Editor’s note: Susana La Luz-Hawkins leads design research projects for Lextant, a Columbus, Ohio, qualitative research firm. This post originally appeared in the February 2015 issue of Quirk’s as a sidebar for the article titled, “Qualitative approach aims to have Millennials dig deep.”
Brand loyalty is declining. Millennials are more willing to buy from lesser-known brands. This could be due to the need to balance spending with lower incomes, their desire for new experiences and/or wanting to support “maker” culture. This can be seen in the declining performance of certain fashion brands and in the influx of small start-up or boutique brands.
Ownership is not an aspiration. Millennials seem to subscribe quickly to sharing, borrowing and renting when available. Their “collective” mind-set sees value in using something only for the period of time when they want or need it – and allowing others to share in its use. This can be seen in the widespread use of services like Craigslist, Spotify, community gardens and even shared living spaces.
Suburbs are out. Urban is in. Millennials see cities as prime places for discovery, exploration and socialization. As a result of this, they seem to gravitate towards living in or nearby larger, urban areas. Within these cities they seek out environments, neighborhoods and even virtual communities that fit within their value system and within their budgets. This can be seen in the development of abandoned warehouse or industrial spaces for socialization and creative events and in the upscale boutiques and restaurants cropping up in unlikely areas of town.
Passion for work-life integration. Whether they are making a living from something they are personally passionate about or integrating the things that they are passionate about into their professional lives, Millennials want work-life integration. This blend of professional and personal can be seen in the development of workplace communities and online entrepreneurial services. For example, Web sites like Kickstarter and Etsy allow people to showcase and make money from projects that they are passionate about.
Living healthy is cool. Millennials may be the first generation to combine enjoyment with healthy behaviors. They are making exercise fun, demanding food that is both nutritious and delicious and making conscious efforts to stay stress-free. This can be seen in the popularity of organic foods, health-related sporting events, the gamification of health goals and the surge of exercise studios that focus on both mental and physical well-being.
Technology is not the future. While the latest technology is aspirational, exciting and seen as a necessity, Millennials develop more meaningful relationships with experiences that are real time, hands-on, even analog. This could have huge implications for brands that want to connect emotionally with this generation.
Transportation is being redefined. For Millennials, transportation is key to new experiences, independence and productivity. While it is possible that they may value transportation more than any other generation historically, they also do not equate transportation with owning a car. Services like car-sharing and bike-sharing are cropping up quickly across the country, giving Millennials flexible and cost-effective solutions for their transportation needs.