Every quarter, we zoom our lens out to look at some of the bigger trends impacting young consumers today—and why they matter to brands. The Q3 2014 Ypulse Quarterly report will be hot-off-the-presses next week, and will identify some of the big shifts that are shaping the way that Millennials are acting, and shine a spotlight on how they’re approaching new stages in their lives. As always, we’ll give the "why behind the what" for each trend, include a ton of relevant statistics, and provide the most important takeaways for brands.
Here is a sneak preview of the three trends that we’ll be exploring:
They might have been pushing it off as long as possible, but the majority of Millennials do feel like adults, and are feeling all the stresses that adulthood brings. So they’re finding ways to temporarily unplug from being grownups. 79% of 18-32-year-olds agree that they love doing things that make them feel like a kid again, and 82% say they never want to lose their inner kid self. From summer camp to sleepovers, they’re seeking out experiences and products that bring them back to a state of childhood, make them feel carefree again, and let them feel for just a little while that they will never grow up.
AIN’T NOBODY GOT TIME FOR THAT
Their patience is on the verge of running out and they expect tech to solve their problems. They’re already over-scheduled and feeling busy has become the norm. So mundane, irritating, everyday tasks? Ain’t nobody got time for that. This generation is driving change and pushing the on-demand economy even further, looking for solutions to their everyday annoyances that save them effort, thought, and most importantly, time. This mentality has them looking to outsource everything they might not want to do, and drawn to those on-demand services (which now even include grocery shopping) that make their lives more simple, all while disregarding brands and services that they deem too complicated or time consuming.
NEW PARENTS ON THE BLOCK
The era of Millennial parenting is about to begin. A new generation of parents is emerging, and they’re paving their own way: Niche markets like alternative parenting methods are beginning to mainstream, and they're choosing what elements of their own upbringing they want to emulate and what they want to leave. They are tech enhanced, creating communities, disregarding judgment, and writing their own rules for the modern age of parenthood. The new parents are on the block, and understanding how they’re approaching this role will be vital for brands who want to attract them.
This quarterly report is just one part of our Gold subscription, which also provides an ongoing feed of data on the generation via bi-weekly surveys and topline deliverables, infographics, special reports, access to our full archive of our past insights and Millennial statistics, and more. (Click here for more information on subscribing.)