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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Millennial News Feed

Quote of the Day: “My biggest financial priority right now is to pay off my car loan and afford a wedding of about $50,000.“ – Female, 29, NJ

Facebook is getting more emotional. The platform is adding Reactions, a new set of emoji icons that allow users to convey emotions beyond “Like,” including “Sad,” “Angry,” and “Wow.” Facebook’s director of monetization product marketing says the buttons will help brands, “understand on a multi-dimensional level how people are feeling about the things that they're posting." (AdAge)

Parents are currently told that children under two-years-old should have no screen time—a pretty unrealistic tip for modern, mobile Millennial caregivers. But the American Academy of Pediatrics may be updating that advice to keep up with the times. A reported 30% of children in the U.S. first play with mobile devices while they’re still in diapers, and the AAP now says that “in a world where screen time is becoming simply  ‘time,’ our policies must evolve or become obsolete.” (Washington Post)

Amazon is already Millennials’ favorite place to shop online or off, and now the e-commerce giant has launched an Etsy rival. Amazon’s new Handmade platform will bring together creators of artisan, “factory-free” goods, launching with 5,000 sellers. Creators must be vetted by Amazon to ensure products are handmade, and some items will be eligible for Amazon Prime. (The Daily BeastFortune)

With more Millennials delaying marriage, more twentysomethings are not going to weddings—but that doesn’t mean they have to miss out on the party. Falsa Boda is a company throwing fake weddings for Argentinian Millennials who want to attend a wedding, without the hassle of actually getting married. The parties include all the elements of a wedding ceremony and reception, including a couple that re-enacts marriage vows. (BuzzFeed)

A new category of toys is combining the power of children's imagination with the amplifying magic of technology, to appeal to a generation of kids for whom “real-world activities can seem unexciting." Disney’s new augmented reality coloring book pairs with a tablet to make the characters and kids' drawing come to life in 3D and in real-time, taking their physical play and creating a digital enhancement. (Marketing Magazine)

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

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