Spirit animals of a generation - Why Millennials need memes


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Ever want to look at the way memes embody the major cultural issues that every millennial faces? I did. This deck ties issues like over education and emerging adulthood to Chemistry cat and Socially Awkward Penguin.

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  • Ah. This is a great summary of how my Facebook and Reddit feed have evolved over the past year and a half.
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Spirit animals of a generation - Why Millennials need memes

  1. 1. Spirit Animals of A Generation Why millennials need memes Wednesday, September 11, 13
  2. 2. The generation we’re talking about Memes matter because the most popular are templates highlighting relevant issues that are layered with individual experiences. If you want a deeper understanding of the generation- see what makes them laugh at themselves. age 18-34 nonreligious “trophy kids” civic- minded diverseMillennials aka Gen Y Generation me Generation meme hyper- connected narcissistic tolerant Wednesday, September 11, 13
  3. 3. The Spirit Guides & the issues they embody Student Debt Over Education Underemployment Hyper connectivity Emerging Adulthood Repressed Cynicism Rise of the un-marrieds Growing up with Helicopter Parents Conspicuous consumption Collaborative Consumption Doubting Data Wednesday, September 11, 13
  4. 4. Anxiety Cat 1/3 of Millennials regret going to college because student debt, which now totals $798 billion dollars and exceeds credit card debt in the US gu ide to financ es Source: Forbes 5/2013 http://www.forbes.com/sites/halahtouryalai/ 2013/05/22/student-loan-problems-one- third-of-millennials-regret-going-to-college/ Wednesday, September 11, 13
  5. 5. Key Lesson: Financial insecurity leads to all kinds of insecurity Anxiety Cat Wednesday, September 11, 13
  6. 6. Chemistry Cat A greater share of young adults are enrolled in high school or college today than at any time in recorded history. Over 63% have aBachelor’s Degree gui de to nerd hu m or PEW 2/2012 http://www.pewsocialtrends.org/ 2012/02/09/young-underemployed-and- optimistic/ Millennial Branding 7/2012 http://millennialbranding.com/case-studies/ payscale-com-study/ Wednesday, September 11, 13
  7. 7. Key Lesson: Embrace the dorky/nerdy/intellectual part of yourself Chemistry Cat Wednesday, September 11, 13
  8. 8. Business Cat Unemployment numbers for Millennials are almost double the national average 6 in 10 have jobs, half are part-time guid e to the work place Washington Examiner 2/2013 http://washingtonexaminer.com/harvard- just-6-in-10-millennials-have-jobs-half-are- part-time/article/2520719 Wednesday, September 11, 13
  9. 9. Key Lesson: The workplace isn’t as grown up as you thought it would be Business Cat Wednesday, September 11, 13
  10. 10. Paranoid Parrot 77% of millennials turn to the internet for answers about health more than any other generation Alarmist media and hyper connectivity has lead to Cyberchondria and bringing global problems to a personal level guide to personal safety PEW 9/2012 http://www.pewinternet.org/~/ media/Files/Presentations/2012/ Sept/20129%2015%2012Senior %20Citizens%20and%20Digital %20Technology%202_PDF.pdf Wednesday, September 11, 13
  11. 11. Key Lesson: The world isn’t as scary as it sounds Paranoid Parrot Wednesday, September 11, 13
  12. 12. Socially Awkward Penguin Leaving home and getting married used to happen in quick succession. Now most millennials leave home for college at 18 but the average age for getting married is 27 so what used to mark adulthood now takes 10 years of trial and error guid e to social gr aces PEW 12/2011 http://www.millennialinflux.com/marriage- me-later/ Wednesday, September 11, 13
  13. 13. Key Lesson: Knowing when you’re awkward is the first step to awesome Socially Awkward Penguin + Socially Awesome Penguin Wednesday, September 11, 13
  14. 14. Grumpy Cat 80% of millennials feel that their standard of living is getting better even though the aftermath of the recession has impacted this demographic the most guidet o embracing cynicism Gallup 2/2013 http://www.gallup.com/poll/160340/ standard-living-optimism-five-year-high.aspx Wednesday, September 11, 13
  15. 15. Key Lesson: It’s okay to be unhappy Grumpy Cat Wednesday, September 11, 13
  16. 16. Foul Bachelorette Frog Nearly1/3 of millennials have put off marriage or having a baby because of the economy, 44% say that marriage is becoming obsolete gui de to living a lone PEW 2/2012 http://www.pewsocialtrends.org/ 2012/02/09/young-underemployed-and- optimistic/ Wednesday, September 11, 13
  17. 17. Foul Bachelorette Frog Key Lesson: There is such a thing as “too comfortable” + Foul Bachelor Frog Wednesday, September 11, 13
  18. 18. Courage Wolf 31% of employers reported parents submitted resumes on behalf of their offspring 55% of millennials speak to their parents almost everyday guide to getting st arted College Employment research Institute 2/2007 http://ceri.msu.edu/publications/pdf/ ceri2-07.pdf Wednesday, September 11, 13
  19. 19. Key Lesson: Get over your doubts and get started Courage Wolf Wednesday, September 11, 13
  20. 20. Rich Raven 72% of millennials would rather spend money on experiences than things which is a larger percentage than both Gen X and Boomers JWT Intelligence 1/2013 http://www.jwtintelligence.com/2013/01/ data-point-constantly-connected-millennials- crave-sensory-experiences/#axzz2cw8uSQi5 guidetou nderstandin g therich Wednesday, September 11, 13
  21. 21. Key Lesson: Never be this smug about money Rich Raven Wednesday, September 11, 13
  22. 22. Torrenting Turtle Before the anti-piracy bills SOPA and PIPA were indefinitely shelved by congress 10,000,000 signatures were collected via online petitions, #stopsopa was tweeted 159,000 times and 115,000 websites (including Wikipedia, Reddit and Wordpress) participated in the strike guideto sharing “free ”content Fight for the future 1/2013 http://sopastrike.com/numbers/ Wednesday, September 11, 13
  23. 23. Key Lesson: If you use it for free help others use it for free Torrenting Turtle Wednesday, September 11, 13
  24. 24. Skeptical Hippo 68% of millennials get their news from Social media and 66% aren’t confident that the news they receive from any source is accurate,thus healthy skepticism is required when any type of information is involved guidetou nderstanding the“facts” Mediabistro 5/2013 http://www.mediabistro.com/alltwitter/ millennial-news_b43866 Wednesday, September 11, 13
  25. 25. Key Lesson: Always check the source Skeptical Hippo Wednesday, September 11, 13
  26. 26. What’s your spirit animal? Emily Bennett @emilylizb August 2013 Wednesday, September 11, 13