"Question Authority," the mantra of youth, is also a developmental imperative. On its way to forming a distinct identity, each new generation must push back against the values and institutions bequeathed by its elders. It's a key rite of passage to adulthood.
At the same time, the circumstances in which this transformation takes place are always changing.
The social, political, economic, and cultural forces shaping the consciousness of every generation are always in flux. What it means to "rebel" at any given time in history, therefore, is always unique. Each generation has its own distinctive ways of rebelling--or conforming--to social norms and expectations.
Baby Boomers of the 1960s, for example, acted out their dissatisfaction with the status quo on a very public stage. They protested and marched in the streets to challenge the perceived corruption and injustices of their times. Today's millennials, however, are adopting a different strategy. Rather than emphasize what they are against, they seem to be defining themselves by what they are for. They have used new communications technology to challenge the establishment in unprecedented ways.
Brands that want to stay relevant need to find ways to support Millennials in their pursuit of happiness, independence, and a created life. One great example of a brand that is an old standby, yet is extremely in-sync with the Millennial generation, is Apple. One reason for this is probably because Apple is extremely empowering, providing the tools and the ease of use for people to create careers that were previously impossible without a large amount of capital. With an iPhone and a Macbook, people can make and edit studio quality movies, keep financial records, act as a consultant from a local coffee shop while watching Netflix to relax.
As a practical matter, Millennials have grown up with the ability to be a part of communities of people who share their interest and ideals. Through the phenomenon of "glocalization," they can build intentional communities not limited by geography. Their "local" community can include people of all ages from around the world. And what used to seem like a small niche can now be targeted, reached, understood and fulfilled.
This creates both challenges and opportunities for companies and products to engage this demographic. The watchword for Millennials is "relationship"--they make decisions about who they hang out with and what they buy based on the quality and nature of the relationships--both real-world and virtual. On the bright side, it should be easier for companies to develop products for smaller markets and find a way to saturate those markets through social media and other portholes to small niche markets.