Millennial Lumberjacks in Brooklyn?

Brett is heading to Brooklyn to give a demonstration on the finer points of being a lumberjack. Brett is 36 years old and wears a sandy goatee beneath a camouflage baseball cap. He is a retired Timber Sports professional and now a Professor at Paul Smith’s college in the Adirondacks. In order to broaden the appeal of the summer program at Paul Smith’s college Brett decided to recruit trendy Brooklyn millennials eager to find ways to respect the environment while saving money and making the planet a better place. Tall order I know.

With the help of Paula and Caitlin, two branding experts, the camp recruitment would aim at the urban demographic where axe throwing, birch-basket weaving and brewing tea with adirondack plants would be an instant hit. Filled with urban Millennials that love to stretch their resources in innovative ways while living closer to nature, what more could a natural Sharer, aka Millennial, want.

Well, the camp is thriving, dorm rooms are filled and so are the alternative really cool Mongolian yurt accommodations. And the new england farmer’s drink, Cayenne Switchel Cleanse is always sold out.

Millennials are the ultimate makers of the Sharing Economy and here’s why. 37 million people were born in the 1980’s, they are now aged between 26 and 37 years of age. They are labeled Millennials and they created the Sharing Economy as they can take credit for bringing AirBnB, Uber/Lyft and social media to the forefront of pop culture.

This group is less competitive than their Innovator parents (born in the 1950’s decade) and many are just reaching the job market after the Great Recession of 2008. They are dealing with college debt, slow traction in career development and have delayed home ownership. For these reasons, the Millennials are natural sharers skilled at stretching their resources in new and innovative ways. Here is what makes the Sharer cohort so interesting.

  1. Rally cry for Sharer’s is YOLO, “you only live once”, Millennials have learned why it is important to live in the moment. Workaholic parents was a lesson onto itself and then layer on a global economic crisis, they clearly got the point.
  2. Sharers take pride in dealing creatively with fewer resources, they pool resources through endeavors like kick starter and other crowdfunding sites.
  3. They care deeply about their impact on the environment and see urban life as efficient and cool. Decisioning stems from doing societal good, refreshing it is.
  4. They have delayed or not gotten a driver’s license because they enjoy living in urban settings, another example of YOLO.
  5. Sharers, in some ways, resemble the Innovator generation of Bill Gates and Steve Jobs. They founded social media companies that took technology to the next level.
  • Lumberhacking in Brooklyn. www.newyorker.com
  • Big Shifts Ahead: Demographic Clarity for Business by John Burns, Chris Porter