Many studies are trying to figure out how millennials are and what keys to press to convince them of anything (especially to buy a particular brand) are. At the moment, studies have already indicated that the Millennials are a generation worried about completely different things that previous generations cared. Its main goal is to be happy, which makes looking for different things in the workplace (not so important to win a lot of money but feel that the work matters) in the products they buy (prefer brands that work for the common good) or in their relationships (and not buy a house until very, very late).
The starting point of many experts when sitting down to analyze the millennials was that these were the most self-centered generation in history and really all that mattered were actually themselves. Several studies have shown that this vision of the Millennial Generation was certainly simplistic and that young people in this demographic were not so focused on themselves and only mattered to them his own person (finally, after all, are, for example, the generation that recycles). But one recent study has suggested that perhaps, in the end, yes have to talk to convince themselves of anything. Because, despite the millennials they themselves themselves are more self-centered than the previous generation.
Guilt is not his, but rather on the circumstances. Every generation, every demographic change involves a modification of the previous one and makes this focus a little more on themselves than did their predecessors. A study published in the journal Personality and Individual Differences, and prepared by specialists from the University of Michigan, and it has shown. The study analyzed how they look and how they act different generation’s population, based on the US population from 1790 to 2012.
To determine which interested citizens and therefore how consumers are, experts analyzed the use made of words in the different speeches on the state of the nation that have given during the American presidents and have focused the weight of words involving common good and those who advocate a more individual-centered vision. Then they compared that data with the same content analysis appeared in popular songs and books of the period.
The conclusion is that as time progresses growing interest consumers have in themselves. That is, as the generations pass these become more self-centered and less concerned with the common good. And the highlight (for now) of all these developments are the millennials, who have become – thanks to the weight of generations of increasingly more focused on individuals themselves – in generating more concerned about his own person.
And this information is not only a curious and worthy data of a game of Trivial, but also changes how you must go to these citizens when they want to convey a message and how to receive it. There is more to see the proclamations that were used a hundred years ago to see that today would make no sense (and would get very little echo). But in reality, there is more to see the slogans they used the marks 20 made to understand that does not curdle with consumers today.
How crises change citizens
But not only the weight of evolution has had an impact on the millennials, they have also had the times. Generational changes and developments in society has become the most self – centered generation of the last 200 years, but still will be far from little emperors that no one can say not wearing the suit they think they are wearing. In this study, we add another, also collected by Salon, who has studied how the economic crisis touches to consumers.
The conclusion of this study, conducted by a professor at the Goizueta Business School, discusses how the economic environment affects the levels of narcissism of individuals. And there, the millennials have fared better: will fall to them to be much more humble than others. The specialist performed personality tests to citizens of different age groups between 18 and 83 years. The bottom line is that consumers who reach adulthood at a time of economic crisis are, ultimately, less narcissistic than those who do during periods of economic boom.
That is, those who reach maturity in times of recession are less arrogant about him later in life, which explains why they are the years of early works that help shape the identity of each person. The years of early adulthood (20) are those that make the professional, a career, but also the adult personality. They are formative years, as noted by the conclusions of that report. During times of economic crisis, workers who are in their 20s are the least educated and those who must stay with the worst jobs (which is kind of humbling experience that lasts a lifetime).
And the conclusion to be drawn from all these studies is that millennials are, as they fear brands, a rather complex generation, because although they have been born to be more self-centered than the rest have faced an environment that has served them as a kind of wake-up call. The message, to seduce, must therefore take all these factors into account.