MILLENNIALS
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The Millennial Consumer
Move aside, U.S. baby boomers. The Millennial generation is bigger than you and growing in influence. (See Exhibit 1.) Now numbering 79 million (compared with the boomers’ 76 million), U.S. Millennials—people between the ages of 16 and 34—have been the subject of abundant analysis and commentary, mostly revolving around their avid use of technology, changing media-consumption habits, and entry into the workforce.
Millennial Consumers: Engaged, Optimistic, Charitable [STUDY]
A study comparing Millennials with non-Millennials sheds light on some of the key behaviors and attitudes of the generation. Currently numbered at 79 million — and growing in influence — Millennials are expected to outnumber the Baby Boomer population 78 million to 56 million by 2030. The Boston Consulting Group recently surveyed 4,000 Millennials aged 16 to 34, as well as 1,000 non-Millennials aged 35 to 40. The report's complete findings are available online . Here's a summary of the key takeaways of the survey, and what marketers and companies need to keep in mind as the generation continues to become more dominant. Millennials are actively engaged in consuming and influencing
One of us: Microsoft anthropologist Danah Boyd gives a lecture in Australia on teenage Internet behavior. Are young people different because of technology? Microsoft senior researcher Danah Boyd says not so much. Adults worry about what young people get up to on the Internet, but Boyd says what happens there is no more than the usual coming-of-age stories about socializing, sex, experimentation—only now those stories are being written on the Web. Fears over teenage Internet use amount to “the same moral panic we’ve had for decades,” she says. Businesses see young people through a similarly clouded lens, says Boyd, who has been hailed as the first anthropologist who is a member of very Internet tribe that she studies (she graduated from high school in 1996).
The Fear Factor
Millennials will benefit and suffer due to their hyperconnected lives
Overview Teens and young adults brought up from childhood with a continuous connection to each other and to information will be nimble, quick-acting multitaskers who count on the Internet as their external brain and who approach problems in a different way from their elders, according to a new survey of technology experts. Many of the experts surveyed by Elon University’s Imagining the Internet Center and the Pew Internet Project said the effects of hyperconnectivity and the always-on lifestyles of young people will be mostly positive between now and 2020. But the experts in this survey also predicted this generation will exhibit a thirst for instant gratification and quick fixes, a loss of patience, and a lack of deep-thinking ability due to what one referred to as “fast-twitch wiring.”The Entrepreneurial Generation
Josh Cochran and Mike Perry Previous youth cultures — beatniks, hippies, punks, slackers — could be characterized by two related things: the emotion or affect they valorized and the social form they envisioned. For the hippies, the emotion was love: love-ins, free love, the Summer of Love, all you need is love. The social form was utopia, understood in collective terms: the commune, the music festival, the liberation movement.
Teenage Brains
Although you know your teenager takes some chances, it can be a shock to hear about them. One fine May morning not long ago my oldest son, 17 at the time, phoned to tell me that he had just spent a couple hours at the state police barracks. Apparently he had been driving "a little fast."
What Makes Millennials Happy?
As if life weren't complicated enough in an era of technological and economic flux, today's 18-25-year-olds must also cope with unpredictable shifts in gender roles. It's one aspect of the culture wars in which no one is granted the safety of non-combatant status. However, a newly released survey of millennial-generation adults by Euro RSCG makes it clear that the tensions don't reliably play out the way you might guess.
Millennials: A Portrait of Generation Next – Pew Research Center
Quiz See How You Compare to the Millennial Generation Take our 14 item quiz and we’ll tell you how “Millennial” you are, on a scale from 0 to 100, by comparing your answers with those of respondents to a scientific nationwide survey.Call them the FB generation. McCann Worldgroup's newly completed global survey "The Truth About Youth," which polled 16-to-30-year-olds, concludes that millennials live in a new "social economy" in which the power of sharing and recommending brands cannot be overstated. (Past generations defined themselves by material possessions or experiences.)
