Global Millennials: Around the World in Trends

How similar are Millennials around the world? It's a question we are sometimes asked here at Ypulse, where we know that understanding global consumers is vital to brands. The answer is, that though local cultures inevitably impact the generation in different ways, Millennials are the most globally minded generation to date, which means they have more in common with their international counterparts than any generation before them. They’re growing up with a common set of media influences, and of course the internet is the great equalizer, allowing the generation to access much of the same content and build friendships and communities with peers in other countries that they have likely never met. This globalized mindset has changed the way that trends get passed around the world, and we see Millennials influencing one another and sharing behaviors that, while they of course have a local flavor, have a common motivation at their core. Today we’re looking more closely at some Millennial trends around the world, and how they are spreading through the generation regardless of physical distance.


Craft Beer Takeover In France

The French and wine go together like Americans and baseball, right? Not so fast. Millennials in France are eschewing the wine that previous generations worshiped, and are instead building a craft beer culture in the country. According to May’s Food & Wine magazine, 92% of 18-25 year-olds in France prefer beer or soda to wine. In particular, they’re flocking to artisanal and craft beers, just like their American counterparts. Paris is the center of the Millennial craft beer movement, and the uber-trendy 11th arondissement in Paris has become home to a growing group of beer-focused spots. This May, the first-ever Paris Beer Week will be held in the city to celebrate…

 
 
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Millennial News Feed

Quote of the Day: “My dream for the future is complete financial independence from parents and any others, and a very satisfying career that I enjoy (a high salary would be a plus, but not essential).” –Male, 25, PA

The pickup game could become a thing of the past. According to ESPN, playground basketball as we’ve known it is dying. Crime has pushed many urban kids off of outdoor sports spaces to indoor courts that can be controlled. Meanwhile, high school players who want a future in the sport are turning to organized leagues like the Amateur Athletic Union over yard games where “street cred” ruled over building skills to showcase for schools. (ESPN)

Let wants to be the “ultimate, coolest” social network for teens. The app was built on the concept that “Facebook is not for teenagers anymore” and that they are looking for a more positive, gamified experience. Let creates leaderboards to show the members who have amassed the most stars, the equivalent of a Like, and has recently gained members—reportedly doubling in size every two weeks—thanks to YouTube stars like Jake Boys joining and “bringing their followings with them.” (TechCrunch)

Are Millennial marriages in beta? A lot has been said about the generation’s delayed walk down the aisle and their rearrangement of traditional adult milestones. Now, a new study has found that even after they’ve walked down the aisle it might just be to test the waters: 43% of Millennials “would support a marriage model that involved a two-year trial,” and 33% would be open to licenses that require the “terms” to be renegotiated after a certain amount of time.  (Time)

Young consumers have made music streaming their clear preference, and it is currently the only area in the recorded music industry experiencing growth. Apps like Spotify, Pandora, and iHeart Radio are competing for their attention, and their loyalty. But an epic streaming battle could be about to begin: tech titans like Apple, Google, and Amazon are acquiring their own streaming tools in order to control the future of the music market. (Quartz)

Some are dubious as to whether social apps can create real media stars, but it can’t be denied that for young artists today the path to fame has diversified, and online followings can impact careers. Case in point: 15-year-old Vine star Shawn Mendes’ self-titled EP hit No. 1 on iTunes only 37 minutes after its release, thanks in part to his 2.9 million followers spreading a #ShawnToNumber1 hashtag. (Mashable)

Quote of the Day: “My dream for the future is to become an entrepreneur so I can become my own boss. I also want to become successful to help other people who are in need.” – Female, 23, CA

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