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

"I play [games] constantly until 4 in the morning. When I’m not on my game I’m checking my phone. And the whole time I’m doing all of that my desktop is on the internet.”—Male, 22, OH

Twitch is airing every episode of Mister Rogers’ Neighborhood, in celebration of the late Fred Rogers’ 90th birthday and the show’s 50th anniversary. The esports streaming service is expanding to nostalgia entertainment (which young viewers can’t get enough of), but they have a unique twist. The show will be available for co-viewing, with popular Twitch streamers chiming in from time to time. (Mashable)

Over one-third of 18-34-year-olds have stopped using a brand after hearing negative news about them, more than any other generation. Among the brands that most consumers said they gave up on were Wells Fargo, Target, Papa John’s, and Uber. However, Critical Mix and kNOW also found that young consumers are more willing to forgive a brand for bad press: While only 30% of consumers overall would use a brand again after a scandal, 41% of 25-34-year-olds would. (MediaPost)

Alamo Drafthouse is bringing back VHS—offering free rentals for Millennials that wax nostalgic for analog products. Their first store, Video Vortex, is opening in North Carolina. Not only are they “fostering a movie-loving community” with the extensive gratis collection of 75,000 titles, but they’re making money off of the added “beer, food, and merchandise.” No VHS player? No problem. They’re renting those as well. (BoingBoingEW)

Researchers were surprised to find Gen Z students were “relieved” to ditch their smartphones for a few weeks. Screen Education’s study of 62 12-16-year-olds found that 92% thought “it was beneficial” to disconnect from their smartphones while they were at camp. And even though 41% admitted they felt frustrated at times, 35% were able to cut down their use after camp and 17% convinced a friend to curb their time spent on smartphones, too. (PR Newswire)

Beauty brands love augmented reality, but an app can’t replace in-store experience. Not only did Ypulse found time and again that young consumers expect Experiencification and flock to marketing activations (like pop-ups), but brick-and-mortar locations build loyalty. People think they’re scamming Sephora when they re-do their makeup gratis, but that time-spent-in-store is really “turning the ‘scammers’ into buyers.” (Quartzy)

"I love my smart phone. It is just like my best friend [and] I just can't do without my smartphone...”—Male, 27, CA

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