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: “Already-made costumes usually don't look all that good and are overpriced. Another MAJOR issue is what do I do with that wholly bought costume [after Halloween]? I don't want to store a Hobbit costume all year, or throw it away.” –Male, 27, CA

Kids might still have Frozen fever (bets on how many Elsas we’ll see this Halloween?) but Disney is ready to build buzz for their next princess movie. This week the first artwork for Moana, the story of a Polynesian princess sailing the Pacific, was released, along with news that the film will be out in 2016. Moana will be the fifth non-white Disney princess, which our Instant Poll results today show should align with viewers’ wishes. (Vulture)

High-end designers continue to make children’s clothing to outfit the best dressed generation, and fashion for the pre-teen set is looking more sophisticated than ever: GapKids’ collaboration with kate spade new york and Jake Spade is hitting stores for just two weeks on October 30th, featuring kid versions of some of the labels’ bright and colorful signature pieces. While Gap’s campaign telling adults to “dress normal”missed the mark—and isn’t doing any favors for their sales—we suspect this more whimsical pint sized capsule collection will have parents lining up. (Nitrolicious

How big has The Walking Dead gotten? The post-zompocalyptic gore-fest is so popular that ratings for its first two episodes beat out Sunday Night Football among “the demo that really matters,” viewers 18-49-years-old. Dead’s victory over football could be because this audience thought the games airing weren’t interesting. But if the ratings trend continues, it could be potential evidence that football is losing Millennial fans. (UproxxDeadline)

For teens today, fights in the hallway can lead to much worse than getting detention; students are actually being arrested for misbehavior in schools. Even smaller disciplinary issues like chewing gum, wearing too much perfume, or in one case eating another student’s chicken nuggets, can result in misdemeanor charges. The increased presence of police on campuses, and rise in teachers reporting misbehavior to local authorities, “has turned traditional school discipline…into something that looks more like the adult criminal-justice system.” (WSJ)

Millennial populations in small towns and rural areas might be “ticking slightly upward,” but that growth is no match for the continued trend of urbanization that the generation is spurring. Millennials are also moving en masse to the “fancier suburbs” of big cities, and reportedly Arlington, VA has seen an 82% growth in members of the generation from 2007 to 2013. Small towns feel limiting to these young consumers, who are still flocking to more bustling areas despite the fact that they are more expensive. (NPR)

Our Infographic Snapshots are data visualizations that take our proprietary bi-weekly survey stats and synthesize them to tell a story about this generation’s behaviors and views. From political stances to social media use to spending, we illustrate how many, how much, and how often. These helpful infographics are available to our Gold and Silver subscribers. (Ypulse)

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