top 10 trends of 2015

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TOP 10 TRENDS OF 2015 WHAT MILLENNIALS WILL BE DOING AND THINKING THIS YEAR

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About Us

Top 10 Trends of 2015

Makers Movement p. 5

Content Proliferation p. 8

Net Neutrality p. 11

Amazonian Access p. 14

Conscious Consumers p. 17

Low Cost Luxury p. 20

Power Girls p. 23

Selfie-Conscious p. 26

Fitspiration p. 29

Philanthro-Me p. 32

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ABOUT BUZZMG WHERE INSIGHT MEETS ACTIVATION

CONNECT BRAND IMPACT UNDERSTAND

Buzz Marketing Group (BuzzMG) is an award-winning communications agency that brings insights to activation. Through our network of 30,000 buzzSpotters® and 7,000 momSpotters, we deliver data and strategies that drive the marketing approach for clients focused on Millennials, Moms, and Multicultural consumers. Since our founding, research has been at our core and we continue to be a leader in consumer insights worldwide. We believe that as the consumer evolves, the agency must evolve. Since 1996, BuzzMG has been committed to helping our clients understand consumers better and reach them in a more focused way. We help clients Connect, Brand, Impact, and Understand their target market. Our unique set of tools and resources have been utilized by clients like Dell, Sony Music, Procter + Gamble, Johnson & Johnson, Microsoft, Maidenform, GlobalHue, Verizon Wireless, American Eagle Outfitters, and many more.


MEET THE BUZZSPOTTERS Here lies the pulse of BuzzMG and our Top Trends

ALL ABOUT OUR NETWORK

They are the trendsetters and tastemakers in their school, community, or city. Whether they’re discussing a cultural phenomenon or explaining everyday youth behavior, they are helping our clients make the decisions that matter. Our international network of over 30,000 youth have been selected on a peer-to-peer basis through our proprietary process that promises to capture true trendsetters. Our network includes buzzSpotters® from various countries, including…

Facebook

Twitter

Instagram

Dribble

Vimeo

Google +

USA

CANADA

BRAZIL

GERMANY

JAPAN

SPAIN

CHINA

UNITED KINGDOM

SOUTH AFRICA

- Online Surveys

- Ethnographies

- Immersion Experiences

52% 48% Female

52%

30,000 Network

4,000+ Participants

Male 48%

MAKERS MOVEMENT

5










MAKERS MOVEMENT Millennials want to know where their goods come from.

Millennials crave authenticity, so this year we will see more appreciation for the true artisans. You have seen the rise of DIY and platforms like Etsy, because there is a craving for more than just fast, cheap goods. Millennials are looking for businesses that offer quality, sustainability, and integrity. Businesses like Zady have started to capitalize on this movement by showcasing locally-sourced, handmade clothing and accessories that manage to capture current trends as well as timeless style.

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MAKERS MOVEMENT

Consider… ZADY


MAKERS MOVEMENT

ECO-FRIENDLY

The vast majority of Millennials believe that it’s important that products are eco-friendly.

91%

LOCALLY-MADE

40%

A large portion of Millennials prefer to buy locally even if the products are more expensive.

Millennials want to know where their goods come from.

CONTENT PROLIFERATION

8


CONTENT PROLIFERATION Beautiful, inspirational content is everywhere.

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This year, we are going to see a huge surge of content. Simply put, there is just a lot of stuff out there and in our faces. Everyone has pictures to post, moments to announce, ideas to spread, and things to share… and all of this content is readily available to marketers, brand managers, and companies targeting Millennials. However, too many of them have yet to maximize on this trend – and the secret lies in how they sift through this information and use it to their advantage.


Consider… TUMBLR & PINTEREST



94%

6% 13%

87%

30%

23%

46%

70%

30%

They are sharing.

94% of Millennials use social media to share photos and videos [above], while 60% regularly

upload / produce online content.

They are interacting.

87% of Millennials interact with brands on social media [above],,

while 86% are willing to share their brand preferences online.

They are reacting.

Almost half of Millennials reveal that marketing and advertising on social media is useful, while about a third believe it to be annoying.

They are overtaking.

30% of Millennial media interaction is with user-generated content [above]. And in searches

for the top brands, 25% of the links lead to UGC.

Beautiful, inspirational content is everywhere.

NET NEUTRALITY

11!










NET NEUTRALITY Net neutrality is a major cause that Millennials want to fight for.

The fight for net neutrality has not died off. Although SOPA and PIPA are long gone, there is still a strong push to maintain the freedom of the Internet. This isn't a surprise, especially because the Internet is the most important tool, asset, and weapon for this generation - so it is worth fighting for. As Millennials become more aware of the legislative attempts to regulate and control the Internet, their determination will only grow.

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NET NEUTRALITY

Whether it’s your blog post, whether it’s my twitter account, whether it’s the CNN front page, every one of these links can be accessed equally. And that’s a really really powerful idea.

- Alexis Ohanian

❞ ❞


NET NEUTRALITY

7 out of every 10 Millennials are strongly opposed to Internet censorship of any kind.

70%

74%

Almost three-fourths of Generation Y believe that their information is protected online.

Net neutrality is a major cause that Millennials want to fight for.

AMAZONIAN ACCESS

14!










AMAZONIAN ACCESS Brands take cues from the site that’s the destination for everything.

Amazon, eBay, and a variety of non-specialized and specialized online shopping sites are continuing to rise in popularity and utility. Now, consumers have access to an enormous amount of products, prices, reviews, and everything else that encourages them to not make snap-decisions while at a store. Instead, Millennials do their research and figure out what exactly is best for them before handing over their money for a product or service.

AMAZONIAN ACCESS

Consider… J CREW


AMAZONIAN ACCESS

41%

24% 97%

3% 5%

95% 96%

4%

They are comparing.

97% of Generation Y consumers do comparative shopping online before even entering the brick-

and-mortar stores.

They are researching.

95% of Millennial consumers believe that online reviews are a

valuable part of their online research before making a product.

They are bargain hunting.

The vast majority - 96% - of Millennials believe that low prices

are important to them when shopping.

Brands take cues from the site that’s the destination for everything.

They are online.

The majority - 95% - of Millennials plan to do holiday shopping online

– 41% from their smartphones and 35% from their tablets.

CONSCIOUS CONSUMERS

17!










CONSCIOUS CONSUMERS This generation is aware of every single thing they consume – good or bad.

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Millennials are not only aware of what they are buying, but they are also eager to learn about how that product came to be and how it is being sold. These consumers are aware of what is happening behind the scenes, and that knowledge is factoring into their decision-making process while shopping. For instance, our research shows that 74% of Millennials are more likely to buy a product if the proceeds go to charity. Companies like Warby Parker and TOMS are a testament to the importance of transparency and giving in the eyes of Generation Y buyers.

CONSCIOUS CONSUMERS

Consider… UBER & CHIPOTLE


CONSCIOUS CONSUMERS

Per month, almost half of this demographic buys at least one brand that supports a good cause.

47%

72%

A majority of consumers say that “social consciousness” is either “very important” or “somewhat important” when making a purchase.

This generation is aware of every single thing they consume – good or bad.

LOW COST LUXURY

20!










LOW COST LUXURY High end brands are reaching out to Millennial consumers.

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The top luxury brands are entering new markets and redefining luxury. Take a look at Louboutin. A company that sells $675 shoes is now moving into the cosmetics market and creating $50 nail polish. Chanel has made a similar move with their new headphones. This trend indicates that these high-end luxury brands are finally trying to bait teen consumers with lower cost items that still provide the indulgence and elegance guaranteed by the brand.

LOW COST LUXURY

Consider… AIR BNB LUXURY RENTALS


LOW COST LUXURY High end brands are reaching Millennials like never before.

MICHAEL KORS Michael Kors has experienced rapid growth in the past few years as a result of a shift in value proposition and its range of products to target both Gen X and Gen Y. Consider their revenue increase of $636.8 million, which is a 70% increase from last year and indicative of their success within this market.

ABOUT US

LOUBOUTIN Louboutin’s attempt to enter this Low Cost Luxury market and reintroduce luxury to the Millennial market is exemplified by the development of its $50 nail polish. But it’s also an interesting move because the product harkens back to the story of how founder Christian Loubitin first started his career as a designer.

CHANEL Chanel has made an interesting move on

social media and content creation. They have shifted the focus to their roots by, for

instance, developing a series of short films emphasizing their founding - including one

for Chanel’s 100th anniversary with Keira Knightley starring as founder Coco Chanel.

LOUIS VUITTON Even though there has been speculation as to

the decrease in popularity of luxury brands among Millennials, LV has still remained as

one of the Top 20 most popular brands. And their efforts are clear with the recent launch

of LV’s Nowness.com, which emphasizes exclusivity and aesthetics to cater more to the

Millennial eye.

POWER GIRLS

23!










POWER GIRLS

POWER GIRLS

With the rise of girl power campaigns like #likeagirl, female anthems on the Billboard charts, and strong idols like Beyonce and Sheryl Sandberg, there is now a pathway that reaches women a bit more effectively. Building off of last year’s “Upping the Upworthiness” trend, more focus is being directed toward the mission of empowering girls and women in the US and around the world.

Girl Power will be the trend heading into the 2016 elections, and it will be a force to be reckoned with.

- Tina Wells

❞ ❞

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Women and girls with power are coming out into the spotlight.


POWER GIRLS

#LIKEAGIRL This campaign was a success on social media. These marketers took a simple, derogatory (but memorable) remark that every girl has heard… and then twisted with an adorable video. The popularity of this campaign is a testament to this trend to champion women and girls from all walks of life.

BAD FEMINIST Walk into the closest book store and you’ll be greeted by best-selling books written by women, about women. Consider Roxane Gay’s Bad Feminist, Lena Dunham’s Not That Kind of Girl, and Amy Poehler’s Yes Please, just to name a few.

#HEFORSHE After the powerful speech by Emma Watson

as the United Nations Women Global Goodwill Ambassador, videos and voices of

support came out for a new movement of solidarity centered on liberating women and

men rather than just focusing on so-called “women’s issues.”.

“WHO NEEDS FEMINISM” A couple years ago, a few students launched

a simple media campaign that instantly caught on fire. It features men and women holding up a whiteboard that says “I Need

Feminism because…” and allows them to fill in the blank with their personal reason.

Women and girls with power are coming out into the spotlight.

SELFIE- CONSCIOUS

26!










SELFIE-CONSCIOUS For Millennials, it is all about living up to the ideal.

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Millennials are living in a world where they are constantly connected to friends, peers, colleagues, and everyone else. Obviously, Facebook, Twitter, Instagram, and Snapchat are expanding circles and networks, allowing more people to share with each other. So these selfie-conscious 20-somethings see pictures and posts about delicious food, fun get-togethers, and overall amazing experiences. As a result, Millennials are eager to curate an image of themselves that matches the outward perfection that surrounds them.

SELFIE-CONSCIOUS


SELFIE-CONSCIOUS

97%

3%

50% 50%

47% 53%

73%

27%

They take selfies.

On average, about half of the pictures taken by Millennials are

selfies.

They are affected by media.

Over half of Millennials believe that social networking sites have

changed their behavior.

They are attached to devices.

Almost three-fourths of Millennials would panic if they lost or

misplaced their smartphones.

They spend time online.

A huge majority of Millennials - 97% - spend at least 1-3 hours

online per day.

For Millennials, it is all about living up to the ideal.

FITSPIRATION

29!










FITSPIRATION Instagram has become the platform for inspiration – mind, body, and soul.

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We are going to see a continuation of fitness experts infiltrating social media, resulting in a rise of health-conscious Millennials that will manifest in various ways. Take a look at Monique Volz’s Ambitious Kitchen blog, which provides a multitude of “good-for-you meals” that are creative and geared towards a more active and healthy audience. We have also seen the rise of Jen Selter, who provides fitness and fashion advice for “caboose-conscious” women and has achieved a version of fame primarily through Instagram and Tumblr.

FITSPIRATION

Consider… MONIQUE VOLZ & JEN SELTER


FITSPIRATION

72%

28%

54%

46% 41%

59% 52% 48%

Let’s eat healthier.

72% of consumers cooked more at home this year than last year [above], while 30% made an effort to include

more fruits and veggies in meals.

Let’s share our experience.

Over half – 54% - of consumers have shared posts on Facebook about

being at the gym or exercising,

Let’s show our experience.

41% have posted pictures of themselves on social media

before/during/after a fitness event.

Let’s use our resources.

52% of smartphone and tablet users have increased use of their

mobile health apps.

Instagram has become the platform for inspiration – mind, body, and soul.

PHILANTHRO-ME

32!










PHILANTHRO-ME They want to give and receive at the same time.

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What is better than giving? Giving and receiving. This is precisely why the popularity of the ALS Ice Bucket Challenge skyrocketed. Not only are Millennials able to raise awareness and donate to the worthy cause of Lou Gehrig’s Disease, but they can also broadcast that information to the rest of their network in an amusing way that will gain Likes and Comments. This combination of charity, social perception, and individualization will be incredibly powerful for organizations that learn how to strike the perfect balance between these factors.

PHILANTHRO-ME

Consider… #ALSICEBUCKETCHALLENGE


PHILANTHRO-ME

The majority of Millennials have donated their time to support a cause that they believe in.

73%

69%

More than two-thirds of Millennial consumers have donated money to support a cause that they believe in.

They want to give and receive at the same time.


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