The myth of a unique youth culture                                                                                        ...
The myth of a unique youth cultureWhat the Data Say:                                  What it Means in the Marketplace:   ...
Increasing diversity by generation                           Non-Hispanic White                                African Ame...
Millennials are very culturally openMost                                                 14%Culturally Open               ...
However, African American and Hispanic Millennialsremain very attached to their own culture    African-American           ...
Despite this cultural openness, different attitudes andvalues that impact their marketplace decisions remain    The Future...
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The myth of a unique youth culture

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Marketers who focus on Millennials' cultural openness to the exclusion of their cultural attachment run the risk of under-resonating with these consumers by speaking to only half of their orientation towards ethnicity and cultural identity.

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The myth of a unique youth culture

  1. 1. The myth of a unique youth culture August 2, 2011The Millennial generation (consumers aged 16-32) is characterized by both its ethnic diversity and itsopenness to the influences of other cultures and ethnicities. Because of this, many marketers are under theimpression that Millennials have developed a sort of hybrid culture that represents an amalgamation ofHispanic, African American, Non-Hispanic White and Asian influences. According to this point of view,Millennials can be marketed to as a cohort with relatively little attention needing to be paid to their individualethnic heritages. This conception of Millennials neglects the fact that they retain high levels of attachment totheir birth cultures, particularly the Hispanics, Asians and African Americans.Marketers who focus on Millennials’ cultural openness to the exclusion of their cultural attachment run therisk of under-resonating with these consumers by speaking to only half of their orientation towards ethnicityand cultural identity.© The Futures Company 2011 1 ‫׀‬ As a MONITOR Minute subscriber, you have our permission to repurpose the intellectual property contained in this slide within your organization. However, we request that you properly cite all information used with the following: ©2011 The Futures Company, Yankelovich MONITOR Minute, August 02, 2011
  2. 2. The myth of a unique youth cultureWhat the Data Say: What it Means in the Marketplace: Monetizing the Insight:  Millennials are the most ethnically diverse   Even today, many young people who spend   Most ethnic Millennials maintain strong ties generation in US history. In fact, the US their days with others from multiple ethnic to their cultural heritage, while at the same Census estimates that ethnic children will groups return home each night to a single- time appreciating and valuing elements and compose the majority of children under the ethnicity household and the enculturation influences from many different cultures. This age of 18 by 2019, four years earlier than processes focused on that one ethnicity. Thus makes them a challenging target for previously projected. their underlying ethnicity cannot simply be marketing that has distinct cultural elements,  Millennials are also very culturally open, ignored by marketers. This is especially so as there will be times when they will be more meaning that they experience the historic among Hispanics, African Americans and receptive to targeted ethnic marketing and boundaries between ethnic and racial groups Asians. other times when a more inclusive approach as highly porous and easily crossed. This   Young people today, for the most part, have will work best. Navigating this challenge allows them to navigate without self- not formed their own hybrid culture that requires that marketers gain an consciousness or social constraint within and represents an amalgamation of multiple understanding of what types of situations or across different cultural groups, thereby cultural influences. Rather, most Millennials products are more likely to activate one absorbing influences from ethnic groups are multicultural in the truest sense of the cultural orientation over another. other than their own. word, meaning that they have access to, and   A unique opportunity among multicultural  What is often overlooked by marketers who can exhibit, more than one distinct cultural Millennials is positioning your product or focus on the cultural openness of this sensibility. brand around the ability to transition generation is that many of them also remain alongside these consumers from one cultural highly attached to their cultural heritage and context to another. “Servicing the switch” is traditions. This attachment is evinced by an under-exploited marketing opportunity. Millennials manifesting attitudinal diversity rooted in the sensibilities of their various cultural heritages. Want Some Help? Contact your MONITOR consulting team representative if you have any questions about how your brand or category should be responding to the incredibly diverse Millennials generation.© The Futures Company 2011 2 ‫׀‬
  3. 3. Increasing diversity by generation Non-Hispanic White African American Hispanic Other 90% 87% 80% 70% 60% 57% 50% 40% 30% 20% 21% 6% 14% 10% 6% 9% 0% 1% Matures Boomers Xers Millennials Source: 2011 Yankelovich MONITOR© The Futures Company 2011 3 ‫׀‬ As a MONITOR Minute subscriber, you have our permission to repurpose the intellectual property contained in this slide within your organization. However, we request that you properly cite all information used with the following: ©2011 The Futures Company, Yankelovich MONITOR Minute, August 02, 2011
  4. 4. Millennials are very culturally openMost 14%Culturally Open 19% 25% 27% 17% Cultural 23% Openness Scale Stage 5 25% 23% 30% Stage 4 Stage 3 21% Stage 2 25% 25% 21% Stage 1 23%Least 17%Culturally Open 15% 22% 14% 9% 7% Matures Boomers Xers Millennials Source: 2011 Yankelovich MONITOR© The Futures Company 2011 4 ‫׀‬ As a MONITOR Minute subscriber, you have our permission to repurpose the intellectual property contained in this slide within your organization. However, we request that you properly cite all information used with the following: ©2011 The Futures Company, Yankelovich MONITOR Minute, August 02, 2011
  5. 5. However, African American and Hispanic Millennialsremain very attached to their own culture African-American Hispanic Millennials Millennials Being part of the African American/Hispanic 81% community is extremely important to me 80% I would like to participate in more activities that 85% celebrate my culture and heritage 76% I feel closer to people who have the same nationality, 58% ethnic or religious background as my own 64% Even though I have friends whose ethnicity/race 63% differs from my own, most of my closet friends are of my own ethnicity/race 66% 48% I would prefer that my children choose African Americans/Hispanics as their role model 52% Source: 2011 Multicultural MONITOR Agree/Strongly Agree on a 4-pt. scale© The Futures Company 2011 5 ‫׀‬ As a MONITOR Minute subscriber, you have our permission to repurpose the intellectual property contained in this slide within your organization. However, we request that you properly cite all information used with the following: ©2011 The Futures Company, Yankelovich MONITOR Minute, August 02, 2011
  6. 6. Despite this cultural openness, different attitudes andvalues that impact their marketplace decisions remain The Futures Company has identified several macro trends that illustrate the key differences between ethnic consumers and the general market. Even among Millennials, these distinctions persist. I have a very unique Identity Expression sense of style* 74% 64% 52% I trust God or fate to take careCentrality of Spirituality of things** 55% 52% 36% Sign of success andPersonal Empowerment accomplishment: Owning your own business 48% 43% 24% I make many personal sacrifices Community Sensibility for the good of my family** 51% 50% 38% Source: 2011 Multicultural MONITOR *Agree/Strongly Agree on a 4-pt. scale **8-10 on a 0-10 scale where 10 is “describes me completely” and 0 is “does not describe me at all”© The Futures Company 2011 6 ‫׀‬ As a MONITOR Minute subscriber, you have our permission to repurpose the intellectual property contained in this slide within your organization. However, we request that you properly cite all information used with the following: ©2011 The Futures Company, Yankelovich MONITOR Minute, August 02, 2011

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