Born between 1981 and 1996, millennials are concerned with so much more than avocado toast, student loans, and alleged entitlement. In actuality, this generation is one of the most reflective, insightful of the modern age. Millennial women, in particular, are taking the idea of trends and making them into something provocative. Of course, there are foods and other luxuries on their list of priorities. However, the most prominent of these priorities will be those that impact their lives on an individual basis and the broader world at large.
Millennials embrace self-discovery.
With millennials, in particular, you’ll hear them reference their Scorpio sun, Gemini moon, and Libra ascendant signs. The zodiac is just one example of how millennials focus their attention on self-discovery and, to an equally impactful extent, self-improvement. They’ll read up on their star sign and the traits associated with an Aries, Taurus, or Virgo, facing the good and bad facets of their personality in the process. Some may even turn to zodiac sign compatibility as a way to take this one step further. Knowing their zodiac sign qualities, they’ll turn to their partner’s sun sign to embrace and enhance that connection.
Millennials focus on experience.
Some look at millennials with disdain in part because they prioritize experiences, particularly of the luxurious or especially memorable sort. This can range from international vacations to something as simple as their skincare routine. Yes, they may research how to fix puffy eyes and choose an assortment of caffeine-infused eye creams, cold compresses, and even supplements to relieve swelling and puffiness. But, as they apply that cream to their eye area or take efforts against fluid retention, they relish in the feeling of the cool cream on their eyelids and the physical sensations that come from easing puffy eyes, legs, and body overall. While some may point to this as a sign of entitlement, millennials would probably say that they’re investing in their wellness and longevity.
Millennials prioritize comfort.
Puffy eyes aren’t the only irritants that millennials aim to push past. Beyond the experience of cucumber slices over dark circles or moisturizers soothing the around-the-eye area, millennials aim to emphasize comfort in their everyday lives. For instance, they might turn to minimizer bras to feel better in their skin, offering better support and greater comfort than pushup bras or bras with a bad fit, in which their breasts sag. They’ll pull on their favorite athleisure and run to the grocery store or tidy up their home. Life itself is plenty uncomfortable—your clothes, accessories, and other belongings don’t have to add to that discomfort.
Millennials aim for authenticity.
Sure, they’ll want to know if you’re a Capricorn or Sagittarius. Beyond that, millennials want the world around them to be as authentic as they try to be themselves. In marketing, in particular, millennials expect brands to practice authenticity. Whether you’re selling them a product or trying to be their friend, a millennial will want you to offer your true self, to the best of your ability, and embrace what that means to you. Chances are, they’ll recognize when you’re being inauthentic, and that will irrevocably affect their trust in you.
Millennials emphasize sustainability.
Gen Z has Greta Thunberg and the Boomers have Al Gore—millennials try to bring sustainability front-and-center in their own lives. From replacing plastic straws with alternative reusable options, where possible to embracing their hydro flasks and silicone zipper bags in place of single-use options, millennials try to do their part. Many even opt for carpooling, walking or cycling, or public transportation rather than driving a car from point A to point B. No single millennial can change the world but, with one step towards a more eco-friendly future at a time, every single person can make a difference that will compound and multiply. Implementing Meatless Mondays or choosing an eco-friendly purchase is good news for the world, and that’s how millennials try to save the planet each day.
Millennials work for equity.
Millennials are particularly passionate about social issues, from combatting racism to dismantling the patriarchy. A remarkable number of millennials consider themselves to be activists and advocates, making a difference on both an individual and a more global level. As a generation, they care about their passions and use that emotion to fuel their efforts. From movements and marches to speaking out to those without a voice (figuratively or literally), millennials make an effort to create a better, more equitable world for everyone—even if it isn’t an issue that concerns them more directly.
From social justice and personal comfort to self-discovery and experience, millennials have a variety of passions that go well beyond their stereotypes. Even if they enjoy avocado toast over brunch, it may very well be with a silicone straw on their way to a protest. Of course, not every member of the generation will share each trait. Still, overwhelmingly, their efforts are combined. Dressing comfortably, enjoying everyday and once-in-a-lifetime experiences, and aiming to learn more about themselves and the people around them, at the end of the day, millennials as a generation work hard to make the world a better place.
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