A cultural awakening: the new era of the Yippie

Summer is in the air. It’s a new beginning. And with a sea of tents before you and over 70,000 starry-eyed young adults gathered all around, you’re smack in the middle of the Bonnaroo music festival. It feels like a Gen Y Woodstock and percolating below the hub of excitement a new set of values is emerging. Inspired by the generations of the past it’s the (re)birth of a cultural movement that’s somewhere between hippie and yuppie. Essentially, it’s a new breed of Gen Y consumer who’s more interested in “social harmony” than political activism – it’s the rising of “the New Yippie.”

1. Yippiedom is part of a cultural cycle.
For Gen Y, being a Yippie parallels days gone by with a war that harkens back to the ‘60s, an economy that’s reminiscent of the 1980s and a desire for community that’s almost boomer-like. But rather than reject the past, they think it’s cool to pay homage to the generations that came before – and feel that it’s OK to learn from those prior experiences. They want to embrace establishment, not reject it.

2. There’s an unrequited love for nostalgia.
For New Yippies, much of their culture is shaped by events they’ve heard about but never experienced. From throwing ‘80s prom-themed parties to identifying with the era of pop music and MTV, they seek out meaningful experiences that are generationally unifying. However, instead of reinventing the wheel, they’re looking to rekindle “positive cultural values” and celebrate the good old days of the past.

3. Retro-chic is in.
From skinny jeans, to the timeless appeal of a Tiffany’s peace necklace, neon-colored tights and peasant tops, Yippie hipsters are shaping their style choices based on authenticity and the best of yesterday. Gen Y Yippies seek out the “new vintage” clothing from stores like Lucky Brand Jeans and American Apparel. And while they want to create a new sense of identity – they may even look to nearly new stores to find real “classics” from a bygone era.

4. There’s a powerful desire to feel connected and liberated.
Yippies are looking to connect online and foster relationships outside of the digital space. They want to break out of the confines of the stereotypical labels such as “entitled, self-absorbed and selfish.” They embrace the digital world, but in many ways, view technology as the means to the ends. Yes, they’re the Internet generation, but they also want real experiences, and to be part of music festivals and free-spirited flash mobs. Spontaneity rules.

What are the implications for brands?

• To increase relevancy, discover your brand’s inner vintage – and it will be cool for a whole new generation of highly influential Yippies.

• Find ways to fulfill the need for community – online and offline, by connecting the digital space to live events.

• Use social media to facilitate and enhance experiences in “real life.”

• Always be authentic. Striking the right balance of contemporary and classic allows Yippies to express their self-identity and connect with the nostalgia of the past.