Which Brand Won Veganuary? Consumers Give Their Verdict
By Leia ReidJan 24
Published June 1st 2018
Millennials are killing restaurants. Millennials are killing beer. Millennials are killing diamonds.
These were among the things being brutally slaughtered by Millennials in the study we conducted in 2017 surrounding what people thought they were killing.
Interested to see what new violence the vicious generation have been accused of, the Brandwatch React team decided to take a look at what people say Millennials are killing in 2018.
The team searched for tweets containing “millennials are killing” between 1 January and 14 May 2018, then exported them and used Excel and a word counter to find the top mentioned words and following that phrase.
We found that mentions of the phrase appear to have risen since our last post, although we seem to be seeing usage of the phrase begin to drop off. Perhaps the murderous millennial meme is beginning to die itself.
We expected there to be some cross over with last year’s list but it’s pretty much totally different.
Here’s the list – we’ll explain each of the items below.
OK, here’s some explanation around each of those 10 things Millennials are apparently killing. You’ll notice that many of them appear because of particularly popular tweet on that topic.
Top of the list is exorcisms, because they’re scary and Millennials are scaredy cats.
This tweet gained thousands of retweets in January this year – despite the story they’re sharing being from 2016. It tells the story of Fr Vincenzo Taraborelli, one of Rome’s busiest exorcists, who is struggling to find young successors.
Millennials are killing exorcisms. pic.twitter.com/RMHqVcY20f
— Rút Nic Hata Risteaird (@RuthieFizz) January 25, 2018
I’m not sure why Italian exorcisms are more scary than, say, French exorcisms, but either way I’m certainly not volunteering.
While I’m not really sure what this tweet specifically means, this is probably one of the most sensible things on the list.
"millennials are killing the print news industry"
"TWO PAGES ABOUT KATE'S FINGERS"
"sir maybe we should…"
"TWO. FUCKING. PAGES." pic.twitter.com/GKLXtVN4MW
— TechnicallyRon (@TechnicallyRon) March 11, 2018
Also Kate’s fingers are blatantly not all the same length.
Millennials are stacking up their credit cards, setting fire to them and sending them out to sea (or, in other words, Millennials are afraid of debt).
Oh no Millennials are killing the unsecured personal debt industry!!!!!!!! pic.twitter.com/lNYbCJeOdW
— Wu-Tang Financial (@Wu_Tang_Finance) February 28, 2018
The porn industry is reportedly being affected by Millennial addiction to esports. Lol.
Millennials are killing porn by watching esports:https://t.co/NS2xkcnXrO
— MonteCristo (@MonteCristo) January 19, 2018
The enormous sports network is apparently next to suffer at the hands of Millennials.
“Millennials are killing ESPN”
ESPN’s response: pic.twitter.com/DCdp24Vl8u
— Jack McGuire (@JackMacCFB) May 6, 2018
Esports could also be the reason traditional sports networks are suffering, too. Here’s an analysis we did on the phenomenon recently in which we discuss a study that shows young men prefer watching esports to traditional sports.
Not everyone was accusing Millennials of murder.
Millennials are killing…..it!
Keep it up guys!!
— Master Thief Will Farr (@mrwillfarr) January 29, 2018
There’s at least some love out there for the much-hated generation.
Applebee’s is back in the list having returned from last year! Applebee’s has become tied to the “Millennials are killing” meme so much so that people are using it as a reference for an entire generation of Millennial haters.
The "Millennials are killing Applebee's" generation is telling Millennials to stop blaming other people for their predicament? That's rich.
— Zemyla (@Zemyla) April 25, 2018
It’s not the best thing to have your brand attached to.
how will the "lazy, entitled millennials" thinkpiece industry survive now that millennials are taking over the work force?
dear god, millennials are killing the "lazy, entitled millennials" thinkpiece industry
— Elizabeth M. (@_ElizabethMay) April 18, 2018
Millennials are killing commentary around millennials by subverting the common stereotypes associated with it, Elizabeth tweets.
This was an unexpected one in the list, and is included on the basis of the popularity of this tweet.
millennials are killing apartheid yo pic.twitter.com/io0wWQ6obA
— Capitalism.txt (@capitalism_txt) March 22, 2018
Millennials are even killing boxes.
Millennials are killing everything. https://t.co/CJbFlLAto5
— Boon Sheridan (@boonerang) March 22, 2018
Well, looking at the list above there’s plenty of ground covered. And there were plenty more items that didn’t quite make the top ten.
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The Brandwatch React team decided to quantify the vengeful acts of the murderous Millennial. Here's a list of things Millennials are killing, in social data.