I have a lawyer friend whose new hire is a Millennial (born 1980-2000). He says the guy comes in a little late most days, immediately gets a cup of coffee and stops at his door to sip and ask, “So what’s on for today?” If any of you know lawyers, you know this is …, um…, frowned upon.
As of March 2015, there are more Millennials than GenXers or Baby Boomers. Millennials are the technology generation. They know how to ‘crowd source’ and fundraise and launch ideas and ad campaigns. Big business has funded a lot of research to try to figure out how to attract this key demographic. And TIC TAC thinks it has come up with the solution.
Millennials admit what motivates them to make a purchase is Anxiety and Empowerment. (Perhaps their world of instant gratification and heavy student loans could be the culprit?) So TIC TAC created a mint that changes flavors as it melts on the tongue! Yes, you read that correctly, and it comes in flavors such as ‘cherry to cola’ and ‘peach to lemonade’. Can’t you just feel those student-loan worries fading away?
Personally the whole idea of this mint raises my anxiety. I would be constantly wondering
- When will the flavor change?
- What if I bite into the mint?
- Suppose I like the peach but not the lemonade flavor?
I tell you all this because I think it’s important to realize that 15-35 year olds are being bombarded on a daily basis with ads that feed into their need for empowerment but at the same time heighten their stress.
If you are (or know) a Millennial, I suggest that you consider this. A mint, whether it is one flavor or a combination, will not increase feelings of being in control – although maybe shaking the Tic Tac box will!
Establish a relationship with someone you can trust, a friend/confidant/Coach who can help you focus, and identify what you really want and develop a strategy for getting ther
Here are 4 tips for Millenials (or anyone) to Lower Anxiety and Increase Feelings of Empowerment.
- Be smart with your purchasing power. Be aware that you are an advertising target.
- Explore what makes you anxious and why – knowledge is power.
- Think about what makes you feel in control and how you can get more of that in your life.
- Seek help from a professional when you feel stuck. An Empowerment Coach is unbiased and can help you focus on the getting what you want out of life. In my practice we talk about priorities and lifestyle. We find ways to build on your own empowerment tools in order to decrease anxiety.
- Buy some mints if it makes you happy. I recommend the peach to lemonade.