I was on the subway on my way home today, when an interesting – maybe symbolical – scene caught my eye. Three women were sitting in their seats, self-absorbed. Two of the three women were starring at their smartphones: heads down, biting their lips, looking tensed, frowning. They didn’t quite seem to enjoy their time. The third woman – she was significantly older – held her head up, sometimes looking outside the window, seeming quite content. In her hands not a smartphone nor a tablet. She was holding knitting needles. And she smiled.
So I talked to a few of my friends yesterday (yes, I could have sold it as not quite representative field study). About current moods, ambitions, feelings, and jobs. Marketers would segment each of them amongst the group of Gen Y or Millennials (they themselves don’t). They are all quite educated (so says their Master’s diplomas). They all lived abroad for at least a year. And they all found a job right after graduation (more or less). Nothing particularly striking about that so far. Now, two of them quitted or…read more