Millennials add their own twist to graduation in 2007
Contact: Megan Ferington or Frank Cirillo, 216.252.4938
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Cleveland, Ohio (April 2007) - Their outlook is hopeful; they have a polite view towards authority; and they boast a strong work ethic. Just who do these kids think they are anyway? Like so many generations before them, the Millennials, the name sociologists have given the group following generations X and Y, are preparing to take on the world with a confident attitude and some reservations of what lies ahead. The Millennial generation is comprised of those born between 1980 and 2002, and this year a majority of the group will be celebrating a high school or college graduation, making the Class of 2007 a historic one.
American Greetings trend experts worked to learn more about this group of graduates in preparation for creating cards for the Class of 2007. They looked at what this generation values and cares for, where they find information on style and fashion, and how they like to express themselves. The results were used as the inspiration for the new line of graduation cards currently in stores.
“Millennials as a group love a new challenge and want responsibility at an early age,” said Alana Campana, Graduation Business Expert at American Greetings. “It’s quite impressive to see how driven and focused the majority of high school and college graduates are this year, which are two characteristics of the Millennial generation.”
Designing cards that appeal to such a distinctive generation was not an easy process, noted Campana. “We challenged our creative team to immerse themselves in the Millennial culture so that they could create cards that would be an accurate visual and verbal representation of how this generation communicates and expresses themselves,” she added. “The graduation cards that resulted from this deep dive into today’s graduates have just the right mix of style and sentiment for the many ways people celebrate this milestone.”
One particularly fun example uses a classroom game that many Millennials have likely played at some point in their lives. The front of the card reads, “Good Luck Fortune Maker (for graduates planning their future)” and has detailed instructions for constructing a customized, homemade paper version of a crystal ball from the inside of the card. As a refresher for those who may not have played in some time, the game involves picking a series of numbers to unveil a prediction of future success, fame and friendship. The card reveals some humorous results, including, “You will soon ask, ‘Want fries with that?’” “You need to try harder. Seriously,” and, “Connection failed. Out of service area.”
Another popular theme in cards celebrating the spirit of optimism exhibited by Millennials is the use of inspiring quotes. One such example is adorned with an offbeat combination of green and blue shades along with silver and pink freehand designs. The card also features a particularly relevant and inspiring message from Helen Keller on the front: “Life is either a daring adventure or nothing.” The inside greeting urges the graduate to “Live inspired.”
Even with major life decisions looming, Millennials tend to place great value in friendships and socializing with others. “One of the most interesting things about this group in terms of their graduation celebrations is how important their friends are to them,” said Campana. “While they are sad to go in different directions from some friends, they definitely aren’t dwelling on that. The new grad-to-grad cards will help them stay connected and committed to the friendship across the miles.”
As an example, Campana pointed out one grad-to-grad card that features a floral theme with a blend of pink and orange shades, which reads, “Graduate Happy*” The inside greeting explains, “*It’s like regular happy, only a lot happier. Congrats.”
American Greetings Graduation cards can be found at participating drug chains, grocery stores and super centers nationwide, as well as in American Greetings and Carlton Cards retail stores. Visit www.americangreetings.com/retailers for store locations.
About American Greetings Corporation
American Greetings Corporation (NYSE: AM) is one of the world's largest manufacturers of social expression products. Along with greeting cards, its product lines include gift wrap, party goods, stationery, calendars, ornaments and electronic greetings. Located in Cleveland, Ohio, American Greetings generates annual net sales of approximately $1.8 billion. For more information on the Company, visit http://corporate.americangreetings.com.