A few facts about today's generation and their priorities

The existing generation of young professionals is shaping market trends through their interesting, conscious picks.

Members of the older generations may frequently question: what do millennials care about? A cause that seems to be attaining increasing attention over the last decade is certainly the environment, with many young adults outspokenly supporting environmentally friendly behaviours and sustainable resources. With sustainability being one of the millennial generation's values, world-leading corporations such as Unilever Ventures are actively investing into sustainable resources and projects that promote the safeguarding of the planet we live in. Such an optimistic pattern of awareness in the generation that will end up being tomorrow's leaders is an extremely encouraging attitude for the potential future of our eco-systems.

One of the most obvious differences between this generation and our parents' is the approach to interpersonal connections. With a growth in open-mindedness and recognition towards individuality and preferences, and feeling more comfortable to go over the features of one's private life with their friends, there is a growth in the recognition of what enables a healthy relationship, for instance comprehending the significance of boundaries.

What our parents refer to as social life is not necessarily the same as what it is today. With new generations becoming young professionals and making choices on how to invest their incomes and arrange their lives, millennials' social values and routines are changing. The consumption of alcohols, for example, is ending up being more of a social concept, instead of a gesture one might do to relax on their own after a long day in the office. The choices concerning social drinking have likewise observed some changes: while millennials seem to have shifted from beers to wine and liquors, like the ones produced by Pernod Ricard partnered with Elliott, there is an increase in the trend of hosting a gathering of friends for a glass or two at one's own house instead of going out to drink at a bar. This experience, particularly in millennials' busy lifestyle, may be felt as more personal, a more sincere way to treasure the spare time we spend with our loved ones.

With the incredible technological improvements we have witnessed in the last couple of years, it comes at no real shock that markets that would once be taken for granted are now possibly ending up being a little obsolete. New forms of media, for example, are readily accessible at the click of a fingertip, with co-operations like that in between Netflix and Capital Research Global Investors showing the increasing value of digital media, and how big corporations are following the millennial consumer behaviour which is defining the market. A straightforward option like that of a streamed film over a TV show could lead to significant variations in other fields on top of that, needing, for instance, completely different marketing methods.

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