DIFFERENT VALUES
We will redefine what the words “country club” means to better align with the values of Millennials
Country Clubs represent an antiquated model of a divided society of ostentatious wealth that was popular in the 1980s. As wages have remained stagnant and the cost of living has increased over the past few decades, it has resulted in a new generation who is facing a different world with different challenges.
This pattern — seeing the American dream as more about community and individuality than material success and social mobility — appeared across demographic and political categories.
Millennials are the largest generation at over 85-90 million people in the US and are the most educated generation in history. Research has shown that Millennials are struggling with record-
high rates of issues like depression, anxiety, and loneliness.
Numerous studies have been done to examine what appeals to millennials. The findings?
Community, Connection, Purpose, and Play.
From actively tackling climate change to creating areas for connection and offline interaction to paying high wages to our staff, Four Country Clubs will address these anxieties and needs of a new generation head-on.
For Millennials:
• Only 16 percent said that to achieve the American dream, they believed it was essential to “become wealthy.”
• Only 45 percent said it was essential “to have a better quality of life than your parents.”
• Just 49 percent said that “having a successful career” was key.