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: “I use cloth diapers, and a lot of my coworkers don't quite understand this. They aren't condescending, per say, but I do think that they judge my less mainstream parenting style. Also, several of my online mommy Facebook groups can be VERY judgy.” –Female, 26, IL

Last spring Gap made headlines by voluntarily raising the company’s minimum wage to $10 an hour and let loose the viral hashtag #LetsDoMore, which has seen 90 million social media impressions to date. The fashion brand has continued to develop its ethical stance via powerful posts on Twitter, Facebook, and Instagram, recently supporting the U.N.’s #HeForShe movement and using social media as an outlet to promote women’s equality in the workplace. Though their “Dress Normal” clothing campaign may be missing the mark, their social media strategy speaks to young women in a way that they can support. (Forbes)

International news outlet Al Jazeera has introduced “Pirate Fishing,” an interactive game that lets players act as journalists investigating an illegal fishing trade. As Millennials shift their focus from traditional news sources, the game intends to bring readers “deeper into the story” for a more immersive experience. Other media outlets are seeing similar value in creating interactive story telling through gaming: BuzzFeed is currently putting together a team dedicated towards game development. (Digiday

The U.S. Navy is looking to mentorship as a way to adapt its highly regimented training routine to fit Millennial work expectations. While Millennials may not want to be friends with their superiors, they want to feel respected and receive constructive feedback, so Gen X commanders have started mirroring parent relationships with students as a way to connect and instill a sense of family values. (Businessweek)

Twilight author Stephanie Meyer and Lionsgate have announced a new project in the works titled “The Storytellers—New Creative Voices of The Twilight Saga”. The series calls for female directors to create short films based on Twilight characters, with the top five being chosen by a panel of talented females that includes Octavia Spencer and Julie Bowen. The final products will be screened on Facebook, hoping to attract new audiences with a social-media-first push. (Vulture)

Moms began ruling social media with the surge in mommy bloggers and online communities, but a recent poll of the demographic shows that social media overload may just be #TMI (too much information). 60% of new moms are considering unplugging completely from social media, and feel pressure to appear to have a perfect life online. When asked to name their turnoffs, Millennial moms named sharing too much and too often, along with too much marketing content on their feeds. (Mediabistro)

Our daily insights article, available to Silver and Gold tier subscribers, illuminates a facet of Millennial culture and helps subscribers to understand the "why" behind the "what." Drawing from our ongoing collection of proprietary data, our deep-dive desk research, and our 10-year history of studying this generation, we figure out what it all means for brands and marketers. (Ypulse)

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