Tired of hearing "Millennials have been decoded, debunked, everything you need to hear" then "everything you've heard is wrong"... This isn't that at all. See why we think this generation deserves more than a few statistics and bold claims to tell their story. There’s a lot contradictory info on this generation, but that’s because they’re full of contradictions themselves.

1. 1
MILLENNIAL
TENSIONS
PREPARED BY THE SOUND
www.thesoundhq.com
A story of change

2. MILLENNIAL TENSIONS
THE SOUND 2
UNDER THE MICROSCOPE
The size and influence of the generation is one of
the few things everyone agrees on. As such, they’re
been relentlessly “solved”, “decoded”, “debunked”…
We’ve been sold “everything you need to hear” then
“everything you’ve heard was wrong.”

3. In our experience, their story is too complicated to
be told in a few stats and bold claims. To tell our
version, we’ll start where they did, at the
beginning…
OVERSIMPLIFIED
Though there is no lack of opinion, there seems
to be a lack of consensus.
MILLENNIAL TENSIONS
THE SOUND 3

4. MILLENNIAL TENSIONS
THE SOUND 4
WHAT MAKES A
MILLENNIAL?
in our humble opinion…

5. CONTEXT SHAPES A
GENERATION’S TRAITS,
VALUES AND WORLD-VIEWS
- IT GIVES THEM THEIR
COLLECTIVE IDENTITY.
MILLENNIAL TENSIONS
THE SOUND 5

6. LEADERSHIP
THE MILLENNIAL
STORY CAN BEST
BE SUMMED UP
BY CHANGE
6
MILLENNIAL TENSIONS
THE SOUND
CHANGE IN
TONE
CHANGE IN
TOOLS
CHANGE IN
TOTAL

7. LEADERSHIP
Boomers took a massively optimistic and involved approach to parenting
(often called ‘helicoptering’), empowering & protecting Millennial youth
But then…
High expectations met harsh realities - economic recession, crowded
job markets, crippling loans and no sign of the many guarantees
promised in youth.
Change in Tone
THE REALITY
CHECK
7
MILLENNIAL TENSIONS
THE SOUND

8. LEADERSHIP
There is no way to overstate the importance of tech in this story. It
shaped how they learn, love, create, share, socialize, identify…
Born too late to be intimidated by it, tech took the driver’s seat to both
the cause & solution to the majority of their problems.
Change in Tools
THE TECH
REVOLUTION
8
MILLENNIAL TENSIONS
THE SOUND

9. LEADERSHIP
Millennials had a front seat to the fastest pace of change the world has
seen yet. Entire institutions rose & vanished in fractions of the time it
used to take.
The only certainty has been the lack thereof, and the generation has
grown to expect shifting sands year to year.
Change in Total
THE CONSTANT
FLUX
9
MILLENNIAL TENSIONS
THE SOUND

10. LEADERSHIP
10
MILLENNIAL TENSIONS
THE SOUND
This recipe of opportunity & crisis,
being fueled by tech and living in
continuous flux led to a generation
widely considered to a a walking
contradiction…
8 KEY TENSIONS…

11. LEADERSHIP
11
MILLENNIAL TENSIONS
THE SOUND
1MASSIVELY INFORMED CONNECTION FATIGUE
Unprecedented Ease of Access
to Information
‣ Highly aware of local & global issues
‣ Quick “experts” on most topics
‣ Far reaching network of personal &
professional lives
Constantly “On” and Living in
Constant Comparison
‣ Guinea pigs for the tech-fueled life
‣ Learning impact of overstimulation
‣ Brand new social struggles (ex:
unrealistic online personas)

12. LEADERSHIP
2INFINITE CHOICE DECISION PARALYSIS
12
MILLENNIAL TENSIONS
THE SOUND
Trained to Expect Unlimited Options
& Ability to Choose the Best
‣ Food, music, TV, movies, amazon
‣ Rise of online dating (Tinder)
‣ Only know the world of total, unfiltered,
often free access
Unlearned the Art of Making
Tradeoffs
‣ “Want it all”, but struggle with the
reality of too many options
‣ Need for curation and tailored
recommendations (of everything)

13. LEADERSHIP
3JACK OF ALL TRADES MASTERS OF NONE
13
MILLENNIAL TENSIONS
THE SOUND
Have Desire & Ability to Try Their
Hand at Almost Anything
‣ Empowered by Boomer parents
‣ Easy access to DIY-everything
(YouTube, Pinterest, Etsy)
‣ Value creativity, ingenuity, etc.
Breadth of Experiences Without
Depth & Commitment
‣ Generalists vs. Specialists
‣ Multi-tasking extraordinaries
‣ Search for perfect fit vs. diving in
‣ Contributes to identity crisis

14. LEADERSHIP
4EXPLORE THE WORLD CRAVE STABILITY
14
MILLENNIAL TENSIONS
THE SOUND
Lives are in Constant Movement
with Few Things Certain & Static
‣ Take longer to reach steady ground
(marriage, own vs. rent, car, kids)
‣ Most expected milestones put off or
completely redefined
Attempt to Consume As Many
Experiences as Possible
‣ Most common (but accurate) insight -
not possession driven
‣ Exposure to a broader world
‣ Value adventure & spontaneity

15. LEADERSHIP
Before Midlife Already the Most
Reminiscent Generation Yet
‣ Reemergence of youth pop-culture
(barcades, adult summer camp)
‣ Pace of change leads to idealized
simpler, more stress-free times
Highly Motivated to Achieve the
Benefits of Adulthood
‣ Strong desire to be taken seriously
‣ Driven by extended youth context,
uncertainty of reaching goals
‣ Respond to experience messaging
15
MILLENNIAL TENSIONS
THE SOUND
5NOSTALGIA OVERLOAD MATURITY STRIVING

16. LEADERSHIP
6ACHIEVEMENT OBSESSED DRIVEN BY PASSION
Future Oriented & Fixated on
Achieving Lofty Ambitions
‣ Witnessed success of Boomer
parents, believe it’s self-made
‣ Set big life goals and value reaching
them over most things
16
MILLENNIAL TENSIONS
THE SOUND
Refuse to Settle for Less Than
Their High Bar for Success
‣ Means “doing something I love”
‣ While offering me all the things I’ve
been told I deserve
‣ Reality is chronically stressful

17. LEADERSHIP
17
MILLENNIAL TENSIONS
THE SOUND
7EXPRESSIVE & OPEN FLUID IDENTITY
Most Accepting & Comfortable
with Sharing
‣ Brought up in a wold constantly
creating, sharing, & defining yourself
‣ Most progressive generation to date
(drugs, social issues, etc.)
Struggling to Find a Rooted &
Real Sense of Self
‣ Big investment of time, energy, and
effort spent curating self-image
‣ Yearn for a steady and defined identity,
real not digital

18. LEADERSHIP
18
MILLENNIAL TENSIONS
THE SOUND
= =
8RIGHTFULLY FRUSTRATED RELENTLESSLY OPTIMISTIC
Hold Contempt for State of the
World They Were Handed
‣ Feel their generation inherited the
problems of their parents
‣ Angry at the way many things were
(and still are) done
Despite Setbacks, Feel Things
Will Improve (and They Can Help)
‣ Strongly feel “everything will work out
in the end”
‣ View themselves as heroes, and refuse
to believe they’re helpless

19. TENSIONS ARE GREAT
We often seek them out in our studies. Life is messy. People are
confusing creatures. Finding a tension is a good indicator of stumbling
on some truth.
EMBRACE THE CONFUSION
A tension means an opportunity to say something interesting. It affords
brands the chance to step in and ease the struggle (be a hero!), or at
least show a bit of empathy by recognizing & admitting it exists.
KEEP THE CONVERSATION GOING
A final note on “solving” Millennials - they’re constantly shifting and
evolving (much like their world). We speak to them every day, about
nearly every topic.
Reach out to info@thesoundhq.com for more information and specificity on the
generation in your category!
MILLENNIAL TENSIONS
THE SOUND 19
CLOSING
THOUGHTS

20. V A N C O U V E R | N E W Y O R K | L O N D O N | T O R O N T O | C H I C A G O | M U M B A I
W W W . T H E S O U N D H Q . C O M

21. MILLENNIAL TENSIONS
THE SOUND 21
IMAGE REFERENCES
SLIDE SITE
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