Youth Nowadays - Are you Millennial proof?

Are you Millennial Proof?Joeri Van den BerghHier staat de tekst // InSites Consulting 18/10/2011@joeri_insites

Interested in the full versionand all results of this study?Contact: Frank Bakker @ mtvnl +31 20 4937000

MTV Identify! We asked 601 Millennials how they see life, what is really important to them, and which the role is of their family and friends in their lives. Millennials in this survey are aged 13 to 29 And were therefore born in the 80s and 90s.

MTV Identify! Furthermore 72 Marketers accepted the challenge and tested to what extent they think they know these same Millennials. Although the marketers specifically focus on Millennials, more than half of them does not know how to build a strong brand for them.

Their approach is oftenbased on intuitionTo what extent do you agree with the following statements concerning yourself? % = agrees or totally agrees with thisstatement I know how to build a strong brand for the Millennials. 41% My intuition helps me to understand the Millennials’ behaviour. 70% My own behaviour helps me to better understand the Millennials’ behaviour. 55%

MILLENNIALS: overview Hooked up socially I love my world Now & next, fast & forward Happy in modern families Smart and fun is essential Love is the new virginity

Hooked up socially and on the move “ Today’s technologyand media platformsenable youth to bealways connected,always updated, always “in control - anywhere

So Millennials also wish to beremembered as…How would you like to be remembered? 25%

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I love my world: enjoy, engage, achieve “ Millennials arestimulation junkies, intoinstant emotional andmaterial gratification.Looking for longer-termhappiness, connection “and success

My world? The city or thevillage are the Millennials’world!Which places do you feel most connected with? TOP 3 I feel most connected with: 1. The city or village I am currently living in 2. The city or village I was The city or born in village I am 3. The country I was born in currently living inN = 601 | F = None

Now & next, fast & forward “ Millennials are usedto information,entertainment andtechnology overload.Only wowed by the trulyfast and new, the truly “innovative and daring

Now & next, fast & forward“WOW”-sensationWhen are you really impressed by a person, an event and a brand or company? Person Event Brand/Company Involves its customers in the Always loyal to Surprises me improvement of its his/her identity products and/or services Always stays loyal Makes me laugh Makes me happy to its identiy Shows that he/she Continues to really understands Makes me laugh surprise me meN = 601 | F = None

Generation Gadget? Technologyis still the main WOW andtherefore WOM factor.What is “hot” at the moment? What is everyone you know talking about? What has really impressed everyonepositively? 1.Technology 2. Politics/Economy 3. Family/Friends W W W W 4.Social media 5. TV programmes

Happy in modern families “ As family structuresloosen, Millennials arecomfortable with everytype of modern family.They are moreaccepting, more diverse “and worldly wise

…but everyone can live withthe new family type. No needfor pittyAre your parents divorced? How satisfied are you with your current family situation? Which of the following statements 2%apply to your family situation? 24% 2% 24% 7,3 74% 7,7 74% You should pitty children of divorced Ja Yes parents Nee No Hier antwoord ik lieveranswer I would prefer not to niet op 18% of all Millennials 9% of Millennials with divorced parenetsN = 601 | F = None Ja

Smart and fun is essential “ For Millennials,nothing brings more joyand kudos than beingsmart, fun and funny.Smart, fun and funnycontent is their social “currency

Millennials want to beremembered…How would you like to be remembered 1 52% Are smart & fun essential for it?

Love is the new virginity “ The Millennials areemotional expressive.The ultimate emotionalreward comes fromtrust, authenticity and “most of all, love

Millennials show their emotions & prefer to be themselves! Please indicate for each combination which of both you most identify with. Showing emotions,not keeping them under control. 42% 77% Being yourself and not pretending to be different

What do they expectfrom brands? Hooked up socially I love my world Now & next, fast & forward Happy in modern families Smart and fun is essential Love is the new virginity

www.howcoolbrandsstayhot.com

Realness, uniqueness,relevance & happinessremain crucial. …is reliable and ...te vertrouwen en 47% eerlijk is honest …is original and ahead ...origineel is en zijn tijd 35% voor is its time of Top 5 …is interesting and ...interessant en boeiend 32% is captivating …is focusing on people ...gericht is op mensen 26% van mijn leeftijd age of my …is positive en ...positief and 24% optimistisch is optimistic

Thank you for being interested!Joeri Van den BerghHier staat de tekst // InSites Consulting@joeri_insites joeri@insites.eu howcoolbrandsstayhot.com

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Youth Nowadays - Are you Millennial proof?

by Joeri Van den Bergh

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