5 Things Millennials Are Doing That Might Surprise You

Lots of assumptions are made about the most-analyzed generation ever, but you might be surprised by what they’re really doing…

Keeping up with Millennials can be tough. They inspire headline after headline every day—the sheer volume of information about them is the whole reason we have a curated newsfeed and newsletter devoted to hand-picking the most-important, relevant data and insights on young consumers. But even if you pay close attention to the way that Millennials and teens are shifting markets and changing industries, there are some things they’re doing that still might surprise you. Here are five behaviors that might not fit your idea of the generation, but they are in fact doing anyway…

1. COUPONING

Think using coupons is too old school for young consumers? Not so fast. Millennials are a generation of coupon “clippers”—though they’re mostly using them digitally of course. Bloomberg reports that almost 90% of Millennials say they use coupons, but while their parents cut the paper kind, young consumers are turning to sites like RetailMeNot and Gilt City to find their discounts and deals. A Ypulse monthly survey found that 92% of 13-33-year-olds have used a discount code online. In the end, their savings amount to the same as they did in the days of scissors and circulars. Traditionally analog coupon distributers like SmartSource and Valpak are finding ways to digitize, and the latter reports that almost 2 million coupons have been printed through their app and mobile site. Shortcuts are also being created for shoppers who favor digital savings: Chrome extension Honey scans any online shopping basket and applies all the coupon and sale codes available for the site automatically. Email is another couponing source for budget-conscious Millennial shoppers. A recent shopper…

 
 

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The Newsfeed

“My generation feels entitled and is less willing to put in hard work to get the results they want.”—Female, 17, VA

CoverGirl is getting a marketing makeover to impress Millennials. The brand is changing up their slogan for the first time since 1997, with “Easy, Breezy, Beautiful Covergirl” getting traded for “I Am What I Make Up.” To go along with the new tagline, an inclusive lineup of new CoverGirls will debut the revamped brand—from 69-year-old Maye Musk to pro motorcycle rider Shelina Moreda. Finally, products will be taking on the Less is More trend with “sleeker, more minimal black and white packaging” and a logo to match—a familiar branding makeover move. (Racked)

Riverdale’s recent premiere pulled impressive ratings, especially among young adults—and the show may have Netflix to thank for it. The Archie-remake grew in popularity by 67% from last winter’s premiere and 140% with women under 35. But it gained the most ground with teens, jumping an impressive 467% from last winter’s premiere, making it the most popular show from The CW among teens since The Vampire Diaries in 2012. The show’s presence on Netflix during the off-season may have helped attract young viewers, allowing them to binge the series and get addicted on their time—The Binge Effect at work. (Vulture)

Essential oils are the latest wellness trend to gain traction, appealing to Millennials’ desire to ease anxiety. The most stressed generation to date is turning to little vials of “something between a perfume and a potion” to calm their minds and remedy simple sicknesses. Companies aren’t missing the opportunity to capitalize on the growing demand. Two major brands, Young Living and doTerra, “have more than three million customers apiece, and a billion dollars in annual sales.” (The New Yorker)

The majority of teachers say that life skills are more important to success today than academics. According to research out of the U.K., more than half of teachers believe so-called “’soft’ skills,” including perseverance, the ability to problem-solve, and communicate effectively are more important than “academic knowledge and technical skills.” Unfortunately, institutions often focus on test scores instead of “social and emotional learning, or character.” The good news is groups are pushing for change and “teaching ‘character’ is taking hold everywhere.” (Quartz)

Throw that “Me, Me, Me Generation” stereotype out the window, because Millennials are probably not any more narcissistic than previous generations. (Sorry, Time Magazine.) A report published in Psychological Science compared students from a ‘90s study with students in the 2000s and 2010s and found that today’s youth are “at best” equally as self-involved as young people of the past, and may actually be less narcissistic. The professor who led the study reports, “The kids are all right. There never was a narcissism epidemic, despite what has been claimed.” (Uproxx)

“My love of video games and knowledge of technology and streaming naturally eased me into the world of esports.”—Female, 23, FL

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