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Iconoculture's Millennial expert Nancy Robinson speaks out on Tween culture.
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At A Glance

Who: Ages 30 and under in 2008
Likes: free content, telecommuting, everything social, the "right fit," wireless
Dislikes: anonymous mass-marketing, beaten paths, restricted access
Hobbies: Googling, social networking, supporting a cause
Hangouts: MySpace/Facebook, Mom and Dad's place, dive bars, all-age shows
Tap that wallet!: $1 trillion
Who Are They?
Millennials' consumer power, with $1 trillion at their disposal,* is morphing from conscious consumption to change agency. These go-getters increasingly turn the tables on target marketers and companies that covet their commerce. Millennials expect to be seen, heard and accommodated. Entitlement gone amok? Not so much. With piling debt, economic insecurity, surfacing child-adult disease links, wacky weather and more of their numbers at war, Millennials are deciding to be their own "decider." And with smart tech and formidable social networks, they have the means. As their old guard moves into parenthood, expect those "I am we" demands for "authenticity" to continue from cradle to their first signs of gray.
*U.S. Census Bureau 11.06

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Consumer culture doesn't rest. Why should we? Iconoculture parses and publishes new consumer observations and trends on a daily basis. Get a glimpse of our unique research and insight on Millennials.

  View a Millennial observation:

"Teen Vogue opens a limited-edition Haute Spot"
  View a Millennial trend:

"From big bashes to small shindigs, consumers are choosing to celebrate at home"
   

ICONOCOMMUNITIES QUOTE

Quote I often wonder why so many kids are being born with so many conditions, or just developing these issues so young in life. We're living a lot longer, but the quality of life seems to be going downhill.
IconoCommunities PeopleSM member Nicole, Millennial female, African American, suburban New Jersey | 6.16.08

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About Iconoculture

Iconoculture, a cultural trend research company, is the voice of cultural trends, illuminating not only what's important to consumers worldwide, but also why it's happening and where it's heading. In order for companies to seize opportunities for developing products, services and messages, they need the inside story that's driving consumer behaviors and cultural trends. Iconoculture's perspective provides more actionable ideas to Fortune 1000 corporations and agencies, enabling companies to become warriors for their brands. In 2007, Inc. magazine ranked Iconoculture as one of the top fastest-growing private companies in the nation. For more information, contact Iconoculture at 1-866-377-0087 or visit us at www.iconoculture.com.
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