Reclaiming the Past in Bricks and Mortar: New Study Reveals Millennials’ Desire to Connect with Historic Places
June 27 2017 - 10:29AM
Business Wire
Survey finds that millennials value older
buildings with authenticity and character where they live, work and
play
According to a new survey Millennials and Historic Preservation:
A Deep Dive Into Attitudes and Values, nearly all (97 percent) of
the nation’s largest and most diverse generation appreciate the
value of historic preservation. Commissioned by American Express
and the National Trust for Historic Preservation, the survey
reveals the salient role preservation plays in the millennial
narrative and the development of communities courting this
generation.
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The survey finds millennials tend to value a mix of old and new
buildings where they live, dine, shop and travel. A few key
highlights include:
- One-in-three (36 percent) are
preservation fans and have taken action in support of the
cause.
- One-in-two millennials view historic
preservation as important through the lens of engaging in authentic
experiences (52 percent), preserving a sense of community (52
percent) and creatively re-using structures (51 percent).
“The report reflects what we’ve seen in cities from Los Angeles
to Buffalo to Houston – that millennials prefer to live, work and
play in neighborhoods with historic buildings,” said Stephanie
Meeks, president and CEO of the National Trust for Historic
Preservation. “The revitalization of many urban communities is
being driven in large part by the influx of young people seeking
authentic experiences and places with character that are found in
historic neighborhoods.”
“For more than 40 years, American Express has advocated for and
supported the preservation of places at the heart of our
communities,” said Timothy J. McClimon, president, American Express
Foundation. “Today, millennials represent more than half of our
employees – providing exciting opportunities to engage this
generation in support of historic sites that matter to
everyone.”
Thumbs Up for Character at Home and Afar
- More than half of millennials (54
percent) are interested in historic preservation as a means to save
the places that define us as Americans.
- Fifty-three percent of millennials view
historic preservation as a way to protect the unique, cultural
wealth and diversity of communities.
- Nearly one-in-two (44 percent) prefer
living in a neighborhood with historic character.
- When sightseeing, three-in-four (71
percent) millennials enjoy exploring the history of an area.
- Two-thirds (67 percent) are interested
in bunking at historic hotels.
History Appeals When Out and About
- More than three-quarters (80 percent)
of millennials would rather spend money at businesses supporting
efforts to preserve and protect buildings, architecture and
neighborhoods over those that don’t.
- Millennials are twice as likely to
prefer shopping or noshing in historic downtowns (52 percent) and
in places with historic appeal (49 percent), over malls and planned
commercial districts (26 percent) or recently constructed places
(22 percent).
Showing Up for Preservation
Millennials are interested in being a part of the historic
preservation movement through a myriad of experiential and virtual
opportunities.
- More than half (58 percent) would head
to a happy hour in a historic building.
- Half of millennials would like, follow
or share historic places on social media (53 percent) or cast their
vote online to choose a historic site to receive funding (59
percent).
Survey Methodology
Conducted by Edge Research, Millennials and Historic
Preservation: A Deep Dive Into Attitudes and Values is a public
opinion survey conducted online February 7-15, 2017. The survey’s
findings are based on responses from a sampling of 636 U.S.-based
millennials (born 1981-1998). The survey used quota sampling to
ensure a representative sample of the Millennial generation by
gender, age, and race.
[1]More on survey methodology: For this online survey, Edge
Research engaged a reputable, large opt-in panel in which survey
exposure is monitored and limited. Edge used a non-probability
sample to recruit participants, obtained from the online panel
provider. While the findings are representative, they are not
generalizable to all adult Americans.
About American Express
American Express is a global services company, providing
customers with access to products, insights and experiences that
enrich lives and build business success. Learn more at
americanexpress.com, and connect with us on
facebook.com/americanexpress, instagram.com/americanexpress,
linkedin.com/company/american-express, twitter.com/americanexpress,
and youtube.com/americanexpress.
Key links to products, services and corporate responsibility
information: charge and credit cards, business credit cards, Plenti
rewards program, travel services, gift cards, prepaid cards,
merchant services, Accertify, corporate card, business travel, and
corporate responsibility.
About the National Trust for Historic Preservation
The National Trust for Historic Preservation, a privately funded
nonprofit organization, works to save America’s historic places.
www.savingplaces.org
About Edge Research
Edge Research is a woman-owned small business that provides
marketing research services to Fortune 1000 companies, leading
nonprofits, and communication firms. Since 1997, we have helped
clients of all sizes uncover insights to make their programs and
products successful.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20170627006009/en/
MEDIA:American ExpressJocelyn F. Seidenfeld,
212-640-0555jocelyn.f.seidenfeld@aexp.comorNational Trust for
Historic PreservationAndy Grabel, 202-588-6025agrabel@savingplaces.org
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