MILLENNIALS October 2016 DECONSTRUCTED 01culturemarketingcouncil.org/Portals/0/Events/AHAA U... · 02 As can be expected, the overall values and ideals of Millennials have evolved

MILLENNIALS DECONSTRUCTED

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October 2016

A NEW POLITICAL BEATResearch By:

0102030405060708

A New Political Beat

A New Set of Ideals

Shifting American Pride

A More “Live and Let Live” Generation

Rising Waves of Political Influence

Supporting Left of Center

Diminishing Faith in the Traditional System

Methodology and Sources

CONTENTS

A NEW POLITICAL BEATAs the most diverse generation in U.S. history, Millennials are setting a new political beat

By: Shannon Dunbar-Rubio

The impending presidential election has already become one of the most tempestuous in history with the rise of unforeseen and unlikable candidates, pontification of nontraditional ideals, and the surprising acceptance of post-truth claims. As candidates continue to race toward the finish line in November, they are facing one of the most dynamically diverse voter groups in U.S. history, whose complexities and corresponding perspectives are important to understand in order to effectively appeal to the many unique cohorts that will sway election results.

Millennials and their ever-increasing influence has become a common topic. Millennials have officially surpassed Baby Boomers with an estimated 83 million, and now comprise more than one quarter of the overall U.S. population1. Similar to the ideals of past generations during their younger formative years, Millennials are recognized to be more liberal and socially conscious than today’s older generations.

But are today’s Millennials really much different from past generations when they were at the same age? The answer is overwhelmingly “yes.”

Alongside this unprecedented connectivity, Millennials are becoming perhaps the most educated generation of all times, with women making the greatest educational strides. According to a recent Pew Research study, young women today are four times more likely than women of the Silent Generation at their same age to have at least a bachelor’s degree (27% of Millennial females compared with a mere 7% of Silent Generation females)2. The Pew study states that Millennial women are 6 percent more likely to have a bachelor’s degree or higher than Millennial men (27% vs. 21%). The last time men were better educated than women was during the Baby Boomer generation. However, Millennial men have also attained a greater education than past generations at their same age. Today, approximately 21 percent of young men have a bachelor’s degree or higher, while only 12 percent of the Silent Generation had

at least a bachelor’s degree at their age2.

Higher levels of education have resulted in young women participating in the workforce at greater levels than in the past. About 63 percent of Millennial women are in the labor force today, while just 38 percent of women in the Silent Generation worked. It’s particularly noteworthy that Millennials experienced an exceptionally tough labor force due to one of the deepest recessions in U.S. history – hence why so many chose to stay in school.

As such, Millennials today carry more debt and have less money than past generations at their same age;

therefore, they maintain very different values. They are putting off getting married, having

children, home ownership, and even making major purchases, and instead

are turning to experiential opportunities and accessing products and services without actually owning them through what’s becoming termed a “sharing economy.3” It’s these evolving social and economic shifts led by Millennials that are impacting our nation’s core today, and which will continue to influence what we become as a

country into the future.

As we enter the final rounds of the coming presidential elections,

Millennials’ impact on the results is one that cannot be ignored. Unfortunately, the

majority of research surrounding Millennials and U.S. minority shifts is generalized without considering the

details that allow us to understand the differences between varying Millennial ethnic groups.

In April 2016, a collaborative research study was conducted by Richards/Lerma and The University of Texas, Stan Richards School of Advertising & Public Relations to gain a more thorough understanding of the unique political perspectives and complexities of today’s highly diverse multicultural Millennial groups. The study, “Millennials Deconstructed” consisted of a national online sample of White, Hispanic, African-American, and Asian Millennials between the ages of 18-34 and Hispanics 35+ for comparison. A series of qualitative one-on-one interviews were conducted following the quantitative study to gain additional insights into survey findings. Interestingly, the findings revealed many counterintuitive assumptions that prove just how dynamic the social fabric of our nation has become.

Profound transformations have occurred in the U.S. and around the world over the last 50 years, which have made today’s Millennials a one-of-a-kind generation.

Millennials became the most diverse generation in U.S. history, with more than 44 percent being considered a minority. Today, younger generations are even more diverse, with more than half of children 5 years and younger being a minority. It’s these dynamics that are pushing our country to become a minority-majority by 20442.

The first digitally native generation, the youngest of Millennials have never known life without the Internet, and the oldest met it while still in their formative years. They are “always on” and constantly socially connected, leading them to being more globally aware and open-minded than historical generations.

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As can be expected, the overall values and ideals of Millennials have evolved from those of past generations. When presented a list of values to which they might personally relate, Millennials maintain more liberal views of the world today. Key differences can be noted between different ethnic groups of Millennials, however. For instance, compared with other ethnic groups, Hispanic Millennials are more likely to believe that the U.S. should require labeling of genetically engineered foods; White Millennials are significantly less likely to support the Patient Protection and Affordable Care Act; while Asian Millennials are less apt to support the legalization of marijuana.

The top five values Millennials believe to be of importance include:

A NEW SET OF IDEALS

As with past generations, Millennials are setting a unique drumbeat and defining their own vision of the world based on new values and ideals that are relevant to their life experiences.

1 Employers should be required to pay the same salary to men and women who perform the same work

4 The government should not be allowed to spy on my communications, email, or social media

2 Access to good healthcare should be a right granted to all Americans

5 There should be term limits set for members of Congress

3 Good and accessible education should be a right of all U.S. citizens granted by the government

Source: “Millennials Deconstructed.” Richards/Lerma and the UT, Stan Richards School of Advertising & Public Relations, April 2016

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Surprisingly, it’s Hispanic Millennials who maintain the greatest sense of American pride compared with other ethnicities. Fifty-four percent of Hispanic Millennials state they are “very proud” of being American despite being the least likely cohort to have a long lineage of heritage in the U.S. In contrast, White Millennials, who are more likely to have generations of American heritage, have the lowest levels of national pride at only 40 percent. Meanwhile, approximately 50 percent of African-American and Asian Millennials state they are very proud.

How would you rate your pride in being a U.S. citizen? (Very Proud)

For example, the family of 25-year-old White Millennial Suzanne of Syracuse, New York, has been in America for generations. The oldest of three children, Suzanne believes that being an American is about freedom and the freedom of speech that comes with it. However, when asked if she’s proud to be an American, she conveys the sentiments of many White Millennials throughout the country. “I’m not very patriotic; I guess it’s one of those things my friends and I just take for granted.” In fact, holidays celebrating patriotism such as the Fourth of July appear to be more about just getting together with friends instead of celebrating the actual meanings of such holidays.

In contrast, 24-year-old Hispanic Millennial Carlos of Dallas, Texas, is one of five children of immigrant parents, both of whom are from Guanajuato, Mexico. His parents are now permanent residents of the U.S., while he and his four siblings are all U.S. citizens. “I love this country and would fight for it, for sure,” Carlos replies after being asked what it means to be American. “I think coming from Mexican descent, we appreciate being American more than others – we have this land of opportunity my parents fought so hard to give us, and so many people here take for granted.”

Interestingly, similar sentiments of gratitude for being an American are also shared among African-American Millennials, but for very different reasons.

Twenty-four-year-old African-American Millennial Tonya of Atlanta, Georgia, speaks about the immense pride she has for living in a land that is free. “I see how others have struggled and have not had as many opportunities or the freedom to be themselves, and I know many take being an American for granted.” She gives special recognition to her parents and especially grandparents for the life she has today. “My grandparents grew up knowing, feeling, and seeing that everything in their lives was centered around the right to vote. It ultimately dictated whether they could sit freely in public, get an education, play sports, or even sing in public – it dictated their lives and what they were legally able to do as human beings.”

Confirming this sentiment, data demonstrates that African-American Millennials are more likely than other ethnicities to believe that “God first and country second” (62%), “fighting for freedom” (65%), and “the right to life, liberty, and the pursuit of happiness” (72%) are more important aspects of their patriotism compared with other ethnicities.

Research findings show that Millennials who have the longest American heritage are those who exhibit the lowest levels of pride about being an American.

SHIFTING AMERICAN PRIDE

AMERICAN PRIDE


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Compared with earlier generations, Millennials are less concerned about issues, that at one time would have been considered controversial.

A MORE “LIVE AND LET LIVE” GENERATION

For the most part, the issues Millennials believe are facing the country today are more liberal than those of the past. Overall, “Economy” is ranked by Millennials to be the leading issue facing the country today followed by “Terrorism and National Security,” “Debt and Spending,” “Race Issues,” and “Gun Control.” Collectively, Millennials are less concerned about the declining influence of Judeo-Christian values, abortion, same-sex marriage, and even foreign policy.

Millennials qualify their shifting beliefs as more open-minded, tolerant, and embracing. “Whether it’s gay rights, different religions, or different skin colors, we are all unique and from different places and should be able to celebrate that,” said Tonya about key differences in Millennials’ perceptions of current issues in the U.S.

Not surprisingly, “Race Issues” is believed to be the top concern the U.S. is facing today by African Americans and Hispanics, while Hispanics and Asians are more concerned with immigration. All ethnicities agree that “Economy” and “Terrorism and National Security” are other top issues.

Ranked in the level of importance to each specific race from left to right (1-6) TOP SIX ISSUES FACING OUR COUNTRY TODAY


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1 2 3 4 5 6

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Millennials take accountability for following U.S. politics and believe it is their responsibility to do so, with 70 percent agreeing it is somewhat to very important. Compared with other ethnicities, Black Millennials are 10 percent more likely to be knowledgeable on current U.S. political issues and news.

Asked about whether he actively follows politics, Carlos of Dallas responded, “Now that I’m out on my own, I definitely follow politics more. I feel we all have a responsibility to follow them more closely and keep up with what’s going on. I should probably spend more of my time on it.”

Surpassing Baby Boomers as the largest generation, Millennials now have the power to help chart the course of the country’s future in the coming elections.

RISING WAVES OF POLITICAL INFLUENCE

BELIEVE IT’S YOUR RESPONSIBILITY TO FOLLOW U.S. POLITICS

UP TO DATE ON CURRENT U.S. POLITICAL ISSUES AND NEWS



How important do you believe your responsibility is to follow U.S. politics? (Not at All : A lot)

Do you believe you are up to date on current U.S. political issues and news? (Not at All : Completely)

Not Very/Not Important

Neutral

Somewhat/Very Important

11%

19%

70%

Neutral Not At All

2%5%

4%5%

20% 20%

25%

15%

Completely

19%

31%

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White Millennials Black Millennials Hispanic Millennials Asian Millennials

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As a whole, Millennials are more inclined to support the Democratic Party, with 54 percent claiming the party is more representative of their beliefs. And while they may claim to support a particular party, approximately 31 percent have little to no understanding of what each political party even stands for. Hispanics have the lowest levels of understanding, with more than 36 percent claiming they have little to no understanding of the key differences between parties.

Democratic and Republican parties alike have the opportunity to more clearly articulate their values and stances on fundamental issues to help educate and guide these more than 20 million estimated Millennials, especially among Hispanics4.

SUPPORTING LEFT OF CENTER

Seventy-seven percent of Asian, Hispanic, and Black Millennials are fairly to absolutely certain they will vote in the coming 2016 elections, while a lesser 73 percent of Whites state they will vote, further highlighting the importance minority Millennial votes will have on coming elections.

Of Millennials who do not plan to vote in coming elections, approximately 16 percent, or an estimated 6 million Millennials, won’t do so because they believe their vote will not make a difference.

Millennials who do plan to vote are less likely to choose a candidate based on party affiliation, but instead almost half (49%) state they will make their choices according to candidates’ personal morals and values, followed by their stances on particular issues (47%). Whites are least likely to be concerned about candidates’ morals and values (39%), while Blacks are less likely to choose a candidate based on stances on particular issues (39%).

Most important factors that influence you when choosing to vote for a political candidateINFLUENCING FACTORS WHEN CHOOSING A CANDIDATE



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The political party you feel is most representative of your beliefs (among U.S. citizens)POLITICAL PARTY

49%

PLAN TO VOTE IN 2016 ELECTION


Asian Millennials

77%

Hispanic Millennials

77%

Black Millennials

77%

White Millennials

73%

Democratic Party Republican Party Other* | Don’t Know | None of Them

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*(Green Party, Independent, Libertaria = 2%)

*Among U.S. citizens

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While the majority of Millennials claim to be taking more responsibility for staying current about politics and plan to vote in coming elections, they are overall dissatisfied with the state of the U.S. political system today. According to the research, Millennials fail to rate the U.S. political system highly and question the integrity of the traditional two-party system.

Of all Millennial ethnic groups, Whites have the lowest perception of the current system with a mere 18 percent believing the current system is “Good” or “Excellent,” compared with more than a quarter (27%) of Hispanic

Millennials and almost one-third (32%) of Black and Asian Millennials. Kent, an Asian Millennial, became a U.S. citizen at the age of six after his family moved from Vietnam. “Right now I think the presidential campaign is really messed up; our country is in a transition phase because so many things are happening and we all want change – I think our country is at a tipping point,” Kent said when asked about his perspective on the U.S. today and the coming elections. Kent believes Millennials, especially those whose families are originally from other countries, have an increasingly loud voice.

The traditional U.S. political system is losing credibility among Millennials, as they seek new leadership and solutions for today’s pressing issues.

DIMINISHING FAITH IN THE TRADITIONAL SYSTEM

The Millennial generation is making its mark on the social fabric of the U.S., and its influence will only continue to grow, as Millennials become more active political participants. While Millennials maintain common values, ideals, and beliefs overall, key differences exist among the various ethnic sub-segments, which provide greater insights into this demographic. To more fully understand the motivating factors of this generation’s political stances, these granular insights must be examined. Insights such as Hispanic Millennials being more patriotic, yet having the lowest levels of understanding the key differences between Democratic and Republican parties, represent opportunities for politicians to help educate and direct these individuals on their party’s values and stances. Values such as Hispanic Millennials being more likely to desire labeling of GMOs; White Millennials being less likely to support the Patient Protection and Affordable Care Act; and Asian Millennials being less likely to support marijuana legalization, are all factors that must be understood by politicians in order to more fully connect with these constituents.

Perhaps the largest quandary to be addressed, however, is Millennials’ overall dissatisfaction with today’s traditional left/right political system. Their discontent begs the question of whether our current system can embrace and evolve with the demands that this generation and those to come will bring to the table.

How would you currently rate the U.S. political system? (Good to Excellent)RATING OF U.S. POLITICAL SYSTEM


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1. U.S. Census Bureau. “Millennials outnumber Baby Boomers and are far more diverse.” Release Number: CB15-113. June 25, 2015. 2. Patten, Eileen. “How Millennials today compare with their grandparents 50 years ago.” Pew Research Center March 19, 2015. 3. Goldman Sachs. “Millennials Coming of Age.” Goldman Sachs Global Investment Research. Pew Research Center, Current Population Survey. 2016 4. “20 million” estimate based on assessment of total U.S. White Non-Hispanic, Black Non-Hispanic, Asian Non-Hispanic, and Hispanic Millennials between 18-34 using Experian Simmons 2015 Winter NCS/NHCS Adults Full Year.

“Millennials Deconstructed” is a collaborative research study that was conducted in partnership by Richards/Lerma and The University of Texas, Stan Richards School of Advertising & Public Relations. The study was completed via an online national panel in April 2016, among 1,000 Millennials between the ages of 18 and 34 with representative national averages among White, Black, Asian, and Hispanic Millennials, as well as Hispanics 35+ for comparative purposes. A series of qualitative one-on-one interviews were conducted following the online survey to gain additional insights into survey findings. For more information on survey data, please contact Shannon Dunbar-Rubio at [email protected], or Chaille Alcorn at [email protected].

This research report was written by Shannon Dunbar-Rubio.

The analysis team lead by Quim Gil at Richards/Lerma includes Shannon Dunbar-Rubio, Chaille Alcorn, and Andrea Chahin.

The “Millennials Deconstructed” research initiative is led by Chaille Alcorn at Richards/Lerma in coordination with Matthew Eastin and Alicia Bodas at The University of Texas at Austin, Stan Richards School of Advertising & Public Relations.

METHODOLOGY

AUTHORS

SOURCES

Research By:

ABOUT RICHARDS/LERMA

Richards/Lerma is a full-service branding and creative agency dedicated to crafting insightful and relevant communications for the multi-cultural market. Based in Dallas, Texas, Richards/Lerma was founded by Pete Lerma and Stan Richards, creative director of the nation’s largest independent branding agency, The Richards Group. Current clients include Avocados From Mexico, Bud Light, Bud Light Chelada, Clamato, Dr Pepper, MetroPCS, The Home Depot and Mission Foods. Richards/Lerma can be found online at richardslerma.com and on Twitter at @richardslerma.

ABOUT THE UNIVERSITY OF TEXAS, STAN RICHARDS SCHOOL OF ADVERTISING & PUBLIC RELATIONS

The Stan Richards School of Advertising & Public Relations defies categorization as a catalyst for growing exceptional communication specialists who are eager to enter the business world, as well as a Research 1 academic institution launching innovative scholars via the advanced study of advertising and public relations at both the Master’s and Ph.D. levels. More information can be found online at http://advertising.utexas.edu.

Documents

MILLENNIALS October 2016 DECONSTRUCTED 01culturemarketingcouncil.org/Portals/0/Events/AHAA U... · 02 As can be expected, the overall values and ideals of Millennials have evolved