The term, coined by Mashable, refers to Millennial's who engage in little acts of rebellion, to the point their rebellion against convention is ironically mainstream. A tattoo is still cool and artsy, but, ever true to millennials, there is a redefining of this bad-assery, likely due to their trepidation to commitment (what's up with these kids and fear of commitment?). Take for example, while tattoos are more popular than ever (according to an NBC/Wall Street Journal poll, in 1999 only 21% of American households had someone inked in it, whereas today that number about doubled to 40%), it has also coincided with the advent of white ink tattoos, the increased popularity in simple line tattoos or tatt's no bigger than a silver dollar, and the rise of discreet locations like the sternum, finger and rib tatts, or wrist tattoos that can hide under watches or bracelets. "Little and stylish tattoos" and "small and cute tattoos" dominate searches. Similarly, piercings in discrete places, or in locations that heal quickly one the novelty of rebellion has faded, are popping up on famous faces like Rhianna all the way down.
The Millennial version of rebellion is such an interesting case. They didn't grow up or reach maturation in a world driven by convention and respect for traditional institutions; many of them came of age at upheaval that was the birth of the internet, or when their president was being impeached, or when the doc-com/housing market/banks/auto industry crashed. In many ways, turning their backs on convention, or "rebelling" is just another thang for a generation that has eschewed tradition, and in its place, worship minimalism, clean function and design (if I hear "Mid Century Danish furniture "one more time...), and organic and simple products and ingredients. For this generation, simple can be a rebellion in itself. Pretty rad, my friends.
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