There has been a new stigma around millennials and our insatiable need for avocado toast. I have two words to say to this: back off (depending on how negative, my choice of words might be a little more explicit). How is it that we are getting judged not only with everything from our choice in college degree to a measly piece of $0.50 toast and a $1 avocado? Let me break it down for you, we are to blame for everything because of how we were raised.
1 | Chain restaurants are Failing
Business Insider posted an article in June 2017 about how millennials were to blame for chain restaurants like Buffalo Wild Wings and Apple Bees are failing and I see why. Millennials are a more health conscious generation and are foodie adventure seekers and risk takers. Why eat a basic burger when you can head to Slaters 50/50 and try a PB&J Burger (seriously, amazing) or hit up your local Red Lobster when there is a new sushi-rito spot down the street? It isn’t about millennials not going to these restaurants, it is about these restaurants not being appealing to millennials. To read the Business Insider article, please click here.
2 | Big Box Retail Stores are Fading Out
Remember circa 2010 when a shop small initiative started the day after Black Friday known as Small Business Saturday? Promoted by credit card company American Express, Small Business Saturday was an attempt to get holiday shoppers to check out their local retailers and support their community. The result? IT HAPPENED! Once millennials got to college and started having to shop on their own, we loved the local artisan beauty hub and the trendy yet affordable boutique! We took our Forever 21 festish and turned it into a well oiled Instagram marketing machine! This is great example as to when you promote it, you better own it.
3 | Amazon Prime Time
Amazon and Millennials sitting in a tree, F-R-E-E-2-D-A-Y-S-H-I-P-P-I-N-G! These are words that have personally soothed my soul. This dials back into why big box retail stores are fading out. Personal story (I’ll keep it brief); my husband and I moved a few weeks back and while ending my day at the office I placed a quickie prime order for bubble wrap and packing tape. Fast forward 1 week later, I am out of both. Being in dire straits, I headed to my local Walgreens to raid their packing section just to find out they are charging TRIPLE what Amazon was for 1/3 of the product! I had a serious WTF moment. Millennials are broke as it is, and with swift delivery options at a cut rate price it is the avocado on our toast.
4 | Overworked & Underpaid
Millennials are stuck in this, “we can’t afford our life” stage, I know that my parents can both attest to me having a complete Kristen Wiig “I’m poor” moment. Here I am, fresh out of college trying to be a badass boss babe just to basically be nothing more than an underpaid overworked hamster. Now, I am writing from the perspective of a Californian where you can’t even rent a 1-bedroom shack straight outta Compton for less than $1600 a month. That ¾ if not ½ of your average millennials rent! Remember those tell tales when your grandparents got their first home for $7k while working minimum wage with 3 kids and a college education that cost them $10k total? Let us sit on our 6 figure negative balance and cry for a moment.
Now I am not trying to bash everyone around us but can we please get a moment to shine at our accomplishments? We are heading to the biggest portion of the workforce, the most education generation, the most health conscious and environmentally sensitive; we fight for what is right and stand up to what is wrong such as LGBTQ rights and the travel ban. We don’t have time to have a pity party over your judgement of our decisions, but we will definitely be sitting pretty in our Jane.com boutique clothing in our 500 sq. ft. midtown apt with $3 buck chuck and our avocado toast.