Apr 17, 2019
By Nicole Bitette
Millennials are often labeled lazy, but the truth is they are redefining success amid uncertainty.
Spoiled. Lazy. Entitled. These are common stereotypes associated with the millennial generation. They are also total misconceptions, according to Viacom’s Christian Kurz, SVP of Global Consumer Insights (GCI).
Millennials are “definitely not spoiled because they’re dealing with a whole lot of stuff. It’s not that they’re not buying houses because they don’t want a house. They’re not buying houses because it’s expensive and they have no money. They’ve not been dealt a good deck,” Kurz explains. “Really what we’re seeing with millennials is they are prospering in the face of adversity.”
To help audiences understand what defines demographic groups—including baby boomers, Gen Zers, and millennials— the GCI team created a series of videos based on research, titled “Generations.” These in-depth studies help our company and our partners to better understand how people see the world. Plus, they allow our brands and businesses to stay ahead of the trends to make sure the stories we tell are resonating with our audiences.
The first video covers millennials, who were born between 1981 and 1996 and were shaped by global events such as 9/11 and the economic crisis. As a result, they’re skeptical and unconventional. But, they are the first truly global generation thanks to the introduction of social media and smartphones. So while they eschew traditional institutions, they embrace digital connections.
Find out what else defines the millennial generation in the video below: