Marriage, vacation and property ownership: what and why the millennials abandoned
Source: RBC Style
Generation Y or Next, that is, a generation of people born after 1980, is often accused of the fact that everyday things disappear from everyday life: running, department stores or sex. "RBK Style" understands why and why the millennials abandoned.
MarketWatch has compiled a list of things the Next generation is to blame for. Some of the trends are clearly exaggerated, but the tastes and priorities of the millennials really differ from those of previous generations. Children of the turn of the century give preference to emotions rather than shopping and are calm about the disappearance of outdated cultural and social norms.
Working day from 9:00 to 18:00
Millennials require more flexibility in work schedules. According to PricewaterhouseCoopers, nearly 40% of US employees can now work from home at least once a week. However, they do not turn off computers at six in the evening: 68% of respondents said that they check working emails from home. Extension of the workflow at home applies to those who are tied to the traditional 40-hour work week. Research has also shown that employees who work on a flexible schedule are more productive and feel happier.
With the growing popularity of online shopping, major US retailers such as Macy's and JC Penney have been forced to close hundreds of department stores. Studies have shown that instead of increasing traffic in shopping malls with their presence, millennials prefer to shop in stores of certain brands rather than choose clothes in department stores.
The Wall Street Journal reports that millennials are giving up running. Despite the fact that the largest share of runners is traditionally people aged 18 to 34 years, and generation Y is more active than generation X. Thus, according to a study by Running USA, in 2014 born in the 1980s accounted for 35% of the total number of runners, and already in 2015 - 33%. And the decrease in the number of athletes of this age occurs, despite the peak of the popularity of running.
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Next generation often neglects the opportunity to take a vacation. 43% qualify themselves as “working martyrs” who feel guilty for overworking and taking leave. In addition, many millennials do not have the money to go on vacation, so they take extra credit to relax.
Millennials have replaced personal communication with a smartphone. Bank of America data for 2016 showed that 4 out of 10 people of this generation communicate more often with their phones than with parents, friends, children or colleagues.
Dates at the restaurant
Along with the growing popularity of dating apps like Tinder, millennials have given up on dates in restaurants. Experts say that people of this generation prefer a more free form of communication, so the idea of spending an evening in an expensive restaurant does not interest them. Online dating is followed by a stream of laid-back first dates. “Of course, when you are invited to dinner, it's great. But if you really like the person, what could be a bad idea to watch Netflix together? Does it matter what you do if you like each other’s company? ” - asks the rhetorical question of The Odyssey.
For a long time, millennials were teased about their apparent licentiousness. However, studies have shown that in the lives of people of this generation there is much less sex than previous ones. In 2016, data were published that 15% of young people aged 20 to 24 years did not have sex after 18 years. One of the reasons is that young people begin adulthood at a later age. Many live with their parents and cannot arrange a date at home. At the same time, millennials have an average of eight sexual partners per life. Which is less than the generation X (10 partners) or baby boomers (11). The sexual revolution is out of date.
Millennials not only do not have sex, they are less likely to have a relationship. Only 14% of people aged 18 to 29 lived with another person. However, only a few people talk about their partners as the second half. The study also showed that today's youth are significantly less likely to meet a regular partner.
Millennials get married less frequently and later. According to data provided by Bloomberg, millennials often live with their parents or share housing with roommates. They refuse marriage until they become financially stable. And for many, this process drags on for years.
Another sport is doomed to disappear. According to The Guardian, in 2016, millennials are playing less and less golf and almost do not watch the game on TV. According to experts, if such apathy among players and fans continues, after 52 years, golf may disappear.
Perhaps the most outstanding “undermining” of the millennials is real estate. If these people cannot afford vacation and marriage, they, of course, cannot make an initial payment for the purchase of an apartment or house. Instead of acquiring real estate, many prefer to live with their parents or rent housing in a squad.
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According to the Daily Beast, the diamond industry has tried to interest millennials in luxury goods. For example, De Beers reduced prices by 9%, but was never able to attract the generation that prefers to spend money on travel, rather than on luxury goods.
Millennials love wine, but don't like to uncork it. That is why the generation, which consumes almost half of all wine in the USA, chooses cans or bottles with screw caps as containers.
According to a Mintel study, young people stop using bar soap. Not because they do not like to wash, but because they prefer liquid. At the same time, 60% of millennials believe that after washing hands, microbes remain on the soap.
People between the ages of 20 and 30 are too cynical to reveal their hopes, dreams, and buying habits directly to advertisers, marketers say. Therefore, more and more companies are forced to abandon traditional marketing strategies, such as focus groups, and instead rely on social networks and advertising.