While the U.S. leads the world in trends, the lifestyles and consumption habits of the "Millennials" (the generation born between 1980 and early 2000), who are said to make up 30% of the population, and the trends that emerge from them continue to have a major impact on the world. There is a lot of information coming out every day about the trends of millennials in the U.S., but in this issue of VOICEjp, we would like to focus on one city that deserves attention. In the latest article published by U.S. News and World Report, "The Best Cities to Live in the U.S. 2019," it was mentioned that Austin, the capital of Texas, has been ranked number one for the third year in a row. In terms of population influx, it is said that on average, about 100 people a day are migrating to the city (KXAN-TV article). At the same time, Austin ranked first in the "Friendly" and "Clean" categories in a U.S. city-by-city insight study of millennials conducted by U.S. research firm The Langton Co. According to a 2018 report by the Brookings Institute think tank, Austin has the second highest percentage of millennials among U.S. cities, accounting for 27.2 percent of the population, compared to the national average of 23.4 percent. The growth rate of the millennial population from 2010 to 2015 also tripled to 14.4%, compared to the U.S. average of 4.7%, indicating that the population is steadily growing as more and more young people move to the city.
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TNC Lifestyle Researcher
TNC Life style Researcher is a network of 600 Japanese women living in 100 regions in 70 countries around the world, run by TNC Inc. The knowledgeable lifestyle researchers in each country cut out the trends and the real voices of the consumers, which cannot be seen only in numbers. Based on this raw information, marketing members in Tokyo propose solutions or plan products to solve corporate issues. http://lifestyle.tenace.co.jp/
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