Adulting made the short list on the American Dialect Society’s word of the year. Recognising that another niche social media term had joined the mainstream.
But what does it actually mean?
For the slightly bewildered journalists covering the story, their response was either balanced and sensitive, or patronising and dismissive.
We wanted to check the evidence.
So, we explored a random sample of 500 social media comments, letting us learn how people talk about Adulting in their own words.
Our goal? To understand what users of the term actually mean by it.
We hoped to unpack the concept, dispel some myths and challenge some armchair perceptions.
And, give you some ideas about what to do about it.
So we’re glad to present: Adulting: 12 ideas for Marketers, Researchers + Planners