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SearchLeeds, Kristal Ireland 'The millennial myth and the media'

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Kristal Ireland discusses the millennial myth and the media. Kristal was previously voted as one of the UK’s Top 30 Women in Digital Under 30. A specialist in Social Media and Digital Brand Strategy, Kristal is an award winning, strategic and experienced digital marketing expert. A regular digital conference speaker and industry commentator Kristal has worked in digital for over a decade developing digital solutions for some of the UK’s biggest brands.

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SearchLeeds, Kristal Ireland 'The millennial myth and the media'

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  2. 2. The Millennial Myth and the Media Kristal Ireland – Head of Planning and Insight @kristalsmile
  3. 3. WTF is a Millennial/Gen Y? Authors William Strauss and Neil Howe are widely credited with naming the Millennials.[They coined the term in 1987, around the time the children born in 1982 were entering preschool, and the media were first identifying their prospective link to the millennial year as the high school graduating class of the year 2000….. Wait... That’s ME!
  4. 4. How do we define a Millennial? § Anyone born after 1982 and before 2000 - so if you are under 34 you’re in § Glued to our phones... 83% sleep with phones next to their beds § Live with parents/rented or alone... What a lonely bunch* *I blame Tinder ...
  5. 5. Marriage Can Wait…
  6. 6. Brand Loyalty - Technology Driven
  7. 7. Social Media – Yep
  8. 8. Key Characteristics…. Narcissistic Self Aware
  9. 9. Key Characteristics…. Selfish Socialist
  10. 10. Key Characteristics…. Lazy and Entitled Limited access to jobs/ housing
  11. 11. Key Characteristics…. Fat Fit
  12. 12. We Need to Think in Millennial Tribes In a recent report Bauer Media identified x5 distinct tribes of Millennials 1. The Influencers, 1.7m (11%), have high media usage and are more likely to be male. They have a unique voice and like it to be heard – especially online 2. The Adopters, 4.5m (28%), have high media usage and are more likely to be ABC1. Peer respect is key; they use knowledge and appearance to stand out 3. The Apprentices, 1.8m (12%), are younger and more likely to live in London. They are focused on self-progression rather than keeping up with trends 4. The Entertained, 5.0m (32%), are older, more likely to have children, and more likely to be ABC1. Personal relationships are key, they look to media brands primarily to entertain 5. The Contented, 2.7m (17%), are older, more likely to have children, and are more rural living. They are satisfied with life and don’t chase the latest trends
  13. 13. So Why Does Everybody Want Them?
  14. 14. The Money?
  15. 15. The Future of Technology Led Brand Interaction?
  16. 16. Slick Digital Experiences Are Demanded § Providing millennials with slick user experiences is not just a matter of appeasing them § It is a necessity for the health of any tech business’s bottom line. Industry research indicates that by 2017, the millennial generation will comprise the largest online audience and will have more buying power than any other generation that has come before it, including the baby boomers. § 50 percent of e-commerce becoming m-commerce from smartphones and tablets by 2015
  17. 17. As marketers we crave delivering what’s new and trend led. But innovation should be used at a product level – not as a marketing strategy …
  18. 18. Established players are facing and existential crisis…
  19. 19. “Overly schematized and ridiculously reductive, generation theory is a simplistic way of thinking about the relationship between individuals, society, and history. It encourages us to focus on vague ‘generational personalities,’ rather than looking at the confusing diversity of social life.” Generational thinking is seductive and confirms preconceived prejudices, but it’s a bogus way to understand the world Rebecca Onion
  20. 20. Stop viewing Millennials as ‘The Other’ They are the here and now…
  21. 21. So What Can Brands Do? Be Authentic… 1. 55% rank brands that stand for high quality as being authentic 2. 44% said brands who talked to them as a real person seemed more authentic 3. 17% said a brand that has a long history and heritage has a strong positive impact on purchase decisions .... UK Millennials report – Inkling and Censuswide
  22. 22. Ethical Buying… 70% consider a brands ethics and values when making a purchase...
  23. 23. Sincerity… Young people have always had a handy knack of being able to sniff out incenserity... Make meaningful contributions, not hollow statements

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