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Most Millennials are old souls striving for a successful, yet carefree existence not easily found in what many would call a difficult reality.

According to MediaPost’s “’90s Nostalgia: Millennials Long for Simpler Times,” by Melanie Shreffler, Millennials surprisingly long for the past… a time when they felt safe and secure. According to Shreffler, these were the “good old days.” For many, it’s hard to think that Millennials have anything less than a privileged life, but it’s quite the opposite. Millennials have spent most of their lives believing that they can do just about anything, an idea that their teachers, parents and friends instilled in them. But this group of mostly 20-somethings is learning that not everything is picture perfect.

Millennials are becoming adults in one of the worst economic slumps the U.S. has seen in decades. Instead of seeing the light at the end of a long tunnel of hard work, many Millennials are finding themselves unemployed. Many of them can’t even find their first job and are working for little or nothing just to gain experience for their resumes. Frequently feeling stressed and anxious, many are afraid to make their next move for fear that it will be the wrong one.

90s show "All That" brings back memories for Millennials

It’s no surprise that now Millennials are gravitating toward activities that bring them back to their childhood and youth – a time when everything was easy. They’re finding comfort in things that transport them back to that time, including indulging in television shows that make them feel as carefree as when they watched it for the first time. Stations like Nickelodeon have picked on this need. The network recently introduced a midnight programming block called “The ‘90s Are All That!” airing programs that were favorites of Millennials a decade ago. MTV is making a similar move by bringing back some of its more popular ‘90s shows with minor updates, including Beavis and Butthead and 120 Minutes.

Others have deemed a comeback for the decade, which is nice for the 20-something Millennials who are stuck between childhood and adulthood. Will going back in time give them the motivation to grow up?

And how do these trips down memory lane affect marketing initiatives aimed at the influential Millennial generation?

Millenials tend to gravitate toward products that present a great brand experience through design. Whether it’s packaging or a really great logo, interesting and different products sell to more than just Millenials, according to MediaPost’s Engage: Gen Y.

The popularity of design-focused blogs like Design*Sponge and Apartment Therapy and TV Shows like Design Star suggest that there is a Gen Y ethos around design that brands should really pay attention to when thinking about new products, services or experiences. Although design may not be important to some, Gen Y is always on the lookout for the next big thing. Successful design embraces some of these philosophies:

1. Customization through self-expression. Gen Ys are instantly attracted to products and services that are highly customizable, unique and different. Think about the popularity of vintage—older products with history that can easily be modified to fit an individual’s style. Products that allow storytelling are highly coveted in a Gen Y’s mind.
2. Share this. Millenials are technology junkies who like to share everything. Gen Ys are social bees that crave co-creation and participation of a brand. Likewise, Millenials enjoy sharing their ideas with others. Pintrest, a virtual bulletin board that allows users to organize and share beautiful things found on the web, is a perfect example of Millenials’ need to document and share their lives.
3. Millenials aren’t always fast and furious. Not all things need to be about speed and surprise, including relationships with family and friends. In this crazy busy life, Gen Ys need to be reminded to slow down. Even though many relationships are created and maintained online, most Millenials actually cherish human relationships and interaction, face-to-face and virtually. Although a lunch or coffee date is nearly impossible when a Gen Y is busy, apps like Words with Friends enable real interactions that simulate these experiences.
4. Gen Ys have a good side. Despite what you may think, most Millennials are caring when it comes to socially conscious brands. Brands that embrace this philosophy are top of mind for most Gen Ys. TOMS shoes is a perfect example of a brand doing great things. For one pair of shoes purchased, the organization donates a pair of shoes to a child in need.

Cool brands that have distinct design simply sell. Although many Millenials may be skeptical, great design can grab their attention in an instant.

If anything good has come from the recession and poor housing market, perhaps it is the marketing innovations in the housing market. As houses are harder and harder to sell, real estate companies have had to rethink the way they sell homes and connect with customers.

Enter Coldwell Banker and its new search tools. The real estate giant has taken advantage of web, social and mobile tools to better connect with potential buyers and sellers and create new ways to find a home. Here are a few of the innovative ways house hunting has been changed thanks to consumer-focused technology.

BlueScape asks users to rate a series of photos by selecting “thumbs up” or “thumbs down,” similar to the way Pandora allows users to rate a song. After rating the photos, including beach, urban, winter, and natural scenes, the search service returns a “cloud” of house listings all tailored to your personal likings.

The Lifestyle search allows you to rate the importance of various community amenities like good schools, mass transit, shopping, and the arts. After selecting a state or city, the search tool returns a variety of neighborhoods and communities that match your preferences on different levels. You can then view the listing of properties available in those neighborhoods.

The On Location video search integrates an interactive map into the Coldwell Banker YouTube channel allowing house hunters to search the map for the area they are interested in and view a video walk-through of select homes.

Coldwell Banker’s mobile website and apps allow potential buyers to search for property on the go. Consumers no longer have to research properties at home prior to an in-person tour. Thanks to mobile technology, house hunters can access house information when they are on location or driving by.

These new search tools are further evidence of the effect the Millennial generation has on the housing market. Millennials, the latest generation to come of age and enter the house hunt, are the new target market for first time home buyers. As more twenty and thirty-somethings move out of rental houses and think about starting families, understanding their behavior is key to the success of the real estate market. One key trend in the Millennial generation is their use of bandwidth. Millennials rely on digital information, social media and mobile technologies more than any prior generation. By integrating these technologies into an integrated marketing plan, companies in the home and building industry can more effectively connect with the newest generation of home owners.