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Marketing to millennials


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Capture the hearts, minds and wallets of millennial consumers, using cause marketing.
Includes insights, research and case studies.

Published in: Marketing
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Marketing to millennials

  1. 1. 2 converging drivers to marketing disruption MILLENNIALS TECHNOLOGY
  2. 2. Technology, media fragmentation has changed the game for marketers
  3. 3. The balance of power has changed BRANDS 60s/70s/80s RETAILER 90s to 00s CONSUMER Current Technology has unleashed the age of consumer empowerment
  4. 4. Enabled people to shop, share and choose brands completely differently
  5. 5. It’s no longer about who shouts loudest; but about what brands give their customers to value & share. And more importantly, why they are doing it. Which means marketers have to think differently
  6. 6. Millennials: Ripping up the rulebook How they value the time they have on this planet & what they want to do with it is very different
  7. 7. The generation born between 1980-2000 The oldest millennial today is late 30s and has a young family!
  8. 8. Much is said about Millennials Digital Natives Highly social See limitless opportunitiesAmbitious & adventurous Self-absorbed, narcissistic Citizens not consumers No loyalty Highly loyal when values aligned Demanding & entitled Seek balance
  9. 9. One word keeps coming up consistently
  10. 10. Millennials favour brands that empower them, especially their sense of purpose
  11. 11. Research is making a strong case for brands to support good causes
  12. 12. Millennials expect more from business Deloitte Millennial Survey 2017 59% of Millennials believe businesses are too fixated on their own agendas and not focused enough on helping to improve society. 59%
  13. 13. Not Just Millennials Society increasingly looking towards business to solve our problems *The Consumer Study. From Marketing to Mattering
  14. 14. But perception is that business is currently failing to deliver *The Consumer Study. From Marketing to Mattering
  15. 15. Meanwhile brands are losing relevance ⌃Havas Meaningful Brands Global Report
  16. 16. But there is a clear upside and a powerful opportunity for brands to seize
  17. 17. Brands that support social & environmental issues will be rewarded with trust & loyalty 2015 Cone Communications/Ebiquity Global CSR Study
  18. 18. ‘Cause’ drives high intent to purchase 2015 Cone/Echo Global CSR Opportunity Study 93% of consumers will buy a product associated with a cause 93%
  19. 19. AND is a powerful driver of brand switching #Cone Communications Ebiquity Global CSR Study
  20. 20. Australia following the global trend 69%of Australians think it’s OK for brands to support good causes and make money at the same time. 58%will switch brands if a different brand of similar quality supported a good cause 68%are more likely to purchase a product knowing that a portion of the money would go to a good cause Edelman Good Purpose Study
  21. 21. Consumers Advocate for Purpose Edelman Good Purpose Study
  22. 22. Consumers want to partner with brands  71% believe brands and consumers could do more to support good causes by working together  63% want brands to make it easier for them to make a positive difference Edelman Good Purpose Study
  23. 23. Consumers say they care, but do their actions follow? Nielsen Global CSR Study 2014
  24. 24. The Bottom Line: Meaningfulness produces real results Meaningful brands..  Deliver 100% more KPI outcomes  Gain 46% more share of wallet  Outperform the stockmarket by 133% Havas Meaningful Brands Index
  25. 25. Brands that do good grow faster than other brands 33% of people choose to buy from brands they believe are doing social or environmental good Unilever’s Sustainable Living brands accounted for nearly half the company’s growth in 2015 and collectively GREW 30% FASTER than the rest of the business GROWTH 33% Unilever Consumer Study
  26. 26. Against this backdrop, Marketing & CSR coming together to build social and brand value
  27. 27. Brands are now marketing themselves as active contributors to Society
  28. 28. They are facilitating consumer contribution
  29. 29. Even acting as activists for causes
  30. 30. And empowering people towards a more purposeful existence
  31. 31. Cause Marketing Case Studies from around the world
  32. 32. Shake Shack’s Great American Shake Sale for No Kid Hungry
  33. 33. Shake Shack’s Great American Shake Sale for No Kid Hungry
  34. 34.  Funds raised:  2012: $136k  2013: $285k (+110%)  2014: $338k (+18%)  2015: $504k (+49%)  2016: $597k (+18%)  Redemption rate 44%  Average additional spend: +$8 per guest  +4% increase in foot traffic vs previous month BUSINESS RESULTS (2013):SOCIAL RESULTS:
  35. 35. Still going strong & now rolling out globally
  36. 36. Pampers cares for babies’ happy healthy development
  37. 37. Pampers 1 Pack = 1 Vaccine
  38. 38. September 11, 2007 Packaging Mailers In-Store PR TV 30” & 60” Print 1 pack = 1 vaccine
  39. 39. Pampers 1 Pack = 1 Vaccine
  40. 40. ss We help brands get on the path to purpose