So-called "millennials", the generation now in their late 20s, are making distinctive decisions compared to their parents' generations-- and businesses are following.
One of the most noticeable differences between this generation and our parents' is the perspective towards romantic connections. With a growth in open-mindedness and acceptance towards identities and inclinations, and feeling more at ease to talk about the features of one's personal life with their good friends, there is a development in the recognition of what enables a healthy relationship, for example comprehending the value of boundaries.
With the incredible technological developments we have witnessed in the last couple of years, it comes at no real shock that industries that would formerly be taken for given are now potentially becoming a little obsolescent. New forms of media, for instance, are easily available at the click of a fingertip, with co-operations like that in between Netflix and Capital Research Global Investors revealing the increasing worth of digital media, and how big corporations are adhering to the millennial consumer behaviour which is defining the market. An easy choice like that of a streamed film over a TV show could result in substantial shifts in other fields too, needing, for instance, completely different marketing techniques.
People from the older generations may oftentimes wonder: what do millennials care about? A cause that appears to be attaining increasing attention over the last few years is absolutely the environment, with lots of young people overtly supporting environmentally friendly behaviours and sustainable resources. With sustainability being among the millennial generation's values, world-leading corporations like Unilever Ventures are actively investing into sustainable resources and campaigns that promote the preservation of the world we live in. Such an optimistic movement of awareness in the generation that will become tomorrow's leaders is an extremely encouraging attitude for the potential future of our eco-systems.
What our older relatives refer to as social life is not necessarily the equivalent of what it is nowadays. With new generations becoming young adults and making choices on how to spend their earnings and arrange their lives, millennials' social values and routines are shifting. The usage of alcohols, for instance, is becoming more of a social concept, instead of a gesture one might do to relax by themselves after a long day at work. The choices regarding social drinking have likewise observed some adjustments: 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 pattern of hosting a gathering of good friends for a glass or two at one's own home as opposed to going out to have a drink at a bar. This experience, especially in millennials' busy lifestyle, may be perceived as more special, a more genuine opportunity to enjoy the spare time we spend with our close friends and family.