The millennial activist is now driving revenue growth in the American economy. Their quest for products and companies that are “cool with a purpose” is driving the revenue success of Apple, Google, Patagonia and Chipotle. They are also a key demographic group that is driving down the revenues of McDonald’s, Coca-Cola and your local utility. Figuring out how to successfully align with millennial activists is now the strategic challenge facing every business.
Millennial activists seek solutions
For 40 years the American economy has been driven by a boomer generation that demonstrated for peace and love during their teenage years but then, after Woodstock, “sold-out” to their personal consumption. It was the boomer generation that embraced fast food as America’s diet choice because it was tasty, fast and cheap. The boomer generation created suburbs of less energy-efficient homes, linked to their workplaces through an urban commute too often executed in full-size vehicles powered by V-8 engines. To fund their consumption, they made the working mom an economic reality along with credit card debt and unsustainably high mortgages. The unintended consequences of the boomer generation’s decisions include a national obesity and diabetes epidemic, pump/meter price pain driven by energy demand, and increased government regulations to address the human and planet health impacts from record levels of air emissions. Our economy now struggles to grow against the headwinds of costs and debt created from the boomer generation’s consumption decisions.
The millennial generation seeks solutions to the problems they have inherited from their parents. This is not a personal rejection of their parents. But it is a rejection of lifestyles built upon energy inefficiency, consumer debt and unhealthy food consumption. Led by pioneering millennial activists, the millennial generation is rejuvenating downtowns across America. They are choosing to live in more energy-efficient, in-town homes to gain the benefits of social participation, diversity and sustainability. They are adopting lifestyles built on healthy foods, walking/biking to work, sharing rather than purchasing and the adoption of digital technology to enable productivity while also reducing their environmental footprint. Influenced through millennial activists, the millennial generation is adopting a new culture built upon best practices that align value with values.Click to continue reading »