Not All Millennials Dream Of Big City Life

Minneapolis SkylineAs Millennials come of age and graduate from college, they’re making decisions about where they want to live and put down roots. Watching shows like “Girls,” “I Just Want My Pants Back," “Men At Work,” “2 Broke Girls,” and even “Glee,” one would think that all Millennials are clamoring for their chance to make it in New York City. Putting aside the idea that “making it” is really more about simply surviving in the current economy, we had to wonder if most Millennials really are thinking that life in the big city is for them, so we asked nearly 1500 Millennials about where they see themselves living. The breakdown:

  • 41% want to live in a city, the bigger the better;
  • 40% say smaller cities are more their style;
  • 19% prefer small town life.

While slightly more Millennials want to live in a big city, nearly as many think smaller cities are for them. Small cities have been putting in a lot of work to attract young people. There are burgeoning art scenes, green initiatives (including steps to make small cities more walkable and bikeable), revitalizations of downtown areas… In many ways, smaller cities have many of the same attractions as big cities, without the high cost. But also without the name recognition.

There’s still something about telling high school and college friends that you’re living and working in a big city, but slowly, small cities are owning certain niches of cool — music, bike culture, fashion, and more. From Portland to Minneapolis to Detroit (yes, Detroit), creative and innovative young residents are upping their cities’ cool cache, drawing even more hip 20-somethings to move there and even brag about it. What’s more, Millennials have a better chance to get noticed and make their mark in small cities — both in their jobs and in their social sphere —…

 
 
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Millennial News Feed

Quote of the Day: It wouldn’t be Thanksgiving without buying something and watching holiday movies.” –Female, 29, CA 

Yesterday news that Budweiser would be dropping their traditional Clydesdales in order to appeal to Millennials made the rounds—but the brand says not so fast. In response to the rumors, Budweiser has released their “drink responsibly” ad featuring the iconic horses “earlier than planned” and tweeted that they “aren’t going anywhere.” But they are giving the campaign a twist that could appeal to young consumers, partnering with LYFT to give holiday partiers safe rides home in Boston with the help of the Clydesdales. (Brand Channel)

The appeal of toy unboxing videos may be a mystery to some, but they’re viewed millions and millions of times on YouTube, and Disney wants a piece of that popularity. In case you’ve missed it, these videos consist of opening up toys and talking about what’s in them. The brand’s Maker Studios has signed five toy unboxing digital stars, including HobbyKidsTV, DisneyCarToys, and ToyReviewToys. However, the most popular unboxing channel, DC Toys Collector, who generated 104 million views last week, was not included. (Recode)

Totino’s is continuing their weird, weird marketing campaign to appeal to young consumers’ absurdist humor. In a follow up to “the oddest pizza ad ever,” the brand has taken a BuzzFeed post called "50 Completely Unexplainable Stock Photos No One Will Ever Use" and turned each one into an off-the-wall bizarre ad. They’ve posted the entire collection on their site with the explanation, “We obviously had no choice but to use them. Poorly.” (Adweek)

What influences teen drinking behavior? Recent research has found that ”close friends” are far more influential than the “broader peer group” when it comes to teen alcohol use. This means the idea of  “everyone thinking that everyone else (in a whole school, say) is drinking a lot” being a reason behind drinking might not hold as much water. (NYMag)

The next-generation is growing up hyper-monitored from the cradle, but it’s possible that the high tech baby monitors that have become more and more common don’t actually offer benefits. Onesies and other items that track babies heartbeats and body metrics might be offering parents “false reassurance,” as they haven’t been proven to work. However, makers of those products say that new parents are buying them not to combat specific health issues but for peace of mind. (Mashable)

The Ypulse Back-To-School Special Report is here! The holidays might be starting, but we know retailers, marketers and brand managers are already planning for next year's big shopping seasons. To deliver a forward looking perspective, we surveyed high school and college students throughout 2014, combed that data for insights, and compiled all of the must-know data into a rich BTS special report. Gold subscribers can access the full report and data in the My Documents section of Ypulse.com. One-off pricing for this report is $1,250, contact us here. (Ypulse)

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