The word Shoreditch can mean a lot of things to a wide group of people: some people love it, some people hate it and others assume they’re too old or ‘uncool’ to go anywhere near there.
Regardless of what your opinion is of this area of east London, Shoreditch has something that millennials can’t get enough of… But what is it?
The most simple answer is that it has a multitude of things that should interest just about anyone in terms of the job opportunities, housing opportunities and of course the culture that divides so many opinions. The draw of Shoreditch can be split into a few categories, which help to show that the area is one full of opportunity and that it is an example of how niche industries can survive when they’re marketed correctly and at the right audience.
Shoreditch is Tech City
This is one thing that so many people tend to forget about Shoreditch: it’s full to the brim with digital businesses and it is still home to the third-largest technology startup cluster after San Francisco and New York City. If you’re going to be staying in Shoreditch, make sure to book with M by Montcalm Shoreditch London Tech city hotel for your visit.
In terms of the job market, Shoreditch has much to offer the millennial who is looking for a home at a fast-paced, creative but dependable company. This person might have been a graduate of computer science, or perhaps is a budding social media executive. Even the tech-savvy content marketer will be keen to have a look at the job vacancies in Shoreditch because this is somewhere full of start-ups and when people work for a young company, they feel more instrumental in the business’ success.
One thing generally agreed upon that all millennials crave is the opportunity to create or help to create something. This usually means that they are interested in having a cool job at a digital or forward-thinking creative company, which is exactly what they’ll find in Shoreditch.
Home of the small business owner
Similar to technology and digital startups, Shoreditch is also the home of small business owners in terms of bars, restaurants, pubs and cafes.
Millennials who are looking to open a small business may well want to scout out a unit of space in Shoreditch due to the local, independent culture that has been cultivated in this area.
One of the most famous places to get some food in this part of east London is probably Cereal Killer Cafe, which made a splash in 2015 in UK national newspapers, websites, blogs and newspapers.
The cafe sells nothing but imaginative cereal and milk and charges an average £3 – £3.20 per bowl for the privilege. Although the business and its owners have come under scrutiny for selling what is basically overpriced milk and wheat, the cafe has gone from strength to strength and boasts a wealth of customers and a strong online following. At the time of writing, Cereal Killer Cafe’s Twitter account has almost 15,000 followers and its Facebook page has over 46,000 likes.
Say what you will, the business is booming and those who are trying to aim marketing at millennials should probably be taking some notes from the likes of Cereal Killer Cafe.
Alice Clothier, mobile executive at the Fetch blog, wrote an article on the cereal cafe and said that the business’ premise and its retro toys and boardgames appealed to “this generation of millennials [who] are drawn to nostalgia of the 90s, an era of stability and comfort that many still miss”.
What Ms Clothier is saying is that millennials, who love living in a digital world, still have a fondness and an appreciation of things from their childhood or ‘back when things were more simple’.
Although this seems contradictory, it’s actually an important facet of the type of culture and economy that interests the millennial age group. This leads us on to…
The Flat White Economy
Last year, The Guardian wrote an article titled ‘Can hipsters save the world?, which looked into much the same things that tend to interest the millennial age group, but it references a book by Douglas McWilliams called The Flat White Economy.
Mr McWilliams’ book takes a deep look into what drives hipsters – in the case of this article at least, hipsters are a subgroup of millennials – and he suggests that they and the ecosystem that they cultivate will help to sustain Britain’s future economy and even make it prosper.
Millennials are interested in quirky cafes, with American cereal topped with strawberry milk and served in a bowl that looks like a moustache. Similarly, they’ll prefer to buy their bread from an artisan baker or drink an expertly crafted flat white coffee from an independent barista coffee shop that got its beans from a micro-brewery.
This insistence on independently-crafted this and responsibly-sourced that might sound overpriced and pretentious. But in reality millennials are partly responsible for the regeneration of local economy, and the rebirth of small businesses, and Shoreditch is just one area that millennials can enjoy what they have helped to create.