The curious contradiction of millennial individualism: A marketer's guide to the millennial psyche related to wearable tech

This paper analyses US research data to explore the nature of the millennial psyche in relation to purchasing trends across wearable technology.

The curious contradiction of millennial individualism: A marketer's guide to the millennial psyche related to wearable tech

They've been heralded as the most individualistic generation that has ever lived1 — the generation that's replaced "rules are made to be broken" with "there are no rules." Opinion pieces and behavioral research studies have supported this idea of millennial individualism, claiming they're less social and more focused on themselves than past generations. The National Institutes of Health even found that the incidence of narcissistic personality disorder is three times as high for people in their 20s as for those 65 or older. The conventional wisdom is that millennials are determined to be who they want to be as individuals, the opinions of others be damned.

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