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Do you have to tell millennials about themselves to convince them?

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Do you have to tell millennials about themselves to convince them?

Many are the studies that are trying to find out what millennials are like and what are the keys to press to convince them of anything (especially to buy a specific brand). For now, studies have already indicated that millennials are a generation concerned about completely different things than previous generations were concerned about. Their main objective is to be happy, which makes them look for different things in the get details of mobile number in pakistan world of work (it is not so important to earn a lot of money but to feel that work matters), in the products they buy (they prefer brands that work for the common good) or in their relationships (and they don’t buy a house until very, very late). The starting point of many experts when it came to sitting down to analyze millennials was that they were the most self-centered generation in history and that in reality the only thing that mattered to them was actually themselves. Several studies have shown that this view of the Millennial Generation was indeed simplistic and that young people in this demographic were not so focused on them that they only cared about their own person (after all, they are, for example, the generation that recycles). But a last study has pointed out that perhaps, in the end, they do have to talk about themselves to convince them of anything. Because, despite the millennials themselves, they are a more self-centered generation than the previous ones.


The fault is not yours, but rather the circumstances. Each generation, each demographic change, implies a modification on the previous one and makes this one focus a little more on themselves than their predecessors did. A study published in the journal Personality and Individual Differences, and prepared by specialists from the University of Michigan, has shown this. The study has analyzed how different generations of population look and act, based on the population of the United States from 1790 to 2012. To determine what interests citizens and therefore how consumers have been, the specialists analyzed the use made of words in the different speeches about the Forex Email List state of the nation that US presidents have given during the period and have focused on in the weight of the words that imply the common good and those that defend a vision more centered on the individual. Later, they have compared these data with analyzes on the same contents that appeared in popular songs and books of the period.

The conclusion is that as time progresses, the interest that consumers have in themselves grows. That is, as generations go by they become more self-centered and less concerned about the common good. And the climax (for now) of all that evolution is the millennials, who have become – thanks to the weight of generations and generations of increasingly self-centered individuals – the generation most concerned about their own person. And this information is not only curious and worthy of a trivia game, but it also changes how you have to address these citizens when you want to convey a message and how they will receive it. You only have to look at the proclamations that were used a hundred years ago to see that today they would not make any sense (and would get very little echo). But, in reality, you only have to look at the slogans that brands used 20 years ago to understand that they would not catch up with today’s consumers either.

How crises change citizens

But not only the weight of evolution has had an impact on millennials, so have the times. Generational changes and the evolution of society have made them the most self-centered generation of the last 200 years, but even so they will be far from being little emperors that no one can say that they do not wear the suit they think they are. wearing. To this study is added another, also collected by Salon , which has studied how the economic crisis affects consumers. The conclusion of this study, prepared by a professor at the Goizueta Business School, analyzes how the economic environment affects the levels of narcissism of individuals. And, there, the millennials have fared better: they will have to be much more humble than others. The specialist performed personality tests on citizens of different age groups between 18 and 83 years old. The bottom line is that those consumers who reach adulthood during times of economic crisis are, in the long run, less narcissistic than those who do so during periods of economic boom.

That is, those who reach maturity in times of recession are less arrogant about their person later in life, which is explained because it is those years of first jobs that help shape the identity of each person. The years of the first adult stage (the 20s) are those that make up the professional career, true, but also the adult personality. These are years of training, as the conclusions of that report point out. During times of economic crisis, workers in their 20s are the least educated and those who must keep the worst jobs (which is a kind of humbling that lasts a lifetime). And the conclusion that can be drawn from all these studies is that millennials are, as brands fear, a quite complex generation, since although they were born to be more self-centered than the rest, they have faced an environment that has served them as a kind of wake up call. The message, to seduce them, must therefore take all these factors into account.

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