.
The big cultural news Thursday was AMC Theaters, through an interview with CEO Adam Aron, alluded to testing the viability of allowing text messaging at screenings. Aron referred to “a 22-year-old” and his or her attachment to a smartphone. I’ve never seen a Millennial flat-out angry that he or she couldn’t use a phone during a movie. It is an interesting idea, though, and I think isn’t far away from being reality. Theater chains have to adapt to streaming services, which allow for frequent and healthy texting and social sharing.
Department stores are some of the worst offenders in using aggressive tactics to pull in target audiences. Take Macy’s for example, which at its mammoth Herald Square, New York City location, is hosting Daybreaker, a Brooklyn-based event startup, for an interesting morning. For three hours early in the morning on April 20, Daybreaker will put on a giant rave. It’s alcohol and drug free but encourages dancing and fun. It’s a very “Millennial” thing in that it attempts to tap into the freewheeling and do-anything spirit of the generation. It’s also a chance for Macy’s to bring in a new demographic.
Millennials are keeping their cars longer … and naming them. The U.S. Department of Transportation’s 2014 survey shows registered light vehicles are now 11.4 years old, on average, while in 1995 they were 8.4 years old. Of course, cars last longer today by evolution, so take the data with a grain of salt. Meanwhile eBay motors reports that 40 percent of Millennials name their cars.
Should we look at what a Forbes contributor learned about marketing to Millennials by attending the “Born Digital” conference, presented by the Arthur W. Page Society? Well the contributor didn’t quite talk about how to market to Millennials, but how Millennials are building brands. They’re doing so by solving a relevant problem, being intensely focused on the problem and what surrounds it, and then talking about the positive things that can redirect the problem to something good. I think the contributor means to market to Millennials, once must think like a Millennial. That makes slightly more sense.
And since it’s Tax Day (unofficially), here’s a USA Today/CNBC tip list for Millennials who apparently make a lot of mistakes doing their taxes. You know, reading TurboTax is hard and possibly futile.