I’m really glad I’m a millennial. If I wasn’t, I’d have a pretty hard time understanding exactly what they’re all about. Good luck to academics trying to do the same.
 
The latest example of academics weighing in on this fascinating species is thanks to a new Heineken advertisement. And who better to seek reaction from than a definitely not-millennial university academic?
 
In a nutshell: Heineken have produced an advertisement encouraging men not to drink too much if they want to attract the ladies. It’s a sensible message, albeit an unexpected one coming from an alcohol company.
 
University of Canterbury Associate Professor in marketing Ekant Veer argues “it comes across as a little sexist.” So, it seems the Tinder generation don’t want to be characterised as a bunch of women “out there begging for a guy and to find their life is complete as a result.”
 
Now, some women may indeed find the idea offensive. But considering there are 52,000 more women than men in the 25-49 age group, the man drought is hardly a figment of a marketer’s imagination. It’s not inconceivable that some women may indeed still be looking for a partner. Some women even go out on the town to do so.
 
Elsewhere, Otago University marketing professor Rob Aitken argued “If Heineken wanted to seriously promote moderate beer consumption they could advertise the health impacts of drinking.”
 
Now, I’ve never taken a marketing course, but even I’ve heard of the adage that sex sells. Some people may respond to scientific claims, but I bet a whole lot more people will respond to the idea that sober is sexy.
 
At any rate, I’d hope any discussion of health impacts would include the information that moderate drinking can be good for your health, but somehow I doubt a ‘drinking is good for you’ campaign is what he had in mind. Professor Rob Aitken acknowledges that millennials are fairly cynical. But that means they can probably see through hyperbolic calls for teetotalism too.
 
What I want to see is an academic explain why hazardous drinking rates amongst this age group are decreasing. Maud Meijboom, the marketing director of Heineken-owned brewery DB reckons social media plays a role, where public drunkenness is unattractive.
 
If that is the case, perhaps academics are overthinking things. Characterised as vapid, self-obsessed and ambitious, perhaps the best way to change millennial behaviour is to appeal to their highest priority: their self-image.