No car, no second floor: For millennials, experience is the mark of status

A few years ago, or a few generations back, if you wanted to mark your status, that is, if you wanted to boast of success or good judgment in consumption, what you had to do was buy certain things. A second home on the beach was the clear mark that the goals in the middle class had been met. A good car was the formula young men used to mark that they had succeeded. Buying designer clothes (and being noticed) was the key that everyone turned to to prove their position.

But things have changed and if free spain phone number are a challenge for companies because they have interests that go beyond and differ from what previous consumers had done, they are also different when it comes to consuming to mark their status. Taking into account that they do not buy cars until they are really necessary, that they do not even take a mortgage on a first home and that they are the generation that has promoted movements such as vintage (or what is the same, the recovery of second-hand clothes hand) or normcore (dressing in clothes that you could have bought in a hypermarket), it was to be expected that neither car, nor house, nor brand clothes would serve to mark their position in the world.

So what is it that they use to mark status? The truth is, very much in line with the other consumption habits of millennials, what for them makes the difference between them is the experience. What makes a consumer experience superior is in the experience of using it.

This has just been confirmed by a study by Bauer Media on the consumption habits of millennials. The figures are based on responses from UK Gen Y members, although in this case the data can easily be extrapolated to other markets. The experiences and what people do are what make them different from each other. According to the survey data, millennials choose “one-of-a-kind, fleeting, and personal” experiences like status marks.

But not only the way they face things has changed for them, but also the role that they have in how they see others. Millennials are much less materialistic than previous generations and place much less importance on property in determining what a person is. In fact, 71% believe that people are defined by the things they do and not by the things they buy. Therefore, brands try to make consumers show interest in buying a product because this will serve to show according to what characteristics it has stopped making sense when the one who is trying to convince is the De Phone Number .

Types of millennial consumersThe study has also made an effort to differentiate between the different types of millennial shoppers, because not all consumers of that generation are exactly the same. In total, the study has separated five types of millennial consumers who differ between them by how they position themselves within the consumer spectrum.

On the one hand, there are influencers , who are those who love to speak and be heard and who therefore share their experiences online. Then there are the adopters , who use their knowledge to stand out, and the apprentices , who are usually the youngest and who focus much more than on trends in their own progression.

In addition to these three groups are those who are entertained , in the last age groups of the generation and who look much more like their parents than the youngest of the generation and who expect the brands of the media world to give them entertainment (from there the name), and the happy ones , who are satisfied with their life and who do not follow the latest trends.

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