Video: Before You Book Your Flight

A new study from Shofields in the U.K. asked Millennials how they decide where to take a vacation. Turns out that more than 40% said that how Instagrammable the trip will be is the biggest deciding factor. It beat out things like opportunities for sightseeing, experiencing local cuisine and more.

Now, in some ways it’s not surprising that how nice a place looks would help determine if you go there. But for brands, it’s important to recognize how this fits into a couple different trends.

For one, today more Millennials view what they post on social media as a better representation of who they are, versus things like the clothing they wear or what car they drive. Our content has become the badge of who we are and what we want to project to the world.

And two, this follows another trend that we’ve been tracking called 21st Century Success. While the traditional American Dream was about owning a home, working a well-paid job and keeping up with the neighbors, some of today’s generations have a different definition. As salary starts to take a back-seat to work-life balance and job satisfaction, there’s been a big increase in the number of people willing to take time off work to pursue personal passions. As a result, you’re starting to see some companies adapt by offering flexible work week schedules and more time off.

For marketers, you should consider how your brand category fits into the new definitions of success -- and, of course, see how your products or services can help consumers tell stories about themselves in social media.

For more content and trends visit MindshareInTheLoop.com.

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