Growing Up Just Got a Bit Weirder for Everyone

There was once a time when if a friend told you they were going off to “find themselves”, you couldn’t help but picture a backpack, the wilderness and a lot of solitary brooding. Nowadays, the idea of ‘figuring it all out” has more to do with becoming an adult then pondering the meaning of your life. 

Not that long ago, you simply had to check off a few milestones to become an adult: move out, get a job, buy a house, get married, have kids. Done. But this linear path to adulthood doesn’t exist anymore. In its place is a random collection of moments, rituals and little wins that ladder up to the feeling of being an adult. Whether it’s buying your first fancy coffee mug, celebrating Christmas with your partner’s parents, or simply going to the movies by yourself. 

Perhaps this shift has to do with the fact that adulthood is no longer an aspirational goal. Instead it’s a fluid state people dip in and out of, and “adulting” has become both a verb and something to boast about on social media. 

This shift is interesting for brands, because suddenly they can play a huge role in helping young people determine their adult status. No longer are products things to buy once you are a successful adult, but things that can be used to tell the world that “you’re adulting today”.

Success is not a white picket fence

Where older generations preferred a structured approach to success, young people are hacking the route. There are so many opportunities and choices that success no longer needs to come from a single career path. Instead they experiment with various options, “sowing seeds…in the hope that one will bloom.” Our ‘Truth About Youth’ study revealed that on average, 87% of young people believe it’s important to experiment, even if it means making mistakes. This number is even higher in Russia (92%), China (91%) and Canada (90%). 

The best thing brands can do for this generation is provide a safe space in which young people can grow up without the threat of judgement or bullying, enabling them to use the brand to discover for themselves how they think and feel.

Your Parents Are Your New Roommates 

Success isn’t the only thing that’s changed either. Young people everywhere are living at home for longer. What may be surprising is that globally, the average age at which people of all ages deem it unacceptable to live with your parents is now 32. This age was highest in Hong Kong (41), Japan (37) and India (34). Interestingly, the parents are as accepting of this trend as their children, with most 51-69 year olds thinking their kids should consider moving out at the age of 34. 

This extended period of ‘kidulthood’ is driven partly by economic uncertainty but also by a broader acceptance of the ‘figuring it out’ period. Some may even argue that this period has become aspirational, equating it with being a complex and interesting individual. The US TV show Girls has famously tapped into this cultural trend, telling the story of a group of twenty-something girls as they cycle through boyfriends, careers and quarter-life crises as they figure out how to be an adult. 

And while this trend may be driven by economic uncertainty, for brands it means there is a greater chance to interact with young people as they figure out what kind of adult they want to be. 

Fundamentally the key is in what brands can offer. It is no longer about responding to those big milestones in life but being a part of them - even helping to create them - in order to help young adults define their status. This role needs to be something that is both aspirational and attainable; a tangible goal that can become one of their ‘adulting moments’ rather than the ultimate definition of adulthood. 

It’s not an easy balance, but the value of getting it right can be immeasurable. It’s no longer about the quick sale. In today’s media savvy environment, a strong brand/consumer relationship has the potential to form a significant bond that leads not only to a loyal, lifelong customer, and a defining part of growing up, but to someone who can become an influential brand ambassador in their own right.