Millennial Tensions: A Story of Change

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    MILLENNIAL TENSIONS

    PREPARED BY THE SOUND www.thesoundhq.com

    A story of change

    http://www.thesoundhq.com

  • MILLENNIAL TENSIONS

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    UNDER THE MICROSCOPE The size and influence of the generation is one of the few things everyone agrees on. As such, theyre been relentlessly solved, decoded, debunked

    Weve been sold everything you need to hear then everything youve heard was wrong.

  • In our experience, their story is too complicated to be told in a few stats and bold claims. To tell our version, well start where they did, at the beginning

    OVERSIMPLIFIED Though there is no lack of opinion, there seems to be a lack of consensus.

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    WHAT MAKES A MILLENNIAL?in our humble opinion

  • CONTEXT SHAPES A GENERATIONS TRAITS, VALUES AND WORLD-VIEWS - IT GIVES THEM THEIR COLLECTIVE IDENTITY.

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  • LEADERSHIP

    THE MILLENNIAL STORY CAN BEST BE SUMMED UP BY CHANGE

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    CHANGE IN TONE

    CHANGE IN TOOLS

    CHANGE IN TOTAL

  • LEADERSHIP

    Boomers took a massively optimistic and involved approach to parenting (often called helicoptering), empowering & protecting Millennial youth

    But then High expectations met harsh realities - economic recession, crowded job markets, crippling loans and no sign of the many guarantees promised in youth.

    Change in Tone

    THE REALITY CHECK

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    There is no way to overstate the importance of tech in this story. It shaped how they learn, love, create, share, socialize, identify

    Born too late to be intimidated by it, tech took the drivers seat to both the cause & solution to the majority of their problems.

    Change in Tools

    THE TECH REVOLUTION

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    Millennials had a front seat to the fastest pace of change the world has seen yet. Entire institutions rose & vanished in fractions of the time it used to take.

    The only certainty has been the lack thereof, and the generation has grown to expect shifting sands year to year.

    Change in Total

    THE CONSTANT FLUX

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    This recipe of opportunity & crisis, being fueled by tech and living in continuous flux led to a generation widely considered to a a walking contradiction

    8 KEY TENSIONS

  • LEADERSHIP

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    1MASSIVELY INFORMED CONNECTION FATIGUE

    Unprecedented Ease of Access to Information Highly aware of local & global issues Quick experts on most topics Far reaching network of personal &

    professional lives

    Constantly On and Living in Constant Comparison Guinea pigs for the tech-fueled life Learning impact of overstimulation Brand new social struggles (ex:

    unrealistic online personas)

  • LEADERSHIP

    2INFINITE CHOICE DECISION PARALYSIS

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    MILLENNIAL TENSIONS

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    Trained to Expect Unlimited Options & Ability to Choose the Best Food, music, TV, movies, amazon Rise of online dating (Tinder) Only know the world of total, unfiltered,

    often free access

    Unlearned the Art of Making Tradeoffs Want it all, but struggle with the

    reality of too many options Need for curation and tailored

    recommendations (of everything)

  • LEADERSHIP

    3JACK OF ALL TRADES MASTERS OF NONE

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    Have Desire & Ability to Try Their Hand at Almost Anything Empowered by Boomer parents Easy access to DIY-everything

    (YouTube, Pinterest, Etsy) Value creativity, ingenuity, etc.

    Breadth of Experiences Without Depth & Commitment Generalists vs. Specialists Multi-tasking extraordinaries Search for perfect fit vs. diving in Contributes to identity crisis

  • LEADERSHIP

    4EXPLORE THE WORLD CRAVE STABILITY

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    Lives are in Constant Movement with Few Things Certain & Static Take longer to reach steady ground

    (marriage, own vs. rent, car, kids) Most expected milestones put off or

    completely redefined

    Attempt to Consume As Many Experiences as Possible Most common (but accurate) insight -

    not possession driven Exposure to a broader world Value adventure & spontaneity

  • LEADERSHIP

    Before Midlife Already the Most Reminiscent Generation Yet Reemergence of youth pop-culture

    (barcades, adult summer camp) Pace of change leads to idealized

    simpler, more stress-free times

    Highly Motivated to Achieve the Benefits of Adulthood Strong desire to be taken seriously Driven by extended youth context,

    uncertainty of reaching goals Respond to experience messaging

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    5NOSTALGIA OVERLOAD MATURITY STRIVING

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    6ACHIEVEMENT OBSESSED DRIVEN BY PASSION

    Future Oriented & Fixated on Achieving Lofty Ambitions Witnessed success of Boomer

    parents, believe its self-made Set big life goals and value reaching

    them over most things

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    Refuse to Settle for Less Than Their High Bar for Success Means doing something I love While offering me all the things Ive

    been told I deserve Reality is chronically stressful

  • LEADERSHIP

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    7EXPRESSIVE & OPEN FLUID IDENTITY

    Most Accepting & Comfortable with Sharing Brought up in a wold constantly

    creating, sharing, & defining yourself Most progressive generation to date

    (drugs, social issues, etc.)

    Struggling to Find a Rooted & Real Sense of Self Big investment of time, energy, and

    effort spent curating self-image Yearn for a steady and defined identity,

    real not digital

  • LEADERSHIP

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    = =

    8RIGHTFULLY FRUSTRATED RELENTLESSLY OPTIMISTIC

    Hold Contempt for State of the World They Were Handed Feel their generation inherited the

    problems of their parents Angry at the way many things were

    (and still are) done

    Despite Setbacks, Feel Things Will Improve (and They Can Help) Strongly feel everything will work out

    in the end View themselves as heroes, and refuse

    to believe theyre helpless

  • TENSIONS ARE GREAT We often seek them out in our studies. Life is messy. People are confusing creatures. Finding a tension is a good indicator of stumbling on some truth.

    EMBRACE THE CONFUSION A tension means an opportunity to say something interesting. It affords brands the chance to step in and ease the struggle (be a hero!), or at least show a bit of empathy by recognizing & admitting it exists.

    KEEP THE CONVERSATION GOING A final note on solving Millennials - theyre constantly shifting and evolving (much like their world). We speak to them every day, about nearly every topic.

    Reach out to info@thesoundhq.com for more information and specificity on the generation in your category!

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    CLOSING THOUGHTS

    mailto:info@thesoundhq.com?subject=

  • V A N C O U V E R | N E W Y O R K | L O N D O N | T O R O N T O | C H I C A G O | M U M B A I

    W W W . T H E S O U N D H Q . C O M

    http://www.thesoundhq.com

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    IMAGE REFERENCES

    SLIDE SITE

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