Millennial shaming seems to be fair game these days. Whether it’s in the media or the coffee room, the fascination with this demographic cohort is astounding and the views are often unfairly negative.

In the context of the Maslow Hierarchy of Needs, baby boomers are driven by their desire to purchase a home (Security and physiological needs); Generation X strive to fulfil their psychological needs via luxury car ownership (prestige, the sense of belonging); and millennials are moving up the pyramid and striving for self-actualisation via their desire for new and fulfilling experiences.