Agencies and brands always want to better understand millennials—how they think and feel, where their interests lie, and how they’re changing global consumption trends. Understanding millennial trends can help you better align your marketing and outreach strategy with the habits and behaviors of this key demographic.
There’s a lot of content out there, so how do you get smarter, faster on what’s being written about millennials? Quid Apps leverage the power of core Quid technology on specific use cases, so the answers you need are just a few clicks away. Here, Content Strategy helps us better understand the current coverage landscape around millennial trends so we can find unique opportunities to create new content.
According to the media, millennials buck the trend on finances, spending, and family
Dueling themes about millennials being responsible with investments yet taking on greater amounts of credit card debt were present throughout the narrative. Within the largest clusters around credit debt, home buying, and the workforce, we found that millennials in the US are “alarmingly late” on car payments. Articles also mentioned millennial interest in the minimalist Apple Card as a status symbol, the emergence of “negative net wealth,” the collapse of millennial homeownership in Britain, and the emergence of tech responses to millennial demands for more efficient rental processes.
On the periphery, we found a cluster around millennials treating their pets like children—from feeding them high quality ingredients to spending large sums of money on them at Christmas. Divorce rates are also reportedly plummeting, down 18% from 2008 to 2016, according to a study that also takes into account lower marriage rates. When choosing a partner, millennials strongly consider political viewpoints but many have recently expressed frustration with the midterm elections and the Democratic party stance on the shared economy.
Traction scatterplot of the 21 themes around millennial trends from the past year, colored by sentiment (green = positive, to red = negative).
Trends of the trends: food consumption, aging millennials
The top left quadrant on the above scatterplot shows what trends might be coming next—articles with high engagement online, but low visibility in the media. The theme with the highest online interest covered UK-grocer Sainsburys’ new “touch-free” meat packaging for millennials who expressed an aversion to handling raw meat. Falling demand for canned tuna, also a popular topic, reflects larger themes of social values dictating spending and an interest in higher quality products.
Other widely shared, but less covered topics include the rise in use of plastic surgery among millennials to fight aging and an increased risk of obesity-related cancers. Botox-maker Allergan jumped on the millennial bandwagon late last year with its new “bo-curious” campaign, and a study published by The Lancet Public Health Journal found that a spike in obesity rates over the last 40 years has likely placed millennials at twice the risk for related cancers.
Timeline view of popular news around millennial trends for the past year, colored by themes, with articles about the millennial workforce highlighted.
Steady coverage around millennial workers, with a rising interest in food trends
Across all coverage from the past year, media outlets reported most consistently on millennials in the workforce (seen above in blue). From preferences about the types of offices they want to work in, to the office culture they desire, millennials are reinventing the workplace as Baby Boomers retire. Other workforce trends include an interest in recruiting diversity of experience (not just skin color), and resignation rates of nearly twice the number of their older counterparts.
Also of note, a rising interest during the past year in what millennials put on their plate. With a focus on reducing their carbon footprint, millennials appear to be shunning meat and dairy for plant-based alternatives, including plant proteins and pea milk. Functional foods that provide important sources of nutrition are in, and if you can’t access the foods you need—grow them. Educated millennials are leaving the desk for the field, especially in Colorado.
Content Strategy helps you understand the spectrum of coverage around any topic, so you can better position new content. Want to learn more about how Quid Apps can get you smarter, faster insight? Reach out to firstname.lastname@example.org, or visit home.quid.com with your Quid login to get started today.
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