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: “I like Netflix because it helps to pass the time, especially when I'm doing something boring such as folding clothes.”

—Female, 16, IL

Sephora is stepping up its mobile efforts to create “addictive shopping experiences." To re-launch their private label the Sephora Collection, the beauty brand took a page from dating app Tinder, introducing a feature that allows users to browse looks and swipe left to pass, or swipe right to buy from Sephora.com. Eventually, they hope to add more “user-generated” looks with consumers’ photos. They also added the “beauty uncomplicator," a tool that helps users “whittle through thousands of makeup and beauty tools to find what they're looking for,” by filling in the blanks like Mad Libs. (Adweek

Barbie’s image makeover seems to have made a positive impression. The once-struggling franchise has seen 11% year-to-date gains and a recent 23% sales increase, despite Mattel’s other girl brands experiencing losses. Mattel credits the iconic doll’s new content marketing for its “better-than-expected earnings.” The “You Can Be Anything” campaign launched last fall, focusing on empowering and inspiring girls, and including unscripted video content aimed at Millennial parents to increase confidence in the brand and appeal to their desire for purpose-driven toys. (MediaPost

Not even alcohol can escape the “healthifying” movement. Alcohol brands are expanding their product lines to include “a host of gluten-free, vegan, low-sugar, all-natural, low- and no-alcohol drinks,” to cater to the Millennials and their increasing desire for healthier and “free-from” products. Non-alcoholic beverages that look still look “adult” have also taken off, as more young consumers are choosing to drink less. Diageo, the world’s largest spirits maker, is testing dairy and gluten-free Baileys liqueur, launching a Smirnoff vodka made with real fruit juice, and recently invested in Seedlip, a nonalcoholic distilled “spirit.” (MarketWatch

Young consumers want their financial institutions to be mobile. According to the 2016 FIS Consumer Banking PACE Index, 81% of Millennials are accessing their accounts on a computer or laptop, and 63% are accessing on their mobile phones on a monthly basis. They are 30% less likely than Baby Boomers to visit a bank location or use a drive-thru, and are 17% more likely to pay a bill from their bank through a mobile device. It’s crucial for banks to adapt to their needs—especially as over seven in ten Millennials with bank accounts anticipate at least one financial-focused life event to occur over the next 36 months. (Mashable

Over six in ten Millennials would rather lose their cars than their phones, according to a recent Wall Street study. The research looked into the attitudes and investment preferences of wealthy 18-35-year-olds globally to “restructure how the firm communicates with clients and prospects in the future.” The study also found that 50% of wealthy Millennials say they are “politically unaffiliated,” and 61% are worried about the state of the world and feel responsible for making a difference. Wall Street’s biggest challenge might be their “quick trigger” on underperforming mutual funds, with less than 20% saying they would hold on to one for more than a year. (Breitbart

Quote of the Day: “My favorite online celebrity is Jenna Marbles because she is hilarious and weird. I like how honest she is.”

— Female, 22, CA

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