Whether you think they’re succeeding or not, millennials are clearly trying to do things differently. In general, they’re still figuring it out — hey, they’re young(ish) and life is a work in progress — but they’ve certainly managed to succeed in celebrating nearly-forgotten interests. Even if you hate your preconceived notions of this most maligned generation, the fact is that they’re having an effect on our culture.
Inexplicably (because they’re broke), they also have an appreciation for quality and aren’t afraid to spend. Considering the generation’s affinity toward social media, we’re left to wonder if that money is being spent because 18 to 34-year-olds really care or because they want the rest of us to think they do. Media and Publishing companies, Evolve Media and Havas Media Group believe that it’s the latter and they come armed with research.
In Behind the Bottle: An Exploration of Trends in the Spirits Category, the two firms interviewed 1,605 adults and found that 42 percent of people over 21 felt that social media was “an influential touchpoint to get ideas and recommendations of what spirits to buy.” The number of 21 to 35-year-olds looked to old-school media outlets is almost half that, at 24 percent.