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....