December 16, 2011
Data point: More people looking to Live a Little, especially Millennials
Faced with constant reminders about what to do (exercise more, eat better) and what not to do (smoke, overspend), and fatigued from several years of austerity, consumers are seeking out small indulgences and other ways to live it up just a little—one of our 10 Trends for 2012. And among Millennials, it seems that life stage is combining with economic and social circumstances to drive a particularly strong desire to push back against constrained living, according to our research.
In preparing our year-end trends report, we surveyed 1,055 adults in the U.K. and the U.S. Of the Millennials in the group, almost 8 in 10 say they need an occasional break from pressure to be perfect and more than 8 in 10 feel that “even if money is tight, I deserve to splurge on myself once in a while.” This cohort is also particularly keen to “live it up in the here and now” rather than wait for things to improve. Among other things, brands can appeal to this urge to live a little by helping to remove anxiety around an indulgent choice and showcasing how their indulgences are permissible—enabling people to splurge without feeling like they’ve fallen off the wagon altogether.