GENERATION WHY demystifying the millennial Millennials are pampered, overpraised commitment-phobes who refuse to grow up. It’s a familiar refrain, but is it true? If you take Lena Dunham’s semi—autobiographical Girls, or more divisively, Sofia Coppola’s based—on—a—true—story The Bling Ring, as anthropological gospel, then yes, these self—obsessed neurotics are ushering in the
TED Talk “30’s Are Not Really The New 20’s” examines the topic of generational procrastination, this Boomerang Generation (they always wind up back home) is squandering the most transformative decade of their lives.
decline of western civilization.
How about the Millennials
But we’re not convinced.
themselves? Well, they aren’t
According to many Boomers, these Trophy Kids (everyone’s a winner!) are shaking the cornerstones of a society their predecessors worked so hard to build—from the housing market to workplace dynamics to family values.
6
whose cogent but controversial
buying the whole entitled thing. Over 61% of them1 see themselves as thoughtful, respectful, smart, independent, and innovative— traits that stand in stark contrast to those their elders use to describe them. Millennials believe with conviction that they are different, just like everyone else.
If you listen to Gen Xers like
Does that make them narcissistic?
clinical psychologist Meg Jay,
Sure, but not much more so than
previous generations. So what’s the source of this intergenerational schism? It's simple—rather than adapting to the world around them, Millennials are going to force the world to adapt to them, on their own terms. And change scares a lot of people. To better understand what that means for marketers and brands, let’s take a closer look at the social and behavioral patterns that define how Millennials engage with relationships, work, and family.
OVER
70%
OF MILLENNIALS CONSIDER THEMSELVES RESPONSIBLE, THOUGHTFUL & CARING 2