Emerging Adulthood.

Not a new concept, there’s been books written, TV shows made, and endless movie characters (See: Will Ferrell Stepbrothers, Matthew Mcconaughey in Failure to Launch) based on the Manchild and even Womanchild syndrome (See: Now in theatres starring Charlize Theron Young Adult) but it’s interesting to see this not as a special case for certain people, but as an actual LIFE STAGE that all people will now go through, kind of like the teenager life stage.

“The concept of “childhood” emerged in Victorian times. “Teenage” was born in the 1950s. Consider “emerging adulthood” as this decade’s contribution to lifestage chronology.

When reality is fluid, opportunities abound. So do fear and confusion. Products, services or brands that help 20somethings find success and fulfillment in an environment that may feel like failure will be their heroes.”

I think this is right on point. As a young 20 something year old with a job I get a lot of groans and moans from my peers and (even people in their late 20’s) that have yet to launch their career and become in their mind “a real adult.” On the other hand, I know a lot of people that scoff at me for starting my career early instead of living it up in pure wild abandonment.

I’d say “Emerging Adults” fall into two camps:

Peter Pans -  These people don’t want to grow up. They’d like to live the easy life without responsibilities for as long as possible. They resent and resist societal pressures and people that are constantly pushing them to grow up.

Cinderellas - They’ve done everything right, moved out, went to college, but other circumstances are preventing them from blooming (like high unemployment). They’re waiting for their golden opportunity to get out of their current circumstance. Until then, they don’t consider themselves “real adults” and may feel like failures.

Brands should seek to understand the Peter Pans and help the Cinderellas.