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: “Google Maps is my GPS and I would be lost without it.” –Female, 22, DE

Young consumers have come of age in the era of social media, are not afraid to say what they think of brands online, and expect a response. Brands should be listening to the feedback, and Topshop proved that they are this week when they announced they would stop displaying mannequins being criticized for looking too skinny. The whole story started with a Facebook post from one shopper, which went viral and pressured the retailer to take action. (Digiday)

Vine has gotten brands’ attention primarily for being a hit with teen users, but in the few years the app has been around, it has evolved from the “Instagram of video“ into a piece of the entertainment industry. The app has made small changes that optimize it for the creators who are broadcasting out to huge audiences, and the users who prefer to watch, not post. (But did the platform make the top ten list of Millennial and teens’ favorite apps?) (Fast Company)

It seems that every week another brand comes out with a campaign to capitalize on the selfie trend, but KFC’s new selfie bucket may be the most entertaining yet. The brand has launched a campaign in Canada featuring the “Memories Bucket,” which takes selfies for diners, then prints them out—and yes, it also holds chicken. Sadly, the bucket was only created for the commercial, but KFC says they are “currently looking to work with some franchise owners to facilitate surprise and delight deliveries of the Memories Buckets to some of our more passionate fans." (Adweek)

Boomer and Xer bosses probably all want to know what motivates Millennial workers—but they might be surprised by some of the answers. A recent study found that working on challenging projects actually ranks higher than top salary for Millennials: 37% said that challenging work is their prime motivation, compared to 18% who said money, and 17% who said “coworkers that I enjoy.” (Forbes)

3-D printing has been called the future of many industries, but could it also be the future of fashion? A 3-D clothing line created by a 27-year-old student is making headlines, and showing that 3D printed style is possible. The collection took over 2,000 hours to print, but the creator, Danit Peleg, believes that the technology could “help democratize fashion and give designers more independence in the creation process.” (Mashable)

Quote of the Day: “I love the Amazon app because I can look up products that I want to buy and store them very easily. I also can scan barcodes while I'm in the store to check for the best price and if I want it, I can click one button to purchase it online instead of paying more for it in a store.” – Female, 29, FL

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