I spent much of the day looking into what Millennials want (I know. Welcome to marketing.) I was surprised about how by-the-book Millennial I am. Pretty much every bullet described me.
While it wasn’t groundbreaking research I did, I combined it with my working knowledge of psychology and human behavior and found it all fascinating.
Most notably, Millennials are distrustful of institutions and want to take care of it themselves. Millennials trust the opinions of people they know personally. I guess this explains why our Facebook friends are always crowd sourcing (can you recommend a florist? What brand of diapers did you use?)
I completely agree with this. The recession took a toll on us (and I’m on the old side of the Millennial spectrum). We don’t trust our employers to give a shit about us. Why would we? Many Millennials struggle or struggled to find a first job and moved home after college. Those of us who were employed before the markets tanked either were laid off ourselves or watched our parents, friends and co-workers struggle with long periods of unemployment or underemployment.
We learned to fend for ourselves. Any period of time in which I’m receiving a steady paycheck, I consider it a blessing or a bonus. I keep freelancing because I need to count on me therefore I need to be versatile. Keep all possible fires burning because I know no retirement fairy is coming to hide money in my mattress at night. (Full disclosure, I do work with two teams of financial advisers, but I’m involved.)
Similarly, I know it’s up to me to take care of my health. I don’t necessarily believe doctors know my body better than I do. My doctors, trainers and advisers are part of my team, but ultimately it’s up to me to take care of me.
And pretty much everything else. I don’t want a travel agent planning my vacation, a politician deciding what I’m allowed to do or an executive deciding what I watch on TV or when. I didn’t even like send-out laundry when I was in New York!
How do you feel? Do you trust people to do the job for you or would you rather take care of it yourself?
I’m a journalist, content strategist, doting auntie, amateur bobsledder, fitness enthusiast, and wannabe health nut (who loves chocolate and pizza too much to fully commit). I don't want you to think my life is perfect. It's not.