|Brands are Counseling the Young and the Traumatized Through Their #QuarterlifeCrisis
You got your first gray hair even as you still live paycheck-to-paycheck. Congratulations, you’ve got the quarterlife-crisis blues.
Don’t worry, you’re not alone. The term has gained currency in recent years, as young adults enter that awkward phase of no longer being children while not yet being fully functioning, self-sustaining members of society. They’re still figuring out their careers and their life partners even as the first signs of aging begin to creep in. The feeling of anxiety and dread that resides in the guts of most grown-ups is new to them; they don’t realize this is just simply what life feels like, so they’ve labeled it “quarterlife crisis.”
From Asos and Origins to LearnVest, marketers looking to reach the demographic are promising their goods and services — and directing millennials to other resources — to help them through this trying time in their lives.
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This article was published on Digiday.com. A full link to the original piece is after the story.
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