Three Top Factors Making Older Millennials Happy

The closest age group to the average score of 33 is older Millennials those aged 3039 who also score 33amp160 If older Millennials mirror the US norm then what makes them happyamp160and possibly more important what can make them happier stillamp160 Three main insights are offered by Media in MindBeing Happily MarriedBeing married increases a 3039yearold39s chance of agreeing a lot with being quotvery happy with lifequot by almost half 47 amp160Yet understandably the value of marriage is only likely to be true of happy unions amp160For example separate research reveals that individuals in conflictridden relationships have higher levels of inflammation leading to many agerelated diseases weaker responses to vaccination and slower healing ratesEvidence from UM39s Media in Mind is slightly less clear cut about the value of having childrenamp160 The happiness score for having one child in the home is similar to childless homes but if we broaden the question from quotagree a lotquot to quotany agreequot with being happy with life then it does increase by about 20Similarly money apparently does not necessarily buy happinessamp160 Only 36 of older Millennials with a household income above 100Kamp160feel they are very happy with life which is identical to other 3039s in homes with lower incomesamp160 Instead the key to happiness appears to be related at least in part to life39s attitudesAttitudes to Our LifeThree main attitudes about our lives unearth much about what makes people happy and rise to the top of over 200 psychographic statementsamp160amp160amp160amp160The importance of family reflects what we saw about happy marriagesamp160 Although the family is a strong engine of American values what constitutes quotfamilyquotamp160is very much up to the individualamp160 Fewer than half 46 of US kids under 18 are living in a home with two married heterosexual parents in their first marriageamp160 This is a marked change from 1960 when 73 of children matched this descriptionHow We View Ourselves andamp160Also CompaniesAmong happy older Millennials two selfconcepts shine through amp160Being quottrustworthy andamp160competentquot and quotkind andamp160goodheartedquotamp160 amp160Exactly threequarters 75 of women in this cohort agree a lot with at least one of these selfconcepts while 70 of men associate closely with at least one of these statementsCrucially for marketers is the leading corporate statement quotIt is important companies act ethicallyquot with 56 of older happy Millennials agreeing with this psychographicamp160 This echoes research by Jim Stengel former global marketing officer for PampampG who found that 50 leading brandsamp160such as Accenture Amazon and CocaColaamp160had outperformed the marketamp160in terms of consumer bonding value creation and profit while pursuing a clear sense of purpose and ideals amp160Not to be confused with corporate marketing having a strong sense of ideals spurs an environment for more meaningful products and servicesamp160and provides companies with a clear organizing principle to help them identify with consumersTwo Implications for MarketersActively treat your prospects with respect amp160As we saw in their attitudes to life respect and mutual esteem are leading drivers of older Millennials as well as other American consumersA business39 market positioning can help shape consumers39 perceptions of value in that categoryamp160 By acting with a clear consistent market positioning and actively displaying ideals marketers can create a longterm competitively robust relationship with a brand39s prospectsAs for happiness itself as Benjamin Franklin wittily notedamp160 quotThe Constitution only guarantees the American people the right to pursue happinessamp160 You have to catch it yourselfquotClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Three Top Factors Making Older Millennials Happy

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Graeme Hutton

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Three Top Factors Making Older Millennials Happy

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