Marvelous Millennials and Buyers Beware

A post from my mother Susan Brust - someone very intimate with Millennials as she has raised three of them. She is one of my heroes, and here provides some wonderful insight from the outside looking in on our generational mindset.

I want to begin by thanking the many writers who have already contributed to this millennial blog. You’ve provided readers with a glimpse into the hearts and minds of this next great generation. Unlike most who have contributed I’m not a millennial, but as the parent to three I recognize some commonalities of thought amongst my children and the many other remarkable young people they’ve brought into our lives and home over the years.

Although you millennials have grown up in different times and are the products of the technological age, it’s been heartening to learn what inspires you and makes you tick—what disenchants you and concerns you—because at the core these are the same things that those who came before you experienced while in their twenties (and late teens and early thirties since that is the current millennial span). I’m not saying I understand who you are or imply that I’ve heard it all before. No, this is your time and the individual path you’re charting is unique and yours alone. But we all share a common humanity and bond, don’t we? I empathize with you and relate to you because I’ve struggled and felt strongly about things too.

Thirty years ago I was concerned about my place in the world and what I could do to make it a better place during my lifetime. You’re also worried about what to do in life and how to make an impact, as well as things like jobs, where to live, student loans, relationships, being socially responsible, and treading lightly on the earth. Never forget that each and every one of you has what it takes to change the world around you and as a collective group of 75-80 million (depending on who’s counting) you can and will ROCK THE WORLD!

I observe and have read that millennials are an optimistic group. That counts for a lot! You are members of the most educated generation too, and with the technology our world now possesses you literally have the world’s knowledge, and the ability to communicate with others in numbers large or small, at your fingertips. You are a compassionate group that’s supports diversity, fairness and giving back. “Even despite a poor economy, millennials strive to give back to society. 81 percent have donated money, goods or services, reports a study by Walden University and Harriss Interactive. [You] strive to support causes that align with [your] values and personal belief system.” You have a need to touch others and make an impact, regardless of the career you choose or your job title. I will tell you what I told a group of high schoolers when I addressed them and their parents in 2007 when my daughter Kelsie was graduating. I said, “The future is in your hands and that’s a good thing. You’re an incredibly bright, brave, talented and compassionate group. You’ll go on to become solid citizens of the world and do your part to make it a better place.” I really believe this.

I want to caution you though. The baby boomers (I’m not one technically, but I’m close enough) will be remembered for ending a world war, ushering in an age of health and prosperity, creating incredibly great music, and more. On the flip side they are known for being self-absorbed, self-indulgent, and wasteful super consumers of goods, services, resources, etc. Every attribute of our generation seems to have an opposing counter-balance—there’s always interplay of positive vs. negative, good vs. bad, helpful vs. harmful. The same will be true for you.

One simple example of this is your generation’s well-known preference for convenience and instant gratification (of course, you are not alone in this). You order things on Amazon and they are delivered to your door a day or two later. It’s really great and we all love this speed and convenience, don’t we? But we must not forget that all those individually wrapped and couriered boxes come with a flip side-- a price to the environment and the world. It’s the price of cardboard, labels, shipping papers, warehouses that are heated, cooled and lighted, packaging material, fuel for the planes and trucks that speed the goods to our door, etc.

Here’s another thing to watch. You embrace technology even more than the rest of us. Have you ever wondered where all the outdated computers, monitors, printers and cell phones are going? It’s so exciting to have the latest and greatest technology, but what in the world happens to the things we replace every year or two as devices evolve—not to mention the mailing cartons they come in? There must be mountains of circuitry, plastic and cords piling up somewhere. Yikes!

Likewise, most millennials have a love for bargains. “Nearly 9 in 10 millennials ticked ‘has lowest prices’ as a key retailer attribute when choosing where to shop…. 87% listed an item’s price as a key factor when deciding what to buy.” This focus on low cost often translates into buying goods that were not sourced locally, but rather brought to you from across the world. There’s an impact when these inexpensive goods prove to be of inferior quality and must be discarded and replaced after a few wearings or uses. What happens to all the sad looking clothes and shoes we discard? Millennial bargain buyers beware! Remember that your buying decisions have far greater impact than you think. Perhaps spending more for something that’s made locally and lasts longer (an old notion) will prove better in the end. But that’s for you to decide.

One of the greatest generations in history—yours-- is poised to reshape our world as you come into your time of influence and prime spending years. By 2020, according to a Brookings Institution analysis, 1 in 3 adults will be a millennial. By 2025 you will represent 75% of the global workforce, according to “Forbes.” You are about to overwhelm the world with your sheer numbers and the world is counting on you to do your best. Knowing my kids and their friends as I do gives me hope. I feel this hope despite the incredible sadness, violence, disparity and cruelty we see in the world, including the tragic deaths of dozens of people celebrating Bastille Day just today in Nice, France. I hope and pray that your generation’s desire to focus on others—on social responsibility and the world—as well as your pooled intelligence, integrity and talent, will now serve you well. I will end this post with a millennial trend article from the internet that I, being the positive thinker that I am, really liked: “…another trend to watch for in the year ahead—empathy as one of the world’s greatest currencies.” Now wouldn’t that be something to see? 

 Let’s do it!