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YPulse Trend Report: Adulting

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Paying down debt, cooking well-balanced meals, juggling full-time careers with full-time families: we can all admit that the freedom that comes with adulthood has its trade-offs. Though not yet a verified dictionary word (but on Merriam-Webster’s “Words We’re Watching” list), adulting has caught on as a catch-all for the generation to both celebrate and lament what it means to be an adult. Millennials are using their self-deprecating sense of humor and penchant for Chasing Neverland to stall “growing up” while still taking on higher stakes responsibilities. We explore how well they are managing their finances, work lives, relationships, and more, and how brands can ultimately help them adult.

Recent years' reports on this topic

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