Archive for 2012
5th Dec 2012 Posted in: YAYA Wire 0

By Matt Pickerel

As Fall and Spring graduations draw nearer, the phrase “I need a job” can be heard echoing through university halls. These are daunting times for recent college graduates to dive into the job market. Fifty three percent of recent college grads are jobless or underemployed, reports the Associated Press. And of that 53%, one quarter is unemployed. Maybe a college degree isn’t what is used to be.

According to the 2010 Census, the number of Americans under the age of 25 with a Bachelor’s degree has grown almost 40% since 2000, and for good reason. Today, nearly 60 percent of all jobs in the U.S economy require higher education. This is quite a turnaround from the 1970s, where only 26% of middle class jobs had any education beyond high school.

Unfortunately, this doesn’t give the economy more qualified workers to add to the workforce. Instead, it gives our society lots of college graduates that are unsuitable for the market they are trying to break in to.

Since the “dot com” explosion, there has been a dramatic decrease in available middle-class jobs. Furthermore, the obligations of an employee have changed. It is no longer enough to be the “specialist guy” at the office. More skills are required from workers that the typical college degree does not necessarily provide.

So, as graduation draws near, students are asking themselves, “Am I leaving this university with a piece of paper or am I leaving this university with a new set of skills?“

Do you feel your degree has equipped you with the skills you need to get a job right out of college? Or, if you have a job, do you use what you learned in college?



5th Dec 2012 Posted in: YAYA Wire 0

By Sherman Fabes

According to the American Pet Products Association, around 62% of homes in the United States own a pet.  That means a sizeable number of college students leave their pets at home with their parents when moving to college. So, how do some students fill the void of leaving their pets at home? By finding companionship in a new pet, of course. But, college students have a tendency to forget about the time responsibilities of taking care of pets.

Pet adoption centers in college towns around the country are putting restrictions on letting undergraduate students adopt pets. Local adoption centers are finding that, at the end of each semester, the number of abandoned pets skyrockets because students become overwhelmed with finals and are traveling back to their hometowns. This has become such an epidemic that many universities have set up programs to combat this problem. (Read what Rutgers’ University had to say.)

What does this epidemic say about Millennials? While this group has shown to be pro-animals, they might not have the responsibility and foresight to be pet owners quite yet. So even though most Millennials are technically adults, marketers should perhaps back away from targeting this group with large purchases that might be too high-involvement for the typical college student. Are there any other products that take up too much time for YAYAs to buy and take care of?


4th Dec 2012 Posted in: YAYA Wire 0

By Sara Mitchell

Two and Half Men might be on the rocks. Again. And this time, it’s not because of Charlie Sheen. Angus T. Jones, a.k.a. “Jake,” has deemed his break out show “filth.” In a video posted by The Forerunner Chronicles, an online Christian Church and replayed on ABC News, Jones says, “Please stop watching.” Ouch.

Warner Brothers has yet to comment on this video, but it would be all too easy to write Jake out of the show now that he has joined the army. Jones is under contract for another year, making a cool $8 million, and says it’s in God’s plan for him to be there. Maybe shipping him off to war will have to wait until he finishes boot camp.

So what gives? Jones stated in the video that you can’t be a good Christian and be on a show like Two and Half Men. So, how do YAYAs feel about Jones’s revelation?

  • It’s honest. YAYAs have said over and over that they value honesty. Whether it is from employers, friends, parents or the media, YAYAs want the truth, and they want it to be genuine.
  • He is standing up for what he believes in. All too often YAYAs hear of celebrities who succumb to the evils of Hollywood. According to an interview in New York Daily News, Jones went to a Christian school and is still a virgin. Not an easy feat for a rich man in Hollywood, even though Jake lost his V-card to Missy (Miley Cyrus) a few episodes ago.

In the New York Daily News interview, Jones cites three specific things that brought him to make his public plea

  • Missy, played by Miley Cyrus, notes Kutcher’s bed and says, “I bet you could do some serious drilling on a workbench like this.”
  • His father, Alan, played by John Cryer, revealed that he might have had a child out of wedlock. He goes further to say that when he was young, he was tricked into letting the family dog lick peanut butter off of his genitals.
  • While lying in a mental hospital, Alan orders three hookers, bites a cigar and claims that he is “winning.” Clearly a jab at Charlie Sheen.

While viewers might not feel these are reasons to blast the show, Jones feels differently. In your opinion, do you like the show or do you agree with Jones?


3rd Dec 2012 Posted in: YAYA Wire 0

By Andrew Lemmons

Rent. Over three-quarters of YAYAs choose to rent instead of buying a home. They’ve signed away check after check to a faceless landlord with only the “American Dream” of owning their very own home some day to think about. But, will that ever happen?

Many YAYAs are starting to realize the dream so many have had might be slipping away. The unemployment rate has been fluctuating in the 8 to 9 percent range, and the rate for YAYAs is over double that. Match this with the average down payment of 30 percent on a mortgage from Fannie/Freddie in the 4Q of 2011, and, uh-oh, many are sticking to renting. Although renting doesn’t look much better.

With all these people flocking to rentals, rent keeps increasing. According to CNN, rent increased an average of five percent over the past 12 months, and that number is expected to rise. “Buying a home is more affordable than renting now in almost every part of the United States,” said Jed Kolko, chief economist for Trulia, in the same CNN article.

But, most YAYAs can’t afford a 30 percent down payment to buy a house, and renting isn’t getting them anywhere either. So, what’s a YAYA to do? Rent and wait. In the meantime, YAYAs will continue throwing money away at a losing investment. Hopefully as the economy rebounds and housing stabilizes, the “American Dream” will once again be for everyone. Besides, the “American Nightmare of Renting Forever” just doesn’t roll off the tongue.

Do you think YAYAs are screwed forever? Tell us in the comments.


3rd Dec 2012 Posted in: YAYA Wire 0

By Matt Pickerel

If Millennials could move their couches right up to the sideline of an NFL football game, they would. Just don’t ask them to give up their smartphone, tablet, or TV. The fan experience is no longer complete with just attending live football games. Think of all that information YAYAs crave that they are being deprived of. They can’t see highlights of controversial calls in the current game, they can’t see highlights from other games, and they can’t track their fantasy players or make roster changes. They are also unable to get insider information, such as injury reports. That’s a lot of things Millennials are missing out on without the supplement of mobile devices. For these reasons, the NFL should do all they can to hang on to the Millennial fan base because they are potential lifetime fans.

The NFL has heard the Millennial cry, and they are trying to adapt. Eric Grubman, the NFL Executive Vice President, believes that delivering every piece of content to the viewer is now a crucial part of the stadium experience. In a recent interview with ESPN’s show Outside the Lines, he tells viewers about the NFL’s plans to serve Millennials and other fans exactly what they want. Grubman describes a free Wi-Fi service, designated areas of a stadium for fantasy tracking, and even apps for viewers to use during the game to get the extra coverage that those at home fans have full access to.

Millennials are always striving to find more content and constantly be connected. Although the NFL’s stadium attendance has decreased since 2007 by 4.5%, they should consider this a good problem to have. Their product is in such high demand that being at the event simply isn’t enough anymore. They seem to be working out the kinks of the lack of content in the stadium, but is that enough? What improvements would you like to see done to stadiums as far as gaining more sports information or anything else? We want to know. But, the NFL needs to know.


3rd Dec 2012 Posted in: YAYA Wire 0

There is nothing normal about the lives of Millennials. This group is the first generation to grow up during an era where connectivity is always possible. Millennials are paving the way to a new world. And, they just might be getting screwed while doing it. This article, found from, helps explain why Millennials may be getting more difficult to reach. Read on to find out why Millennials might be scared to spend money.

Millennials’ ‘new normal’ should include American dream

“NEW NORMAL” is the catchphrase du jour that essentially means that in the recovery from the recession of 2008, we have to expect slow growth and high unemployment for a number of years. It also reflects the everyday acceptance Americans face of economic burdens that are more difficult than just a few years ago.

This new normal and the acceptance of individuals is most intense with millennials, those 18 to 34 years of age. I recently did my weekly TV show on the issue of debt and millennials. Two of the interns at the TV station told me they felt lucky to have only $26,000 in student-loan debt as they neared graduation. One of my guests told us that he had well over $100,000 in student-loan debt.

We are witnessing a generation riddled with student-loan debt. Making graduates’ futures even bleaker is the one-two punch of $16 trillion in our national debt and a very weak job market. Research from Demos, a nonpartisan policy group, indicates that half of millennials don’t expect to do as well as their parents. The unemployment rate for this group for October 2012 was 10.8 percent, according to the U.S. Bureau of Labor Statistics.

In fact, in a recent Newsweek article, Joel Kotkin argued that millennials are a “screwed generation.” It’s a generation whose new normal will be renting rather than owning a home, delaying moving out of their parents’ home, and delaying marriage.

In regard to the burden of the $16 trillion-national debt, groups like The Can Kicks Back, a group of millennials organized to focus on the national debt, are aggressively advocating for measures advocated by the Simpson-Bowles Commission to start to cut into yearly deficits and our staggering national debt. Their website,, is a great site to focus a generation on fighting back against the tidal wave of national debt. I’ve interviewed them, and I like the 30-second challenge to millennials to call their representatives once a week and tell them to cut the national debt.

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As far as the student-debt issue is concerned, I think we have to attack the system that has allowed colleges to year after year raise tuition well above the rate of inflation and to continue this trend even in the face of a miserable economy. Moreover, colleges irresponsibly encourage parents and students to pressure politicians to increase funding for Pell Grants.

At the state level, we’ve seen a battle between Gov. Corbett and those in the State System of Higher Education that want to get more taxpayer funding into the system. Recently, the association that represents 7,000 professors in the state system granted their negotiators the power to strike over various issues that would need additional funding. This struggle will continue through Corbett’s run for a second term.

The other big driver of difficulty for students is the relatively minimal amount of thought and awareness that seems to go into choosing a major that will give students a better chance to get a good job in a tight economy. The people I interviewed on my radio show from the Occupy Movement often had degrees in art history, social work or some sort of “green” field. They were angry because they couldn’t find work in these fields and were relegated to less-desirable jobs.

The reality is that students have to do some economic research when deciding their field of study. In a tight job market, employers are going to be selective and will choose candidates that bring specialized knowledge to their organizations. I am encouraged to see Community College of Philadelphia offering a course of study that taps into the array of jobs created by the Marcellus Shale boom in Pennsylvania.

The bottom line in all of this is that the “new normal” is not what America is supposed to be all about. If millennials focus on debt and pressure politicians to be better stewards of our tax dollars, maybe they will have a better shot at the American dream than the one I grew up with.

Or, maybe Millennials will have to redefine what the American Dream is. Millennials have a ton of student loan debt. With this comes less discretionary income and more efficient spending methods. Millennials have to cut corners more than other generations had to when they were the same age. Because of this, Millennials are harder to reach. Marketers are going to have to be more efficient than ever to tap into this base, because if brands are able to do this, Millennials are a very profitable market. What do you think – are Millennials becoming smarter with their money?

3rd Dec 2012 Posted in: YAYA Wire 0
Beauty Extremes in the Workplace

By Taylor Deeds

Millennials are taking extreme beauty measures in order to gain an edge in the corporate world. While it’s still considered politically incorrect to acknowledge how a person’s looks play into the workplace and hiring practices, says, “Attractive workers are asked fewer questions during job interviews, are more likely to be promoted and earn 10 percent more in salary than their average or unattractive co-workers.” Female YAYAs, over males, have been subjected to this the most over recent years.

YAYA women were taught at a young age to use superficial qualities to advance their careers and lives. As teenagers, some boosted their cleavage to receive larger restaurant tips, and as adults, some wear shorter skirts and higher heels to land jobs and get attention in their everyday lives. Even college students have consistently rated more attractive professors higher than less attractive ones.

However, older Millennial women, about 32 years old, are now having to compete with women in their 20s in the job market. Dr. Vivian Diller, author and therapist says, “If you hold a position that is dependent on your looks, you can’t try and compete with a 20-year-old. You will never win.” Based on plastic surgery statistics, older YAYAs are not accepting this statement.

A small, but growing, number of young women are turning to cosmetic procedures in order to compete for jobs. According to the American Society of Aesthetic Plastic Surgery, 20 percent of women under 34 years old now account for all Botox procedures and chemical peels. Also, YAYAs ages 18 to 24 are found to be the most likely candidates to consider plastic surgery now or in the future.

It remains uncertain whether the better-looking people actually channel their good looks into higher productivity. Experts warn businesses against giving too much value to attractiveness in the workplace, arguing that good looks can get someone in the door, but they may not get them much further. Have you ever experienced these types of discrimination at your work place or when finding a job? Would you ever resort to extremes to enhance your beauty for a job?




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2nd Dec 2012 Posted in: YAYA Wire 1
Home for the Holidays…Or Not.

By Sherman Fabes

Gas is expensive and flights are out of this world, especially during the holiday season. Holiday travel can be a nightmare for those who appreciate quick, hassle-free, efficient traveling experiences. Every year, without exception, airports are crowded and highways are jammed. And every year, news reporters inform travelers that in order to avoid travel problems, they should leave early for their destinations or stay late. For most Millennials, however, this isn’t an option.

Forty one percent of Millennials are in college with a set schedule. When looking at Thanksgiving specifically, most universities issue Thanksgiving breaks from Wednesday through Sunday. Unless a student skips classes or has an unusual course schedule, how can they possibly leave early and avoid crowds and traffic?

Some students are fortunate enough to have a Thanksgiving break that gives them the entire previous week off. This scheduling makes traveling slightly easier initially, but the students still need to return to school sometime between Thanksgiving and the following weekend. Unfortunately, Millennials with jobs oftentimes don’t get offered ample vacation time. Many may even have to work on the holiday itself because of their lack of seniority within the company or organization.

Even though Millennials may find great deals any other time of the year, during the holiday season there are few travel deals to be had. Whilehome student discounts are available, they are generally minimal. Between gas and flights, companies are making it hard for Millennials to make it home for the holidays. So, if the industry wants Millennials to be the generous givers they are and spend more money on Black Friday and Cyber Monday, traveling costs need to come down. The choice of seeing family shouldn’t be the sacrifice that should be made. What do you think about the current travel prices?







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2nd Dec 2012 Posted in: YAYA Wire 0
Marketing to YAYAs Goes Viral

By Xue Liu

Viral marketing has been shown to be the most efficient way to transform a drop of water into an ocean. Defined as “a technique used to gain access to social networks that voluntarily pass along an advertising message,” viral marketing is all about making a connection and doing it digitally. However, making a brand or product famous worldwide in one night might not be a dream after all.

On July 15, a Korean music video called Gangnam Style was published on YouTube, and immediately began burrowing its way into multiple facets of people’s online, as well as offline lives. After four months, Gangnam Style has become one of the most well known names all around the world with a series of new records including the most-viewed and most-liked video on YouTube. Although there is no evidence suggesting a structured marketing plan behind the video, its rapid and remarkable popularization shows a dramatic power of viral distribution.

Millennials are “jugglers” who value being both footloose and connected to their friends 24/7. The advertising agency Saatchi & Saatchi labels this new kind of lifestyle “connexity.” YAYAs love to share what they find interesting with their friends and they want to feel connected. When they see a funny video or a great deal online, they forward it to their friends right away. This is how brands or products can go viral.

However, since audience members become the distributors, the message could be interpreted in a negative or unexpected way. One example happened in 2009 while promoting the disaster movie 2012. Marketers designed a viral marketing campaign, including a teaser trailer and a fake website, which assessed governmental threats to the continuation of mankind. The public misunderstood the message and took the fictional news seriously. Reportedly, “People are really, really worried about the world coming to an end. Kids are contemplating suicide. Adults tell me they can’t sleep.” SOURCE? I emailed Xue about this.

If a company wants to create a viral marketing plan, the content should be interesting, authentic and unique enough that people want to talk about it. The viral marketing trend is becoming a regular staple in the overall marketing mix. Can you name any viral marketing campaigns you’ve seen recently?





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28th Nov 2012 Posted in: YAYA Wire 0
Millennials Exploring Wine Through Phones

By Jackie Smith

In 4000 B.C., Northern Persions weren’t “Instagramming” their favorite glass of vino, posting a Facebook status about their newest vintage or tweeting about it to their friends. It’s questionable, more along the lines of impossible, that they envisioned their new collection of beverages to be an integral part of the tech-savvy society of wine drinkers thousands of years later. The popularity of wine and advancements in technology provide wine enthusiasts a whole new world of wine exploration at the tips of their fingers.

One finger tap is all it takes these days, and smartphones have given wine-loving users access to an incredible amount of information unique to what every individual is looking for. Need help pairing a wine with a meal? There’s an app for that. Looking for a winery to visit? There’s an app for that. There are more than 700,000 apps, with 452 dedicated specifically to wine, according to Vintank, a popular online wine source. Wine apps have allowed wine lovers all over the world to learn in a way they never have before. Among the most popular apps for young people, specifically Millennials, on the market today include Hello Vino and Pair It!.

Hello Vino is a favorite app among Millennials for many reasons. It’s free, easy to use, and is a great starting point for those who are a little less wine-savvy. It easily pairs the right bottle or glass of wine for events, meals, even gifts. For those wanting to know a little more about Hello Vino’s choice, the app can find the country and region the bottle or glass comes from.

More informative apps cost between $1.99 and $4.99, so if someone has a few bucks to spare, Pair It! is another great interactive app. Users are able to shake their phone and a random pairing will appear. This app is more informative than Hello Vino because users can do more than just find where a bottle comes from. They are able to choose from multiple pairings, read label information and pinpoint the specific vineyard a bottle originated from. This helpful app can make even the most inexperienced Millennial drinker feel like an expert.

Smartphones and their plethora of apps have provided young people with a variety of sources to explore wine. The way wine has intertwined itself into society through technology might not have been what the Persians had in mind, but it’s doubtful they would be complaining. Would you use any of these wine apps? If so, what would you use them for?


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