Millennials: The Challenger Generation

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EURO RSCG WORLDWIDE

Vol. 11, 2011
MILLEnnIaLS:
The Challenger
Generation

Who Are Prosumers?
They are today’s leading influencers and market drivers. These proactive and informed consumers
have al...

Since the century’s start, we’ve heard a profusion of terms used
to describe the generation born between the mid-1980s and...

Millennial Generation
So, how do we go about developing a firmer understanding
of the members of this generation, whom Eur...

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economic standardization. And this impacts Our Methodology
their relationship with the world and their Working wi...

Stop Viewing Youth
Through Outdated
Stereotypes
I DON’T HAVE ANY COMMON VALUES WITH THE YOUNG GENERATION St...

Stereotype No. 2: “They think of
parents only as their personal ATMs.”

Smart phones and social media give
millennials all...

When I was at college I spent all my time at the library.
Today my son, who’s a college student, is at home. He has
...

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IT’S VERY IMPORTANT THAT MY PARENTS TRUST ME

Age:
18 –25 Agree
...

Yet in every single market other than
France, millennials were more apt to cite
their parents as their most trusted source...

Stereotype No. 3: “They are I CONSIDER MYSELF HAPPY
disenchanted and cynical.”
...

IN 20 YEARS, THE WORLD WILL BE MORE DANGEROUS

Age:
18 –25 Agree
Worldwide
74%
Prosumers
77%
Mainstream
74...

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Millennials Seek a
Compromise Between
Continuity and Change
Today’s youth are unequivocal about the need for change:
92 pe...

Why the strong sense of empowerment?
We see two key factors at play:

MY...

IT’S VERY IMPORTANT FOR ME THAT I HAVE FAITH IN MYSELF

Age:
18 –25 Agree

Worldwide
93%
Prosumers
99%
Mainstr...

The Rise of Soft Power
Revolution was the rallying cry of the baby boom generation,
many of whom sought the wholesale ov...

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What steps do they believe people should
take in order to bring about change? While
58 percent (ranging from 48 percent in...

Conscientious Consumption
As noted previously, nearly two-thirds of
...

GOVERNMENTS HAVE LESS POWER THAN
CORPORATIONS/COMPANIES TO CHANGE THINGS

Disagree
...

How Millennials Will
Change the Workplace
HOW DO YOU THINK PEOPLE BECOME SU...

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WHAT DO YOU LOOK AT FIRST WHEN CHOOSING A JOB?

Age:
18 –25
...

Novelty and Learning as Major Drivers
COMPARED WITH PREVIOUS GENERATIONS, ...

A Switch from “Toolbox Management”
to “Goal Management”
Millennials think in terms of objectives
rather than restrictive r...

How Does This Apply to
Their Consumption Habits?
The best way to describe millennials’ relation with brands
is personal. T...

WHEN DECIDING BETWEEN TWO BRANDS, WHAT
ARE THE MOST IMPORTANT CONSIDERATIONS?

That it has a solid
...

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Additional Insights
Millennials are searching for “compass” Millennials want to be connected to
brands. ...

The millennial generation is going to change the world,
including how we work and consume. Our industry —
indeed, every in...

Prosumer Reports is a series of thought leadership
publications by Euro RSCG Worldwide – part of a global
initiative to sh...

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