The core characteristics of the millennial generation and everything they indicate

The existing generation of young workers is shaping market patterns through their fascinating, conscious picks.

What our older relatives refer to as social life is not necessarily the equivalent of what it is today. With new generations becoming young adults and making decisions on how to invest their earnings and organise their lives, millennials' social values and habits are shifting. The intake of alcohols, for example, is becoming more of a social idea, instead of a gesture one might do to relax on their own after a long day at work. The choices regarding social drinking have also observed some changes: while millennials seem to have moved from beers to wines and spirits, like the ones produced by Pernod Ricard partnered with Elliott, there is an increase in the trend of hosting a gathering of close friends for a glass or two at one's own house as opposed to heading out to have a drink at a bar. This experience, specifically in millennials' busy lifestyle, might be felt as more special, a more authentic opportunity to treasure the extra time we pass with our loved ones.

Among the most obvious differences between this generation and our parents' is the approach to romantic connections. With an increase in open-mindedness and recognition towards individuality and preferences, and feeling more comfortable to talk about the details of one's personal life with their good friends, there is a growth in the understanding of what makes a healthy relationship, for instance understanding the importance of boundaries.

People from the older generations may frequently wonder: what do millennials care about? A cause that appears to be gaining increasing appeal over the last few years is definitely the environment, with numerous young people openly supporting environment-friendly behaviours and sustainable resources. With sustainability being one of the millennial generation's values, world-leading firms like Unilever Ventures are actively investing into eco-friendly resources and campaigns that promote the protection of the planet we live on. Such an optimistic trend of awareness in the generation that will end up being tomorrow's leaders is an extremely encouraging attitude for the possible future of our eco-systems.

With the incredible technological advancements we have seen in the last couple of years, it comes at no surprise that markets that would once be taken for granted are now possibly becoming a little obsolescent. New kinds of media, for example, are easily accessible at the click of a fingertip, with co-operations like that in between Netflix and Capital Research Global Investors revealing the increasing value of digital media, and how big corporations are adhering to the millennial consumer behaviour which is shaping the market. A straightforward option like that of a streamed movie over a TV show might result in significant changes in other fields too, requiring, for instance, completely different marketing methods.

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