InSites Consulting and MTV Networks the Netherlands asked 601 Millennials how they see life, what is really important to them, and which the role is of their family and friends in their lives. Furthermore 72 Marketers accepted the challenge and tested to what extent they think they know these same Millennials.

1. Are you Millennial Proof?
Joeri Van den BerghHier staat de tekst
// InSites Consulting
18/10/2011
@joeri_insites

2. Interested in the full version
and all results of this study?
Contact: Frank Bakker @ mtvnl
+31 20 4937000

3. MTV Identify!
We asked 601 Millennials how
they see life, what is really important to
them, and which the role is of their family
and friends in their lives.
Millennials in this survey are aged 13 to 29
And were therefore born in the 80s and 90s.

4. MTV Identify!
Furthermore 72 Marketers
accepted the challenge and tested to what
extent they think they know these same
Millennials.
Although the marketers specifically focus on Millennials,
more than half of them does not know
how to build a strong brand for them.

5. Their approach is often
based on intuition
To what extent do you agree with the following statements concerning yourself? % = agrees or totally agrees with this
statement
I know how to build a strong
brand for the Millennials. 41%
My intuition helps me to
understand the Millennials’
behaviour.
70%
My own behaviour helps me to
better understand the
Millennials’ behaviour.
55%

6. MILLENNIALS: overview
Hooked up socially
I love my world
Now & next, fast & forward
Happy in modern families
Smart and fun is essential
Love is the new virginity

7. Hooked up socially and
on the move
“ Today’s technology
and media platforms
enable youth to be
always connected,
always updated, always “
in control - anywhere

9. So Millennials also wish to be
remembered as…
How would you like to be remembered?
25%

10. Nog case invoegen nieuwe dingen leren !

11. I love my world: enjoy,
engage, achieve
“ Millennials are
stimulation junkies, into
instant emotional and
material gratification.
Looking for longer-term
happiness, connection
“
and success

12. My world? The city or the
village are the Millennials’
world!
Which places do you feel most connected with?
TOP 3
I feel most connected
with:
1. The city or village I am
currently living in
2. The city or village I was
The city or born in
village I am 3. The country I was born
in
currently
living in
N = 601 | F = None

13. Now & next,
fast & forward
“ Millennials are used
to information,
entertainment and
technology overload.
Only wowed by the truly
fast and new, the truly
“
innovative and daring

14. Now & next, fast & forward
“WOW”-sensation
When are you really impressed by a person, an event and a brand or company?
Person Event Brand/Company
Involves its
customers in the
Always loyal to
Surprises me improvement of its
his/her identity
products and/or
services
Always stays loyal
Makes me laugh Makes me happy
to its identiy
Shows that he/she
Continues to
really understands Makes me laugh
surprise me
me
N = 601 | F = None

16. Generation Gadget? Technology
is still the main WOW and
therefore WOM factor.
What is “hot” at the moment? What is everyone you know talking about? What has really impressed everyone
positively?
1.Technology
2. Politics/Economy
3. Family/Friends
W W W W
4.Social media
5. TV programmes

17. Happy in modern
families
“ As family structures
loosen, Millennials are
comfortable with every
type of modern family.
They are more
accepting, more diverse
“
and worldly wise

18. …but everyone can live with
the new family type. No need
for pitty
Are your parents divorced? How satisfied are you with your current family situation? Which of the following statements
2%
apply to your family situation?
24%
2%
24%
7,3
74%
7,7
74% You should pitty
children of divorced
Ja
Yes
parents
Nee
No
Hier antwoord ik lieveranswer
I would prefer not to niet op 18% of all Millennials
9%
of Millennials with divorced
parenets
N = 601 | F = None
Ja

19. Smart and fun is
essential
“ For Millennials,
nothing brings more joy
and kudos than being
smart, fun and funny.
Smart, fun and funny
content is their social
“
currency

20. Millennials want to be
remembered…
How would you like to be remembered
1 52%
Are smart & fun
essential for it?

21. Love is the new
virginity
“ The Millennials are
emotional expressive.
The ultimate emotional
reward comes from
trust, authenticity and
“
most of all, love

22. Millennials show their
emotions & prefer to be
themselves!
Please indicate for each combination which of both you most identify with.
Showing
emotions,
not keeping them
under control. 42% 77%
Being
yourself
and not pretending
to be different

23. What do they expect
from brands?
Hooked up socially
I love my world
Now & next, fast & forward
Happy in modern families
Smart and fun is essential
Love is the new virginity

24. www.howcoolbrandsstayhot.com

25. Realness, uniqueness,
relevance & happiness
remain crucial.
…is reliable and
...te vertrouwen en
47%
eerlijk is
honest
…is original and ahead
...origineel is en zijn tijd
35%
voor is its time
of
Top 5
…is interesting and
...interessant en boeiend
32%
is captivating
…is focusing on people
...gericht is op mensen
26%
van mijn leeftijd age
of my
…is positive en
...positief and
24%
optimistisch is
optimistic

26. Thank you for being interested!
Joeri Van den BerghHier staat de tekst
// InSites Consulting
@joeri_insites joeri@insites.eu howcoolbrandsstayhot.com