Why Millennials Don't Want To Buy Stuff | Fast Company

Why Millennials Don't Want To Buy Stuff | Fast Company:

Well worth the read but below is KEY!

"3. People buy things because of what having it says about them. This is what The Atlantic author mentions when he talks about the desire of Millennials to live in urban settings. Though I don’t pretend to speak for everyone in my generation, for me this choice has almost nothing to do with being anti-car. Instead, it's about all the other things a "non-car life" represents: it helps me be more environmentally conscious, socially aware, and local. This distinction of purpose may seem nuanced, but motivation is a powerful differentiator (perhaps one of the most powerful).
WHAT TO DO: Connect people to something bigger than themselves through your product or service. A bigger impact is almost always there, we just tend to forget about it.
As we watch the old definition of "ownership" go extinct, how will you leverage the unique connections your product or service could create? It could very well mean the difference between life and death for your business."