Today’s Millennial Pins: April 5, 2016

Good morning, it’s April 5, a Tuesday. Here are today’s pins.

location_pin_sphere_red The New York Times is finally reporting on the hospitality trend of small boutique hotels catering to Millennials (Moxy, Canopy, Element). Yes, these hotels offer more digital convenience, plus smaller rooms and price points, and an ultra-modern feel.

It’s a long read, but good, and there are a few decent nuggets in there about what these hotels are doing on social media. Plus, these places are hosting concerts and events now; something I’ve said they needed to do to stay relevant.

location_pin_sphere_red A MetLife Inc. study released Monday says 62 percent of employees seek help on financial security issues from their employers. That’s up from 49 percent in 2011. And 44 percent of Millennials seek help; that’s much higher than the 20 percent of Baby Boomers who want it. This shouldn’t shock – younger workers tend to be more unaware about how personal finances work. But point is, since Millennials are more apt to seek self-employment or alternative work options, people can make a killing out of offering freelance financial help for the flexible.

location_pin_sphere_red When I discuss how it’s wrong to define “Millennial” as a brand or lifestyle, this is what I mean: Luxury Daily reports on Millennial shopping trends. While they’re buying luxury items more than any generation, the report says Millennials still are weak in buying power (they still lack the money necessary to buy high-end luxury). Thus, the report concludes, companies should remain focused on older generations as target audiences.

This is reading too far into generational divides. Of course Millennials haven’t accrued the kind of money necessary to buy frequent luxury. That kind of active shopping lifestyle peaks in the 40s.

Luxury companies should do as they always do: focus on people in the 35-54 range but ensure people in the 18-34 and 55-70 cohorts are getting some attention. Luxury is easy to forecast. No need for all this ballyhoo.

Snapchat is now attracting more women, says a YouGov report released last week. And in a big way: 48.6 percent of women say they’ve used Snapchat in the last month, compared to 29.1 percent of men. What’s happened? One talent-recruiting company founder says fashion and lifestyle bloggers and celebrities moved to Snapchat to promote their brands, bringing in more women. That may make sense. Basically Snapchat was a place for inside jokes and sexting. Now it’s mainstream and brand-friendly. Men are pigs.

location_pin_sphere_red Sam Dhillon, a student at USC, runs an investment firm. He also hopes to become a brain surgeon. And he plays basketball for the Trojans men’s team. Why is this here? Jane Wells on CNBC’s “Squawk Box” made sure to tell us he’s a Millennial, and not all Millennials are slackers. Seriously, stop using the word to describe individual people.

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