BuzzFeed seeks to identify consumers challenged by “adulting”

Research by BuzzFeed, the online media company, and Publicis Media, the agency, has found that many young consumers are struggling with the transition to adulthood.

Unable to gain purchase on the traditional path to adulthood, many young consumers now navigate “adulting”, a hit-and-miss – and sometimes decades-long – quest that defies the neat milestones and targeting of life-stage marketing.

“It’s sort of like the Wild West out there,” Lindsey Noble, senior research manager for Buzzfeed, told delegates at The Market Research Event (TMRE) in Focus 2018 conference assembled by KNect365 in Chicago.

Lindsey Noble, senior research manager, Buzzfeed

“All the rules of the road to being an adult have really gone out the window for this younger generation.”

The traditional model of becoming an adult...

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