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: “Political correctness is voicing your beliefs but not at the expense of other's identities.”—Female, 15, NY

Young consumers are putting their trust in YouTube. The video platform may feel be “feeling the pressure” from Facebook and Snapchat, but 36% of 18-35-year-olds in the U.K. say they would trust a product review on YouTube over any other media, according to a study from MCN BuzzMyVideos. About 31% trust a magazine review, and only 18% say they trust TV, signifying that for brands putting ad dollars into online video is a smart move, especially since Millennials are spending more time watching videos weekly than they did two years ago, and over half are watching more than six hours per week. (StreamDaily)

For “shacked-up” Millennials, food is a factor in the relationship. A new study from housewares company Moshells revealed that for 18-30-year-old co-habitating men, the biggest “hardship” is having to share food with their partner, and Millennials look for “healthy food in the fridge” when scoping out a romantic interests’ home. The biggest lifestyle change for co-habitating young consumers is spending less time online. That change may be even more disorienting for Millennial men: according to 2014 Nielsen data, Millennial men spend two hours more per week watching videos online than Millennial women, and are spending one more hour weekly listening to online music. (Vocativ

Marriott has created an Innovation Lab Hotel to test concepts designed with Millennial and teen travelers in mind. Throughout their stay at the feedback-focused property, hotel guests can provide thoughts on features like digital check-in with instant-review technology, which allows them to give a thumbs up or thumbs down at every step. Concepts currently being featured at the hotel—like studio workout classes taught by local instructors and permanent spaces for local restaurants and businesses—were inspired by past feedback from Marriott visitors that showed young travelers desire unique, local, and social experiences. (Fast Company

The student has become the teacher in the workplace. Companies are increasingly using “reverse mentoring” to tap into their Millennial employees, and teach older generations tech skills like using social media and crowd sourcing. Target has recently partnered with Techstars—a group that teams up tech startups with large corporations—to teach their leaders how startup employees work in a fast-paced environment, and “scrappily to get things done.” Experts have also indicated the practice helps diminish the negative stereotypes that can plague Millennial employees within their companies. (Ypulse also recommends and facilitates co-mentoring, which gives all generations a chance to learn something.) (Fortune

YouTubers are “creating a new breed of shows” for their generation. Inspired by traditional TV programming and the show Top Gear, a group of British YouTubers are “rethinking some of traditional TV’s big genres” by creating content that “holds up a mirror to their youthful online audiences.” Cooking channel SortedFood (1.6 million subscribers) celebrates the different recipes that can correspond to one dish, and football channel Copa90 (1.2 million subscribers) wants to focus on “fan culture rather than chasing match rights.” The channels continually follow their audiences on social media to ensure followers have a “developmental role.” (The Guardian)

Quote of the Day: “I like Netflix because it helps to pass the time, especially when I'm doing something boring such as folding clothes.”

—Female, 16, IL

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