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Millennials

Edited by Victoria Stowe

The world is changing rapidly influenced by the emerging markets. Yet, the largest market in the world, the U.S. market, is still considered most desirable for international business development and entrepreneurship. Lately, a younger group of customers has emerged displaying a set of new developmental traits attributed to the feeling of entitlement. This cluster of millennials demands instant gratification of their achievements defined as 'generational' behavioral trait typically attributed to those born between the 1980s and the early 2000s.

 Needless to say how imperative it is for new brands, as well as some established ones currently experiencing temporary stagnation - such as Valentino, Balenciaga, Fendi, Saint Laurent to name a few - to be acutely aware of these new traits in order to capture the cluster of younger demographics and predict their future behavior and evolution.

Quite often technology alters a natural course of developmental processes in people, including deteriorating communication skills, ability to relate to others, and remorse. It is becoming quite obvious that a frequent use of electronic games could sanitize an immature mind and remove remorse and guilt from their consciousness. They also could alter problem solving skills of teenagers who often know only one method of dealing with problems – to terminate them. That is the reason why so often when feeling threatened or struggling with low self-esteem, teenagers either blame others for their problems or resort to violence and guns imitating the game plots they have been exposed to. Therefore, the impact of technology effecting more severely the teenage fragile mentality could possibly be causing the rise in school shootings and suicides among teenagers.

 

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