Adweek: Brands Are Reaching Out to Millennials Who Want a Break From 'Adulting'

Coloring books, summer camps and nice, hot meals

By Christine Birkner

Growing up is never easy, and millennials have turned the struggle into a slang word: "adulting," with dedicated memes that say things like, "I'm done adulting for the rest of the day," as well as, "Adulting is hard. I deserve wine."

"When you say, 'I'm adulting,' it means you're taking care of business," explained Kelly Williams Brown, author of Adulting: How to Become a Grown-up in 468 Easy(ish) Steps. "Millennials have anxieties that other people have it together, and they don't. No one feels like a grown-up. It's not like you wake up one day and have all of these capabilities when you turn 18 or 21."

Every generation has, to some extent, felt like it's faking it at grown-up life. "What's different now is that it's a much more casual, social media-driven culture," said Mark Potts, head of insights at Mindshare North America, which has been tracking the trend in its Culture Vulture report. "Millennials talk about things and poke fun at things much more openly, including being an adult."

Read the rest on Adweek here, and learn more about this "Peter Pan Market" trend in our Culture Vulture report: http://www.mindshareintheloop.com/home/2016/1/25/culture-vulture-2016-trends-report-1

Posted on April 11, 2016 .