Getting into Millennials’Mindset Morley WinogradSeptember 15, 2015iMedia Summit

Understanding Generational Differences is Critical to Brand Success

Copyright John Gerzema/Young & Rubicam

Perceptions of Brand Quality Eroded 24%

Trust in Brands Declined by 50%

Since Millennials Entered the Consumer Marketplace

Millennials are NOT Generation Xin their Attitudes or Behaviors

July 16, 1990 May 8, 2000

Gen-X Childhood in Movies1964 Children of the Damned

1967 Rosemary’s Baby

1973 The Exorcist

1974 It’s Alive!

1976 Look What’s Happened to

Rosemary’s Baby

1976 The Omen

1976 Carrie

1977 Exorcist II: The Heretic

1977 Eraserhead

1978 It Lives Again

1978 Damien—Omen II

1978 Halloween

1979 The Brood

1980 The Children

1981 The Final Conflict

1981 Halloween II

1984 Firestarter

1984 Children of the Corn

1988 Child’s Play

There is only one thing wrong with the Davis baby….. It’s Alive

Millennial Childhood in Movies1982 E.T The Extra-Terrestrial

1986 Aliens

1987 Three Men and a Baby

1987 Raising Arizona

1987 Baby Boom

1989 The Little Mermaid

1989 Look Who’s Talking

1989 Parenthood

1990 Look Who’s Talking Too

1990 Home Alone

1991 Little Man Tate

1993 Three Men and a Little Lady

1993 Searching for Bobby Fisher

1994 The Lion King

1994 Angels in the Outfield

1997 Liar Liar

1998 Rugrats: The Movie

1999 Big Daddy

1999 The Iron Giant

2000 My Dog Skip

2001 The Princess Diaries

2002 Spy Kids

2001 Monsters, Inc.

2001 Harry Potter

2002 Big Fat Liar

2002 About a Boy

They changed her diapers.

She changed their lives . . .

Generation X Behavior

• Action Oriented

• Results Focused

• Self Reliant

• Risk Takers

• Informal

• Skeptical

• Technologically Savvy

July 16, 1990

Millennial Generation BehaviorMay 8, 2000

• Pragmatic

• Idealistic

• Inclusive

• Consensus Driven

• Risk Averse

• Optimistic

• Technologically Facile

Millennials’ Parents Are Their Friends• The Baby Boomers chose to become older parents in

the 1980s while Gen X moms reverted back to the earlier birth-age norm, which meant that two generations were having babies.

• Boomers rebelled against the parenting practices of their parents.

• They made conscious decisions not to say “because I told you so” or “because I’m the parent and you’re the child.”

• But discipline was still the order of the day for Millennial parents.

• They became friends with their children.

• They explained things to their children, (actions, consequences, options, etc.) – they wanted them to learn to make informed decisions.

• Media options

• Shared attention

• Consensus

• Customization

Increasing

• Gender gap

• Network TV

• Living on their own

• Risk taking

Millennials Are Different

Decreasing

Millennial and Gen X Brand Attributesare Different

Gen X attributes have dropped:

• Exclusive (-60%)

• Arrogant (-41%)

• Sensuous (-30%)

Millennial attributes have gained:

• Kind/Empathetic (+391%)

• Friendly (+148%)

• Socially Responsible (+63%)

Source: http://mashable.com/2012/06/22/data-created-every-minute/

Social Media Prosumers Drive Brand Reputation

You Can’t Shout Down a Social Network

• Ads are for Broadcast Media

• Conversations are for Social Media

• Tell a Story to Get People Engaged

Align to Millennial Values or Lose Your Market

• Today, 89% of adult Americans would consider switching brands to one associated with good cause, if price and quality were equal. In 1990, before Millennials, only 66% would do the same.

• 75% of Y&R’s spend shifters, mostly Millennials, make a point of buying from brands who “share their values.”

Email: mikeandmorley@gmail.comLinkedIn: Mike MorleyFacebook.com/mikeandmorleyTwitter: @mikeandmorleywww.mikeandmorley.com

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