Research conducted by Edelman on Generation Y and its members habits and behaviour in relation to brands.

1. The 8095 Exchange:
Gen Ys, their actions surrounding brands and
the dynamics of reverberation.

2. TROPHY KIDS
DIGITAL NATIVES
MTV GENERATION
NINTENDO GENERATION
LOST GENERATION
MILLENNIALS
GEN Y

3. TROPHY KIDS
8 in 10 Gen Ys say they are satisfied with their lives.
-STRATEGYONE SURVEY FOR 8095
ECHO BOOMERS
DIGITAL NATIVES
MTV GENERATION
LOST GENERATION
GENERATION Y
MILLENNIALS
World events in their lives include the global recession, 9/11, 2004 Asia
tsunami, Japanese Earthquake, Google and the Facebook phenomenon.

4. OUR FOCUS: 1980-1995
Why Gen Ys matter to
marketers
™
4

5. THE AVERAGE AGE OF THE WORLD’S POPULATION IS 28.
-CIA WORLD FACTBOOK
THE OLDEST GEN Ys TURNED 30 THIS YEAR.
BY 2015, 47 PERCENT OF THE WORLD’S POPULATION, NEARLY THREE
BILLION PEOPLE, WILL BE UNDER THE AGE OF 25.
-WORLD BANK
5

6. Gen-Ys on marketers
“Marketers assume we have trouble
focusing or staying faithful to brands,
as if we're always moving on to the
“Marketers think we’re young next, bigger thing.”
and irresponsible. There are
many of us who are advanced - MALE, 21, INDIA
in our careers, we’re married,
we have kids.” “Marketers think they can wave
shiny things in front of us and we will
-FEMALE, 26, U.S. follow - not true. With the technology
we have, we’re more able to research
products before we buy.”
-MALE, 24, AUS

7. A challenge in defining Gen Ys is that they are
progressing through fundamentally different life stages.
Life is vastly different from 15 to 30. Adolescence to
adulthood, high school to university or the workforce,
single to married, becoming parents.

8. INTRODUCING
8

9. Global POV, Supplemental ongoing focus group
• GLOBAL STUDY
• 3,100 MILLENNIALS IN EIGHT COUNTRIES
• CONDUCTED WITH STRATEGYONE
• BRAZIL, CANADA, CHINA, GERMANY, INDIA, ITALY, UNITED KINGDOM, U.S.
• SEGMENTED:
• MALE AND FEMALE
• AGE GROUPS (15-18, 19-24, 25-30)
• LIFE STAGES (HS, COLLEGE, YOUNG PROFESSIONALS)
• LOCATION (URBAN, SUBURBAN, RURAL)
• MOMS AND DADS
• 8095 LIVE
• ONLINE COMMUNITY OF 500 MILLENNIALS IN THE U.S.

10. WHAT WE FOUND
10

11. KEY INSIGHT
BRANDS AS A PARTNERSHIP
AND FORM OF SELF-
EXPRESSION

12. Brands help 8095ers define their personal brand
Brand preference is the #1
personal identifier Gen Ys
are willing to share online.
• 8095ers said they are more willing to
share their brand preferences online v
than any other piece of personal
v
information, including their
hometown, personal photos, employer
name, websites they view and many
others.
“I “like” brands on Facebook because it
posts it on my wall to all my friends so they
can see what I like.”
- 28-year-old female
12

13. 8095ers: Not as fickle as you may think
Brand loyalty is strong
overall for 8095ers.
Globally, 70 percent of 8095ers
say they keep coming back to
companies or products that they
like.
13

14. 8095ers: Engaging with trusted brands
6 in 10 8095ers will
share more personal
information with trusted
brands.
14

15. In building brand trust, nothing matters more than
quality, authenticity and integrity.
1 in 3 1 in 3 1 in 5
depend on brands to say they look for say “give me tools
learn about new brands to make a to help me in other
trends. positive impact on aspects of my life
the world. 1 in 5 and I will likely
want brands to help switch brands.”
them achieve their
personal goals.

16. KEY INSIGHT
INFORMATION IS A KEY TO
INFLUENCE

17. Information sharing fuels their sense of self
Many 8095ers say their
happiness increase with each
person they share their
success stories with.
• 8095ers look for information about
brands online an average of 7.4 times
per month. Gen Y mums led the way at
9.2 times per month.

18. 8095ers are not making brand purchase decisions in silos
Half of 8095ers use
four or more sources of
information to help them
make brand purchase
decisions.
31 percent use seven or
more sources of
information.

19. 8095ers: Always on
A constant flow of data
feeds 8095er thoughts and
conversations, and they are
rarely disconnected from
technology.
• 75 percent of 8095ers say they are
disconnected for an hour or less
every day.
• 1 in 7 globally say they are never
disconnected (1 in 5 in the U.S.
and nearly 1 in 6 in the UK).
19

20. KEY INSIGHT
TAKING ACTION ON
BEHALF OF BRANDS IS A
CORE VALUE

21. 8095ers: Taking action is a core value
THE AVERAGE AGE OF A FIRST TIME MOM IS 25.
-MINTEL, US
From joining brand sponsored online communities
9 in 10 to viewing and recommending videos or news
stories, action has become a part of the fabric of
social interaction.
8095ers take • 20 percent of 8095ers have attended a brand
sponsored event within the last 30 days. Of those
action on behalf who attended, 65 percent purchased a product
featured at the event.
of brands online
• Nearly 70 percent of Gen Ys recommend their
and offline every favourite products to friends and family.
week.

22. 8095ers: I “like” you
8 in 10 8095ers have
joined a brand sponsored
online group.
1 in 4 have joined
seven or more brand
groups online.

23. 8095ers: More positive than negative
8095ers want their social
networks to know about
their brand experiences
online.
47 percent of 8095ers write
about positive brand
experiences online, while 39
percent write about negative
experiences.

24. Opportunities for marketers
Help 8095ers help you: 8095ers want to engage directly with brands
and will help market your products in exchange for investing in
them.
Be a source of credible and relevant information: 8095ers don’t
make brand decisions without reaching out to multiple sources.
Maximise points of reverberation: Open a conversation with
8095ers where they are most likely to share positive
experiences with others; from shopping to social networks to
brand events.
Think beyond digital: While digital is a key channel when
targeting 8095ers, offline experiences and word-of-mouth both
face to face and via mobile, make a significant impact.
High end electronics and fashion brands are not the be all end all:
8095ers will become advocates for brands in all categories if
marketers engage them in relevant ways.

25. 8095: Continuing the conversation
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26. THANK YOU