Millennials refuse to buy real estate and bank accounts, and the main goal of their lives is called saving the planet from environmental disaster. They grew up in the era of terrorist attacks and the popularization of the Internet, survived several financial crises and learned not only to succeed in a volatile world, but also to change it.
Millennials have a lot to learn – unlike their predecessors, they do not try to achieve success at all costs and move away from material values. They prefer traveling around the world to buying an apartment and choose healthy food instead of fast food.
The generation born between 1981 and 1996 is fundamentally different from all previous ones. Millennials have become a favorite subject of research for marketers and sociologists, because their lifestyle is confidently changing the whole world. We tell you why millennials are so special and what you can learn from them.
Awareness in everything
Not only in the purchase of new clothes and the rejection of plastic. Millennials are in no hurry to marry and can live with their parents until the age of 30, because they see no reason to give half the salary for renting an apartment.
They think carefully about each decision and are always aware of the consequences of their actions: from the carbon footprint of their new T-shirt to the thought of whether they will wear it in five years. The same goes for work, family, love and lifestyle. Millennials are much less likely to have children and give preference to dogs, because a child is a big responsibility, which also requires serious investments.
They care about their health and the environment, and therefore 25% of millennials observe veganism or vegetarianism.
Millennials are responsible for their civil rights: they are interested in politics and vote almost twice (42%) more often than the previous generation (22%). They grew up in an era of vague political promises and the collapse of the economy, and therefore require more facts and specifics.
Millennials are by far the most ethnically diverse generation (we are sure that very soon representatives of Gen-Z will take this title). They grew up in a multicultural environment, because they have much less prejudice than their predecessors. Racism, sexism, homophobia remain in the past, and the future lies in inclusiveness and equality.
Why are all fashion houses hunting for millennials so much? According to the United States Census, in 2014, millennials became the largest generation in history. But traditional marketing no longer works with them.
Ethical diversity, a conscious approach to buying things and an overabundance of information have jeopardized the traditional business model of fashion brands that have worked flawlessly with previous generations. Fashion houses abandon fur one by one, and the secretive Chanel for the first time in almost 100 years of existence published their first “Report to the Society” with 76 pages of detailed information on clothing production.
Millennials no longer trust advertising. There are so many of them that they would rather buy lipstick of an unknown brand on the advice of friends than a trusted Dior with Gigi Hadid advertising. Marketers accuse the millennials of having “killed” hundreds of products that previous generations loved: for example, mayonnaise, shopping centers, and even the real estate market.
Material – not the main thing
The pleasure of working for them is much more important than money. Millennials are more likely to leave for volunteering in Africa than to abandon their dream of saving endangered zebras for the position of manager.
For them, work is primarily a means of self-realization, and not a source of income. Love for your job is much more important than a bank account.
Quitting alcohol and smoking
If we talk about alcohol, Generation Y did not become “completely sober,” but its representatives depart from the previously accepted trend of “drinking when the opportunity arises,” and prefer moderate consumption. Most often, instead of strong alcohol, they will stop at a glass of wine or beer, instead of a crazy party, they like quiet gatherings in a restaurant or coworking hub. A hangover is not a trend, and this is a step towards reducing the harm from the consequences of alcohol consumption.
In developed countries, it is less and less common to find a smoker of generation Y – smoking as a trend is rapidly losing its position. And for those who cannot or do not want to give up the habit, there are a number of alternative products. They significantly reduce the effects of toxic smoke components compared to continued smoking.
With regard to addictions, a healthy trend is developing – people are less interested in instilling an unhealthy habit, they simply do not start. And those who are already addicted, fight and abandon it, or change, reducing harm to health.
Attention to Mental Health
Millennials suffer depression 31% more often than their predecessors. They are more prone to stress, anxiety and loneliness. Researchers at the Berkeley Institute for the Future of Young Americans attribute this to the fact that the millennials were “the first generation to grow up with the Internet and social networks in times of economic instability and dramatic historical changes.”
Anxiety is a natural consequence of life in the modern world. That is why millennials care less about public expectations and more and more listen to their own desires. They do not hesitate to talk about psychological problems, attend therapy and set an example for future generations.
With a smartphone in hand
Multitasking is not the most effective way to work. But millennials sending hundreds of messages per day do a good job of this.
They grew up in the 90s, when the Internet became a new religion of the modern world, therefore they can not imagine their life without all kinds of gadgets. Fitness trackers, wireless headphones, smartphones with artificial intelligence make life easier and more convenient, social networks replace live communication, and the day goes unnoticed behind the screen of a smartphone.
Millennials talk to you with technology: they easily adapt to new developments and save their entire lives on the phone. Although no one canceled the nostalgia for flip phones from childhood.
Read also: Research: Millennials – the lonely generation