Infographic Snapshot: Millennials & Fame

Millennials have been positioned as a fame-hungry generation for years, and have developed a reputation for wanting 15-minutes in the spotlight whether or not they have any talent. But how true is the idea that the generation prioritizes being famous? When we asked 14-29-year-olds for their thoughts on fame, we got a much more complex picture of their desires:

Overall 51% of Millennials say they would not want to be famous. True, at first glance that means that 49% of the generation would like a life of fame, but for Millennials over 18-years-old that number drops to 43%, and only 37% of Millennials 25-29 say they would want to be famous; indicating that some of the Millennial fame myth could be wrapped up in a youthful desire for notoriety. When they were younger, fame carried more weight, and as Millennials have aged it has become less appealing. But the negative opinion of the generation that gained traction when they were younger and more fame hungry is still shaping the conversation about them. Joel Stein’s infamous 2013 “Me, Me, Me Generation” Time Magazine article on Millennials referenced a 2007 study that found middle school girls would rather grow up to be a famous person than a Senator, which doesn’t exactly give a current and full picture of the entire generation’s stance on the subject. The allure of fame might have also faded in the last few years as they have been exposed to the onslaught of tabloid culture and a series of celebrity meltdowns. Female Millennials are less likely than male Millennials to idealize fame, with 57% saying they wouldn’t want to be famous. The lack of privacy was the number one reason named by those who said they did not desire fame.

 
 

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Millennial News Feed

Quote of the Day: “My aspiration is to retire early and travel!” –Male, 27, CA

They’re putting off marriage and they’re moving back in with mom and dad—and we’re not just talking about Millennials. While younger consumers are becoming “boomerang kids” at higher rates, more Gen Xers and adults at all age levels are living at home than they did 30 years ago. The share of adults who have never been married, while highest for Millennials, has also “swelled” for almost all age groups. (CityLab)

Burger King’s Peace Day partnership offer to McDonald’s was brusquely dismissed, but plenty of other burger chains are willing to play. The pop-up Peace Day shop to raise money for UNICEF will now be created with smaller brands like Denny’s, Wayback Burgers, Krystal, and Giraffas, all of whom reached out to Burger King on social media to announce their eagerness to collaborate. We think young consumers like when brandsPlay Nice with one another, so despite criticism, the campaign is hardly a failure. (AdAge)

Would you ever book a flight if you didn’t know the destination? While your answer might be a strong “NO,” several airlines are using “blind bookings” to “generate some excitement and capitalize on the spontaneity and sense of adventure among younger travelers.” The surprise destination tickets are cheaper, and some brands allow participating customers to pick their dates and interests (partying, culture, shopping, cities, etc.) before choosing their endpoint for them. (WSJ)

The 2015 SAT must have been a doozy of a test. Scores were down seven points from the previous year, their lowest since 2005 when the test was last reworked. The number of students who are considered “prepared” for college is down 16% among black students and 23% among Hispanic students. One factor in the drops is the fact that more students are taking the test than ever before, but high school math and reading skills may be an issue. (The Daily Beast)

While more brands amp up their digital efforts, experiential marketing may be more important than ever to appeal to young consumers, who are looking for unique activities they can talk about on social. Adult Swim’s pop-up drive-in theatre is certainly giving them a sharable moment. The brand is touring the country to give fans 18 and older outdoor screenings of unaired episodes, along with free food truck treats, trivia, and prizes. (Adweek)

Quote of the Day: “A major life milestone that happened this year was that I met my idol, Taylor Swift.” –Female, 22, CA

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