“The Next Normal” is global study done by Viacom ( of MTV, VH 1 among others) of the Millennial generation (born between 1980 and the early 2000’s). The study shares a portrait of this highly influential demographic during these highly dynamic times of cultural, social and economical shifts.The study identified that:
- Over three-quarters of teens and young adults say they feel very happy, although….
- Economic concerns have resulted in a legacy of fear around job security and doubts about upward mobility.
- Especially concerns about unemployment and the impact of the financial crisis are the context of this mentality shift: while 38% of young people in 2006 strongly agreed with the statement, “I will earn more than my parents,” that percentage is down to 25% in the post-crisis era.
- The conclusions are supported by another study stating that Millenials are buying less in cars or ‘owning’ stuff. They are redefining the concept of ownership. This is a paradigm shift that extends beyond cars to things like housing. What’s driving this trend? It’s smartphone apps that emphasis social networks and on sharing experiences, such as music streaming app Spotify or car/boat-service Uber
- Millennials find happiness in the simple pleasures of life, such as spending time with family and friends and both online and offline
- Three quarters of Millennials believe social media has a beneficial effect on relationships with friends.This study indicates that “The Next Normal” is much more “we” than “me.” Key defining traits for the Millennial generation include a sense of global community, new found tolerance and flexibility, increased creativity and a powerful desire to share and connect.
Perhaps Millennials are on to something.
Coca cola shows us thow security camera’s capture more than just burglaries, brawls and automobile accidents. They also give us insight in sweet, everyday moments of people just being, well, people.
In this viral Coca-Cola highlights in a new video advertisement that urges viewers to “look at the world a little differently.” It has been circling the web for some months and is strond indicator that our culture is opening up to a more social and value based- not-for-profit only- commercial messages.
Sustainable food production, waste management and urban farming have been omnipresent among the Gen Y / Millenials mindset of last year.
In the Netherlands only, projects like ‘ Tuinboon je mee‘ creates pop- up gardens in vacant (and usually forgotten) communal spaces. They bring forth the message to young people how easy and productive planting peas is.
Battle of the Cheetahs, a NCDO-contest targeted towards young professionals, triggered out of the box thinking and concepting on farming, food preservation, food safety and waste management. The winning idea of the contest, ‘Too Good To Waste’ , takes tomato’s just before they perish from the supermarket and processing them into ‘from trash to treasures’ products such as the tomato soup, thus decreasing food waste.
In the US ‘food rebel’ Annie Novak, co-founder and farmer of Eagle Street Rooftop Farm in Greenpoint, Brooklyn is living proof of Gen Y increasing interest and awareness on food and agricultural matters.
Branding agency Egg has pointed out some cultural indicators that are driving the farming trend amoung young professionals. Triggered by the bleak career outlook due to the economy and and increasing awareness on food issues, many college-educated Gen Y-ers turn to a revolutionary agricultural lifestyle that embraces ideals such producing healthy, equitable and sustainable food.
But what is different between Gen Y farming ideas and traditional farming ideas and methods? Whereas farmers in ‘the old days’ had to rely on know how passed on by generations this internet-savvy DIY-minded generation farmers are able to tap into a rich network of peers in order to figure out how to transform our food system for good. In addition they use the same digital connectedness to create online retail outlets and distribution systems.
What new Gen Y food projects and innovative ideas can we expect this year? Let us know your thoughts!
Ref: Egg branding, Too Good to Waste,
It is new year and that dusting off those new years resolutions. Trying to lose weight? This is one way to make it more fun!