Things That Millennials Refuse To Buy
Millennials have a reputation for leaving behind the old ways of doing things. From home-buying to making breakfast, millennials like to do things their own way. Keep reading reading to learn some of the things that millennials just won't buy.
No More Soft Drinks
Soft drinks aren't as popular as they used to be. No matter what type of new marketing scheme brands like Coke and Pepsi dish out, millennials just aren't buying it. Some still fall victim to it, but that 'some' is shrinking.
In 2006, the New York Times reported that soda sales declined for the first time in 20 years. Much of Coke's remarketing scheme is to convince the younger folks to purchase lower-calorie drinks. In 2018, Diet Coke even relaunched a millennial-focused ad.
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No Need For Razors
Razor sales are drastically falling. There is a rise in the laid-back approach to shaving. Men younger than the age of 45 have adopted this trait and it's sent the razor industry into a frenzy.
CNN reported in 2018 that Gillette had to stage an intervention by cutting the prices of their products by an average of 12%. Studies show that over the last decade, the number of times per week that men shave their faces dropped from 3.7 to 3.2.
Fabric Softener Is Old News
The Wall Street Journal reports that young people aren't finding fabric softener as something they need. Due to the increased quality of clothing fabrics and washing machines, millennials are quick to leave the softener at the store.
Statistics show that the decline in the fabric softener market started when sales dropped 15 percent between 2007 and 2015. Big-time marketing execs are steadily trying to find a way to connect with the young folks, but their efforts seem futile.
The Days Of Cable TV Are Over
Cable TV is slowly on its way out of many homes, and millennials are receiving the blame for this dying industry. Hulu, Netflix, Amazon Prime, and HBO all provide streaming services that only require a subscription, internet access, and a device to watch it.
The ease of it all makes sense for anyone who cancels their cable for the switch. The main reason millennials get the blame for this one is that they embrace this accessibility the most, and will never go back to the confines of wires and scheduled programming.
Ditching Diamonds
We've heard the saying; that diamonds are a girl's best friend, but how can they be when they don't own them anymore? Millennials aren't buying into the whole idea of purchasing a diamond engagement ring for their significant other. They have different priorities.
Things like saving for overpriced housing are on the minds of millennials and that makes it hard for them to justify spending money on a glorified rock. If they do make the splurge, they are seeking out "ethically-sourced diamonds". However, those working in the diamond industry are hopeful that business will pick up again.
Dairy Consumption Has Dropped
Although many millennials may have grown up drinking a glass of milk with their dinner, dairy sales are now on the decline mostly due to the few millennials who still purchase it. One of the main factors contributing to the decline in milk sales is the number of millennials who have switched over to vegetarian or vegan diets.
Data from the United States Department of Agriculture reports that in the United States, milk consumption has dropped by 40% since the 1970s, yet non-dairy alternatives have risen by 30% since 2011. So, it's clear that many millennials are opting for alternatives rather than the real thing.
Raisins Were Fine When They Were Kids
The New York Times reported that the CEO of Sun-Maid's Raisins, Harry Overly, said that millennials have been the biggest problem for the raisins industry. Apparently, the only people eating raisins these days are older generations or people with young children.
Raisins are now trying a new market strategy by tapping into the millennials' nostalgia for their childhood, but it doesn't appear to be working as of yet. Millennials would rather spend their money on other foods but another reason for the decline in raisin sales is because there's too much sugar for many of their ultra-healthy diets.
Cereal Has Become An Inconvenience
Eating cereal on a Saturday morning while watching cartoons was a pastime for '90s kids. Fast forward to 2019, and it seems like those same kids are responsible for the decline of cereal. As perplexing as it sounds, it's true.
The New York Times reported that 40% of millennials surveyed said that the sweet and crunchy morning option "was an inconvenient breakfast choice because they had to clean up after eating it." That explains why avocado toast is so in demand now.
No More "I Do's" and Kissing The Bride
"You may now kiss the bride" used to be a sacred phrase that a couple waited to hear from the moment they fell in love. Research reveals that younger Americans are deciding that they don't need to tie the knot. Either that or they are waiting until way later in life.
In the '80s, more than two-thirds of people aged between 25 years old and 34 had already tied the knot. More than half the people in the age range today are single. No more wedding bells and throwing the bouquet?
Keep The Reclining Chairs And Surround Sound
Have you begun to notice that movie theaters are upgrading for the better? Many have elected to adopt the reclining chairs, a full bar you can order from, and a waitperson brings you what you ordered to your seat, so you don't have to miss a beat.
They're doing this for a reason. The movie theater industry is slowly dying thanks to millennials electing to stay at home and stream what they want to watch the moment it hits their favorite service.
Who Needs To Buy Gas Anymore?
Cars are slowly becoming less of a necessity and more of a burden. The car industry is suffering in this modern age for a few reasons. One interesting stat is that millennials are waiting longer than ever to get their licenses, something automakers are entirely shocked to discover.
Another and more obvious reason is Uber! Throw public transportation in the mix as well as ride-sharing, and young adults are finding out that owning a car isn't worth it. Urban-based young people might give in and eventually buy a car.
Do You Prefer Body Wash?
The name of the game now is body wash. Bars of soap are almost obsolete even when your bathtub might have a built-in soap dish. Chances are, younger folks haven't used that dish at all, and there's a good reason behind that.
A MarketWatch report said that 60 percent of adults 18-24 think that soap bars become covered with germs after using them. That's alarming, but that explains why body wash is so popular now. Rest in peace to soap bars everywhere.
Who Needs A Gym?
It's no secret the millennials love staying in shape, but they aren't doing it traditionally. The gym is a thing of the past as younger people prefer "boutique studio classes, online streaming services, running clubs, CrossFit gyms" and other out-of-the-norm ways of keeping their muscles toned according to the New York Post.
All this boils down to is that millennials are hip to trying new things, but as a result, the old ways get pushed out of consciousness. Gyms may not survive for much longer.
The Lonely Seas
The critical word to remember in this slide is authentic. Millennials aren't too wild about the ocean cruising industry. They didn't get a chance to grow up watching The Love Boat, so they have no inspiration to travel the ocean on a huge luxury boat.
It seems that younger people prefer more "authentic" experiences compared to curated ones. One of the reasons that young people are hesitant to board cruise ships is because they know they are on a set schedule and can't change or stray from it.
No Brews No Problem
At a certain age, beer becomes a staple in your refrigerator. At least, that used to be the case for past generations, but there's a new wave hitting the forefront recently and millennials are all in.
The trend is legalized pot and the generation coming behind millennials prefers marijuana instead of alcohol. Not only is drinking beer generic becoming less and less popular, but it may soon become something people frown upon in the future. The young people who do drink beer are choosing craft breweries and organic brews instead of the regular brand names. Are big brewers in trouble?
To-go Please
Casual dining is on the decline. Fewer people are sitting down at TGI Fridays and ordering a long island iced tea during happy hour. The CEO of Buffalo Wild Wings blames millennials for the restaurant chain's struggle to get people in the door and seated at a table.
Perhaps with the emergence of apps like GrubHub, Uber Eats, and Postmates, folks get to stay where they are and have their favorite dish come to them. We don't even have to make the trek to the restaurant to pick it up. Meal-kit companies have something to do with this too...
The Odds Are Stacked Too High
Millennials did the math when it comes to winning the lottery, and they know the odds aren't in their favor. According to CNBC, In 2016, 61% of people aged between 50 and 64 played the lottery. Conversely, only one-third of folks aged 18 to 29 tried to get rich the easy way.
It's always fun to dream about, but millennials are betting that the lottery isn't going to pay for their massive student loan debt.
Napkins Are Going Extinct
The Washington Post reports that when eating at home, there's a 4 in 10 chance that you're going to use a napkin. Fifteen years ago, that ratio was at 6 in 10. The decline is thanks to millennials, who are more likely to use a paper towel in place of a napkin or serviette.
It works just as well, if not better and it's one less thing to buy. A marketing director also pointed out that the younger generation is less likely to eat around a table... is the dining table next on the list?
Ditch the Drive-thru
McDonald's used to be one of the most popular fast-food chains in America among all age groups. But in recent years that hasn't been the case— especially for millennials. It's not like the clown isn't marketing to this audience; it just isn't helping that much.
The Wall Street Journal reported that "The Golden Arches is losing its luster with younger consumers." One of the biggest reasons why is that younger folks are yearning for healthier options, which is why Micky D's just introduced the plant-based burger.
Shopping Online Has Never Been Easier
For shopaholics, there are few things sweeter than purchasing a new outfit from the comfort of your bed. It's even better if you select one-day shipping! That brings us to the question: what's the point in going to a department store when you're only two clicks away from buying new clothes?
Sadly, department stores are closing at a fast rate. While some businesses elect to shut down only a few locations, others' brick and mortar stores are closing completely.
The Suit, Or T-shirt?
You rarely see CEO Mark Zuckerberg in a full suit unless he's being questioned by Congress. Instead, he sports a plain t-shirt every day and even made the look synonymous with success in the tech industry. As a result, millennials are following in his footsteps.
Not only that, but workplaces allow casual attire every day, not just on Fridays. It's become more accessible and convenient to ditch the suit unless you have to wear one for a special occasion. Lifestyles are becoming more focused on wearing leisure gear as well.
Wrinkles Go Away!
Just like suits, ironing is slowly on its way out the door. Who has the time to plug it in, wait for it to get hot, and then become a master of wrinkle deletion? Not millennials, that's who!
Many fabrics today don't need to be ironed, and even for the fabrics that do, there are a few hacks millennials have adopted to get around it. One of them is throwing whatever is wrinkling into the dryer on low for about 20 minutes. Another way is by hanging the shirt in the steamy bathroom as you shower.
Please Don't Bother With The Doorbell
Okay, we were hoping you could think long and hard about this question: When's the last time you've seen a young adult use the doorbell, or even yourself for that matter? All it takes is one text that you've arrived and the door is going to open.
The Wall Street Journal reports that "Some smartphone-carrying millennials are so used to texting upon arrival that the sound of a ringing doorbell freaks them out; 'it's terrifying.'" Now you know not to ring any more doorbells.
Nobody Cares Where The Beef Is
One thing about millennials is that they also love to demonstrate how big of an activist they are. So, one food product that has suffered do to this is beef. Millennials don't want to be associated with the meat industry and have voiced their expression by refusing to buy it.
Many have decided to become vegan or vegetarian with their reasons being the mistreatment of the animals, and cow's association with climate change. On top of that, beef isn't necessarily the cheapest product in the grocery store either.
Home Phones Are For Their Parents
Although all millennials remember using a home or landline phone growing up, with the rise of cell phones, they no longer have a need for them. They could talk to their friends in private without the worry about someone needing to use the phone, or their parents listening on the other end.
According to survey data released by the CDC, 66% of 25-29 -year-olds live in a completely wireless house. So, it's safe to say that moving into a new place that they're more than likely renting, getting a landline phone is at the bottom of their list.
Designer Clothes Are Out Of Style
While wearing couture clothes used to be at the forefront of style and making a statement, that's no longer the case. Now, the older or trendier your clothes, the more fashionable you are.
Ironically, thrift shops are running designer brands out of business since millennials would rather buy something they think is cool for $10 rather than spend hundreds of dollars on something fancy. It's a perfect way for them to save money, while simultaneously developing their own style.
Paying A Mortgage? No Way!
One of the big jokes against millennials is that they're graduating from college and moving right back into their parent's house. Well, this is mostly because many can't even afford an apartment on their own. Furthermore, with housing prices continually rising, many will most likely never be able to own a home.
Another reason millennials are opting out of a house is that they find it too restricting. They'd rather rent an apartment or a house in order to have mobility. so they don't have to make a huge commitment with a mortgage. Want to move from California to Canada? No problem!
They Don't Trust The Stock Market
Investing in the stock market used to be the thing to do, but that's in the past. According to a survey by Barron's, stocks are not a popular way of investing money. Only 13% of those surveyed said that they would invest using the stock market.
Most would prefer gold, cash, and the most popular, real estate. This is for a series of reasons, but most likely because they don't trust the stock market since they've seen firsthand what can go wrong.
Bulk Groceries Are A Waste Of Money
Although their parent's house might be fully stocked with groceries at all times, a millennials' pantry and fridges might look a little different. Many aren't tempted to buy groceries in bulk, especially at stores with memberships like Costco.
They're only shopping and cooking for themselves, so why do they need two weeks' worth of groceries that will likely expire? Millennials prefer to buy things when they absolutely need them, so spending money on groceries that might go bad only seems like a bad investment.
Wine With Corks Is An Inconvenience
Although it's certain that millennials have been and will continue to consume wine, the way they shop for wine has changed. Although once thought to be heresy in the wine business, twist caps on wine bottles have become more and more popular among this age group.
This is because millennials like to be on the go and having a wine bottle that requires a cork isn't always conducive to this lifestyle. If they know they're going to the park or the beach to hang out with friends, they're more than likely going to skip over the cork bottle.
Mayonnaise Is Looked Down On
While mayonnaise used to be a staple condiment in households everywhere, in recent years, millennials have stopped buying and eating it altogether. Even if they like it, many of them would prefer to use flashy and more expensive condiments like avocado in/on their food.
Chances are if you go to a "hip" place to eat that's frequented by millennials, you most likely won't find mayonnaise as an ingredient anywhere on the menu. Don't think about asking the server for it either.
Postcards Are Only A Novelty
A few decades back, the eager young traveler might pick up postcards and send them to loved ones as a piece of their adventure. Marketwatch reports that Twenty-five years ago, more than 20 million postcards were sold annually. Today, that number is down significantly to 5 to 6 million. Social media is the biggest reason for this decline.
Why would somebody take the time to write a postcard when they can post a picture of themselves with a caption to show everyone what they're up to? If they do grab a postcard, it's most likely to keep as a novelty.
Hotels Are A Last Resort
Not so long ago, your only options when traveling and staying somewhere indoors included a friend's house or motel/hotel. In recent years, the game changed when people began renting out their own homes and properties to people by advertising them on websites such as Airbnb, Vrbo, Turnkey, and more.
Today, millennials relish these websites because they find staying somewhere more private, comfortable, unique, and sometimes cheaper beats staying at a hotel any day. Plus, it allows young people the opportunity to make a buck on their own spaces if they are able to rent them out.
Canned Tuna Is Out
Due to millennials eating habits and their desire to use less packaging materials, processed foods across the board are beginning to suffer. However, canned fish, especially tuna, is taking a major hit. According to The Wall Street Journal, only around 32% of millennials buy canned tuna, while the percentage of other generations has remained high and consistent.
Starkist vice president of marking Andy Mecs said, "A lot of millennials don't even own can openers." Other contributing factors include millennials not wanting to contribute to the overfishing of the oceans.
Large Turkeys Are For Moms To Prepare
While millennials might not have a problem digging into a large Thanksgiving turkey at their family's holiday dinner, they're much less likely to do so at their "Friendsgiving." If they even have a turkey at all (which is rare), it's most likely to be a much smaller bird.
At the end of the day, many simply don't have the patience or knowledge to even cook an entire turkey. Besides, a lot of millennials prefer to have a potluck-style Thanksgiving with their friends to make things easy for everyone, and it's unlikely someone is bringing a turkey.
Leave The Stilettos To Carrie Bradshaw
Much how millennials are beginning to dress more casually in the workplace, they're also avoiding anything that might give them discomfort. While Carrie Bradshaw's stilettos were once a fashion trademark among women at the time, millennial women have thrown them into the donation bin.
They much prefer shoes that are comfortable and practical over fashionable. Some shoe designers have noticed this and have now begun making formal shoes that are still comfortable enough that millennial females will buy them. The rise of Crocs, slide sandals, and tennis sneakers are a reflection of millennials' favorite styles.
Single-Slice American Cheese Isn't Fancy
When you think of a young millennial on a budget, one might assume that single-slice American cheese would be a staple in their diet. It's cheap and has enough preservatives to last forever. Yet, that's certainly not the case. Millennials are forgoing the classic single-slice American cheese for healthier, more diverse, and more expensive cheeses.
This is because many try to eat fewer preservatives, or they want to invite their friends over and impress them with the charcuterie board they assembled for the party. Sales from producers such as Kraft and Velvita have been slowly but surely dropping since 2014.
Trading In Light Yogurt For Greek
Because of trendy foods and the desire to eat as healthy as they can, millennials have left yogurt, especially light yogurt, in the dust. Instead, they prefer natural and protein-rich yogurts like Greek yogurt, instead of yogurt that offers a lower-calorie option.
Business Insider reported that in 2016, Yoplait Light yogurt sales fell 8.5% and continue to fall. It's clear that the only people buying it now are older generations or those with kids. Millennials would never dare have a breakfast bowl with anything but Greek yogurt.
Football Viewership Sinks
College and NFL viewership haven't kept the same amount of viewers over the last few years and they have millennials to thank for that. Analysts haven't figured out the exact cause of this, but they have narrowed it down to a few things.
They say the 2016 election might have something to do with it, as well as the protests spearheaded by Colin Kaepernick. Or the game might have just become boring. Also, with fewer people paying for cable television, younger people would have to keep up via their phones.
Who Still Needs The Gucci Bag?
Not only are designer clothes experiencing a sales drop, but so are their handbag counterparts. Brands like Gucci and Michael Kors have been selling bags at a major discount due to millennials losing interest in their products.
Young people also don't have as much money to spend on them. This is the "kiss of death for trendy fashion brands, particularly those positioned in the up-market younger consumer sectors," industry expert Robin Lewis wrote on his blog.
Who Cooks At Home?
"At scale, ubiquitous on-demand and subscription delivery of prepared food could potentially spell the end of cooking at home," Business Insider quotes from a UBS report. Young folks are barely cooking anything at home anymore, partially because they don't invest in the groceries necessary to make big meals.
The UBS report also noted that by 2030, online food delivery will comprise 10% of the food-services market. If you haven't learned to cook by now, don't worry, because it's almost going out of style. Cooking skills are going by the wayside and the people who really can whip up a fancy meal are sure to impress a date.
Hand Me My Hydro Flask, Please
Traditional plastic water bottles are becoming a thing of the past. When they're not piling up in the back seat of your car, you can find them collecting dust on the shelves at your local grocery store.
Younger people have become more aware of the harm that plastic causes, so making the switch to glass or metal reusable bottles is the way to go. Brands like Hydro Flask have gotten extremely popular over the years due to this and have gotten majorly successful as a result of advertising to young people.
Wait, No More Honeymoons?
How bizarre is this? Not only are weddings dropping fast, but those who make it that far might not even enjoy a honeymoon together. Island resorts will feel the pain on this one.
Newlyweds are having "unimoons" where they travel separately. According to one groom who did this, the trend comes from "workaholism and being on the work-and-spend treadmill [because] you can't even coordinate one of the most important times of your life together." It's not very romantic, and it doesn't sound like the typical honeymoon most people are used to.
Do You Still Carry Cash?
Chip readers have increased while more people have adapted to using debit and credit cards. Cold hard cash gets the short end of the stick here. An NPR and PBS poll asked if millennials would use credit cards or cash to pay for their holiday shopping and the results are shocking.
A Bankrate survey found that 55% of 18-29 year-olds have at least one credit card. That goes up to 73 percent of 30-49 year-olds. This is a clear increase in the number of young people who are choosing to pay credit or debit. Online shopping, Paypal, Apple Pay, and Google Pay have made the need for cash money nearly irrelevant.
...Tourism In Canada?
When a president who isn't very well-liked gets elected and millennials threaten to move across the border to Canada, you would think they would like to visit there too. That isn't the case at all.
Millennials are more likely to vacation somewhere other than Canada or anywhere in North America. Most young Americans don't participate in the tourism industry in Canada and choose to go south of the border instead.
Getting A Divorce
Just as millennials are killing marriages, they're also bringing down your average divorce rates. The Atlantic reports that a professor from the University of Maryland named Philip Cohen found that between 2008 and 2016, divorces fell by a shocking 18 percent.
"One of the reasons for the decline is that the married population is getting older and more highly educated," Cohen said. "Marriage is more and more an achievement of status, rather than something that people do regardless of how they're doing."
Not Planning Ahead for Their Life
A Highland Insurance study uncovered that 75% of millennials don't have any life insurance. They don't have it because they can't afford it. Not having the money to do it is one thing, but once they realize it's something they would need, sorting through the options can become intimidating.
Something millennials fail to realize is that the younger you are when you get coverage, the cheaper it will be in the long run. The life insurance business isn't as prominent as it once was, but with proper education, that can change.
