Millennials Unplugged

In search of insights, I attended the Engage: Millennials conference hosted by MediaPost. A primary theme of the event was that Millennials cannot be generalized as all are not the same. With 92 million (approximately in the US) our Millennial population would comprise a nation that is larger than the United Kingdom. Eye-opening to marketers and publishers alike as you would certainly not treat all British citizens the same!  Justine Bloome, SVP, Head of Strategy and Innovation @ Carat mentioned that their agency is thinking about abolishing the term Millennial as they have identified distinct sub-segments of this generation.

One of these segments is notably self-aware. They consciously “unplug” as a way to “reset”, cleanse their system and snap out of what they know to be an unhealthy bombardment of messaging. Reasons for unplugging (or going off the grid) also include connecting with the world via real human interactions.  On a related note, we learned earlier this week that the consumption of eBooks is slipping in favor of the printed product. Could the same trend, coupled with a deep desire to make a difference in the world be influencing a return to print newspaper consumption?

With so much noise surrounding Millennials and an “always on life”, perhaps this is the start of a seismic shift for a segment of this generation who are seeking to control their lives and connect with passion points that matter…core values.  With a premium placed on authenticity newspaper media is a great place to turn.

In many ways unplugging delights Millennials just as MTV Unplugged did back in the day. It allows us to enjoy moments of undivided focus and immersion in what is here and now. I’m clearly not the first to highlight this trend as March 4-5, 2016 has already been proclaimed the National Day of Unplugging. Perhaps, the newspaper industry can seize this trend and help Millennials celebrate the inherent value of sitting back and reading a newspaper for information and a controlled and enlightened experience.

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