“The Greatest Generation.” “Baby Boomers.” “Gen X.” They all seem to have better connotations than one of the current monikers attached to Millennials, “The Selfie Generation.”
Even less flattering are the characteristics often associated with Millennials, such as job-hopping, lazy and mobile phone- and internet-dependent.
Ah, but Millennials may fool us, a new study says, arguing this generation cares more about values, career and diversity than the number of followers, likes and shares someone has on social media. Communicators and marketers take note.
Social Media is a Tool not a Philosophy
In short, while there’s little doubt Millennials, particularly younger Millennials, are more comfortable with social media and use it more than earlier generations, it is another thing to automatically link this group’s self-worth with social media. The study argues social media is a tool for Millennials, not the center of their lives.
Released last week, Fuse Media’s study, conducted late in 2017 by Insight Strategy Group, looked at 2,000 people who self-identify as black, Latino, Asian and white.
Among its findings was that 80% of Millennials care a lot about diversity and inclusion.
In addition, 73% say “values” are the largest influence on who they are.
Nearly one-third cited “relationships,” “hobbies,”“careers” and “what I’m good at” were factors for self-identity.
44% are people of color and this subsection comprises up to 75% of the Millennial audience in the top 20 U.S. markets. This group places much weight on ethnicity and nationality.
80% of the full Millennial group expects authentic advertising to feature people who look like them.
In addition, a point that many studies echo, including Aflac’s 2017 CSR survey (PRN, March 13, 2018), the overwhelming majority of Millennials (80%) respect brands that take a stand on relevant issues.
