Millennials are the first generation to grow up with social media, and for many, their daily lives are continuously recorded and shared with friends and followers.
According to the report, half are happy with their lives. However, how much Millennials believe they can change their lives breaks out differently, with 57% feeling at least somewhat empowered to do so.
This is how the report segments millennials:
18% are Youthful Pursuits
- Image Seeking
- Live in the Now
- Embrace Youth
- Happy with theirstandard of living, but not much chance of changing it
32% are Confident Connected
- Knowledge Seeking
- Happy with their standard of living, but feel they can change when or if they want to
25% are Creatures of Comfort
- The Simple Life
- Unhappy with their standard of living, but can do little to change it
25% are Indie Dreamers
- Unhappy with their standard of living, but feel that they can change it when or if they want to
The report offers strategies for connecting with the four millennial segments that vary by category and brand. The most desirable social media audiences are Confident Connecteds, who are avid sharers, and Indie Dreamers, who will advocate for brands they personally believe in. Youthful Pursuits generate buzz around aspirational brands. Creatures of Comfort are creatures of habit, most drawn to what’s familiar.