Millennials and centennials: How young generations will transform the years to come

06 Jan 2017|Added Value

This article published by Warc argues that Millennials have reached the age where their values are impacting the era in which they live, and on which they will leave an indelible trace.

  • Understanding Millennials is a difficult task because they are very diverse: they don’t all share the same personality, the same social background or the same life stage.
  • Millennials have all been shaped by two major phenomena: the digital revolution and the global recession – these movements of expansion and contraction have deeply transformed their expectations and their mindsets.
  • The digital revolution developed a quasi-instinctive propensity for Millennials to connect.
  • Millennials now think through the prism of individuality, free from traditional norms; half of them even consider gender as a wide spectrum beyond the simple dichotomy of men and women, which had up until now seemed inevitable.
  • Almost two thirds of Millennials say they are more attracted to responsible brands, from a social and environmental point of view: brands can no longer just say, they must also do.

They are young, active and are taking up more and more space every day: they will soon account for over half of the active population. Millennials, one of the most analyzed generations of all time, are entering a crucial period: they are starting to really shape society.

Like the young Boomers, idealists and rebels, impacted the 60’s. Like the ambitious yuppies of Generation X left their mark on the 80’s. The Millennials have reached the age when their values are impacting the era and will leave an indelible trace. These young adults are building a global mindset, orienting the next innovation trends and completely disrupting how consumers relate with brands.

Understanding Millennials is a difficult task because they are very diverse: they don’t all share the same personality, the same social background or the same life stage. Some of them are still students while others are already parents. Nevertheless, when we pay closer attention to this generation, we start to realize that certain common characteristics can be identified.

No matter their age, their social classes or states of mind, Millennials have all been shaped by two major phenomena: the digital revolution and the global recession. These movements of expansion and contraction have deeply transformed their expectations and their mindsets.

They are young, active and are taking up more and more space every day: they will soon account for over half of the active population. Millennials, one of the most analyzed generations of all time, are entering a crucial period: they are starting to really shape society.

This generation is driven by a unique combination of wariness and wisdom, tinted with a certain disillusion that is wholly their own.

We were able to identify 8 key dynamics of change that will keep influencing future evolutions in terms of consumption, communication and innovation.

Click here to read the rest of the article on Warc.

Alexandre Thomas is Associate Director and Paul Chatalic is Project Executive, both working for Kantar Added Value France.

Image source: Unsplash

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