Millennials’ Plan: The Generation’s Top 10 Personal Goals

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

When we asked Millennials what their biggest goals are right now, their adulting mindsets were more than evident…

Millennials are known for reaching typical adult milestones far later in life than previous generations, and have long been criticized for prioritizing fun over “real” achievements. For years, splashy headlines have claimed that Millennials prefer travel over buying a home (or even paying the bills) and want pets instead of kids. And let’s not forget last year’s viral avocado toast comment, which cast Millennials as irresponsible spenders that choose trendy food over fiscal responsibility. In 2013, Time Magazine notoriously dubbed Millennials the “Me Me Me Generation” and the less-than-flattering terms to describe them—lazy, entitled, selfish, shallow—have followed them into adulthood.

Most of these stereotypes have since been debunked, and to their defense, Millennials entered adulthood at a particularly unstable time. The housing market crashed, jobs were scarce, and Millennials were left over-educated, under-employed, and drowning in debt. Even though the economy has since stabilized, Millennials are still getting the short end of the stick when it comes to cost of living. According to recent data, Millennials make 20% less than Boomers did at the same age, and those with degrees and debt make about the same as Boomers with no degrees did in 1989. Tuition prices have skyrocketed, as have housing prices. All of this adds up to paint a bit of a different picture for Millennials: It’s not that they don’t want the touchstones of adulthood; it’s that many remain just out of reach. But that doesn’t mean Millennials aren’t reaching for them now. In our recent monthly survey on life milestones, we asked 18-35-year-olds to name their biggest personal goal right now,* and they…

 
 

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The Newsfeed

Quote of the Day: “It's free to walk to work and I get some exercise in.”—Female, 26, NY

Niche beauty brands have blurred gender lines at their core—can large cosmetics companies play catch up without seeming “disingenuous”? Milk Makeup and Fluide have built their brands on being inclusive, but larger brands sometimes strike consumers as hopping on the band wagon when they try to do the same—especially since they created so many of the gender norms they’re now rallying against. The best way for them to get in on the trend? Start by making their hiring process more inclusive both “behind the lens” and in front of it. (Fast Company)

Starbucks thinks the “health and wellness” trend is to blame for declining Frappuccino sales. Despite marketing efforts like the Unicorn Frappuccino, syrupy drink sales are down 3% from last year. However, rivals like McDonald’s and Dunkin' Donuts could be stealing sugary beverage sales from the coffee giant, meaning young consumers’ penchant for healthification isn't necessarily the culprit. In fact, McDonalds recently debuted two new frozen drinks that earning praising on Twitter. (NYPFox News)

Apple is getting into kids’ content, teaming up with Sesame Workshop for a slate of original shows. Live-action, animated, and puppet-based series will be included in the programming, but Sesame Street itself is not part of the deal. There are no details yet on where Apple will release the shows, meaning they could either shop them to another platform or debut them on their own streaming platform. Considering that Apple has several original program deals in the works, they could be looking to bulk up their own bid in the streaming wars. (Kidscreen)

Twitter and Tumblr posts are getting a new lease on life—as screenshots on Instagram. While young users of Twitter and Tumblr have declined, Ypulse’s Social Media Trackerfound that over half of 13-35-year-olds use Instagram daily. Instagram is the preferred place to post memes, despite many accounts creating their content elsewhere. Why do they switch platforms to post? Instagram’s Discover tab allows faster browsing than Twitter, while Instagram images are displayed in full rather than being cut off, like they are on Twitter. (The Verge)

Eggo sales are down in between seasons of Stranger Things. Yes, the sci-fi series has that much influence on the frozen waffle’s revenue. One Eggo executive explains that they “quickly leveraged the [resulting] consumer engagement” from the show, and it paid off: sales jumped 14% in the fourth quarter of 2017 and 9.4% for the first four months of 2018. However, fewer people are binging the Gen Z & Millennial favorite these days, so Kellogg’s frozen pancakes, waffles, and French toast sales have slowed to just 1.3% year-over-year. (CNN)

Quote of the Day: “I fell in love with trance music.”—Male, 23, NY

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