TRU Youth MONITOR Perceptions and Priorities

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1. “STAGING AREA” FOR ADULTHOOD 2. SEIZING CONTROL AWAY FROM AUTHORITY

FIGURES3. STRIKING OUT ON THEIR OWN

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Centennials know hope isn’t a strategy. They and their parents are keenly aware that the world can change in an instant, and that preparation is key.

WORRY ABOUT NOT BEING PREPARED FOR THE FUTURE, RATHER THAN SAYING THE’RE TOO YOUNG TO WORRY ABOUT IT

“MY PARENTS TELL ME I SHOULD THINK ABOUT MY FUTURE”

OF 12- TO 15-YEAR-OLDS

OF 12- TO 17-YEAR-OLDS SAY

However, they’re not ready for adulthood quite yet. They enjoy being young and the limited responsibilities that come with it.

“I’M IN NO HURRY TO GROW UP”

OF 12- TO 17-YEAR-OLDS SAY

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Optimism is a hallmark of youth. Despite a more cautious relationship with money, these individuals remain upbeat about their own future success.

One of their first attempts at control is their interaction with the consumer economy. Centennials appear eager to balance spending and saving

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1. TESTING BOUNDARIES

2. EXPLORATION3. SELF-DISCOVERY

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During Millennials’ relatively secure formative years, frivolity ruled the day and there seemed few consequences to test their world view. Centennials’ experiences thus far have been completely different. Even as teens, they have a more sober relationship with the concept of “fun.”

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Fun is still a lifestage priority—but Centennials are more thoughtful about it.

Keep in mind, they’ve been raised in a time of tumult, and they’re not willing to jeopardize their future for a cheap rush.

Source: Center of Disease Control National Center for Health Statistics

Source: Truth

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1. IDENTITY FORMATION 2. SOCIAL RESPECT3. PERSONAL IMPORTANCE

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Collaborative and group-minded Millennials often seemed to consider peer reactions when making personal decisions. Early signs suggest Centennials feel freer to make choices unencumbered by the judgments of others, even in matters as minor as fashion and style.

This freedom is a two-way street: Young teens may not feel bound by judgments because they’re less inclined than past generations to judge fashion outliers.

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Rather than undertaking self-conscious actions and decisions based on impressing peers, Centennials increasingly seem to be their own constituency. The decisions they make are for themselves first—any external support is an added bonus.

And Centennials seem less interested in broadcasting conventional markers of status, than were their Millennial peers.

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SUCCESS IS THERE FOR THE TAKING

FUN ISSOMETHING

YOU ARE

I’M SPECIAL,RIGHT?

SUCCESS IS A MOVING TARGET

FUN IS SOMETHING YOU HAVE

YOU DO YOU

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