Millennial Madness

Having been born in the late 80s, I’m classified as a millennial. And it’s really amusing to see what some design firms and retailers think appeal to a consumer like me. Sure, some millennials are older, and there are quite a few younger than me, too, but a lot of what’s considered “cool” or “entertaining” for millennials is close, but no cigar. So what are retailers and firms missing?

Like a lot of my peers, I use my smartphone daily, I’m consistently hooked-in to the Internet or social media, and I’m on a computer – both for my job and play – a lot. I play the PS4, Xbox360 and the Nintendo 3DS XL. I only watch a few TV shows (“The Walking Dead,” “Game of Thrones,” etc.), and I rarely watch movies – I don’t have the attention span to sit for two-three hours, analyzing “The Purge” or “The Hangover, #17.” I want my news timely, quick. I’m married without children (they’ll come one day), and deep down, I’m shy. I want my food organic and untouched by Monsanto, but also convenient, and I avoid aspartame and high-fructose corn syrup like the Bubonic Plague. I like my Starbucks, I covet my Graeter’s Ice Cream. But above all, I really, truly love to shop.

Though it may be surprising, I don’t shop a lot online (except around the holidays, because I always wait too long). I can’t stand not feeling the fabric of the T-shirt I’m ordering, or worrying about whether the shoes I bought will fit right. Most things I buy online are non-wearable items or last-minute birthday presents. Otherwise, even purchases like video games or books, I’d much rather do in-person. Maybe it’s the immediate gratification, or maybe it’s because I don’t trust the mail to deliver my package in a timely manner or in one piece – but I’d rather shop in-store.

That said, technology is permeating the in-store experience, as some retailers attempt to bring the aesthetics of online shopping to the physical world. However, unlike many shoppers, I don’t like the “stalker aspect” of retail. I don’t want stores to have access to my phone or apps – and stay away from my email! The latest in-store tech impresses me and it’s the future, but I’m still hesitant to be part of that. Maybe it’s the “1984”-feel of retail’s version of Big Brother peering over my shoulder as I browse the clearance rack at my favorite store – I don’t want your “help,” nor do I need it.

Still, I’m just one millennial in a sea of millions. I’m positive a lot of people my age feel exactly opposite, embracing the latest technology and apps, watching movies to their heart’s content and ordering everything from the Internet. But, if there’s one kind of millennial like me, there’s got to be more, too … Right?  

Millennials aren’t a single, unified front of people that feel or act the same. Some are only teenagers, while I’ve been out of college for about four years. What do I have in common with that youngster, besides the “millennial” identifier? My husband is a “millennial-cusper,” if you will, and he grew up in the 80s. He remembers the Persian Gulf War with clarity, when “Fraggle Rock” was still on TV, and when Reagan was president – I don’t. Case in point: We’re all different ages with different wants, needs, experiences and memories, so how can you lump us all together?

Many industry studies have attempted to divvy our generation up into various groups (moms, gamers, etc.), providing explanations on what one subset of millennials feels/wants/needs versus the other. And while it’s correct not to judge us as a whole, everyone is different, and not many will fit the exact definition of “this kind” of millennial versus “that kind,” in any study.

When I read through studies that list personality traits of each of the subsets, I usually think, wow, this doesn’t apply to most people I know. For example, one study described a millennial segment who are always on the Internet and play video games, never go out and are most likely to live with mom and dad. I scour the Internet and play tons of video games. But, I do go out with friends and I don’t live with my parents! Where do I fit in?

That isn’t to say the data isn’t there, and that the importance of the millennial shopper isn’t real. You just have to keep in mind that while we millennials share a generation, we don’t share everything – remember that we are individuals, too, with totally different backgrounds, family situations and monetary statuses, just like every generation before us. And, above all, your studies that segment us can never be totally accurate because of that.

You can still look at older versus younger, affluent versus middleclass, etc., but we already know not everyone fits perfectly into those molds, and now we need to apply the same school of thought to millennials. You can argue all day about generational differences, and of course they exist – my parents and I are quite different from one another, believe me! But, you also can’t lump a giant piece of the population under one moniker and expect to have everything figured out for your brand, either.

Carly Hagedon is the Associate Editor of VMSD magazine. She lives and works in Cincinnati and is a 2011 graduate of the University of Cincinnati, where she studied Journalism—Magazine Writing and American history. Prior to her foray into the retail industry, Carly worked as a freelancer for several local publications and interned at Cincinnati Magazine.