February 3, 2014

New emerging demographic: Post-Millennials

For years we’ve been studying Millennials. We know their mindset, values and technographics. We know where to find them online and offline. We know the best ways marketing can gain their brand loyalty and how to entice them to become advocates for our brands.

Except, most Millennials are now 18 to 34 years old. Millennials are aging, and so is the way we market to them. A new marketing demographic is emerging: Post-Millennials.

Take a look at these facts from The Beloit Mindset List of the Class of 2017:

  • Eminem and LL Cool J could show up at parents’ weekend.
  • As they started to crawl, so did the news across the bottom of the television screen.
  • Their parents have always bemoaned the passing of precocious little Calvin and sarcastic stuffy Hobbes.
  • As they slept safely in their cribs, the Oklahoma City bomber and the Unabomber were doing their deadly work.
  • Their parents’ car CD player is soooooo ancient and embarrassing.
  • Bill Maher has always been politically incorrect.

As Post-Millennials emerge as the next big demographic, so do the online platforms we can find them on. Here are a few to keep on your radar.


Vine: Listed as one of TIME’s 50 Best Android Applications for 2013, Vine has exploded this year. Ad agencies, stop motion animators and journalists have used this app to create six-second looping videos.


Snapchat: A messaging app that takes Snaps (photos and video) and sends them to a controlled list of recipients. Senders can set a time limit for how long recipients can view their Snaps. After this allotted time, Snaps are deleted from Snapchat servers.


WhatsApp: Number-one texting app that is most commonly downloaded on the iPod Touch (for those preteens whose parents won’t allow them to have a phone, this is how they are texting their friends).


Whisper: Like the popular Post Secret blog series, Whisper allows its users to share anonymous secrets in the form of memes. Whisper is predicted to be the Next Big Thing. The app already has 2.5 billion pageviews per month and is opened eight to ten times per day.


Voto: Creates fun polls with the use of photos. Users can get instant feedback on topics such as “best video game,” “what I’m most afraid of when I go to college” and “are my shoes cute?”