What Millennials & Gen Z Want to Do in 2017

What do young consumers have planned for the year ahead? We asked 1000 13-34-year-olds what milestones and life events they're hoping to accomplish in 2017...

We’ve looked back at the year behind us, and yesterday we laid out some of the big trends that brands should be aware of for 2017—but the most powerful force that could impact multiple brands are young consumers’ plans. More and more Millennials are tackling the major life milestones they’ve been known to avoid—from home ownership to starting a family. Home building company Toll Brothers reports seeing strong growth from Millennial buyers, stating that "with the Millennial generation now entering their thirties and forming families, we are starting to benefit from the desire for home ownership from the affluent leading edge of this huge demographic wave." Meanwhile, recently released data from the National Center for Health Statistics, revealed that 1.3 million 19-35-year-old women gave birth for the first time in 2015, bringing the total number of Millennial moms in the U.S. to more than 16 million. At the same time, the next generation is increasingly showing their influence, and approaching the end of their teen years. The plans that all of these young consumers have for the next year have the power to shift some major industries, so we asked 1000 13-34-year-old exactly what they’re hoping to do in 2017. Here’s what we learned: 

We should note that about 30% said they don’t plan to do any of these things this year—which means that roughly seven in ten have some sort of milestone in their sights for 2017. As we saw last year, many young consumers have their careers on their minds, and getting a new job is at the top of the list of their 2017 plans with almost three in ten saying they hope to get a new gig, and roughly one…

 
 

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The Newsfeed

Quote of the Day: “New wedding traditions I’ve noticed are the return of the wedding band (not just DJ), and weekend activities even if the wedding isn't a destination.”—Female, 30, DC

The election inspired Millennials to start reading (some) major newspapers again. According to a Pew Research Center study, 44% of 18-49-year-olds received their election news from The New York Times, 37% received it from The Washington Post, and 27% went to The Wall Street Journal—compared to 23%, 19%, and 15% of those 50 and older respectively. Local newspapers did not get as much love from the younger generation, with only 23% turning to them compared to 67% of older consumers. (Fortune)

How did Vans get on every “cool kid’s radar?” They have their exclusive Vault line to thank. In the early 2000s, the shoe line was struggling to reach young consumers with their classic styles, so they were reimagined with collaborator-inspired designs and sold in limited quantities at higher price points in partner stores only. The strategy was “a marketing exercise for boosting energy and brand affinity,” and helped bring the brand to international levels, most likely driving a 7% increase last quarter. (Glossy

PepsiCo reports that almost half of its revenue now comes from healthy foods. With young consumers not drinking sweet carbonated beverages the way they used to, the brand pledged to cut calories from their sugary drinks but has been moving at a “glacial pace.” Almost half of their revenue is now coming from their “guilt-free” product category, like Baked Lay’s and Naked juices, 25% from “everyday nutrition” like water and healthier snacks, and the brand is admitting soda is “becoming a smaller part of” their future. (Grub Street

An app bringing tech to pre-K just secured $10 million in venture funding. Brightwheel helps pre-K teachers and daycare providers manage their business, while updating parents on their child’s status throughout the day with photos and messages. Along with premium access, it is available for free with limited features which the founder hopes would appeal to lower income communities: “Something like 85% of brain development happens in the first 3 years of life…Access to good pre-K care is low in the US, we’re ranked 26th globally. And we think tech can help to change that.” (TechCrunch

Over nine in ten of Millennials say the post-grad job hunt was difficult. The insight from a recent Job Applicator Center study reflects employers’ tendency to hire skilled workers for entry-level positions while overlooking recent graduates. The study also found that 18-34-year-olds have already had 2.7 jobs on average and 41% only plan to be at their current job for two years or less—most likely because they are looking for employers who invest in them beyond just salaries and benefit packages. (Job Application Center

Quote of the Day: “I want my wedding to be authentic, joyful and audacious.”—Female, 30, NE

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