Thread by @Johnny_Uzan

THREAD on Millennials, evolutionary psychology, signaling, and experiences over possessions.

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If you google the term "experiences over possessions", the top three results are articles mentioning millennials. It's viewed as a millennial phenomenon, and to some extent it's true. 1/12

Some people interpret this preference as a shared "ethos" of self-actualization, a direct result of how millennials were raised compared to previous generations. While interesting, I find this explanation naive. 2/12

When analyzing behavior, we should start with the most basic layer. Millennials are human beings, so their most basic layer of behavior is evolutionary. Let's start there.

Is there any evolutionary need that's served by this behavior? 3/12

Yes. The need is status-signaling.

Millennials are using experiences for status-signaling more than any prior generation because they became adults at a time where technology made it far easier (and more socially OK) to show other people what you do. 4/12

The internet, cellphone cameras, and social media platforms turned experiences from something personal to a public trophy. Much like a new Mercedes was 20 years ago, except much more powerful as a signaling tool.

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While a new Mercedes only signals that you have money, a photo from burning man or from the Maldives signals that you also have time, game, a social life, and that you're having a good time, which is western society's version of winning. 6/12

On the surface, a photo from a live concert on facebook is not as blunt and obvious as driving around in a Mercedes. We even have a nice name for it: "sharing". But this perception falls apart to further scrutiny. 7/12

It's possible that the person in the Mercedes enjoys driving nice cars regardless of what people think of him, and there's no way to drive a Mercedes while appearing to others as driving a Honda. There's a non-zero chance that their objective isn't signaling. 8/12

On the other hand, there is a way to enjoy the concert without signaling. That's what happens when you go to a concert and don't post about it on social media. You have to take action in order to signal, so there's no redeeming explanation. 9/12

So what can we learn from this?

1. Start the with basic layers. First, millennials as a collection of homo sapiens born at a certain time. If that fails, you can add sociology (millennials as a culture) or modern psychology (choose your favorite framework). 10/12

2. Seek old explanations. What are humans trying to achieve? what they've always tried to achieve. Significance, status, love, protection, reproduction. It's usually an old explanation. 11/12

3. Technology changes faster than human nature. A change in behavior or preference is more likely to be explained by a technological shift than a collective psychological change.

Would love to hear some thoughts.

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