Millennials are the Diverse Generation.

Millennial Overview

Generation Y. Generation Me. According to the suits, anyone born between 1980 and 1996. But how boring is that?

If you ask us, we’re the most diverse and educated generation in history. We want to make a difference. And nobody puts us in a corner. Not a bad reference for a millennial, right?

We learned to walk with Napster, learned to shave with Facebook and took our iPhone to the prom. We trust our peers more than anyone. Which is why we share almost anything online, and pretty much coined the phrase “T.M.I.”. Sure, we live in a digital world. Yes, we’re glued to our devices. And no, you can’t browse through our photos.

Here’s the thing: we still crave human engagement. So talk to us, challenge us, and be honest with us. We’re feedback-driven and entrepreneurially-minded, even though we are not all entrepreneurs.

We are the Purpose Generation. And we matter.

80 Million

WE’VE ARRIVED, IN A BIG WAY.

At 80 million strong in the U.S. alone, millennials account for the largest segment of the population and the workforce. Honey, we’re home.
92 Percent

WE GET BY WITH A LITTLE HELP FROM OUR FRIENDS.

92% of us trust recommendations from friends and family above all other forms of advertising.
$30 Trillion

WE’RE JUST STARTING TO BUILD OUR WEALTH.

30 trillion is expected to be transferred to millennials in the largest wealth transfer in history. Next round is on us.

GROWING UP MILLENNIAL

The events and experiences that shaped us.

The rise of personal electronics.

Baby memories and bad haircuts are captured with shoulder-held VHS camcorders. Hideous looking home computers from IBM and Apple start gaining traction. Walkmans become the latest waistband accessory, and with the rise of VCR, the phrase “Be kind, rewind” becomes a thing. Motorola releases the DynaTAC 8000x, otherwise known as the Zack Morris phone. It’s the first handheld mobile telephone available to the public, and forever changes how we communicate.

The 90s pop culture wave.

America finds out what happens when people stop being polite, as MTV’s Real World inspires a new genre of “reality TV” and the first non-celebrity-celebrities. Playground friendships end over allegiances to the Backstreet Boys vs. *NSYNC, and without knowing that it’s Posh who eventually marries David Beckham, every girl wants to be Baby Spice in the talent show. After-school television has millennials glued to the screen with classics like Fresh Prince, Full House, and a talking popsicle stick introducing cartoons. Rachel and Ross decide to take a break. Beanie Baby tags stay on because they’ll be worth something someday, you guys. Millions of Tamagotchis starve to death amidst school-wide bans.

The Internet.

The World Wide Web opens to the public and suddenly, you’ve got mail.

The Women's World Cup.

During the most-attended women's sporting event in world history, the U.S. Women's National Soccer team wins the World Cup in overtime. Hello, girl power.

9/11 and the War on Terror

Every millennial remembers where they were that day. The world changes in an instant and a new sense of patriotism emerges. We resolve not to take anything for granted, be it our safety, our loved ones, or our ability to make a difference.

The start of social networking.

AIM away messages with cringe-worthy song lyrics become obsolete with the launch of Facebook and suddenly social status is determined by virtual friendships and how many times you’ve been "poked." With Facebook only accessible to users with a verified college email address, millennials share information and photos as if the network is a private, undocumented conversation that Mom and Dad will never see. Oops.

The start of the financial crisis.

We watch our parents’ retirement savings disappear and thousands of our peers fight for economic equality by occupying Wall Street. To many of us, this means fewer jobs, more debt, and a healthy dose of skepticism.

President Barack Obama.

In the first election to leverage social media as a major campaign tool, Millennials say ‘yes we can’ to politics. Millennials rally for change and Obama's election represents hope for a bright future.

The Sharing Economy.

New business models are built on a foundation of shared resources, prioritizing access over ownership. Airbnb and Uber are born less than eight months apart and pave the way for thousands of new players to reinvent the way we interact with products, services, and each other. Mainly, a lot of things get simpler and more convenient. Just the way we like them.

Millennial Personas

To be clear, we don't think millennials can be boxed into categories with defined interests and motivations. That doesn't mean we can't have fun with stereotypes.

Select a Persona:

Serial Entrepreneur

Always on the go, quick to pivot, fueled by the rush of making an idea a reality in zero to sixty.

With a short list of big wins, a longer list of failures, and a never-ending list of passion projects and “it’s like the Uber of X” ideas, the hustle mentality is not for the faint of heart. But those who live by it, the ones who aren’t afraid to ask “what if?" and approach failure as simply one less iteration — they’re a force to be reckoned with.

On their desk: The Lean Startup Book, Ideas notepad and a stress ball
Corporate Catalyst

Career-driven, goal-oriented, shaping companies from within.

Thinking beyond the cubicle, high-potential talent, intrapreneurs, and millennial managers are investing in the future of work. Bringing a new skill set and generational perspective to the table, this rising talent helps bridge the gap between corporations and startups by challenging the notion of “business as usual.”

Under their desk: Three pairs of shoes, two lunch boxes from last week, and an umbrella.
Dedicated Do-Gooder

Socially-conscious and community-oriented, believe anything worth doing is worth doing with impact, even if it means crashing on couches.

From leading non-profit efforts on the ground to running social enterprises from the board room, these change makers are committed to using their time and talent to help address the needs of others. And in doing so, make their mark on the world.

On their desk: Gandhi poster, sustainable water bottle, carabiner key chain.
Experience Enthusiast

Curious, filled with wanderlust, ever-searching for views, vibes, and vegan-inspired dishes.

Whether they’re foodies, culture-seekers, travelers or burners, these explorers are about soaking up all life has to offer. Always on the lookout for unique word-of-mouth recommendations, they seek out moments of awe, indulgence and discovery in everything from tasting menus and spontaneous travel to pop up events and immersive art shows.

On their desk: Who needs a desk?
Techie Titan

Plugged-in, quick on their feet, fully charged with the need for screen.

From coders and web developers to brogrammers and social media gurus, techies are the linchpins for surviving in the digital world. With typing speeds that would make Mavis Beacon blush, these screen experts are all about making an impression online.

On their desk: Noise-cancelling headphones for diving into “the zone."
Passionate Creative

Visual, expressive, drawn to the art of craftsmanship and storytelling.

Whether it’s a camera, pen, brush, hammer, blog, or pair of bare hands, makers use a variety of tools to transform the ordinary into the extraordinary. From Etsy sellers and Pinterest DIYers to CustomMade wood workers and Instagram storytellers, these creators are all about the desire to inspire.

On their desk: a journal, decorative mug, and some abstract vintage object (i.e. the essentials for any instagram desk post)