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

“I love reality TV shows. It's always fun to watch average people make themselves look foolish just for a shot at fame.”

—Female, 17, CA

“Bored kids” and “desperate parents” are the most likely to love their smart speakers. Nine out of ten children who own one say they enjoy their device, and 57% of all smart speaker owners with children admit entertaining their children was one of the reasons they opted for the purchase. Ypulse found 13-34-year-olds consider Amazon Alexa one of the “coolest tech products” so it’s no surprise smart speaker owners love their devices: 65% “would not want to go back to their lives before getting one,” 42% consider it an everyday “essential,” and over half of parents plan to purchase another. (Fast Company)

Plastic surgery is reportedly having a moment with Millennial men. According to the American Academy of Facial Plastic and Reconstructive Surgery, of the over one-third of men who are “extremely likely” to consider cosmetic procedures, 58% are 25-34-years-old and 34% are 18-24-years-old. Some reasons they’re willing to go under the knife (or needle)? To boost their self-confidence, to appear less tired or stressed, and to stay competitive in their careers. Experts say social media and the self-care trend is making men more appearance-conscious. (Bloomberg)

Reading Rainbow is back and it’s all grown-up, just like its fans. The well-loved show's host, LeVar Burton, is picking up a book and laying down a podcast for his Millennial fans. He’ll be reading selected works of fiction and breaking down the themes just like in the old days, but he’s also adding a little something extra: his personal take on the tale. The only thing missing from the original PBS Kid’s show? The coveted chance to get on screen and read a review from your favorite story.

(Huffington Post)

Gen Z is thinking finances-first when making college decisions. Almost 80% consider the cost of an institution in their decision of where to attend, which makes sense considering over one in three are planning to pay for part or all their expenses. Avoiding the student loan debt that most Millennials know all too well is a key component of their finance-savvy thinking: 69% of teens are concerned about taking on loans, and the number of teens who plan to borrow has dropped 10% since 2016. (CSF)

Leisure and hospitality are the “hottest” jobs for teens this summer. A full 41% of teens went into leisure and hospitality last year, nearly double those that landed a wholesale and retail gig. Education and health services rounded out the top three, with all other industries claiming 5% or less of the summer teen workforce. When Ypulse asked teens where they’re planning to work this summer, restaurants and fast food jobs combined would land the top spot on the list. (Markets Insider)

“Everybody loves Drake. People that claim to not like Drake don't know themselves well enough.”

—Female, 21, CA

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