際際滷

際際滷Share a Scribd company logo

Millennials

Download as PPTX, PDF
J
jclair

Bob Davies, Chief Branding Officer of Candescence, Inc. developed this presentation. Great way to understand differences by generations.

1 of 46
Downloaded 24 times
dude...Understanding the Millennial Mindset
We say: why? They say why not?
The seminal work done by William Strauss and Neil Howe has clarified the concept of generational cohorts, cultural eras, the events demarking the specific cohort group and the time banding of cohort groups.We will avoid reinventing the wheel but also acknowledge that other thought leaders may define their terms differently and bracket the generations slightly differently.Framework:Generations
Live Births by YearBoomGen-XGen-Y
Big Picture
Percentage of Total Adults34%Sized between the baby boom and the Gen-X group. They have the numbers, the education, the technology and the attitude to make an impact and like the Baby Boom group, to change the cultural landscape.26%20%19%Gen-XMillennialTraditionalsBoomers
Eras and their IconsI got you babeAnd its so groovy.The revolution is over; be happySteer clear, this is serious
And soBoomersJust do it.Gen-Xwhy do it?MillennialsJust did it.
Millennials
Millennials
TraditionalsThe American DreamBoy & Girl ScoutsCheerful, upbeat, obedientDeferential to adults and authorityWinston Churchill, FDR, WWIIBrand Loyal and Buy AmericanWork EthicConservative and PatrioticBelief in Government, Civic MindedMale FixatedFather Knows BestPast OrientedUniformity and ConformityRational Thinking, Scientific MethodStrict Ideas about what is AppropriateThe Greatest Generation (won the greatest victories)
Millennials
Millennials
Millennials
BoomersThe post-war baby-boomFrom hippies to yuppiesGrew up in positive and optimistic timeDr. Benjamin Spock recipe for a childPerceive themselves as individuals85% more meaningful than parents95% grew up with stay-at-home momGoal: be opposite from parents:Spirituality over scienceGratification over patienceIndividuality over uniformityself- over communityPersonal growth and self-esteemStay healthy, fitGreatest consuming generation in historyNever trust anyone over thirty.
Before there was Got Milk?There was Got Mom?
Millennials
Millennials
Gen-X13th generation (thats unlucky)Most aborted generation in historySlackersIncreasing divorce ratesLatch keyed, neglected & ignoredChildren less valued by societySkeptical of authorityNot threatened by authorityInformal dress codePersonal determinism, self-reliantIndividualized and independentBelieve in actions over wordsHands-off supervision I have a lifeWe are not a target market
Millennials
Millennials
MillennialsRaised by soccer momsPsychologically impacted by danger in worldSchool desks in pods, not rowsBirthdays take entire weekEveryone gets a trophy (just for showing up)Early education about pollution, environmentNew breed of feminism, dont use f wordOpen minded and multi-culturalGet along with and actually like parentsPolitically activeExtreme tech savvy, digital nativesResilient and not bothered by set backsJob satisfaction over money or opportunityNeed lots of supervision and structureAn echo generationThe re-valuation of the American Child
If 7 is the new 17Then 27 is also the new 17.
GoalsGen-XMillennials
God72% more spiritual than religious65% dont attend church or religious services67% dont read Bible or any religious text68% do not mention faith or spiritual life when asked what is important in life."We have dumbed down what it means to be part of the church so much that it means almost nothing, even to people who already say they are part of the church" (USA Today Survey)
GoogleGoogle accounts for 65.1% of all internet searches.Google has 88 Billion searches per monthThats about 3 Billion per day, or 2 Million per second
Gadgets97%94%56%
Geeks
Go Girls
Great KidsIts not so much about how good you are as much as it is that you just are. Winning isnt everything when everyone is a winner. Showing up is half the battle for these kids and their families. Partly because they are over-booked but mostly because they are just so darn cute.
Good Guys
Good at influencingDon DraperPT BarnumDale Carnegie<>
Not The Tube, YouTubeIn 1965, 80% of 18-49 year-olds in the U.S. could be reached with three :60 second spots.In 2002, it required 117 prime-time spots to do the same.Jim Stengel, Global Marketing Officer, P&G
Social Media and the Internet 81% of 18-21 year olds have a profile on a social media website
31% check it several times per day
24% have posted a video of themselves online
59% get their news from the internet
32% of Millennials have watched a video online in the past 24 hoursThe ten things you should know about Millennialsif you want to get along with them, work with them or maybe even sell something to them.
#1: They Arent Like YouMillennials are more technologically advanced because they are digital natives. Translation: they ate MP3 Players for breakfast. They arent about to switch to a box of Wheaties and the morning newspaper.Implication: you adapt to themtheir media channels, media habits and preferred method of shopping.
#2: Team OrientedMillennials grew up on teams. The soccer team, the family team and the team in the classroom. Their desks are arranged in pods to increase cooperation, not rows to promote efficiency. Because of this, Millennials value equality in the workplace and in life.The good news: they are more likely to accomplish things on a team. The bad news: they will resist going it alone and need more interaction to complete tasks.
#3: Conservative & CollegialMillennials are more conservative spiritually, politically, sexually and behaviorally. They achieve all of this without being particularly judgmental. They are more accepting of different cultures, customs and personal styles without managing to color outside the lines themselves. This is not The Sixties. Implication: Millennials expect marketers to work with them to avoid riskshow them the picture, e-mail something, offer liberal return policies.
#4: Privacy ParadoxMillennials grew up with their own stuff. Personal devices are just that. And, most didnt share bedrooms, computers or even TVs with their siblings. But, they did tolerate intrusions such as security cameras, metal detectors and internet spam.Implication: Millennials value their privacy but, paradoxically, engage liberally in social media free space and blogging. Give them the single room and read their blogs.
#5: They Like Their ParentsThere is no generation gap or failure to communicate. Millennials speak to their parents frequently, eat together often, travel together and seek their advice. Their primary goal is not to gain independence from their parents; to the contrary, they rely heavily on their parents for emotional support, decision making and financial help.Implication: parents are at least silent partners in their lives as consumers.
#6: They Value AuthenticityWith all due respect, Mr. Whipple, your compulsive obsessive disorder isnt going to sell anything to a Millennial.Millennials grew up with reality shows, a virtual world, cyberspace, the blogosphere and the digital universe. They know the difference between a reality show and reality. And they know a cheesy spokesperson when they see one. Implication: Your soaking in it isnt going to work. Get real.
#7: Theyre ProgrammedDude, heres the dealFrom a very early age, Millennials are programmed, scheduled and committed. Not just committed to the technology, committed to the cause. If you are expecting 70s style free-spirits, they are not that. Millennials grew up following rigid schedules, going from music lessons to soccer practice to tutoring. Theyve had little in the way of down time and have mastered multitasking. Millennials arent dreamers, they are planners. Implication: Fit your product into their plans.
#8: Theyre MeasuredTheyve been measured from the start. Not just measured, assessed, benchmarked and evaluated beginning with their APGAR score and ending with the SAT. No generation has been more measured than the Millennials.They not only accept measurement, theyve become shrewd users of metrics, benchmarks and universal standards.Implication: they accept measurements and metrics. State your case in quantitative terms they understand and dont be afraid to put any marketing claim in numerical context.

More Related Content

Millennials

  • 2. We say: why? They say why not?
  • 3. The seminal work done by William Strauss and Neil Howe has clarified the concept of generational cohorts, cultural eras, the events demarking the specific cohort group and the time banding of cohort groups.We will avoid reinventing the wheel but also acknowledge that other thought leaders may define their terms differently and bracket the generations slightly differently.Framework:Generations
  • 4. Live Births by YearBoomGen-XGen-Y
  • 6. Percentage of Total Adults34%Sized between the baby boom and the Gen-X group. They have the numbers, the education, the technology and the attitude to make an impact and like the Baby Boom group, to change the cultural landscape.26%20%19%Gen-XMillennialTraditionalsBoomers
  • 7. Eras and their IconsI got you babeAnd its so groovy.The revolution is over; be happySteer clear, this is serious
  • 8. And soBoomersJust do it.Gen-Xwhy do it?MillennialsJust did it.
  • 11. TraditionalsThe American DreamBoy & Girl ScoutsCheerful, upbeat, obedientDeferential to adults and authorityWinston Churchill, FDR, WWIIBrand Loyal and Buy AmericanWork EthicConservative and PatrioticBelief in Government, Civic MindedMale FixatedFather Knows BestPast OrientedUniformity and ConformityRational Thinking, Scientific MethodStrict Ideas about what is AppropriateThe Greatest Generation (won the greatest victories)
  • 15. BoomersThe post-war baby-boomFrom hippies to yuppiesGrew up in positive and optimistic timeDr. Benjamin Spock recipe for a childPerceive themselves as individuals85% more meaningful than parents95% grew up with stay-at-home momGoal: be opposite from parents:Spirituality over scienceGratification over patienceIndividuality over uniformityself- over communityPersonal growth and self-esteemStay healthy, fitGreatest consuming generation in historyNever trust anyone over thirty.
  • 16. Before there was Got Milk?There was Got Mom?
  • 19. Gen-X13th generation (thats unlucky)Most aborted generation in historySlackersIncreasing divorce ratesLatch keyed, neglected & ignoredChildren less valued by societySkeptical of authorityNot threatened by authorityInformal dress codePersonal determinism, self-reliantIndividualized and independentBelieve in actions over wordsHands-off supervision I have a lifeWe are not a target market
  • 22. MillennialsRaised by soccer momsPsychologically impacted by danger in worldSchool desks in pods, not rowsBirthdays take entire weekEveryone gets a trophy (just for showing up)Early education about pollution, environmentNew breed of feminism, dont use f wordOpen minded and multi-culturalGet along with and actually like parentsPolitically activeExtreme tech savvy, digital nativesResilient and not bothered by set backsJob satisfaction over money or opportunityNeed lots of supervision and structureAn echo generationThe re-valuation of the American Child
  • 23. If 7 is the new 17Then 27 is also the new 17.
  • 25. God72% more spiritual than religious65% dont attend church or religious services67% dont read Bible or any religious text68% do not mention faith or spiritual life when asked what is important in life."We have dumbed down what it means to be part of the church so much that it means almost nothing, even to people who already say they are part of the church" (USA Today Survey)
  • 26. GoogleGoogle accounts for 65.1% of all internet searches.Google has 88 Billion searches per monthThats about 3 Billion per day, or 2 Million per second
  • 28. Geeks
  • 30. Great KidsIts not so much about how good you are as much as it is that you just are. Winning isnt everything when everyone is a winner. Showing up is half the battle for these kids and their families. Partly because they are over-booked but mostly because they are just so darn cute.
  • 32. Good at influencingDon DraperPT BarnumDale Carnegie<>
  • 33. Not The Tube, YouTubeIn 1965, 80% of 18-49 year-olds in the U.S. could be reached with three :60 second spots.In 2002, it required 117 prime-time spots to do the same.Jim Stengel, Global Marketing Officer, P&G
  • 34. Social Media and the Internet 81% of 18-21 year olds have a profile on a social media website
  • 35. 31% check it several times per day
  • 36. 24% have posted a video of themselves online
  • 37. 59% get their news from the internet
  • 38. 32% of Millennials have watched a video online in the past 24 hoursThe ten things you should know about Millennialsif you want to get along with them, work with them or maybe even sell something to them.
  • 39. #1: They Arent Like YouMillennials are more technologically advanced because they are digital natives. Translation: they ate MP3 Players for breakfast. They arent about to switch to a box of Wheaties and the morning newspaper.Implication: you adapt to themtheir media channels, media habits and preferred method of shopping.
  • 40. #2: Team OrientedMillennials grew up on teams. The soccer team, the family team and the team in the classroom. Their desks are arranged in pods to increase cooperation, not rows to promote efficiency. Because of this, Millennials value equality in the workplace and in life.The good news: they are more likely to accomplish things on a team. The bad news: they will resist going it alone and need more interaction to complete tasks.
  • 41. #3: Conservative & CollegialMillennials are more conservative spiritually, politically, sexually and behaviorally. They achieve all of this without being particularly judgmental. They are more accepting of different cultures, customs and personal styles without managing to color outside the lines themselves. This is not The Sixties. Implication: Millennials expect marketers to work with them to avoid riskshow them the picture, e-mail something, offer liberal return policies.
  • 42. #4: Privacy ParadoxMillennials grew up with their own stuff. Personal devices are just that. And, most didnt share bedrooms, computers or even TVs with their siblings. But, they did tolerate intrusions such as security cameras, metal detectors and internet spam.Implication: Millennials value their privacy but, paradoxically, engage liberally in social media free space and blogging. Give them the single room and read their blogs.
  • 43. #5: They Like Their ParentsThere is no generation gap or failure to communicate. Millennials speak to their parents frequently, eat together often, travel together and seek their advice. Their primary goal is not to gain independence from their parents; to the contrary, they rely heavily on their parents for emotional support, decision making and financial help.Implication: parents are at least silent partners in their lives as consumers.
  • 44. #6: They Value AuthenticityWith all due respect, Mr. Whipple, your compulsive obsessive disorder isnt going to sell anything to a Millennial.Millennials grew up with reality shows, a virtual world, cyberspace, the blogosphere and the digital universe. They know the difference between a reality show and reality. And they know a cheesy spokesperson when they see one. Implication: Your soaking in it isnt going to work. Get real.
  • 45. #7: Theyre ProgrammedDude, heres the dealFrom a very early age, Millennials are programmed, scheduled and committed. Not just committed to the technology, committed to the cause. If you are expecting 70s style free-spirits, they are not that. Millennials grew up following rigid schedules, going from music lessons to soccer practice to tutoring. Theyve had little in the way of down time and have mastered multitasking. Millennials arent dreamers, they are planners. Implication: Fit your product into their plans.
  • 46. #8: Theyre MeasuredTheyve been measured from the start. Not just measured, assessed, benchmarked and evaluated beginning with their APGAR score and ending with the SAT. No generation has been more measured than the Millennials.They not only accept measurement, theyve become shrewd users of metrics, benchmarks and universal standards.Implication: they accept measurements and metrics. State your case in quantitative terms they understand and dont be afraid to put any marketing claim in numerical context.
  • 47. #9: Theyre PrivilegedBut they dont see themselves that way. What is still a minor miracle to a boomer or even an X-er is the norm for the Millennial. They grew up with their own computers, cell phones and devices and so these products have become basic necessities, not luxuries. Also, they grew up expecting to replace these items every couple of years.When asked, the possession of these devices--and the privileges that go with them--are viewed as ordinary, expected and necessities for life in the 21st century.Implication: you will need to ramp it up to impress the Millennial consumer because they also have high expectations of technology and the advancing technology frontier.
  • 48. #10: They Can Change The WorldReallywell why not? Thats what weve taught them. And this generation believes they really can. Again, not in the way we thought we could in The Sixties but in a more self-less, team-oriented, community-first kind of way. Not the me generation, the planet generation. Millennials are not rebels; they are collaborators and they are wired, or wireless with the technology to make it happen. This attitude and the emerging technology is the basis for the social media revolution.Implication: tap their selfless energy not their self-importance. Millennials can change organizations, advocate and go-viral at the drop of a hat (often worn backwards).