Millennials Rising

“Each Generation is a new
people.”
— Alexis de Tocqueville

Millenials.
Diversity of names reflects the diversity
inherent to this generation.
Why generation
Net Generation Generation Me
Generation Y Connecteds
Nintendo The ‘Unreachables’
Generation
Experience
Echo Boomers Generation
iGeneration
Source: Huntley,
Tethered
2006 Generation

1,500
1,125
750
375
0
0 to 4 10 to 14 20 to 24 30 to 34 40 to 44 50 to 54 60 to 64 70 to 74 80 to 84 90 and older
Male Female
8.3 Million Millennials in Canada
or
26% of the population.
Source: StatsCan, 2008

97% own a 75% have a FaceBook
computer account
44% read a blog
Technology
is a part of their DNA
34% use a website as the
primary source of news
76% use instant 94% have a cell
messaging phone
Source: Marketing Breakthroughs, 2008

2000
This generation was raised
in a time of economic expansion
and prosperity
Source: www.moneycentral.msn.com
1980
The TSX composite index grew 318% between 1980 and 2000

But also a time of
uncertainty
August 1997, divorce rate in
Canada is about 48%.
One year after separation or divorce, 50%
of children of divorced or separated
families never see their fathers again.
Source: Department of Justice, 1997

Grew up in a media
saturated,
highly technological,
and brand conscious
environment

“Optimistic, idealistic, empowered,
ambitious,
confident, committed, passionate.”
— Rebecca Huntley
The World According to Y:
inside the new adult generation

But then something
challenged all of this
September 11th, 2001

This event should have crushed the
Millennials optimism

But it didn’t
A poll one year after the attacks
showed that this generation remained
optimistic about achieving future goals
and did not have increased fears
of a personal experience
with terrorism
Source: Harris Interactive Poll, 2002

Millennials have accepted
uncertainty, and have learned
to thrive on it.

‘Uncertainty’ and ‘Insecurity’
have been transformed
by Millennials into
a new definition
of ‘Freedom’

The two prevailing rules
of this generation are:
Actively Pursue Diversity
Change is good

Engaging
the next generation of car
purchasers

By 2010, one out of every four car
purchases will come from millennials.
1,100 millennials reach driving age
everyday in Canada.
Within 10 years, millennials will
constitute 40% of the car market.
source: Deloitte , 2008 & StatsCanada, 2008

Having a car used to get you from point A to B...
But now, it’s all about keeping you connected
from A to B
A B
So then, if it’s all about being connected,
how do you connect with the millennials?

Get accepted into the circle of friends
(by providing something relevant, of course)

So, who is joining the conversation?
“Ford targets 100 socially networked
millennials for first drive of Ford’s new
small car, Fiesta.”
- as a part of what Ford is calling the
“Fiesta Movement,” 100 specially
selected people will be given new Ford
Fiesta’s before the vehicle launches in
North America in 2010.
- these 100 socially-vibrant Fiesta
Movement ‘agents’ will then relate their
driving experiences through social
media sites such as Facebook, FlickR,
and YouTube. Ford has recognized that
you don’t need to create a destination
site, you simply need to utilize proven
social media tools.

BMW 1 series Graffiti Facebook campaign _ 2008
- Perhaps one of the best case studies in getting social media right, BMW reached out
to existing Graffiti artists to draw what they think the BMW means to them and asks
“What Drives You?”
- The result was thousands of pieces of art, all centered around the BMW 1 series
being shared across social networks by friends for friends.

Scion Speak __ Create Your Own Crest
- as a part of Toyota’s Scion brand, people were invited to design and share their own
brand crest over social media applications. All the tools to put together the logos are
housed at scionspeak.com
The result? Peers sharing their designs across social media applications with Scion
viewed as the facilitator for something creative. Nothing really to do with the cars,
adding to the authenticity.

Jeep __ Have Fun Out There
- this initiative essentially allows its
consumers to “fish where the fish are,” by
linking and aggregating communities where
they already exist on FlickR, YouTube and
Facebook.
- it also allows Jeep to seed some viral videos
to be distributed by the sites visitors.

Don’t talk at me...
Speak with me.