Download - Millennials: Why you should care
Generation YThe Next Great Generation
Created by Kristen Cosentino
First coined by William Straus and Neil Howe in Millennials Rising: The Next Great Generation
Sociologist, Kathleen Shaputis labeled Millennials the “boomerang generation” and the “Peter Pan” generation
Born in 1980-2000
Delayed “Rites of Passage” into Adulthood
Perceived to be “late bloomers” compared to preceding generations
Late to move out Late to get a job Late to marry Late to buy a house Late to have first child
Millennials are the largest generation on our planet
And as baby boomers taught us…
The larger the generation, the greater the influence over social norms, expectations, and behaviors.
Why should we care?
Millennials’ spending power is on
the rise
• By 2018, annual
spending power is
expected to be 3.39 trillion
Source: Oracle
Who are Millennials?What do they like to do?
What do they value?What do they buy?
The modern family
• Approachable• No topic is off-limits• Honest• Friendly and
informal• Humor• Open-minded• Equality
“millennial” celebrities
• Original• Confident• Controversial• Independent• “Loud and
proud”• Cutting-edge• Unpredictable
Social groups
• Loyal• Diverse• Accepting• Open-minded• Equal
http://www.fox.com/watch/182414403971
A “Dream Big” mentality
54% want to
start a business or have already started one
90% think being an entrepreneur is a state of mind
92% believe success should be measured by more than profit
By 2025, 3 out of 4 workers will be millennials
80% want regular feedback from their employers
The employee
Source: Time
The student
50% say they don’t need a physical classroom
50% believe that online colleges are reputable
39% view the future of education as being more virtual in the future
Source: Millennial Branding
The traveler
From 2000 to 2011, Bicycle commuting rates in large BFC’s
increased 80% (NY, SF, DC)
Real estate prices are rising in places near bus and train stations
48% of Millennials say
word-of-mouth influences their purchases
Only 17% say that TV ads promoted them to buy
The consumer
Source: Intrepid
Millennials want brands that are:
FunApproachableTransparentProgressiveSocially Responsible
So, How do you
reach millennials?
…on their mobile devices
What does this mean for marketers?
Ads must be savvy:
Relevant Smart / Funny Engaging Conversation-starters Memorable Unobtrusive
Wearable mobile devices are the future…
In fact, they may come out as soon as this year…
Mobile advertising must be:
Practical Fun Smart Tech-savvy Convenient Interactive
The next chapter…
The future is limitless