Not All Millennials Dream Of Big City Life

Minneapolis SkylineAs Millennials come of age and graduate from college, they’re making decisions about where they want to live and put down roots. Watching shows like “Girls,” “I Just Want My Pants Back," “Men At Work,” “2 Broke Girls,” and even “Glee,” one would think that all Millennials are clamoring for their chance to make it in New York City. Putting aside the idea that “making it” is really more about simply surviving in the current economy, we had to wonder if most Millennials really are thinking that life in the big city is for them, so we asked nearly 1500 Millennials about where they see themselves living. The breakdown:

  • 41% want to live in a city, the bigger the better;
  • 40% say smaller cities are more their style;
  • 19% prefer small town life.

While slightly more Millennials want to live in a big city, nearly as many think smaller cities are for them. Small cities have been putting in a lot of work to attract young people. There are burgeoning art scenes, green initiatives (including steps to make small cities more walkable and bikeable), revitalizations of downtown areas… In many ways, smaller cities have many of the same attractions as big cities, without the high cost. But also without the name recognition.

There’s still something about telling high school and college friends that you’re living and working in a big city, but slowly, small cities are owning certain niches of cool — music, bike culture, fashion, and more. From Portland to Minneapolis to Detroit (yes, Detroit), creative and innovative young residents are upping their cities’ cool cache, drawing even more hip 20-somethings to move there and even brag about it. What’s more, Millennials have a better chance to get noticed and make their mark in small cities — both in their jobs and in their social sphere —…


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Millennial News Feed

Quote of the Day: “When I turn 14 soon I can get a job if I want and start saving for my first car with that money and the money I make on eBay.” –Male, 13, FL

ABC Family is no more—say hello to Freeform. The network is changing their longstanding name in order to attract viewers 14-34-years-old, an audience they are calling “Becomers,” and we know as Millennials. The network sees the rebrand as an natural continuation of their last decade targeting young viewers experiencing their firsts. According to ABC’s research, the name “Family” was a barrier to some new customers. (EW)

Millennials are more wary of credit cards than older consumers, but among those who do have them, they’re not necessarily making their credit scores a priority. According to a report by LoanDepot, only 48% of Millennials know their credit score, compared to 60% of Boomers, and only 37% are confident in their ability to manage credit. (Business Insider)

Our most recent trend report explored all of the ways that Millennials are communicating, online and off, including their love of emojis and GIFs. We found 60% of 13-33-year-olds use emojis once a day or more, and it looks like they’re not the only generation embracing the icons. A study by platform Emogi found that though consumers under 35-years-old are more likely to use them, 62.3% of those over 35 are also frequent users. (Adweek)

The online video market is exploding, and Refinery 29 is one of the sites investing in video to give their Millennial readers even more reason to visit. Refinery is launching 29 new series, 75% of which are original programming, and the videos are being released at a “rate of about 100 a month.” But the content shares some common threads: female empowerment, positivity, and optimism. (Fast Company)

Hyper-personalized products and marketing are an emerging trend, and Uniqlo has a tech-forward take on it. The retailer has created UMood, a machine that helps choose consumers’ clothing based on their mood. Currently being used in Australia, the machine uses brainwave sensors to read how they’re feeling, and then suggests a t-shirt to fit their disposition. (brandchannel)

Quote of the Day: "I want to be able to have, and provide for, a family in the next 3-4 years.” –Male, 20, NC

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