Our new Generational Trends report, shows that millennials hold brands to a high standard.
Whether they’re calling out mediocre products or demanding more finesse, this generation is certainly hard to ignore.
But what’s driving these passionate conversations online? And how can brands adapt to meet these expectations?
Let’s find out.
Why are millennials so mad?
When diving into online posts from millennials, one thing’s clear: they’re hard to please. And whether it’s calling out fast fashion or shunning energy drinks, the generation are quick to call out what they care about.
Many conversations aren’t just complaints, either – they’re calls for change. Take fast fashion: 39% of the posts we analyzed showed signs of anger and frustrations. Plenty of millennials abstaining from throwaway culture and showing frustrations at low quality products.
These conversations are happening across industries, too. In mentions about energy drinks, 44% of the sentiment-categorized conversation was negative. Positive mentions made up just 15%.
This theme can be seen across social media posts from millennials, and their frustration tends to reflect deeper values of transparency and quality. And brands should keep this in mind.
Yet, it’s not all criticism.
Millennials are fixing problems themselves
While millennials are critical – they’re also creative. The generation is constantly sharing workarounds, fixes, and hacks to make do when expectations aren’t up to scratch.
They’re brilliant at sharing ways to overcome product shortfalls or ethical issues, too. Mentions about slow fashion are a great example. While millennials criticize low-quality, throwaway culture, many are actively promoting slow fashion as a better path forward. They are routinely sharing sustainable brands, second-hand finds, and DIY tips with each other.
It’s not just about fashion, either. Whether it’s neurodivergent communities sharing cleaning hacks to travelers wanting minimalist packing tricks, the internet is jam-packed with millennials sharing tips and tricks.
These niche conversations offer a brilliant opportunity for brands to discover millennial workarounds – each one pointing to a pain point worth solving.
How brands can turn millennial cynicism into insights
In other words, don’t let millennials’ cynical tone obscure the clear expectations littered throughout their online conversations. Tapping into the chatter can help brands understand their pain points, disappointments, and most importantly: unmet expectations.
Millennials are vocal, and often critical, but their outrage isn’t random. It's often tied to frustration with industries that aren't keeping pace with their values. And brands that tap into these conversations are sure to benefit.
Essentially, millennials want to love what they buy, but they’re tired of being let down. They’re setting the standard for positive brand experiences – and companies that don’t adhere risk getting left behind.
Check out our brand new Generational Trends Report for more insights from across generations.
