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Top 10 Trends of 2014

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  • 1. Top 10 Trends of 2014 What Millennials Will Be Doing and Thinking This Year 01.30.14
  • 2. Top 10 Trends of 2014 What Millennials Will Be Thinking and Doing This Year Who was Involved? Buzz Marketing Group’s Top 10 Trends of 2014 are based on qualitative and quantitative research conducted with more than 30,000 buzzSpotters® throughout 2013. Reports mentioned in this trend briefing are available for download at www.buzzmg.com/reports. Composed based on data from 1.1.2013 – 12.15.2013 3,449 Participants 30,000 Panelists 55% Female 45% Male Surveys fielded online Ethnogaphies Immersion experiences
  • 3. Top 10 Trends of 2014 What Millennials Will Be Thinking and Doing This Year 1 Generation C We have seen Generation X and Generation Y; now be prepared to witness the rise of Generation C. They are today’s pre-teens, tweens, and young teenagers, best defined by their status as digital natives. Why “C”? Because they’re connected, conscious, creative consumers, and curators. This generation will become a new powerful target demographic for companies and marketers.
  • 4. Top 10 Trends of 2014 What Millennials Will Be Thinking and Doing This Year 2 The Mighty Mobile To ensure that a website is successful today, it must be fully functional on mobile devices as well as on traditional desktop computers and laptops. Although desktops and laptops are still being used on a regular basis, Millennials are spending increasingly more time on their smartphones and tablets – especially when they’re on the go. The majority of today’s Millennials use their smartphones and tablets on a day-today basis for Internet usage more than on their laptops.
  • 5. Top 10 Trends of 2014 What Millennials Will Be Thinking and Doing This Year 3 Upping The Upworthiness Sites  like  Upworthy  are  becoming  more   and  more  popular  among  Millennials,   because  such  sites  sa:sfy  Genera:on  Y’s   craving  for  meaningful  messages  while   catering  to  the  need  for  interes:ng,   visual  content.  There  is  a  steady   movement  among  Millennials  to  engage   in  sincere  and  serious  discourse  about   important  issues  they  have  encountered.   Since  76%  of  twenty-­‐somethings  are  not   afraid  to  discuss  and  share  their  beliefs,   there  is  a  greater  feeling  of  openness  and   freedom  within  this  genera:on  when  it   comes  to  talking  about  problems  and   solu:ons.  
  • 6. Top 10 Trends of 2014 What Millennials Will Be Thinking and Doing This Year Causeaholics 4 As we’ve pointed out previously, companies like American Eagle Outfitters and Keds are on the decline, while companies such as TOMS and Warby Parker are experiencing immense success – especially among the Millennial generation. Consumers are seeking a true value proposition when they purchase products; they won't settle for anything less. Our research shows that 74% of Millennials are much more likely to purchase an item if the proceeds go to charity or if the company employs a buy one/give one system (such as the system at Warby Parker). The successful companies will be the ones that encourage transparency and allow Millennials to both give and receive.
  • 7. Top 10 Trends of 2014 What Millennials Will Be Thinking and Doing This Year 5 Tantalizingly Temporary After hearing stories about leaked photos that damage reputations and Facebook posts that damage job opportunities, it is not surprising that “temporary” media platforms are on the rise. Snapchat paved the way when it allowed users to send pictures and messages that would disappear after an allotted time. Apps like Erodr have followed up on this trend, and there are definitely more to come. This rising trend of temporary media provides users a way to contact friends and use social media without the fear of future backlash based on a silly picture or an inappropriate message. Temporary media also emphasizes the authenticity of the present rather than the nostalgia of the past (which is what Instagram and its faux-vintage filters aim to provide).
  • 8. Top 10 Trends of 2014 What Millennials Will Be Thinking and Doing This Year 6 Capitalizing on Crowdfunding Crowdfunding is definitely on the rise. Although Kickstarter and IndieGoGo are the most recognizable names within this business genre, more than 600 sites are dedicated to crowdfunding. Innovative minds and entrepreneurs from every corner of the world utilize these sites to cross borders and raise money for projects that donors believe to be worthy. This facilitates funding for projects and helps individuals to get more involved in causes that they believe
  • 9. Top 10 Trends of 2014 What Millennials Will Be Thinking and Doing This Year 7 Creative Commerce The economy has still not fully bounced back from the recession, so people are finding other activities that not only serve as a source of extra income but also as a creative outlet. The surging popularity of Etsy is an example of such focus. People are using their creative skills to create beautiful jewelry, clothing, and even food. Another interesting example of this trend is the string of new gluten-free bakeries that have been started by individuals or families from their homes.
  • 10. Top 10 Trends of 2014 What Millennials Will Be Thinking and Doing This Year 8 Omnimedia Omnimedia involves the combination of media and the utilization of various forms of mass communication. Brands aren’t just on paper anymore – they’re branching out across different platforms and through different methods. Take a look at Esquire Magazine. It decided to partner up with NBC Universal and start a new network, the Esquire Network, through which it would use its own brand and cater to the same audience, but through the new medium of television rather than just through the magazine. Other companies are taking similar actions by launching mobile apps, hosting live events, etc., in order to better cater to their existing customers and entice new ones.
  • 11. Top 10 Trends of 2014 What Millennials Will Be Thinking and Doing This Year 9 Creative Native Today, everyone can make everything look perfect in pictures. Not only are we documenting the majority of our lives and sharing with those around us, but we are also focusing on aesthetic quality. We use tools like Studio Design, PicsArt Photo Studio, Polamatic, Pic Stitch, and Instagram to show off details of our lives, ourselves, and our experiences. The same creativity is extended to videos, in which we use tools available at our fingertips to make creative decisions about how to record and share the precious moments of our lives.
  • 12. Top 10 Trends of 2014 What Millennials Will Be Thinking and Doing This Year   10 Brandamonium This will be a big year for brands. We have seen and will continue to see a lot of brand comebacks, because many brands are investing time, effort, and money into developing the right ideas and reaching the right people. Over the last couple of years, Gap and Old Navy have made a huge comeback, and now that they are hiring former Nike, Calvin Klein, and J Crew staff members to their creative and merchandising teams, they will probably continue to revitalize themselves. Such companies also have a slight advantage in the game because they can classify themselves as “retro” and tug at consumers’ heartstrings through their branding. Brandamonium could also easily hit T-Mobil, which is working hard to compete with bigger companies, especially by offering great deals (such as paying customers' fees for breaking contracts with Verizon and AT&T) and a new advertising campaign.
  • 13. Contact Us In Summary...® Buzz Marketing Group 1515 Market St. Suite 1810 Philadelphia, PA 19102 215.399.5679 www.buzzmg.com 11