Impatient Millennials Are Doing This More Than Ever to Save Time

Their patience is as short as ever, they expect technology (and brands) to save them time and make their lives more seamless—and we’ve got the numbers on what impatient Millennials are doing more than ever before…

When we wrote our Ain’t Nobody Got Time for that trend back in 2014, we were just starting to see startups and brands responding to Millennials’ impatient nature with next-level tech solutions. But in the years since, the on-demand economy has exploded—and now we’ve checked in to see what time-saving solutions the generation is embracing more than ever before.

But first a little background. Wanting everything where and when they want it is a well-known characteristic of Millennials, and they are a generation increasingly short on patience. Time is considered a luxury, and one of the reasons that the on-demand economy has taken off is the desire of consumers, particularly young consumers, to cut out steps and streamline their lives so they can gain more time to do what they actually want—whether that be collecting experiences or binge watching shows. So mundane, irritating, everyday tasks? Ain’t nobody got time for that. This mentality has those who can afford it looking to outsource everything they might not want to do, drawn to those on-demand services that make their lives simpler. Tech giants like Amazon and Google are seriously experimenting with drones to get any product to consumers’ doorsteps as close to instantly as they can. Young consumers are expecting everything faster, easier, and more effortless than ever before and experimenting with tech that takes care of everything they don’t want to.

Three years ago, we took a good look at just how low their patience levels had gotten—and we recently checked in to see if there’s been any change. Here’s what we found: 

 
 

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The Newsfeed

“[Anna Victoria is] a good role model to women and is changing the way the world looks at fitness and body image.”—Female, 21, CA

Abercrombie & Fitch is going gender-neutral for their new kids’ clothing line. The “Everybody Collection” features “tops, bottoms, and accessories” for five-14-year-old boys and girls. A&F’s Brand President explained their decision to appeal to The Genreless Generation: "Parents and their kids don’t want to be confined to specific colors and styles, depending on whether shopping for a boy or a girl.'' The line of 25 new styles will be rolling out online and to 70 stores, starting this month. (Today)

Millennials & Gen Z already think the Nintendo Switch is cool, and now the brand is giving them more ways to use it. They’re introducing Nintendo Labo, “cardboard-based, interactive DIY experiences” for the Switch, tapping into the “toys-to-life” trend. The variety kit lets players construct five different “Toy-Con” experiences that include turning the Joy-Con controller into a motorbike handle complete with a throttle that can be twisted to accelerate, and creating a piano that senses which keys are pressed to produce the correct musical note. (Kidscreen)

YouTube is pulling Tide Pod Challenge videos from its platform. Teens started eating Tide pods when memes showcasing their Gusher-like colors went viral. The brand has since issued warnings not to eat the pods, and some stores have even begun locking up the product. YouTube has explained the decision to take down the popular pod-eating videos as a continuation of their policy to “prohibit content that’s intended to encourage dangerous activities that have an inherent risk of physical harm." Some are suggesting that pressure from parent company Procter & Gamble may have also been a factor. (Mashable)

The streaming wars are continuing, but audiences are turning to Netflix, Hulu, and Amazon Prime for very different kinds of content. Hub Entertainment Research found original content is winning users' time on Netflix, while over half watch Hulu for its syndicated collection, and movies are most popular on Amazon Prime. The study also found that most Americans overall spend their entertainment time watching TV (40%), but 18-24-year-olds are most likely to engage with gaming and online video, like YouTube. (Quartz)

Outdoor Voices embraced Millennials’ minimal moment to break onto the athleisure scene. The brandless brand goes for a minimalist aesthetic with pops of color, and sees itself as an anti-Nike of sorts. The founder explains that they’re “a recreational Nike” because “With Nike and so many other brands, it’s really about being an expert, being the best. With OV, it’s about how you stay healthy—and happy.” Whatever they’re doing, it’s working: the company has grown rapidly since it was founded in 2013, climbing a startling 800% in 2016 alone. (Vogue)

“I saw some heartbreaking stories in the internet, and decided to look up some international charities and donate to them.”—Male, 20, WA

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