target group

For who?

For who?

target group

external analyse

The Hectic-Millennials used to spend most of their time outside their house: in coffee bars, restaurants, workplaces, and gyms. They are always on the go and living life as efficiently and rapidly as possible while being surrounded by colleagues, sports buddy’s and friends. They are continually using their brains to problem solve and troubleshoot throughout the day.

Now that their social agenda has vanished, they find themselves feeling restless and ungratified since they are not familiar with being alone.

These Hectic-Millennials spend over ten hours a day online 2 , and with news changing all the time now, information is constant.Whether it’s about the pandemic itselfor whether it’s a time-line full of unrealistic images of unrealistic lives. They are constantly confronted with what others are doing better, even in quarantine.

insight

This ‘social comparing’ has a numbing and depressing effect 3 ; it has made the Hectic-Millennials more alienated from themselves. The constant noise of outside makes it hard for them to listen to their inside.

The Hectic-Millennials are out of touch with themselves.

‘‘We touch our phones more than 150 times a day, but we have lost touch with ourselves. Because without any offline time, the nervous system never shuts down — it’s in constant fight-or-flight mode. Even computers reboot, but we don’t: we are always on.’’

Nancy Colier (psychotherapist) for NY times - the Power of Off 4