Millennials generation approaches happiness in a radically different way compared to other generations, a fact that has profound implications over brand marketing, according to the most recent global study – “The Pursuit of Happiness” – by ZenithOptimedia.
The study analyzed Millennials (18-34 y.o.) and was made on a sample of 6,000 people from 10 countries.
Millennials are rejecting Baby Boomers (people born in the demographic boom after the Second World War) manifestations and the consumerist aspirations of 80s and 90s youth and are the generation with the biggest drive towards individual happiness.
In contrast with the ideals of previous generations, Millennials consider health, financial stability, career, education and following their own dreams and passion as critical in achieving happiness. This generation needs to be in control in order to enjoy the advantages of freedom.
Extended recession, tech developments and the expansion of individual liberties modeled Millennials attitude towards life. This way, they founded their happiness concept on a series of factors that divide in 2 key categories: liberty and control.
When it comes of career, people in control of their career are by 56% more numerous than those that doesn’t have control over it when stating they are happy. In the same way, those in control of their passions and interests say they are happy, more by 55% compared to those that aren’t. Social life makes those in control of it happier and they are 35% more to declare. It is vital for this generation’s happiness to have “memorable experiences” and it matters how one acts as an individual and not what goods one owns.
The perspective over maturity is also different compared to previous generations. Only 17% Millennials consider buying a house as a milestone of maturity and only 20% consider marriage an indicator for being adults. Less than half (39%) consider a key element to prove their own maturity the act of leaving family’s home.
The elements of maturity for today’s young people are represented by solving problems (47%), making decisions (59%) and financial independence (60%).
The countries involved in the study were Argentina, Australia, China, France, Mexic, Russia, Spain, United Arab Emirates and the United States. The online qualitative study was made over 300 people and the quantitative one – on a sample of 5,800 participants.