The Safety Zone Generation

Playing It Safe: Gen Ys and the Caution Effect

The statement that Gen Ys grew up coddled and protected has been used so much by generational experts that it almost feels cliché saying it. But the less-discussed flip side to this over-protection incubation is that Millennials were raised in an environment of high anxiety that taught them from a very early age that there is always something around the corner that could hurt you or go wrong. After all, there was a reason that you couldn’t walk down the street to school by yourself; stranger danger was everywhere. They could very well be called Generation Amber Alert. Add to this early-age hyper-awareness of personal danger the fact that the media they have been surrounded by has essentially been a non-stop loop of terror and highly dramatized fear-mongering-for-ratings and it is understandable that Millennials tend to be an anxious bunch.

Then, when this group of high-risk guarded youth were just starting out on their own, the recession hit and they watched friends and family who had bet big on houses, stocks, and high-stakes careers lose everything. Put all together, you have the perfect equation for a generation with a healthy fear of risk taking. Today, this risk-averse mentality affects how they are living their lives in a major way, from delaying major life decisions to approaching their futures with extreme caution.

Never a generation of rebels (why break the rules when you’re friends with your parents and could break any law you wanted in video games), Millennials today are moving forward in their lives with extreme caution. This general fear of taking big leaps could help explain the fairly drastically delayed ages at which Millennials are choosing to get married and have children when compared to other generations. In some…

 
 

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The Newsfeed

Quote of the Day: “When deciding what products to buy, what’s most valuable to me is reviews from users regardless of whether or not I know them.”—Female, 32, MA

Adidas is continuing to take customization to the next level, with a new pop-up store that creates custom clothes in a majorly futuristic way. Knit For You, located in Berlin uses a laser body scanner to determine exact measurements for their personalized merino wool sweaters. To select their design, shoppers go into a dark room where patterns that can be adjusted with hand gestures are projected on their chests. The final chosen product is then knitted, washed, and dried in-store to be picked up in hours, for the price of $215. (Business Insider

BuzzFeed’s wildly popular food platform Tasty is expanding into the coffee business. In a partnership with NBCUniversal, Tasty has begun selling Brooklyn Roasting Company coffee beans, and of course, they’re “offer[ing] a quiz to help with decision making.” Quiz-takers will be asked about their favorite fruit, how they feel about caffeine, what their ideal morning is like, and more, to which they can answer with emojis. Once the coffee choice is made, consumers can make it even more personal by creating their own labels. (Grub Street)  

Chinese Millennials are using digital devices for “connection, discovery and actualization,” more often than their American counterparts. A recent global survey from Labbrand found that 85% of Chinese Millennials are using their phones to make in-store payments on a weekly basis, compared to 44% of U.S. Millennials. They’re also more likely to broadcast their behavior online: Over seven in ten Chinese Millennials are posting movie, restaurant, travel, and other activity-related reviews weekly and over half say they share everything they do online, compared to 44% and 28% of U.S. Millennials respectively. (ReadITQuik

What cities are Millennial homebuyers flocking to? According to an analysis by LendingTree, the top three are Pittsburgh, Washington, D.C., and Des Moines, Iowa—based on mortgage requests by those 35 and under. The online loan company says that on average 36.1% of all their mortgage requests came from the age group, a slight increase from the year before, which they say is “thanks to a stronger jobs market and overall economy.” They expect to see more young buyers looking for homes as financial situations keep improving. (Yahoo FinanceCredit.com

YouTube is being criticized for filtering LGBTQ content. Recently, YouTube creators have discovered that some content featuring LGBTQ titles and themes are being filtered when users enable “Restricted Mode” to screen out “potentially objectionable content.” YouTuber Neon Fiona pointed to her own page as evidence, citing that videos with “girlfriend” in the title were filtered under the mode, but videos with “boyfriend” in the title were not. Not all LGBTQ content is filtered and one YouTuber observes, “This is something that no one’s really sure how it’s working.” (Tubefilter

Quote of the Day: “When I was watching the Super Bowl, I switched the channel or left the room when it was a commercial break.”—Male, 27, MN

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