Download - Millenial Powerpoint final
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Telling Our Sustainability Story to MillennialsKevin Walters
Aug 6-7, 2014
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• Kevin Walters
• Quinnipiac University- Rising senior
• Public Relations Major/Political Science Minor
• Ridgefield CT/ Originally Mount Vernon New York
• 2nd year Intern. Brand Communications/Strategic Communications
About Me
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PepsiCo Millennial Presentation 3
Agenda
• Who are millennials?
• Millennial Mindset
• Millennial Media Habits
• Food and Beverage: Millennial Insights
• Millennials and Environment Sustainability
• Millennials and Talent Sustainability
• How our Brands are Targeting Millennials
• Challenges
• Q&A
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Document Title Goes Here 4
Mission/Project Overview
Better understand millennials and how PepsiCo can better engage them in our sustainability initiatives
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PepsiCo Millennial Presentation 5
Who are Millennials?
• Millennials (aka Generation Y) are people born between 1980 and the early
2000s
• 2025: Millennials will make up 50% of the U.S. workforce (Forbes)
• 2030 : Millennials will make up 75% of the global workforce(Forbes)
• They are more educated than past generations, with 23% having a bachelors
degree or higher
• Most racially and ethnically diverse group ever in the U.S.
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Millennial Mindset
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PepsiCo Millennial Presentation 7
Millennial Mindset
Brand Loyalty:
• Millennials have no particular brand loyalty. Millennials switch to different brands once
they move out of their parent’s house
• More millennials will choose the lower priced product rather than any particular brand
loyalty
Brand Expectations:
• Millennial consumers want to support corporations that are transparent about their
products
• 81% of millennials expect companies to make a public commitment to good corporate
citizenship
Brand Behaviors:
• Saving money is one of their top priorities
• 60% of young adults aged 18-35 will choose lower priced items rather than their usual
brand (Packaging World)
Expectations of Employers
• Millennials are interested in an organization that conducts its business ethically. A large
group of millennials are attached to socially responsible companies.
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Millennial Media Habits
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PepsiCo Millennial Presentation 9
How Millennials Interact with Brands via Social Media
• Social media platforms that millennials are using to follow brands
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PepsiCo Millennial Presentation 10
Millennial Digital Habits
• About 34% of millennials watch
more online video than
television (New York Times
Survey)
• Only 16% of millennials watch
their shows live 100% of the
time
• 65% report watching TV on a
device other than a television
(millenialmarketing.com)
New York Times Survey
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Document Title Goes Here 11
Food and Beverage: Millennial Insights
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PepsiCo Millennial Presentation 12
Food and Beverage: Millennial Insights
• 35% of meals consumed by millennials are snacks (Trendwatchers.com)
• Millennials like to combine breakfast, lunch, and dinner foods
• Companies and restaurants providing smaller portion sizes. Foods that are
convenient, on-the-go, and cheap
• Gluten-free and protein trends on the rise
• More influenced by friends, family or online recommendations than older
consumers
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Millennials and Environmental Sustainability
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PepsiCo Millennial Presentation 14
Millennials and Environmental Sustainability
• 76% of millennials will choose a product if they know it will benefit the
environment (Forbes)
• 53% of millennials say they make an effort to recycle as much as they
possibly can (DDB)
• Millennials have more knowledge about what is better for the environment
than previous generations
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Millennials and Talent Sustainability
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PepsiCo Millennial Presentation 16
Millennials and Talent Sustainability
• Millennials want to work for a company that…
– Treats its employees well and has a positive reputation
– Provides an opportunity for a mentor and/or work coach
– Makes people feel like they have a purpose and they are helping to
change the world
– Offers a collaborative work environment
– Offers up to date technology
– Discovering Possibilities -- Jessica Garcia - YouTube
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PepsiCo Millennial Presentation 17
Communicating: Insights from Conn3ct
• PepsiCo realizes that millennials like a hands-off management style
• Visual Representation of Ideas
• Instant Messaging/Text Messaging
• Making a difference in their communities
• Challenges/Learning and Development
• Experience all aspects of the corporate world
• Work/Life Balance
• Summer holidays
• Fair/competitive compensation
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How PepsiCo Brands Are Targeting Millennials
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PepsiCo Millennial Presentation 19
How Are Our Brands Reaching Millennials Externally
• Nostalgic Marketing-Pepsi Throwback Facebook page
• Do the Dew Campaign
• Brisk Bodega
• Doritos Loaded
• Lays “Do us a Flavor”
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PepsiCo Millennial Presentation 20
Aspen Ideas Festival
“Performance with Purpose is about how we make our money, not how
we spend the money we make.”
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PepsiCo Millennial Presentation 21
Recommendations
Co-Creation- Is there a way we can engage millennials in our
sustainability story much the way that Do us a Flavor has engaged
consumers?
Human - More robust Communication about Gluten-Free and High
Protein products (e.g., stories, photos, packaging)
Environmental- Expand and internationalize PepsiCo’s on-the-go
recycling options (gas stations, parks, sporting venues)
Talent
• De-emphasize the Corporate nature of the Company
Example: Google
• Formalized mentor program
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PepsiCo Millennial Presentation 22
Recommendations Continued
Digital, Mobile, and Social Recommendations
• Explore New Social Media Outlets to Display our Sustainability
Initiatives: Snapchat, Vine, Pinterest
• Enable seamless integration and transition between different
devices
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Challenges
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Q&A
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PepsiCo Millennial Presentation 25
Sources
1. Are Millennials Really 'Greener' Than Boomers." DDB.com. N.p., n.d. Web. 24 July 2014.
<http://www.ddb.com/blog/community/are-millennials-really-greener-than-boomers/>.
2."Here's What You Need To Know About Millennials." Forbes.com. N.p., n.d. Web. 7 July 2014.
<http://www.forbes.com/sites/shamakabani/2014/03/04/here-is-what-you-need-to-know-about-
millennials/>.
3. Karsh, Jennifer. "Reaching millennials through packaging." www.packworld.com. N.p., n.d. Web.
24 July 2014. <http://www.packworld.com/package-design/strategy/reaching-millennials-through-
packaging>.
4. Nanji, Anaz. "How (and Why) Millennials interact With Social Networks." marketingprofs.com. N.p.,
n.d. Web. 24 July 2014. <http://www.marketingprofs.com/charts/2014/24336/how-and-why-
millennials-interact-with-brands-on-social-networks>.
5. Wagner, Meg. "34% of Millennials Watch More Online Video that TV." mashable.com. N.p., n.d.
Web. 24 July 2014. <http://mashable.com/2013/10/11/millennials-online-videos/