Ten truths about millennials (characteristics of people belonging to the so-called Millennial Generation&)

Strategic Direction

ISSN: 0258-0543

Article publication date: 23 August 2011

Keywords

Citation

Smith, J.W. (2011), "Ten truths about millennials (characteristics of people belonging to the so-called Millennial Generation&)", Strategic Direction, Vol. 27 No. 9. https://doi.org/10.1108/sd.2011.05627iaa.012

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited


Ten truths about millennials (characteristics of people belonging to the so-called Millennial Generation&)

Article Type: Abstracts From: Strategic Direction, Volume 27, Issue 9

Smith J.W.Admap, April 2011, Vol. 46 No. 4, Start page: 18, No. of pages: 2

Describes the characteristics of people belonging to the so-called “Millennial Generation” (Generation Y), the group of people born in the early-1980s to mid-1990s who currently find themselves in early 20s to mid-30s as young adults facing adult decisions but who are caught in a life-stage transition to adulthood which finds them struggling to find a place for themselves in a world ill-designed for the twenty first century of sustaining prosperity in the face of limits and scarcity. Cites a report (“Unmasking Millennials: The Truth behind a Misunderstood Generation”), by Yannis Kavounis, of the Futures Company, which was based on data gathered for the Futures Company 2010 Global Monitor, which interviewed 27,000 people in 20 countries. Corrects prevailing misunderstandings about Millennials, including the ten truths set out in this article, namely: Millennials are not eternally optimistic or naive teens; their open, pro-social mindset is closing as they mature; technology is their defining characteristic, which they use to create new spaces and invent new ways to play, share and consume; and they are redrawing geographical boundaries in unexpected ways.Article type: ViewpointISSN: 0001-8295Reference: 40AK239

Keywords: Consumer behaviour, Customer surveys, Marketing strategy, Surveys, Young adults