Researchers at Goldsmiths, University of London, have surveyed 2,000 people aged 18 to 70 on behalf of a Taiwanese electronics company to discover what worried them the most. They were concerned with trivial or “first world” stuff.
The biggest worries were:
- waiting at home all day for online deliveries
- forgetting passwords
- fear of leaving their phones at home (See FOBO)
- not getting enough “likes” on Instagram (See “like-buttons“)
The millennials in the study complained about avocado anxiety i.e. worrying about the quality of avocados in supermarkets – too hard or too mushy? Can’t have all those hipsters skipping brunch can we?
And a third of Londoners worry about a shortage of Prosecco! This is twice the proportion of the rest of the country. Well they say capital cities don’t reflect the rest of the country.
The researchers compared the results with those from twenty years ago. In 1997 people were worried about:
- having a happy relationship
- earning enough to pay the bills
- getting on the housing ladder
And people say that’s the kind of thing young people are worrying about today. It’s always been a worry!
But back to those fickle Millennials – so much has been written about this generation born between the 80s and the noughts. Sometimes called generation Y because they came after generation X.
Millennials grew up in an electronics-filled and increasingly online and socially-networked world. They are the generation that has received the most marketing attention. As the most ethnically diverse generation, Millennials tend to be tolerant of difference. Having been raised under the mantra “follow your dreams” and being told they were special, they tend to be confident.
While largely a positive trait, the Millennial generation’s confidence has been argued to spill over into the realms of entitlement and narcissism.
They are often seen as slightly more optimistic about the future than other generations – despite the fact that they are the first generation since the those born between the two world wars that is expected to be less economically successful than their parents.