About the author(s)
Stacia Howard is the Managing Director of Antilles Economics.
More from this edition
In 2015, Antilles Economics and Blueprint Creative embarked on a study to understand how Barbadian customers reacted to positive and negative customer experiences as well as generally what they looked for when choosing the companies and brands they transacted with. Using the data from this online study, we can compare the preferences and behavioural patterns of Millennials with those of Generation Xers (born 1965 to 1979) and Baby Boomers (born 1946 to 1964). We discovered that Millennials looked for the same basic attributes in the companies and brands they did business with as older generations, and they are no more or less sensitive to a brand’s reputation. Where they differ is that they complain less, are more willing to pay extra for excellent service, switch brands faster and are more likely to share their experiences, both good and bad, with others.
The next population census for Barbados is due in two years in 2020. By this time, the oldest Millennials will be 40 years old, comfortably in the middle of adulthood. Apart from the obvious age criteria, there are additional milestones of adulthood that persons are generally expected to achieve, such as completing their formal education, working full time jobs, getting married, having children and owning their own homes. But societies evolve, and often with that evolution comes differences in the timing of achieving these milestones.
This article considers how young adulthood has changed between the 2000 and 2010 Population census in Barbados, focusing on differences in timing and degree. The main finding is that Young Adults in 2010 were delaying starting a family and getting married, possibly due to longer stints of formal education and higher probabilities of unemployment.