Mature. Instead of delaying adulthood, young adults are now increasingly likely to embrace responsibility and a more mature lifestyle, the authors of Consumed report. Compared with their parents and grandparents, twentysomethings are "even more focused on achieving their goals and attaining their dreams," Benett and O'Reilly say. The stereotype of "Peter Pan" types who don't want to grow up, as showcased in movies such as 2006's Failure to Launch, has become outdated.
These five shifts represent some big changes from the heady days of the previous decade, where credit was easy and consumers seemed to always want bigger cars and bigger homes. Now, companies have to come up with creative answers to the question: How do you market to consumers who aren't as fond of consuming?