What’s Behind These YOLO Vibes?
When we first set out to learn more about the youngest women in our community, we immediately noticed something unique and very fascinating about them. They’re hedonists! Or more precisely, data science tells us one of their top values is hedonism: a desire to enjoy life and be happy. Since then, we’ve been characterizing them as giving off strong “you only live once” vibes.
This group of younger women is also a lot less engaged in civic life than many other women. For example, many of them are nonvoters. And when we ask them about how they see the world or what they want for the future of America, they often pick an answer like “I don’t know” or “neither agree nor disagree.” They’re pretty uncertain and disengaged when it comes to playing a role in creating an America that works better for all of us!
It might be tempting to assume that their YOLO spirit is rooted in frivolity; aimless pleasure seeking and TikTok nonsense instead of buckling down to read the news and focus on other serious business. But that’s not it at all!
When our research partners at FrameShift sat down for individual in-depth interviews with some of these folks, they uncovered much deeper motivations. What’s really going on? The youngest members of our community are trying to find themselves as they navigate a sea of trauma and stress.
Younger women are experiencing a crisis of anxiety in our country. They graduated into a recession, lived through a global pandemic, and face soaring housing, healthcare, and education costs that rise much faster than their paychecks do. The real-world impact of climate change is palpable—and personal—for these folks.
Many of these younger women are overwhelmed by the pressures of their own lives. If they’re feeling hopeless at home, how are they supposed to find the mental bandwidth to have hope for America, or to worry about our democracy and systemic issues on top of that? They’re unplugging from social media to avoid the stress and toxicity, so it’s no wonder they’ve unplugged from toxic politics, too.
In the interviews, they talked about trying to find their purpose in life; something to give them direction and meaning. Some of them are finding that purpose in caregiving, in being a mother. Others are reading, traveling, and creating art to find their way. Our partners at FrameShift asked them:
“Imagine you live in a world where you can have your ideal life. What would this ideal life look like? Imagine you could be the person you want to be in this ideal life—who would you be? What happens in your story?”
Then they helped women answer that question via a MindCamSM digital collage to learn about their subconscious thoughts and feelings. It’s like a police sketch of the inside of the mind! Take a look at what this 24-year-old from Pennsylvania made:
2. Woman reading book: “I see my partner and my dog being present. I don’t have to think about it but I know that they are there.”
3. Person doing yoga: “This represents relaxation, peace and joy. Being joy with that moment. Being at one with the universe, nature and myself.”
4. Dog in a wading pool: “This is me being a part of her joy for a little bit.”
5. People holding hands: “This is symbolic of giving back to the earth.”
6. Two people hugging: “The feeling of joy and giving back.”
7. Meditation: “Inflation, lack of peace and social media. I feel like I can meditate my way through it in my ideal world.”
8. Planting: “Relaxation, peace and joy. Being at one with the universe, nature and myself. Giving back to the earth through planting.”
This woman chose images that represent relaxation, peace, joy, and safety. She’s not seeking bacchanalia, she’s seeking comfort! Check out a few more from other women we interviewed:
These all look so peaceful! For these women, finding moments of joy is self care. So yes, they’re certainly motivated by a desire to live life and be happy. But what’s so wrong with that? After all, you really only do live once.
