There’s a popular theme you might see repeated in various online headlines. The refrain goes something like “Millennials are killing off X industry.” For some reason, other generations seem to want that one to shoulder the blame for certain niches struggling.
Millennials are often at the center of discussions on industry decline, with critics pointing to their changing preferences and economic challenges as key factors.
Millennials might get the blame these days for everything from plummeting jewelry sales to the shortage of commercial truck drivers.
In the latter case, maybe it’s the rules surrounding the job that Millennial-aged workers don’t like. Commercial drivers can’t work more than 14 consecutive hours, and they must also follow a long list of other regulations.
In a more general sense, though, can society blame Millennials for the death knell or the struggles of certain industries? Does this claim actually have any validity? Let’s take some time to examine this notion in detail.
What Industries Blame Millennials for Their Struggles?
If you look at the headlines like the one that we mentioned, “Millennials are killing X,” then the length and variety of the list might amaze you.
Some people feel that Millennials should shoulder the blame for the industry decline, citing fewer people watching golf, cable TV declining, and fewer households buying fabric softeners.
Others say Millennials won’t buy napkins, instead favoring paper towels. You might hear that Millennials won’t watch baseball or attend games as much as prior generations.
Others may tell you that Millennial homeowners hurt the doorbell industry, claiming that they won’t buy or install a new doorbell if a home doesn’t come with one.
Does any of this have any credence? Let’s address a few of these individual claims.
Sports
It’s likely at least somewhat accurate to say that Millennials continue to change sports viewing habits, contributing to industry decline in traditional sports consumption. That applies both to individuals or families watching sports on TV, but also attending in-person games.
With golf, Millennials seem to distance themselves from either watching it on TV or attending live events because they find it boring. Maybe if they grew up with an older relative watching it, then they would have an enduring interest into adulthood.
However, golf also seems to prioritize exclusivity and luxury over inclusivity. While you can’t look at any generation as a monolithic entity, you can probably point to that as being something toward which the average Millennial won’t want to gravitate.
As for baseball, it seems as though many Millennials feel it’s too slow. That’s why the game at the major league level decided to add pitch clocks, speeding up the time a pitcher has to throw the ball.
The league wanted to try to speed up the game to attract more viewers from the Millennial generation, both those watching on TV and attending in-person games.
Cable TV Declining
It’s probably true that more Millennials seem to favor streaming services like Netflix or Disney+ over cable TV. Cable TV seems woefully outdated to many Millennials.
Seemingly, most would prefer to have a streaming device like a Roku to stream stand-alone services on their TVs. They might also forego watching TV entirely, instead of watching the movies and shows they like on smartphones or tablets.
Fabric Softener
Many Millennials don’t seem to want to use fabric softener, either. Those who don’t often say that they don’t see that it makes much of a difference. They view it as a waste of money, especially if they do not have very much supplemental income for anything other than the essentials.
Doorbells
Some people say the Millennial generation hurt or even killed the doorbell industry because they don’t bother ringing the doorbell if they show up at someone’s house. Instead, they will simply text them to let them know they’ve arrived and that they’re waiting outside.
Napkins
Some also claim that Millennials don’t bother to buy napkins because they use paper towels instead. There’s probably some degree of validity to this claim as well.
It’s not entirely a universality with this generation, but if they buy paper towels, they can easily fold one in half to use as a napkin. They can also use the paper towels for their intended purpose, cleaning up spills.
What Does All of This Mean?
If you’re trying to determine what all of this Millennial-blaming means, for the most part, it simply means that buying habits change over time.
If you go back several decades to when television first rose to national and worldwide prominence, you could easily point to radio sales declining as the new and more visual medium took over.
You might have individuals from older generations grumbling about Millennials killing this or that, but in reality, each generation kills industries that existed before their time.
That’s a way you can mark time’s passage, and it doesn’t just apply when you’re talking about any particular generation.
Can We Take a Deeper Lesson from Any of This?
If we’re trying to take a deeper lesson from all of this, though, there’s one that potentially applies. You can talk about something like Millennials not enjoying golf as much and feel like that’s a simple change in viewing habits.
However, many times, if you hear older generations talking about Millennials killing whatever niche or industry, you will notice that niche or industry has no practical purpose.
For instance, many claim that Millennials won’t buy each other jewelry for special occasions anymore, like birthdays or Valentine’s Day. That’s often because they can’t afford it.
If you have an industry that’s not really necessary for anything, and Millennials shun it, then it’s probably because they’re working multiple jobs and still trying to make ends meet.
Plenty of Millennials can barely afford the essentials these days, so asking that they spend money on jewelry rather than rent makes no sense.
No matter the reasons for niches, industries, or areas of the free market failing, though, if they can’t change with the times, then they become obsolete.
That happened with radios when TVs came along, and you can point to a similar phenomenon with many industries that society at large claims Millennials killed.
Millennials and Industry Decline: Who’s to Blame?
The so-called decline of industries attributed to Millennials is more about shifting consumer habits and evolving market trends than any intentional destruction.
Every generation influences industry changes based on its values, economic realities, and technological advancements. Rather than blaming Millennials, businesses should adapt to these shifts, just as industries have done throughout history.
The real takeaway is that change is inevitable, and those who fail to evolve will naturally fade away.
