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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The Newsfeed

Quote of the Day: “My 2017 resolution is to improve my dog's confidence- She's somewhat fearful.”—Female, 28, PA

At some malls, teens “have worn our their welcome.” Cases of teens banding together on social media and going to malls to create chaos have reportedly been increasing over recent years. To avoid giving consumers another reason to shop online, some shopping centers—105 in the U.S. according to the International Council of Shopping Centers—have responded by imposing curfews and bans on the young consumers. The legality of such restrictions has been called to question, with the ACLU working to fight discrimination at play. (LA Times)

Millennial parents are getting by with a little—ok, maybe a lot—of help from their own parents. A TD Ameritrade survey has found that 19-37-year-olds who have kids get $11,000 on average from their parents through financial support or unpaid labor, and more than half get assistance through childcare or housekeeping weekly. But the assistance isn’t one-sided: three-quarters of 50-70-year-olds with Millennial children say they’re glad to help, and four in ten Millennials say they help their parents too, with an average of $2000 in 2016. (USA TODAYBusiness Wire)

The NFL is looking outside their traditional playbook to reach young fans. The league has partnered with AwesomenessTV for In The NFL, a new series that “lifts the curtain” to give a behind-the-scenes look at the sport. Since "a 17-year-old girl doesn't want to watch the same content as her mom or her dad,” some episodes have a young female focus, with one starring YouTube stars the Merrell twins taking a tour of a stadium, and another featuring one of the few female owners in the NFL, Kim Pegula, offering career tips to young women. (Adweek)

Can the future generation of shoppers save brick-and-mortar retail? Maybe. A new IBM and National Retail Federation study has revealed that 67% of 13-21-year-olds shop in-store most of the time, while another 31% occasionally buy from them. One analyst notes that their desire for “hands-on experience” is setting their preferences, but lack of credit cards and life stage are also likely forces deterring them from online shopping—and we predict that if fintech solutions are developed with teens in mind it could be a fatal blow for physical teen retailers. (RackedBusiness Wire

The sharing economy may be impacting Millennial spending. Research by Hammerson and retail consultant Verdict found that more than half of Millennials used a sharing economy business like Uber or Airbnb in the last year, compared to 16.2% of those over 35-years-old. Nearly a quarter of Millennials say they aren’t concerned about home ownership and would be content with renting for the rest of their lives, and when compared to those over 35-year-olds, they're two times more likely to agree that there are some products they don’t need to own and would prefer to rent. (Forbes

Quote of the Day: “My 2017 resolution is to live my life the way Carrie Fisher would have wanted me to.”—Female, 21, TX

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