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: “I like playing and talking about [Animal Crossing] with other people. It's nostalgic for me since I've been playing games from the series from a young age.”—Female, 22, PA

Which brands had the most YouTube subscribers in 2018? In media, Warner Bros. topped the list with 6.4 million subscribers, followed by BBC and ESPN. Apple beat out last year’s winner for tech PlayStation, while Red Bull and Ford remained the reigning champs of food and beverage and automotive, respectively. Finally, Nike was first place in the clothing category for the second year running, with 30,000 more subscribers than their closest competitor, Adidas. (Tubefilter)

A “Little League for esports” is fostering future esports stars—and fans for life. Super League Gaming is bringing some much-needed organization to youth competitive gaming, building teams of young Minecraft, League of Legends, and Clash Royal players, helping them train and compete. But the program isn’t just for the next Ninja; just like traditional sports, kids get a sense of community among like-minded friends. (AP News)

Nielsen reports that Millennials actually consume less media than older demos, but more of it is digital. While the average adult consumes over ten hours of content a day, 18-34-year-olds spend less than eight hours with media. And the heaviest smartphone users are 35-49-year-olds, who spend 20 minutes more each day on average with their phones than Millennials. However, the younger demo does spend 44% of their media time with digital devices, more than older demos that spend more time with TV as they age up. (THR)

Vitaminwater is wagering $100,000 that you can’t give up your smartphone for a year. Contestants have to disconnect from internet-enabled devices where “texting is a pleasant experience” for 365 days and post a pic to Twitter or Instagram explaining why they need the digital detox. And when the year’s up, they have to prove it. Considering that 65% of 13-36-year-olds told Ypulse they would be unable to unplug from their smartphones for a week, earning that $100,000 may be harder than they know. (Fortune)

Hard seltzer revenue skyrocketed over 400% over the past 18 months. White Claw leads the way for the category with top-of-the-results organic search (they’re the number one Google result for “hard seltzer”) and a social media presence that focuses on health and wellness-related imagery. Sparkling water is already one of Millennials’ favorite things to drink, and its hard version could rise through the ranks of their top alcoholic beverages. (Gartner)

Quote of the Day: “People call [video game culture] nerdy but I see nerdy as a positive connotation.”—Female, 28, MA

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