In a recent survey, MTV Insights set out to understand the younger end of the Millennial demo, 13-17 year olds, who will soon move into the “sweet spot” of MTV’s core target demographic of 18-24 year olds.
This is a landmark generational study that builds on MTV’s long legacy of deeply understanding their audience, as part of an effort to constantly reinvent ourselves and stay at the bleeding edge of youth culture.
One of the most interesting findings?
Of those who repsonded, 57% reported that they like to take a break from technology to make things with their hands…and 82% agree “when I’m stressed or overwhelmed, I like to stop and just do one thing at a time." As Julia, 17 puts it “When I craft I’m in the zone, it really soothes me."
With social media, crafts & baked goods are granted a “second life" and serve an important function in helping hone one’s personal self-brand. We see teens today even more adept at developing their unique persona from a young age, realizing both the need to stand out to get social media likes and, moreover, showcase a unique side to get noticed in a highly competitive college admission process.
Why are younger Millennials so stressed?
They came of age in an economic downturn, seeing college grads struggling with huge student loan debt and living through a cascade of social media-amplified tragedies like Hurricane Sandy and Sandy Hook. For them, life has always been a 24/7 social media show.
Younger Millennials’ “adaptive survival strategies”
These pragmatic youth are natural preppers in the face of an unpredictable world – whether planning for physically safety in light of violence or prepping for their futures in a more uncertain economic climate.
Accustomed to high school intruder drills, they are always in “exit strategy” mode, withover a third agreeing they “plot out escape plans when in public places, because of events like Sandy Hook.” Although half are scared of violence at school, they seem to have adopted a practical “Keep Calm and Carry On” mentality.
YMs are consciously taking time to self-soothe (a classic coping mechanism from hyper-stimulation) disconnect, de-stress, de-stimulate and control inputs. They “mono-task” and focus on immersive hands-on activities like baking, sewing or crafting. They claim their dependence on social media is overrated: one girl says “My parents Facebook more than I do.”
- 8 in 10 young Millennials agree that “Sometimes I just need to unplug and enjoy the simple things”
- 82% agree “when I’m stressed or overwhelmed, I like to stop and just do one thing at a time”
- 57% like to take a break from technology to make things with their hands
- 54% of 14-17 year old girls say baking makes them feel less anxious
This is the first generation of “digital latchkey kids.” Though increasingly physically protected by parents, teens’ web behavior is not as closely monitored. But like the Gen X Latchkey Kids who created their own rules and regimes while parents worked, youth today are surprisingly filtering out what’s overwhelming to them online: avoiding certain Youtube videos or sites that they think are gross, inappropriate or disturbing.
They’re slimming down their social networks and finding niche/private places to share in a controlled environment, whether it’s Snapchat or a locked Instagram feed.
Unlike older Millennials who were pioneers in the “Wild West of social media,” today’s teens are “tech homesteaders” – they’re more savvy about how to use the internet, build "gated" groups, "hide in plain view", curate and filter.
Source: MTV Insights | The New Millennials Will Keep Calm and Carry On