10 things millennials may (or may not) have killed
Thanks, millennials.
Here are 10 things the generation born between 1981 and 1996 are accused of ruining.
Starter homes
Statistically, the generation that coined the phrase “adulting” has put it off longer than previous generations (see marriage, kids, home ownership). According to Zillow, millennials are currently the largest group of homebuyers, but CEO Spencer Rascoff notes that “starter home” inventory is limited, forcing millennials to rent until they can afford the bigger, more expensive crop of houses. On the bright side, chances are their Pinterest and DIY skills have their rentals looking lovely.
Beer
Wine and spirits seem to be the libations of choice for millennials, causing the beer industry to panic. In mid-2017, Goldman Sachs downgraded Boston Beer Co. (Samuel Adams) and Constellation Brands (Corona) as beer penetration fell from 2016 to 2017, according to Nielsen data. But the generation is doing its part to keep the craft beer scene alive and well.
Canned tuna
In December 2018, The Wall Street Journal reported that only 32 percent of consumers between 18 and 34 had purchased canned fish or shellfish recently, compared with 45 percent of those over 55. There was a lot of hoopla about it having to do with the generation’s lack of can openers (nope), but perhaps it’s tied the fact that they’ve also allegedly killed mayonnaise (more on that later). RIP tuna salad.
Napkins
According to The Washington Post, young consumers prefer paper towels to napkins. Not only are paper towels multifunctional, millennials may have swept napkins aside because they don’t eat at home as often. Does that mean they’re also killing breakfast, lunch and dinner?
Bars of soap
According to market research firm Mintel, 60 percent of consumers ages 18 to 24 believe bar soaps are covered in germs after use, causing sales to fall from 2014 to 2015. Suppose it’s to be expected from the generation that treated Bath & Body Works shower gel like the holy grail of cleansing products.
Casual-dining chains
In 2017, Business Insider reported that millennials were to blame for the struggles of casual-dining chains like Applebee’s and Buffalo Wild Wings. In a dramatic turn of events, Stephen Joyce — CEO of Dine Brands, which owns Applebee’s and IHOP — came to the generation’s defense calling the claim “false news.” It’s true Applebee’s closed 99 locations that year, but maybe the dining masses simply discovered places in which they could actually eat good in the neighborhood.
Fabric softener
According to Downy maker Procter & Gamble’s head of global fabric care, “Most millennials don’t know what the product is for.” Sales were down 15 percent from 2007 to 2015.
Cereal
Say it isn’t so! In 2016, Mintel surveyed millennials and found that 40 percent said cereal was an inconvenient breakfast choice because it required cleaning up after eating. The fun fact certainly doesn’t do the generation any favors in terms of how other generations view its work ethic.
‘Breastaurant’ chains
And for this, the elders owe their sincerest gratitude. Attribute it to the #MeToo movement or millennials’ general lack of interest in casual-dining restaurants, but young folk are steering clear of places like Hooters. The number of locations dropped from 2012 to 2016, causing the chain to redesign its decor and menu to attract more millennial and female customers.
Mayonnaise
April 2018 was a month chock-full of fodder about a rather bland condiment. A Philadelphia Magazine column claimed that millennials had killed mayonnaise. No fewer than a dozen publications quickly ran stories and columns to the contrary. The internet is a dark place. Perhaps Heinz’s “Mayochup” will save the day?
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