I find myself quite curious about Millennials. We’re always hearing about them but the information seems to be mixed. They are the first cohort group to be larger than the baby boomers, of which I am a member. Their participation in the elections was far from what I had hoped.
I decided to check with Gallup and see what vetted information they might provide.
In the U.S., roughly 73 million millennials were born between 1980 and 1996. Like those in every generation before them, millennials strive for a life well-lived. They want good jobs — ones with 30-plus hours of work a week and regular paychecks from employers. They also want to be engaged in those jobs, meaning they are emotionally and behaviorally connected to them.
In addition to finding steady, engaging jobs, millennials want to have high levels of well-being, which means more than being physically fit. Yes, millennials want to be healthy, but they also want a purposeful life, active community and social ties, and financial stability. Regarding that financial stability, millennials want to be able to spend money on what they want — not just on what they need.
On the surface, they seem to embrace the very values and ideals that us boomers were looking for. They do not, however, appear to have the passion or activism to fight for those ideals as we’ve seen during the past election.
Given their interest in wellness, however, it would be interesting to see if they embrace tea. I was delighted to find some research out of Canada that speaks to this question.
Millennials–in fact, Canadians aged 19-37–make up more than one third of total tea drinkers in Canada; by 2020, spending will more than double in this key demographic (National All Channels, 2016).
This is very encouraging. I’m starting to like them even more. Will this translate to millennials living in the U.S. or around the globe? We will have to see about that. If there are any millennials reading this, we’d love to hear from you about your tea drinking observations. Let’s all send a cheer up for those Canadian Millennials. Eh!