While Gen-Y is still getting married at much lower rates than previous generations, some millennials are finally beginning to grow up, entering the world of marital engagements, wedding planning, and parenthood. True to form, their choices reflect advancements that set them apart from Gen-Xers, who were the first to utilize technology to chronicle their love stories on websites like theknot.com, build wedding registries online, gift personalized CDs with digitally remastered music as wedding favors, show spliced video montages of the bride and groom’s childhood at wedding receptions, and research honeymoons on websites like tripadvisor.com. As a card carrying member of generation X, I can proudly say we thought we were so cutting edge! Our kids were the first to be born with smartphones and tablets in their hands, and we posted their baby pictures on our social media pages and texted them to their grandparents. But time nor technology stands still, and Gen-Y has begun to put their own tech twist on engagements, weddings and baby plans. As someone who works with a high volume of with millennials in the San Francisco Bay Area, I have taken note of the following trends:
Their romantic relationships have an online life of their own. As the saying goes, no one really knows what happens behind closed doors, but in the personal lives of millennials, we can certainly take a look at their online activity to see what they’d like us to believe about their relationship status and history. The internet has become their forum of choice for chronicling romantic highs and lows, functioning as a means to gain public support, air grievances, compete for attention, and display markers of success (not to mention deleting away failures.) From public playlists on Spotify, hashtags on Twitter and Instagram, Pinterest boards and Facebook’s ‘Relationship Status’ updates, Gen-Y leaves little to the imagination when it comes to sharing their stories of romance.
They crowd source their decisions when it comes to navigating relationships. Millennials are used to solving problems fast, arriving at optimal solutions with the least resistance possible. Millennials have been groomed to work in competency-based teams, and this concept is frequently used for managing their personal lives too. They prefer to avoid conflict, and are more comfortable than previous generations relying on others to help them make decisions. Jeff Snipes, CEO of Ninth House, a provider of online education, including optimizing team effectiveness, says a hierarchical, leader-oriented team was more appropriate for earlier generations: “Traditionally if you worked up the ranks for twenty years and all the employees were local then you could know all the functions of the workplace. Then you could lead by barking orders. But today everything moves too fast and the breadth of competency necessary to do something is too vast.” When faced with life-changing decisions about relationship commitment or endings, Gen-Y seeks the opinions of their team of friends, family and experts to help them navigate and solve problems. When problems are deemed too private to share, websites like popular sites like Whisper and Secret are put to use by millennials as a way to air their private thoughts, share their hidden behaviors and ask for advice completely anonymously, so there is no threat to their carefully constructed online image.
Their engagement stories, weddings and honeymoons reflect their brilliance and investment in personal branding. While previous generations aimed to establish their worth and reputation through self-improvement, author Dan Schawbel of Me 2.0: Build a Powerful Brand to Achieve Career Success points out that Gen-Y has discovered that in the dawn of the internet, admiration and success comes from self-packaging through a carefully concocted personal brand. From the days of Myspace to Tumblr, millennials have grown up managing their self image like celebrity publicists. Gen-Y has turned self-portraits into a way of life- ‘selfies’ have become one of the internet’s top forms of self-expression. Their overall online presence has been a way to uniquely distinguish themselves from everyone else, and they are highly invested in making their relationship milestones ideally memorable as part of their personal brand. Whether they capture and share these milestones via Snapchat’s Our Story, Instagram, Twitter, Facebook, or personal blogs, millennials are sure to control how the world sees their love stories unfold through brand management. One San Francisco Bay area millennial shared with me she got engaged via FaceTime, since her long-distance boyfriend was living in abroad and couldn’t wait to pop the question. To his credit, her (now fiance) also created an iMovie that he shared with her, depicting him staged in funny scenarios accompanied by a personalized musical score that specially captured their romantic history.
They’re comfortable resisting tradition, understanding that ‘following the rules’ doesn’t necessarily bring ‘happily ever after.’ Author Paul Hudson of Elite Daily, The Voice of Generation Y observes that millennials are far less likely than past generations to buy into the notion that marriage is the gateway to a future of stability and happiness. Harry Benson, research director at the Marriage Foundation, describes the strong link between parental divorce and a reluctance to get married. “If your parents split up then most people are more likely to be quite skeptical about the value of marriage,” he explains. “So as there’s rising divorce rates, you can imagine how when the next generation appears, people will be more dubious about marriage.” Bobby Duffy, leading market researcher on generational analysis, says there are also far more financial pressures on millennials than previous generations. They have more educational debt in a less stable economic climate, and face an incredibly buoyant housing market. According to CNNMoney, twenty-somethings are transitioning into adult life at a more gradual pace, opting to cohabitate and co-parent without traditional marriage at a much higher rate than previous generations.
They anticipate their babies’ future in a world where technological identity matters. One website says it all:awesomebabyname.com, a new online tool that allows parents to choose a name for their child based on website domain availability. Yes people, this is happening. I heard it first a few months ago when a pregnant patient of mine found out she was having a girl, the first thing she and her cohabiting boyfriend/expecting father-to-be did was buy website domains and establish email accounts in her name. Of course, now there’s an app for that! “It’s important to give your children a fighting chance of having good SEO (Search Engine Optimization) in the 21st century,” says Finnbar Taylor, who created this website together with Karen X. Cheng. “We use search engines all day long to answer our questions and find things, including people. Imagine being called John Smith and trying to get a ranking on Google search. It’s important to give your child a unique name so that people, like potential employers, will be able to find them easily in the future.”
Granted, millennials are still in their 20’s, a time when it’s still developmentally common to be preoccupied with self-image, and an idealized future that looks different than previous generations. The question is, as Gen-Y ages, which of these trends, if any, will change?