THE SOUND OFDIVERSITYPrepared by THE SOUNDOCTOBER 2011
BOOM! RESEARCH APPROACH  OUR INNOVATIVE APPROACH CONSISTED OF 3 STAGES                 DEFINE                  EXPLORE    ...
WHO ARE THEDIVERSE MILLENNIALS?MILLENNIALS ARE THE LARGEST GENERATIONALCOHORT IN THE US, NEARING 50 MILLION ...           ...
WHO ARE THE DIVERSE MILLENNIALS?  DIVERSE MILLENNIALS FIND THEMSELVES UP AGAINST A TRIFECTA OFPRESSURES ... HOWEVER, IT IS...
Contextual ChallengesDiverse Millennials       23 % of Hispanics and 28% of African       Americans are living in poverty ...
Contextual ChallengesDiverse Millennials     Both Hispanics and African Americans are      much less likely than Caucasian...
Contextual ChallengesDiverse Millennials       17 % of Hispanic Millennials and 9% of       African American Millennials d...
Contextual ChallengesDiverse Millennials           Hispanic and African American          Millennials are twice as likely ...
Contextual ChallengesDiverse Millennials      Hispanic and African American Millennials         are more likely to be expo...
Cultural Expectations                                                                            “No matter what, my blood...
Cultural Expectations - FAMILY ALWAYS FIRST...Feel inherent obligation and responsibility toimmediate and extended family ...
Cultural Expectations - BE STRONG CARRY ON...                                                Text                         ...
Cultural Expectations - DON’T LOSE SIGHT OF YOUR ROOTS...Expected to engage in cultural traditions, show culturalpride - o...
Cultural Expectations - DON’T TAKE ANYTHING FOR GRANTED...                                         Text                   ...
Cultural Expectations - GIVE BACK EVERY WAY YOU CAN...Want to make a contribution, shape culture ...Determined to give bac...
American Millennial Values      “People my age are starting to         discover who they are and    experimenting with dif...
ALWAYS STRIVING FORMORE ...    ‣ Key concern is how to fulfill personal ambitions i.e.      graduating, landing first job,...
OPEN TO CHANGE ...‣ At a point in their lives where change is inevitable‣ Understand the need to be flexible in today’s wo...
So, what does this mean?CULTURAL EXPECTATIONS AMPLIFYMILLENNIAL VALUES AND PRESSURES ...  - Diverse Millennials set extrem...
Meet the Hyper-MillennialDESPITE THE HEAVY LOAD, DIVERSE MILLENNIALS REFUSE TO FOLD UNDER THE PRESSURE! ‣ More Committed ....
WHAT DOES THISMEAN FORBRANDS?
What does this mean for brands?THERE ARE SOME KEY POINTS TO CONSIDER WHEN TALKING TO DIVERSE MILLENNIALS ...           IF ...
The Sound of Diversity
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The Sound of Diversity

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Diverse Millennials find themselves up against a trifecta of pressures... however it is what they do under that pressure that defines who they are and where they are going. Meet the Hyper-Millennial... Visit our site for a free download.

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The Sound of Diversity

  1. 1. THE SOUND OFDIVERSITYPrepared by THE SOUNDOCTOBER 2011
  2. 2. BOOM! RESEARCH APPROACH OUR INNOVATIVE APPROACH CONSISTED OF 3 STAGES DEFINE EXPLORE EXPERIENCE Expert Interviews 2 day Sounding Board 8 x Self Ethnography 3 x 1hr Depth - 40 respondents in video diaries Interviews with total Diversity Experts Text Stage Stage Stage 1 2 3
  3. 3. WHO ARE THEDIVERSE MILLENNIALS?MILLENNIALS ARE THE LARGEST GENERATIONALCOHORT IN THE US, NEARING 50 MILLION ... “Wow, the diversity inAbout 40% of Millennials are Non-Caucasian, with 19% being this country is amazing.Hispanic and 14% African American So many cultures andNo other Millennial cohort has ever experienced such a diverse backgrounds comingcultural landscape while growing up in America together. Everyone learning from oneExperts predict that by 2050, 43% of the US population will another is great! ... it hasbe Hispanic or African American taught me not to read a book by its cover.” - Arturo, 22, H 3
  4. 4. WHO ARE THE DIVERSE MILLENNIALS? DIVERSE MILLENNIALS FIND THEMSELVES UP AGAINST A TRIFECTA OFPRESSURES ... HOWEVER, IT IS WHAT THEY DO UNDER THAT PRESSURE THAT DEFINES WHO THEY ARE AND WHERE THEY’RE GOING ... THE HYPER-MILLENNIALS! Text CULTURAL MILLENNIAL EXPECTATIONS VALUES CONTEXTUAL CHALLENGES
  5. 5. Contextual ChallengesDiverse Millennials 23 % of Hispanics and 28% of African Americans are living in poverty in the US with a median household income of approx. $35,000 ... Text “With times being so tough and the government having so much deficit you can’t count on handouts for help.” - Caroline, 26, H 5
  6. 6. Contextual ChallengesDiverse Millennials Both Hispanics and African Americans are much less likely than Caucasians to have health insurance, creating higher incidences of health issues and lower incidences of early detection ... Text 6
  7. 7. Contextual ChallengesDiverse Millennials 17 % of Hispanic Millennials and 9% of African American Millennials drop out of high school vs. 6 % of Caucasian Millennials ... Text “I’m the first one in my family to graduate college, I feel like my whole family would graduate with me.” - Miguel ,19, H 7
  8. 8. Contextual ChallengesDiverse Millennials Hispanic and African American Millennials are twice as likely to be pregnant at 19 than their Gen Pop counterparts ... Text 8
  9. 9. Contextual ChallengesDiverse Millennials Hispanic and African American Millennials are more likely to be exposed to gang activity i.e. 40% of Hispanic Millennials born in the US claim to have been in a gang or know someone in a gang ... Text “A lot of my friends didn’t get a chance to live past 18. I’m 28 and I feel blessed.” - Rodrick, 28, AA 9
  10. 10. Cultural Expectations “No matter what, my blood will always carry such a strong passion Text for my people.” - Miguel, 19, H “It is up to us to guarantee that a positive Hispanic legacy is embedded in the history of the United States.” - Tomas, 27, HTHEY’RE DIFFERENT ...Unlike their Gen Pop counterparts, Diverse Millennials face a series of cultural expectations that have aprofound impact on how they think, feel, behave and grow ...Such expectations not only hold familial importance but historical importance - feel they have a culturallegacy to uphold ... 10
  11. 11. Cultural Expectations - FAMILY ALWAYS FIRST...Feel inherent obligation and responsibility toimmediate and extended family “Through thick and thin they are always there. Without them I wouldn’t be where I am today, asExpected to put family’s needs before their own, cliché as that sounds. We laugh together and cryeven if this causes individual discomfort together, and this type of selfless relationship isMajor decisions in life often made as a family the only one truly worth having.”despite lifestage - Diana, 21, H‣ I NEED TO SET A GOOD EXAMPLE FOR YOUNGER GENERATIONS Text 26
  12. 12. Cultural Expectations - BE STRONG CARRY ON... Text Social struggle is embedded in their history -“Struggle is something I feel we as African stories of challenge and triumph crucial toAmericans can honestly say still sticks with us ... It’s rememberas if we were built to take on the stress and if we get Resilience is key - no excuse for giving up, feelknocked down, to know that you can always get they owe it to the generations before them toright back up. Struggle, yes I think I know well.” continue to push forward - Rodrick, 28, AA Determined to prove stereotypes wrong‣ I WILL PROVE TO OTHERS I HAVE WHAT IT TAKES 26
  13. 13. Cultural Expectations - DON’T LOSE SIGHT OF YOUR ROOTS...Expected to engage in cultural traditions, show culturalpride - older generations worry Millennials will lose theirsense of heritage “My parents have always told me to remember where I come from because that is who I trulyPressured to carry on tradition despite contemporary am and I should never be embarrassed to saydistractions - i.e. speaking native language, visiting homecountry, attending cultural gatherings, music, etc. what my culture and heritage is.” - Rosa, 23, HBig shoes to fill - cultural icons achieving power in US‣ I AM NOT ASHAMED OF MY HISTORY Text 26
  14. 14. Cultural Expectations - DON’T TAKE ANYTHING FOR GRANTED... Text Taught from a young age to appreciate what you “People have a lot to learn, they have a lot have, everything is a ‘blessing’ to be grateful for, but many need help - Don’t exude that sense of entitlement seen in their Gen Pop counterparts ... opening their eyes to the beauty of life.” - Stefanie, 20, H Encouraged by family, community to appreciate living in the US, the land of opportunity‣ I MUST OFFER RESPECT AND DIGNITY TO THOSE AROUND ME 26
  15. 15. Cultural Expectations - GIVE BACK EVERY WAY YOU CAN...Want to make a contribution, shape culture ...Determined to give back to their families “One of my professional goals is to be an - Support them financially, give them new educator and to help br idge the opportunities, be a good role model achievement gap in the inner city.”Determined to give back to their communities - Darnel, 23, AA - Volunteer, help those less fortunate, work in the neighborhoods they grew up in‣ I MUST MAKE SURE OTHERS HAVE THE SAME OPPORTUNITIES I HAD Text 26
  16. 16. American Millennial Values “People my age are starting to discover who they are and experimenting with different things, feeling pressure to know where life is going to go.” - Melanie, 24, H Text... BUT THEY’RE THE SAMEIn addition to the cultural expectations Diverse Millennials face, they are living in a contemporary world full ofcontemporary expectations ...It is important to remember that Diverse Millennials are exposed to the same generational values, ideologies andmedia messages as their Gen Pop counterparts ... 16
  17. 17. ALWAYS STRIVING FORMORE ... ‣ Key concern is how to fulfill personal ambitions i.e. graduating, landing first job, moving out, etc. ‣ But ambitions can turn toxic, worries compounded by the recessionLIVE LIFE OUT IN THEOPEN ... Text• Extremely comfortable leading a public life: make new connections through expression and shared interests• Strong desire to showcase identity, creativity, via social media sites: Youtube, Instagram, Facebook, Twitter “I expect to meet all the challenges that “I use Facebook to share experiences life has in store for me and overcome with friends and family, and throughoutthem ... Others expect greatness from me the day I post what I am doing like due to all the opportunities that are going to the gym, places I visit, etc.” available to our generation.” - Richard, 29, H - Michael, 22, AA
  18. 18. OPEN TO CHANGE ...‣ At a point in their lives where change is inevitable‣ Understand the need to be flexible in today’s world, adapt i.e. keep up with changes in communication / technology‣ As such, this group have become very resourcefulBEING TRUE TO YOURSELFIS HIGHLY VALUED ...‣ Being an individual with unique quirks & talents is a positive Text‣ Cultural backgrounds and diverse experiences contribute to sense of individuality‣ Expect the same level of authenticity from the people and brands they interact with “I am at a point in my life where change has become inevitable ... “I just try to be real and not fake ... I which is exciting. But it can also be define who I am. I don’t want to be challenging as I don’t know what to looked at like everyone else.” expect.” - Ashley, 23, AA - Joseph, 28, AA
  19. 19. So, what does this mean?CULTURAL EXPECTATIONS AMPLIFYMILLENNIAL VALUES AND PRESSURES ... - Diverse Millennials set extremely high expectations for themselves ‣ Not only have to prove their ability as young Americans, but they have to prove their family and their cultureCULTURAL MILLENNIAL AMERICANEXPECTATIONS VALUES Text + Work hard... ...Work harder!Be successful... ... Be even more successful! Make money... ... Make money and be happy Take care of ... Take care of family and family ... make something of yourself
  20. 20. Meet the Hyper-MillennialDESPITE THE HEAVY LOAD, DIVERSE MILLENNIALS REFUSE TO FOLD UNDER THE PRESSURE! ‣ More Committed ... to live up to the strength they’ve seen from previous generations ‣ More Resilient ... to any challenge that may come their way ‣ More Optimistic ... about their future, what lies ahead ‣ More Determined ... to achieve success, however they define it TextMEET THE HYPER-MILLENNIAL! “I am very confident that I will achieve all mygoals because I never quit or give up anything I start, despite the odds.” - Ryan, 26, AA 26
  21. 21. WHAT DOES THISMEAN FORBRANDS?
  22. 22. What does this mean for brands?THERE ARE SOME KEY POINTS TO CONSIDER WHEN TALKING TO DIVERSE MILLENNIALS ... IF YOU ARE TARGETING MILLENNIALS ... WELL, YOU’RE ALREADY TARGETING THEM DIVERSE MILLENNIALS ENGAGE WITH GEN POP MILLENNIAL MESSAGING - BE YOUR AUTHENTIC SELF - CREATE YOUR OWN SUCCESS - MAKE A DIFFERENCE TO SOCIETY HOWEVER, DIVERSE MILLENNIALS Text ENGAGE WITH CULTURAL MESSAGING TOO - PUT FAMILY FIRST - CELEBRATE CULTURAL PRIDE - GIVE BACK TO YOUR COMMUNITY AS AMERICA’S POPULATION CHANGES, THERE IS NO NEED TO TARGET THEM EXCLUSIVELY ... IT’S JUST NOT NECESSARY ANYMORE - SUBTLE REFERENCES TO CULTURE ARE APPRECIATED ... OVERT REFERENCES ARE REJECTED - LET’S JUST PUT IT THIS WAY ... YOU DON’T NEED TO HAVE A DIVERSITY DIVISION IN YOUR COMPANY, JUST A COMPANY THAT UNDERSTANDS DIVERSE MILLENNIAL CULTURE

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