千禧一代：神话与现实

Myths and Realities CONTENTS The Millennial MegatrendsWhat is really different?What is NOT different?What is half-true?Who is next? INTRODUCTION 1. WHO ARE THE MILLENNIALS?We all know exactly who Millennials are Millennials are youngMillennials have (some) unique characteristicsMillennials are dwarfed by the much largerBaby Boomer generationMillennials are the most derided generationImplications 2. MONEYMillennials are the first modern generation to be worse off than their parentsMillennials feel worse off and less optimistic thantheir parentsMillennials are more materialistic than other generationsMillennials are not saving enough for retirementImplications Authors Bobby DuffyHannah ShrimptonMichael Clemence 3. HOUSINGMillennials are frozen out of the housing market Contact Ipsos MORI Millennials are living at home at a record rateImplications +44 (0)20 3059 5000ukinfo@ipsos.comwww.ipsos-mori.com/millennials@IpsosMORI#IpsosMillennials 4. EDUCATION Millennials are the most educated generationImplications 1259. SOCIAL ATTITUDES125Millennials are more socially liberal thanother generations134American Millennials will end the gun control debate137Implications Millennials are lazy workersMillennials job-hop moreMillennials are not motivated to workMillennials: A new generation of employees,a new set of expectationsImplications 10. POLITICS 6. SEX AND MARRIAGE Millennials are less likely to voteMillennials are not ‘political party people’Millennials are closet conservativesImplications Millennials are choosing not to get marriedFewer Millennials are having childrenMillennials are having less sexMillennials are the gayest generation everPorn addiction is threatening an entire generationImplications 15311. RELIGION153Millennials are the least religious generation yet157Implications 7. TECHNOLOGY AND MEDIA 12. TRUST All Millennials are ‘digital natives’ and all‘digital natives’ are MillennialsMillennials are uniquely ‘mobile first’Millennials are online on their phone more of thetime than other generationsMillennials do different things online fromother generationsFacebook is dead to MillennialsMillennials are watching less live TVMillennials are hooked on streamingImplications Millennials don’t trust institutionsMillennials don’t trust othersImplications For Millennials, wellness is a daily, active pursuitMillennials smoke more than other generationsMillennials are shunning alcohol atunprecedented levelsMillennials are turning to recreational drug useMillennials have the worst mental healthImplications 8. BRANDS AND MARKETINGBrands are losing their appeal to Millennials Millennials are less brand loyal than other generationsBrand ethics are key to winning over MillennialsMillennials don’t trust or respond to advertisingMillennials’ purchases are more influenced byrecommendations than other generationsMillennials are more likely to complainMillennials are driving online salesImplications 18514. MILLENNIAL CHARACTERISTICS185Young people are more narcissistic and selfish than everThe average Millennial’s attention span is shorter thana goldfishImplications EXECUTIVE SUMMARY Millennials’ is an abused term, misused to the point where it’soften mistaken for just another meaningless buzzword. But itsoriginal and conventional use is far from empty. ‘Millennials’ is aworking title for the c.15-year birth cohort born around 1980-1995,which has unique, defining traits. Unfortunately, many of the claimsmade about millennial characteristics are simplified, misinterpretedor just plain wrong, which can mean real differences get lost.Equally important are the similarities between other generations– the attitudes and behaviours that are staying the same aresometimes just as important and surprising. We are generational researchers and believe in its power topredict future directions, but that doesn’t mean we want to explaineverything as generational. In fact, the opposite is true: we seeour job as separating the different types of effect and not to claimgenerational impact when the evidence is weak. One of most important conclusions from this review is thatwe should often take a ‘culture before cohort’ approach: thedifferences between countries (outside a tight-knit group of US,UK and similar Western democracies – but also often even withinthese) generally dwarf the differences between cohorts. Evenwithin the generational effects we do see, understanding thesemore global trends is vital: one of the key drivers of generationaldifference in the West is the seismic shift of power to the Southand East, making a brighter future for the young in establishedmarkets much less certain. It is increasingly important to understand financial strain and employment struggle has created a blockagein the millennial life cycle, an adult purgatory, where key choicesassociated with moving onto the next phase of adulthood aremade later than previous generations. Symptoms of this arenoticeable across various millenni