#Adulting in Today’s World

June 21, 2016

#Adulting in Today’s World

Do you ever feel like this?

I can't adult today. Please don't make me adult.

Apparently, a lot of other people do, too.

In fact, with the help of NUVI, a Boston-based university found out just how common this feeling is among young adults. For those of you who like me have never heard of “adulting” before, it’s just a way for people to express that they’re tired of being an adult or that they’re celebrating some grown-up accomplishment. Now, I hadn’t heard of adulting until they came to us, but by looking at the data, we realized just how big of a trend it is. In just the last few days there were over 90,000 hashtag mentions.

A few days into tracking adulting, we saw a huge spike in the conversation. NUVI was able to track the spike back to a GIF that resonated globally. Notice it wasn’t tagged #adulting; instead we found it by its keyword.

Why adulting is hard: As I have grown older, I've learned that pleasing everyone is impossible, but pissing everyone off is a piece of cake.

This GIF got 5,000 retweets. Below is the comet-tail of impact that it had in one day.

NUVI Stream

We also have a screenshot of all the global mentions of this GIF.

NUVI Map

While working through the topic data and matching the concepts, we were able to refine the demographics of who was involved in the conversation. The trends showed younger women shared the GIF mostly through Facebook and usually always tied it back to the topic of adulting. Below is the screenshot of the results from Audiences:

NUVI MonitorsNUVI Monitors 2

Most of the online conversation about adulting oozes resignation at the difficulties of responsibility. However, some of the conversation celebrates our small adult accomplishments, such as buying a car or remembering to pick up toilet paper before it runs out. Below are just a few examples:

Twitter Comment

Facebook Post

Facebook Post

Only time will tell where this conversation will go, but for now #NUVIknows the trends.

Print Friendly, PDF & Email
The Votes Are In. Social Data Ratifies The Global Conversation of #Brexit
How To Find Your Target Market & Hit Their Sweet Spot