Gisteren publiceerde MTV in de VS een nieuwe studie gebaseerd op een onderzoek bij 1800 14 to 17-jarigen. De muziekzender stelt vast dat dit niet meer de zelfde jongeren zijn als hun bekende ouder broers en zussen van de Millennials. Niet zozeer omdat er een nieuwe generatie zou zijn, wel omdat zij effectief opgroeien in een wereld vol (economische) crisis.
De titel van het rapport is duidelijk “Young Millennials Will Keep Calm & Carry On”. Enkele cijfers en inzichten die ik kon vinden uit het rapport:
- Over three-quarters of Millennials today ages 14-17 “worry about the negative impact that today’s economy will have on me or my future”
- 60% of 14-17 year olds say “I believe that my generation will be worse off than my parents’ generation” and 60% feel “very stressed about getting into a good high school or college”
- In 2010, 71% of young Millennials agreed with the statement “If I want to do something, no one is going to stop me” versus only 51% in 2013
- 69% say “I put more pressure on myself than others put on me”
- Over one-third of younger Millennials agree they “plot out escape plans when in public places, because of events like Sandy Hook”
- Although half are scared of violence at school, they seem to have adopted a practical “Keep Calm and Carry On” mentality
Tech Homesteaders & Mono-tasking
Unlike older Millennials who were pioneers in the “Wild West” of social media, today’s young Millennials are “tech homesteaders” – more savvy about how to use technology, interested in building “gated” groups, curating, filtering and choosing to selectively unplug.
They are also consciously taking time to self-soothe, disconnect, de-stress, de-stimulate and control inputs. They increasingly “mono-task” and focus on immersive hands-on activities like baking, sewing or crafting. Some claim their dependence on social media is overrated: one girl says “My parents Facebook more than I do.”
- 8 in 10 young Millennials agree that “Sometimes I just need to unplug and enjoy the simple things”
- 82% of young Millennials agree “when I’m stressed or overwhelmed, I like to stop and just do one thing at a time”
- More than half (57%) of young Millennials like to take a break from technology to make things with their hands
Younger Millennials are heeding the advice of their pragmatic Gen X parents, who don’t say “the world is your oyster” but rather “you’ve got to create your own oyster”:
- 84% of 14-17 year olds say “I know why I shouldn’t do something, because my parents explain the consequences to me”
- In 2013, 68% of young Millennials agree with the statement “My parents are like a best-friend to me,” an increase of 10% from 2010 where 58% agreed
- 84% agree “It’s really important to always be prepared and have a plan”
Young Millennials are consummate brand managers, honing their unique personal brand to stand out and specialize in a world that’s increasingly competitive (whether that’s in terms of obtaining a following online or getting into college). They are “DIY Learners” and leverage YouTube videos and niche online communities to delve into the intricacies of their passion. Many have established a unique voice in Tumblr or Instagram as the person who posts photos related to “all things neon” or “romantic Victorian” or “90′s grunge.”
- 84% say “I love being an expert in things,” while 78% claim “someone I know would consider me an expert in at least one thing”
- 7 in 10 say “I learn how to do things on YouTube” or “I go to YouTube for DIY videos”
This is the first generation of “digital latchkey kids.” Though increasingly physically protected by parents, teens’ web behavior is not as closely monitored. But like Gen X latchkey kids who created their own rules and regimes while parents worked, youth today are surprisingly filtering out what’s overwhelming to them online:
- About 7 in 10 say I have the freedom online to go anywhere or do anything I want
- 88% try to avoid cruel videos online
- 76% try to avoid people being mean to each other
- 74% try to avoid videos about violence
In addition, they are slimming down their social networks and finding niche/private places to share in a controlled environment, whether it’s Snapchat or a locked Instagram feed.
Wil je trouwens het verhaal kennen achter het ‘nieuwe’ motto? Check hier.