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: “You want me to list every concert I’ve been to in the past year? Are you nuts? I've been to like 30 so far this year.”

—Male, 29, NY

Forget the ping pong tables and free food, Millennials really want a tech-smart workplace. A new study from Dell and Intel has revealed that 80% of 18-34-year-old workers prefer tech-forward perks like augmented/virtual reality than other low-tech perks at their workplace. They are so driven by digital capabilities that 42% say they wouldn’t hesitate to leave their jobs if the environment wasn’t up to par with what they consider “smart.” About three in five say they expect technology to become advanced enough to longer need face-to-face interactions in the future. (Parent Herald)

Branded content is not only a way to reach the ad-skipping generation, it’s also producing results. A recent Nielsen analysis found that branded content generates 21% more brand recall than a pre-roll ad, and is giving brands a boost in perception: affinity for branded content averages 28% in comparison to 18% for pre-roll, and purchase intent is 14% for branded content compared to 11% for pre-roll. The analysis also found that 40% of consumers say they “probably will” or “definitely will” view branded content on future TV/video episodes. (MediaPost

Victoria’s Secret is making a not-so-subtle play to attract Nike consumers to their brand with Victoria Sport, their new athleisure division. The brand has been slowly shifting its image from sexy to athletic to coincide with Millennials’ preference for “being fit [and] strong,” and buying clothes that reflect that. On the new line’s website, Victoria Secret calls out Nike with a quote from one of their Angels saying, “When I tried these, I threw out all my Nike bras." (Business Insider

“Brand love is alive and well with the Dew nation." After Mountain Dew asked fans to vote on which limited-edition flavor should become a permanent fixture in stores, Baja Blast or Pitch Black, a three-month long voting campaign inspired crazy stunts and drew in nearly 5.8 million votes. To encourage votes, the brand hosted an event inspired by ‘90s favorite GUTS Aggro Crag, and challenged fans on social media to bathe in or dye their hair the color of the beverage they wanted to win. Fans complied, and in the end Pitch Black was the ultimate winner with 50.5% of the votes. (Adweek

Millennial small business owners (SBOs) are “in it for the long haul.” A study from Wells Fargo revealed that 80% of 19-35-year-old SBOs plan to grow their business for many years and eventually pass them along to their children, and nearly 60% say that being passionate about their work is what drove them to start their business, compared to about half of older SBOs. Millennial SBOs are also more willing to put it all on the line: 67% are willing to take financial risks to get them there, while only 54% of older SBOs said the same. (Entrepreneur,The Street

“I like Beyoncé, because she's a force to be reckoned with in most aspects of her life. She shows how to be a strong female.”—Female, 26, CO

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