Emerging Adults in the Spotlight


By: Carla Levy, Quantitative Storyteller | November 5, 2014

Recently I unearthed the America’s Young Adults: Special Issue, 2014, published by the Federal Interagency Forum on Child and Family Statistics, which deploys some great insights that are worth looking at.

Younger Adults are Shaping America

From a numerical perspective, this segment shows a significant size: 13% of the total adult population, or 31.2 million people, which is not a demographic to be ignored. But the most interesting thing is not the size itself, but how this younger adult segment is shaping the American cultural landscape. America’s youth today are diverse (56% white, 21% Hispanic, 15% black), and while they are less likely than older adults (25+) to be foreign born, they have a greater tendency to speak a language other than English at home. This reaffirms that there is no need to lose the cultural elements of your ethnic background in order to be part of the American culture. This is a natural for this generation and is crucial to address in our strategy efforts, which are often underleveraged.

Different Options & Opportunities 

In contrast with what was natural in the early 1900s, in which the transition to adulthood and independence was marked by almost unbending life expectations like finishing school, starting a full-time job, getting married or becoming a parent, today the social and economic situations have changed in such a way that elongates this transition period. This generation is much more concentrated on individual aspects such as career advancement while lacking independence, mostly financial (lower labor force participation, still living at their parents’ house, college debt). We should keep this in mind when communicating with the younger adult audience.

Catch the full Provoke Weekly – Emerging Adults in the Spotlight