Millennials Think the Biggest Problem Their Generation Faces Is a Person

What’s the biggest problem Millennials face as a generation? We asked them to tell us, and uncovered their 15 greatest concerns about the country, and their future, right now…

Student debt, delayed adulthood, lack of savings, unwillingness to invest—it’s not hard to find headlines declaring these some of Millennials’ biggest problems. Never mind the stereotypes about their shortcomings as a generation (entitled, lazy, and narcissistic are just a few in case you’ve forgotten). Older generations have clear opinions on Millennials’ issues, but what do Millennials themselves see as the biggest problems they face today? We asked them to tell us, and uncovered their 15 greatest concerns about the U.S., and their future, right now.

In our recent monthly survey of young consumers, part of our ongoing Millennial and Gen Z research, we dug into how these generations feel about their country, from how patriotic they are, to whether they think America is changing for the better or for worse. (Reminder: Only 32% agreed with the statement, “I think America is changing for the better,” while a full 75% agreed with the statement, “I think America is changing for the worse.”) Last week, we explored the issues and causes they are passionate about, a list that has shifted in the last few months of political turmoil. But in that same survey, we also asked almost 800 18-34-year-olds, “What do you think is the biggest problem your generation faces right now?”* Here are their top responses:

*This was an open-end response question to allow us to capture the full range of issues that Millennials think are impacting them—without our preconceived ideas shaping their responses. As with any qualitative question, the responses include those that are top of mind and those that are the biggest concerns. The list…

 
 

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“I think we have a tendency to think that the world revolves around us and what we want and having a hard time to live up to the standards of having/living a perfect life.”—Female, 22, WA

A new quiz app’s R-rated categories are capturing teens’ attention. FriendO is rising through the ranks of the app store, but not by following the Play Nice, PG strategy that took tbh viral. FriendO users move up their friends’ rankings boards as they answer questions about each other, proving their friendship. If someone sends the app to three friends, they unlock NSFW categories like MSFK (Marry, Sex, Friend, Kill). But people are worried that none of these categories are barred to young users. (Mashable)

TGI Fridays is adding Instagrammable milkshakes to their menu with “cascading toppings,” “suspiciously” similar to Black Tap’s infamous creations. The “Extreme” milkshakes “take dessert to the next level” with a seasonal option piled high with Christmas cookies, and a s’mores shake topped with marshmallows, Oreos, and graham cracker crumbs. If that’s not enough to get Millennials in the door of chain restaurants that they notoriously avoid, both shakes can be ordered “boozy” (a tactic we’ve seen before). (Grub Street)

Seventeen is creating an LGBTQ community for teens with their new, “social-first” platform, Here. Instagram and Facebook form the main hub of Here, along with a dedicated vertical on Seventeen itself. Launched less than a week ago, content is already popping up on social and the site. Seventeen is appealing to the Genreless Generation, and one editor said Here will be “a resource and a place for teens to express themselves.” (Fashionista)

Rising musician Tallia Storm says her Instagram paid for her debut album. Lauded by Sir Elton John and Nile Rodgers, 19-year-old Storm leveraged The Influencer Effect for her own gain: Her debut album, Teenage Tears, was entirely self-financed via her earnings as a “fashion ‘it girl’” and Instagram influencer with over 300,000 followers. As a result, she had full creative freedom and became a “part of the growing staple of acts who are not repped by a major label.” Oh, and she got to open for Sir Elton John. (PR Newswire)

Kylie Cosmetics, Kylie Jenner’s online-only beauty brand sensation, has teamed up with Topshop to drive young shoppers in-store. Brick-and-mortar is far from dead, with research from TABS Analytics showing 66% of shoppers prefer to purchase new cosmetics in-store—and brands like this one are betting on IRL retail. Kylie Cosmetics is now available at seven Topshop stores across the country for just five weeks, and they’re accruing long lines of fans to test out the coveted lip kits in person. (BuzzFeed)

“…[Rick and Morty] has our generation's sense of nihilism, fear of wasted time, humor in unpredictability, and shy optimism in human relations.”—Female, 17, TX

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