The document summarizes research from a study of 3,100 Millennials (ages 18-35) across 8 countries on their relationships with brands. Some key findings include:
- Millennials have strong brand loyalty but expect authenticity, integrity and trust from brands. They are willing to share more personal information with trusted brands.
- Millennials define their personal identity through the brands they support and are highly influenced by peer recommendations on social media.
- They are constantly connected online and on mobile, seeking out information from a variety of sources beyond just their friends to make purchasing decisions.
The document discusses how marketing to youth has changed in recent years. Where past generations rebelled against authority and mainstream values, today's youth are less interested in rebellion and more focused on creating solutions to problems. As a result, values-based marketing no longer appeals as strongly to youth, who are more focused on engagement and utility. The document suggests brands connect with youth in the areas of social media, pop culture, and technology by providing shareable content, contributing to their "strategic arsenals" of social tools, and creating experiences for them to discuss.
Generation Y, also known as Echo Boomers or the Millennial Generation, consists of over 60 million Americans born between 1979-1994. They are a more racially diverse generation than Baby Boomers, having grown up in a media-saturated world. Many popular brands that were successful marketing to Baby Boomers, like Nike and Levi's, are struggling to connect with Generation Y. To attract this new generation of consumers, companies need to meet them on their terms through more grassroots, personalized marketing approaches like sponsoring local events and using social media, rather than traditional national advertising campaigns. Generation Y expects brands to understand their interests and be authentic in order to earn their loyalty.
This document discusses 10 truths that are reshaping the corporate world according to a study by Havas Worldwide. It focuses on the first truth, which is that companies are expected to be transparent in their operations as consumers want to know what happens behind closed doors. The public and media now scrutinize companies' labor practices, sourcing, and environmental impact. Transparency has become imperative for businesses to earn trust and loyalty. Consumers have various tools to research companies' social and environmental records.
Xoomers // The Not So Micro-GenerationMatt Clayman
Â
The document discusses Generation X, also known as Xoomers, who were born between 1954-1965. It notes that Xoomers make up over 38% of the over-50 population in the US and are responsible for almost a quarter of consumer spending, yet receive little attention from marketers. Xoomers tend to be career focused, with only 22% planning to retire before 65. They also provide financial support to both adult children and aging parents. The document argues that Xoomers can be reached through social media, where they spend almost 7 hours per week, and YouTube, where they watch DIY tutorials. It suggests marketers need a new 4Ps approach focused on Purpose, Passion, Perspective and People
This document provides research and strategy for a Walmart men's grooming campaign. It includes:
- Secondary research on men's grooming trends, target demographics of Millennials and Gen-X, and competitors.
- Primary research through online surveys and interviews finding that body wash and price/quality are important to men.
- Key insights like seasonal loyalty and men wanting a dedicated aisle.
- A brand manifesto positioning men's grooming as mainstream while appealing to masculinity.
The document lays out a comprehensive plan to make Walmart the top retailer for men's grooming through messaging, media, and objectives tailored to their target audiences.
PROSUMER REPORT DIGITAL AND THE NEW CONSUMERHavasWWSpain
Â
This document summarizes the key findings of a survey about digital commerce and consumer shopping habits. The survey found that:
- Most consumers now feel comfortable making purchases online and via mobile devices, though security concerns still exist for many.
- People are increasingly blending online and offline research and activities to make purchase decisions in a seamless way across channels.
- Social media has become an important way for consumers to communicate with brands and get opinions from others.
El dĂa en que las marcas se conviertieron en Clones. Las marcas deben desarrollar su difrenciaciĂłn o de lo contrario estan muertas.
Young & Rubicam and BrandAsset Consulting
This document provides tips for businesses on how to effectively market to and serve millennial customers. It begins with an introduction to millennial spending habits and preferences shaped by growing up with technology. It then lists 6 general characteristics of millennials: they expect technology to work quickly and easily, are social online and off, want to collaborate, are all about adventure, value corporate values, and expect a customer experience like that depicted in the 1960s TV show The Jetsons. The document provides further details about each characteristic and examples of companies successfully engaging millennial customers. It concludes by emphasizing the importance of sharing customer experiences and focusing on the human element of customer service.
The document discusses how marketing to youth has changed in recent years. Where past generations rebelled against authority and mainstream values, today's youth are less interested in rebellion and more focused on creating solutions to problems. As a result, values-based marketing no longer appeals as strongly to youth, who are more focused on engagement and utility. The document suggests brands connect with youth in the areas of social media, pop culture, and technology by providing shareable content, contributing to their "strategic arsenals" of social tools, and creating experiences for them to discuss.
Generation Y, also known as Echo Boomers or the Millennial Generation, consists of over 60 million Americans born between 1979-1994. They are a more racially diverse generation than Baby Boomers, having grown up in a media-saturated world. Many popular brands that were successful marketing to Baby Boomers, like Nike and Levi's, are struggling to connect with Generation Y. To attract this new generation of consumers, companies need to meet them on their terms through more grassroots, personalized marketing approaches like sponsoring local events and using social media, rather than traditional national advertising campaigns. Generation Y expects brands to understand their interests and be authentic in order to earn their loyalty.
This document discusses 10 truths that are reshaping the corporate world according to a study by Havas Worldwide. It focuses on the first truth, which is that companies are expected to be transparent in their operations as consumers want to know what happens behind closed doors. The public and media now scrutinize companies' labor practices, sourcing, and environmental impact. Transparency has become imperative for businesses to earn trust and loyalty. Consumers have various tools to research companies' social and environmental records.
Xoomers // The Not So Micro-GenerationMatt Clayman
Â
The document discusses Generation X, also known as Xoomers, who were born between 1954-1965. It notes that Xoomers make up over 38% of the over-50 population in the US and are responsible for almost a quarter of consumer spending, yet receive little attention from marketers. Xoomers tend to be career focused, with only 22% planning to retire before 65. They also provide financial support to both adult children and aging parents. The document argues that Xoomers can be reached through social media, where they spend almost 7 hours per week, and YouTube, where they watch DIY tutorials. It suggests marketers need a new 4Ps approach focused on Purpose, Passion, Perspective and People
This document provides research and strategy for a Walmart men's grooming campaign. It includes:
- Secondary research on men's grooming trends, target demographics of Millennials and Gen-X, and competitors.
- Primary research through online surveys and interviews finding that body wash and price/quality are important to men.
- Key insights like seasonal loyalty and men wanting a dedicated aisle.
- A brand manifesto positioning men's grooming as mainstream while appealing to masculinity.
The document lays out a comprehensive plan to make Walmart the top retailer for men's grooming through messaging, media, and objectives tailored to their target audiences.
PROSUMER REPORT DIGITAL AND THE NEW CONSUMERHavasWWSpain
Â
This document summarizes the key findings of a survey about digital commerce and consumer shopping habits. The survey found that:
- Most consumers now feel comfortable making purchases online and via mobile devices, though security concerns still exist for many.
- People are increasingly blending online and offline research and activities to make purchase decisions in a seamless way across channels.
- Social media has become an important way for consumers to communicate with brands and get opinions from others.
El dĂa en que las marcas se conviertieron en Clones. Las marcas deben desarrollar su difrenciaciĂłn o de lo contrario estan muertas.
Young & Rubicam and BrandAsset Consulting
This document provides tips for businesses on how to effectively market to and serve millennial customers. It begins with an introduction to millennial spending habits and preferences shaped by growing up with technology. It then lists 6 general characteristics of millennials: they expect technology to work quickly and easily, are social online and off, want to collaborate, are all about adventure, value corporate values, and expect a customer experience like that depicted in the 1960s TV show The Jetsons. The document provides further details about each characteristic and examples of companies successfully engaging millennial customers. It concludes by emphasizing the importance of sharing customer experiences and focusing on the human element of customer service.
BrandZ Top 50 Most Valuable Latin American Brands 2014Kantar
Â
The BrandZTM Top 50 Most Valuable Latin American Brands 2014 analyses and determines the value of brands from Argentina, Brazil, Chile, Colombia, Peru and Mexico. Together, these nations represent around US$5 trillion in GDP, the equivalent of the worldâs third largest economy ahead of Japan. It is the only ranking that takes into account the views of potential and current buyers of a brand, alongside financial data, to calculate its value.
The document summarizes the BrandZTM Top 100 Most Valuable Global Brands 2019 report. Some of the key highlights include:
- Amazon surpassed Apple and Google to become the world's most valuable brand, with a brand value of $315.5 billion, up 52% from the previous year.
- The total value of the BrandZTM Top 100 grew 7% to $4.7 trillion, adding $328 billion in value, more than double global GDP growth.
- Ecosystem brands like Amazon, Apple, and Google now comprise about 20% of the total BrandZTM Top 100 value, with a combined value approaching $1 trillion.
- Nine new brands joined the
This Blue Paper discusses going beyond traditional demographic segmentation to better understand the behaviors, buying patterns and desires of consumers.
Analysis of the corporate reputation of the companyGeorgeDolezal
Â
1) In 2001, Walmart had the third best corporate reputation according to a survey of the public, likely due to providing affordable products. However, over the next 13 years Walmart's reputation declined dramatically due to criticism over issues like labor practices, environmental impact, and lack of social responsibility.
2) By 2013, Walmart no longer ranked in the top 100 most reputable companies. The document analyzes Walmart's reputation using six dimensions and rates them poorly on emotional appeal, workplace environment, and social responsibility due to scandals and perceived mistreatment of employees.
3) While Walmart still performs well financially and in products/services, the document warns that without changes to improve reputation, Walmart's
Strategy Magazine wrote about the SPC Card study âPulse of the Canadian Student Shopperâ study.
With 1 million+ cardholders aged 14-24 per year, SPC Card - Canadaâs leading student loyalty program, enjoys robust and privileged access to young Canadian shoppers.
This document discusses differences in how men and women shop both offline and online. It begins by noting that research has shown women's shopping tends to be more hedonic and frequent while men's is more utilitarian. It then examines whether these differences carry over to online shopping. The document presents findings from a large study that tracked online purchases over multiple years, involving surveys and interviews. The study found that while online and offline behaviors originally differed more, they are now aligning as both genders have spent more time online. Specifically, it found that categories like home improvement and consumer electronics now have more female than male online shoppers, challenging the idea that preferences are fixed by traditional gender roles. The document advocates for online retailers to better
Williams Inference Intro. Presentationmiamialumnae
Â
The document discusses several trends related to aging populations and changing family structures:
- More elderly people are living longer and healthier lives, working longer and relying less on nursing homes. However, they may be overmedicated due to gaps in knowledge about drug interactions.
- The nuclear family is disappearing on TV and in real life, with more non-traditional household types. This makes it difficult for corporations to define "family".
- The cow is becoming a dominant symbol as fewer households contain traditional families with parents.
Philip kotler marketing_3.0_seminar_april_4_2011snehalpurohit
Â
The document summarizes Philip Kotler's presentation on marketing trends and the evolution of marketing from Marketing 1.0 to Marketing 3.0. It discusses the loss of effectiveness of traditional marketing approaches and the need for companies to shift to a more strategic, values-driven approach that focuses on all stakeholders, involves customers in product development, and addresses societal challenges like sustainability. The presentation highlights how marketing must adapt to new technologies, empowered customers, distrust in business, and other trends in order to build strong brands and company reputation.
This document provides an overview of an integrated marketing campaign for State Farm Insurance targeting single women. It includes a situation analysis noting opportunities to improve State Farm's brand awareness and connection with consumers. Strategic research in the form of surveys and focus groups was conducted. The creative brief outlines the target market as single women ages 18+ and sets the tone as professional, classy, and persuasive to increase awareness of State Farm's affordable coverage and neighborly image through various social media and traditional advertising channels.
Watch These People in 2018
Bloomberg Businessweek
November 30, 2017, 5:00 PM GMT+7
Itâs hard to say what the Bloomberg 50 will look like in December 2018. But the people belowânominated, in some cases, by our Bloomberg 50 honoreesâare all burnishing their credentials.
A think piece looking into the question of how active brands should be within the world of politics. Companies are adopting stronger Social Purposes. How do they cope when that crosses over into harder line political activism?
This document discusses brand activism and provides suggestions for brands considering taking a political or moral stance. It notes that while activism can feel risky, it can also boost brand distinctiveness and relevance if done correctly. Some key points made include:
- Brand activism is on the rise as brands look to channel consumer passions and change the world for the better, but there are risks of backlash.
- Getting it right can provide greater fame through earned media if the stance is authentic and relevant to the brand and consumers.
- To succeed, brands need empathy and must understand how their actions will be perceived by different audiences to avoid potential negative impacts.
Millennials are driving 10 trends in 2015 including the makers movement, content proliferation, net neutrality, conscious consumption, empowerment of women, and philanthropy. They seek authentic, locally-sourced goods and fight for internet freedom. Millennials also heavily consume online content and research products online. They are health-conscious and influenced by social media to curate idealized images of their lives. Millennials want brands that support good causes and empower women. They also participate in charitable challenges that benefit them socially.
1. The document discusses 15 trends related to marketing to women around the world. It focuses on trends in the Gulf region as well as worldwide.
2. Some of the key trends discussed include: the growing perception that society has become too obsessed with youth; more women obtaining higher education globally and becoming smarter faster than men; and an increasing number of single women ("singletons") choosing to not marry or have families, especially in Western countries.
3. The document provides analysis of each trend and implications for marketers, emphasizing the need to recognize changing demographics and address the anxieties and values of women consumers.
This document lists and provides brief biographies of the 25 most influential business leaders over the past 25 years according to USA Today. Some of the leaders profiled include Bill Gates of Microsoft, Alan Greenspan as Federal Reserve chairman, Steve Jobs of Apple, Larry Page and Sergey Brin of Google, Herb Kelleher of Southwest Airlines, and Andy Grove of Intel. The leaders covered founded or led major companies in various industries like technology, finance, retail, media, and airlines.
For the third part of the LHBS series about young women, we have focused on consumption. While their purchasing power has diminished when compared to older generations, the sheer size of this consumer group is responsible for largeÂscale shifts in culture and consumption, and it is therefore imperative to describe how young womenâs attitudes have evolved from previous generations.
This month, online car marketplace AutoTrader, which has been working with MDC Partnersâ Doner for more than 16 years, issued an RFP seeking a new creative agency.
Advertising in 2020, tom morton's ipa talk, 24 january 2011Tom Morton
Â
1) The document discusses how the advertising industry will need to change and adapt to thrive in the future.
2) Key points that will shape the future industry include the rise of subscription-based content, the continued importance of social media, and new technologies that could improve lives or just be interruptive.
3) To succeed, the industry will need to build the new world alongside the old one, follow economic and audience trends, experiment and learn from results rather than make rigid plans.
BrandZ Top 50 Most Valuable Latin American Brands 2014Kantar
Â
The BrandZTM Top 50 Most Valuable Latin American Brands 2014 analyses and determines the value of brands from Argentina, Brazil, Chile, Colombia, Peru and Mexico. Together, these nations represent around US$5 trillion in GDP, the equivalent of the worldâs third largest economy ahead of Japan. It is the only ranking that takes into account the views of potential and current buyers of a brand, alongside financial data, to calculate its value.
The document summarizes the BrandZTM Top 100 Most Valuable Global Brands 2019 report. Some of the key highlights include:
- Amazon surpassed Apple and Google to become the world's most valuable brand, with a brand value of $315.5 billion, up 52% from the previous year.
- The total value of the BrandZTM Top 100 grew 7% to $4.7 trillion, adding $328 billion in value, more than double global GDP growth.
- Ecosystem brands like Amazon, Apple, and Google now comprise about 20% of the total BrandZTM Top 100 value, with a combined value approaching $1 trillion.
- Nine new brands joined the
This Blue Paper discusses going beyond traditional demographic segmentation to better understand the behaviors, buying patterns and desires of consumers.
Analysis of the corporate reputation of the companyGeorgeDolezal
Â
1) In 2001, Walmart had the third best corporate reputation according to a survey of the public, likely due to providing affordable products. However, over the next 13 years Walmart's reputation declined dramatically due to criticism over issues like labor practices, environmental impact, and lack of social responsibility.
2) By 2013, Walmart no longer ranked in the top 100 most reputable companies. The document analyzes Walmart's reputation using six dimensions and rates them poorly on emotional appeal, workplace environment, and social responsibility due to scandals and perceived mistreatment of employees.
3) While Walmart still performs well financially and in products/services, the document warns that without changes to improve reputation, Walmart's
Strategy Magazine wrote about the SPC Card study âPulse of the Canadian Student Shopperâ study.
With 1 million+ cardholders aged 14-24 per year, SPC Card - Canadaâs leading student loyalty program, enjoys robust and privileged access to young Canadian shoppers.
This document discusses differences in how men and women shop both offline and online. It begins by noting that research has shown women's shopping tends to be more hedonic and frequent while men's is more utilitarian. It then examines whether these differences carry over to online shopping. The document presents findings from a large study that tracked online purchases over multiple years, involving surveys and interviews. The study found that while online and offline behaviors originally differed more, they are now aligning as both genders have spent more time online. Specifically, it found that categories like home improvement and consumer electronics now have more female than male online shoppers, challenging the idea that preferences are fixed by traditional gender roles. The document advocates for online retailers to better
Williams Inference Intro. Presentationmiamialumnae
Â
The document discusses several trends related to aging populations and changing family structures:
- More elderly people are living longer and healthier lives, working longer and relying less on nursing homes. However, they may be overmedicated due to gaps in knowledge about drug interactions.
- The nuclear family is disappearing on TV and in real life, with more non-traditional household types. This makes it difficult for corporations to define "family".
- The cow is becoming a dominant symbol as fewer households contain traditional families with parents.
Philip kotler marketing_3.0_seminar_april_4_2011snehalpurohit
Â
The document summarizes Philip Kotler's presentation on marketing trends and the evolution of marketing from Marketing 1.0 to Marketing 3.0. It discusses the loss of effectiveness of traditional marketing approaches and the need for companies to shift to a more strategic, values-driven approach that focuses on all stakeholders, involves customers in product development, and addresses societal challenges like sustainability. The presentation highlights how marketing must adapt to new technologies, empowered customers, distrust in business, and other trends in order to build strong brands and company reputation.
This document provides an overview of an integrated marketing campaign for State Farm Insurance targeting single women. It includes a situation analysis noting opportunities to improve State Farm's brand awareness and connection with consumers. Strategic research in the form of surveys and focus groups was conducted. The creative brief outlines the target market as single women ages 18+ and sets the tone as professional, classy, and persuasive to increase awareness of State Farm's affordable coverage and neighborly image through various social media and traditional advertising channels.
Watch These People in 2018
Bloomberg Businessweek
November 30, 2017, 5:00 PM GMT+7
Itâs hard to say what the Bloomberg 50 will look like in December 2018. But the people belowânominated, in some cases, by our Bloomberg 50 honoreesâare all burnishing their credentials.
A think piece looking into the question of how active brands should be within the world of politics. Companies are adopting stronger Social Purposes. How do they cope when that crosses over into harder line political activism?
This document discusses brand activism and provides suggestions for brands considering taking a political or moral stance. It notes that while activism can feel risky, it can also boost brand distinctiveness and relevance if done correctly. Some key points made include:
- Brand activism is on the rise as brands look to channel consumer passions and change the world for the better, but there are risks of backlash.
- Getting it right can provide greater fame through earned media if the stance is authentic and relevant to the brand and consumers.
- To succeed, brands need empathy and must understand how their actions will be perceived by different audiences to avoid potential negative impacts.
Millennials are driving 10 trends in 2015 including the makers movement, content proliferation, net neutrality, conscious consumption, empowerment of women, and philanthropy. They seek authentic, locally-sourced goods and fight for internet freedom. Millennials also heavily consume online content and research products online. They are health-conscious and influenced by social media to curate idealized images of their lives. Millennials want brands that support good causes and empower women. They also participate in charitable challenges that benefit them socially.
1. The document discusses 15 trends related to marketing to women around the world. It focuses on trends in the Gulf region as well as worldwide.
2. Some of the key trends discussed include: the growing perception that society has become too obsessed with youth; more women obtaining higher education globally and becoming smarter faster than men; and an increasing number of single women ("singletons") choosing to not marry or have families, especially in Western countries.
3. The document provides analysis of each trend and implications for marketers, emphasizing the need to recognize changing demographics and address the anxieties and values of women consumers.
This document lists and provides brief biographies of the 25 most influential business leaders over the past 25 years according to USA Today. Some of the leaders profiled include Bill Gates of Microsoft, Alan Greenspan as Federal Reserve chairman, Steve Jobs of Apple, Larry Page and Sergey Brin of Google, Herb Kelleher of Southwest Airlines, and Andy Grove of Intel. The leaders covered founded or led major companies in various industries like technology, finance, retail, media, and airlines.
For the third part of the LHBS series about young women, we have focused on consumption. While their purchasing power has diminished when compared to older generations, the sheer size of this consumer group is responsible for largeÂscale shifts in culture and consumption, and it is therefore imperative to describe how young womenâs attitudes have evolved from previous generations.
This month, online car marketplace AutoTrader, which has been working with MDC Partnersâ Doner for more than 16 years, issued an RFP seeking a new creative agency.
Advertising in 2020, tom morton's ipa talk, 24 january 2011Tom Morton
Â
1) The document discusses how the advertising industry will need to change and adapt to thrive in the future.
2) Key points that will shape the future industry include the rise of subscription-based content, the continued importance of social media, and new technologies that could improve lives or just be interruptive.
3) To succeed, the industry will need to build the new world alongside the old one, follow economic and audience trends, experiment and learn from results rather than make rigid plans.
The document discusses challenges facing mergers and acquisitions (M&A) in 2010, including excess liquidity, low interest rates, political issues in Europe, and sovereign debt. It also covers consequences of the recent financial crisis such as opportunities for M&A by companies with strong cash positions. New regulations like Basel II and Solvency II will help the European insurance sector. Key sectors for M&A are predicted to be content/entertainment, communications, pharmaceuticals, and clean energy. Trends in 2010 show a decline in M&A activity in Europe compared to previous years.
Mobile phone subscriptions have reached 4.6 billion worldwide and are expected to increase to 5 billion this year. African Americans are the most active users of mobile internet according to a 2009 Pew report. English-speaking Hispanics have the highest cell phone ownership rates and do more on their phones daily than white or black Americans. These factors show that the digital divide decreases significantly when mobile use is considered. The presentation discusses considerations for libraries regarding mobile device policies, costs, and development for websites and mobile communities.
This document provides a series of 15 scenarios where a student needs to conduct online research and selects between two website options. It prompts the user to evaluate aspects of websites like authorship, date published, and domain to determine which site would be most reliable and appropriate for the given task. Key questions are also provided to help users thoughtfully assess websites and discern high-quality sources of information.
In 2008, OWLS received a grant to purchase equipment and software to enable us and our member libraries to create podcasts, vodcasts, and screencasts. This presentation shares what we did, examples of projects, and other tips and resources. Presented for the Wisconsin Association of Public Libraries conference in Wisconsin Dells on May 7, 2009.
A Project Play Date presentation. Learn how to solve all of your online account woes with Passpack, a secure, online password manager you can access from any web computer.
The document provides an overview of how to use call numbers to locate books and other materials in a school library. It explains that call numbers are like addresses that provide a location within the library. It gives examples of Dewey Decimal call numbers and describes how they are organized by category, such as 000-999 for nonfiction subjects like psychology, religion, social sciences, and more. The document also notes that fiction is typically arranged alphabetically by author's last name.
The document discusses different types of verbs including action verbs, linking verbs, helping verbs, and tense verbs. It provides examples of common action verbs like "danced" and "drove" and explains how to identify verbs and their tenses. Various activities and games are suggested to help students practice identifying and using different verb types.
The document discusses the difference between technology use and technology integration in education. Technology use refers to simply using technology for technology's sake, without clear educational goals. Technology integration means blending technology into the curriculum to achieve learning objectives. An example of use is students creating a PowerPoint, while integration would be using PowerPoint to convey a meaningful message to achieve a learning goal. The document argues technology integration is preferable, as it supports educational topics and allows students to reflect on learning goals.
The document discusses different types of verbs including action verbs, linking verbs, helping verbs, and tense verbs. It provides examples of common action verbs like "danced" and "drove" and explains how verbs can indicate present, past, or future tense through their form or use of helping verbs. A variety of online verb games and activities are also listed to help students practice identifying and using different types of verbs.
Estudio de Edelman sobre la generaciĂłn de los llamados "Millenials" (nacidos entre el 80 y el 95) y su relaciĂłn y acciones en relaciĂłn a marcas y organizaciones.
The 8095 Exchange Millenials, Their Actions Surrounding Brands, and the Dynam...Edelman
Â
Millennials view their relationships with brands as a form of self-expression. They are highly brand aware and loyal. There is a link between how immersed Millennials are in social networks and their tendency to define their personal brand by aligning with brands they favor. 86% of Millennials are willing to share information about their brand preferences online.
A New Perspective on Millennials: Segmenting a Generation for Actionable Insi...Interbrand Design Forum
Â
A New Perspective on Millennials: Segmenting a Generation for Actionable Insights
explores the discrete segments that exist within the Millennial generation.
The study was created in order to better inform retailers and consumer
goods companies on differences that exist in attitudes, behaviors and
preferences within this generation. The report is sponsored by Oracle.
Aspirationals represent 39% of the global population and are defined by their love of shopping, style and social status, as well as their desire to consume responsibly and influence others. The report details a shift towards authenticity, wellbeing, sustainability and social purpose. It reveals that understanding the deepest hopes, aspirations and values of this rising generation will define the future of brands. Brands that are able to think creatively and holistically about how to act with purpose will be most relevant and resilient.
The document summarizes research from a survey of millennials (ages 19-29) and non-millennials (ages 30+) in the US regarding their attitudes towards customer loyalty programs and rewards. Some key findings from the survey include:
1) Over three-quarters (77%) of millennials participate in loyalty and rewards programs, compared to four in five (82%) of non-millennials.
2) Nearly half (47%) of millennials agree they are more likely to share personal details with brands that offer loyalty and reward incentives.
3) When introduced to the idea of a US coalition loyalty program where points can be earned across multiple partners, 74% of millennials rated this as
The document discusses brand valuation methodology used by BrandZ. It notes that BrandZ's methodology is unique in that it uses extensive consumer research and data from over 2.2 million consumers in more than 30 countries to establish each brand's contribution and value. This consumer-facing approach combines consumer insights with financial analysis. The document also provides insights into trends seen in Latin American brand valuations compared to other regions.
This report has been written to be both informative and concise, so if you would like any further information on any of the topics covered, please don't hesitate to get in contact.
The document summarizes key findings from the 2015 Aimia Global Loyalty Lens report. It finds that:
1) Younger consumers, especially Millennials and Generation Z, are more willing to share personal information with companies in exchange for personalized offers and content. Over 80% of respondents globally are willing to share basic contact details.
2) Customer loyalty programs have very high membership rates globally, with an average of 85% of consumers belonging to at least one program. However, there is some country-level variation, with Germans being the least likely to join at 31%.
3) Trust is a more important factor for consumers sharing data than rewards. While rewards can influence some "non-shar
Millennials born between 1980-1995 are the largest generation globally and will make up 75% of the workforce by 2025. They have come of age during difficult economic times and are more entrepreneurial as a result. While their aspirations are traditionally focused on careers, families and home ownership, the global recession has delayed these goals and created a new breed of entrepreneurs among Millennials. For brands to be successful with Millennials, they need to demonstrate authentic purpose and engagement beyond just selling products, as Millennials are more discerning consumers influenced by their peers.
Content drivers for global brands: new innovative paths for your branded cont...Vanksen
Â
Generation Z and major events such as the pandemic are leading the change. Our world is becoming a global, multicultural and digitalized village. Vanksen expert teams used their analytical skills to look into the main shifts impacting worldwide content creators lately.
https://www.vanksen.com/en/insights/content-drivers-for-global-brands
Millennials and sustainability not all in the same bag | Albert VilariĂąo Alon...Albert VilariĂąo
Â
Post published on Medium on 2/2/2017
https://medium.com/@albert.vilarino/millennials-and-sustainability-not-all-in-the-same-bag-344f4f3b6c0e#.upiqfge8y
The document discusses how Gravity Thinking uses social intelligence to understand consumer conversations and develop marketing strategies for clients. It provides examples of how Gravity Thinking analyzed social media discussions regarding brands like Philips, Sailor Jerry rum, Maximuscle, Gaggia coffee machines and air fryers to develop targeted strategies addressing consumer interests and concerns.
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective.
This document summarizes research from Edelman Berland's 8095 study on Millennials. Key findings include:
- Millennials, born between 1980-1995, are now the largest generation and will make up 75% of the workforce by 2025. They influence brand and purchase decisions of other generations.
- The global recession has created both traditional and non-traditional values in Millennials. They remain optimistic but realistic, with top life goals including home ownership, family, and careers.
- Millennials are digital natives who crowd-source information but still value offline recommendations. They want to engage with and influence brands through experiences, entertainment, and two-way dialogue.
LHBS Insight & Inspiration Snapshot
This presentation includes some of the most interesting insights about emerging & shifting consumer behavior and inspiration in the area of marketing, product and service innovation.
All signs come straight out of our Inspiration-Hub, a digital platform that tracks changes in people, markets and technology to bring customized insights and inspiration to your organization.
LHBS is an unconventional strategy firm that helps clients better understand today and successfully shape tomorrow. LHBS has extensive experience & expertise in business development, brand building and customer experience. The firm works across all major industries for clients from the FT Global 500, German Mittelstand and fast growing startups.
The document provides information about the 2008 Edelman Trust Barometer survey. Some key findings include:
1. The survey polled opinion elites ages 35-64 in 18 countries as well as ages 25-34 in 12 countries for the first time.
2. The survey found that in most countries, respondents trust NGOs and businesses more than the government to do what is right.
3. Younger opinion elites ages 25-34 generally showed higher levels of trust in businesses compared to older respondents. They are also more open to information from a variety of sources.
Millenials
Studentâs Name:
Institutional Affiliation:
Date:
Millenials
Abstract
The study reviews an extensive analysis of focus on Millenials generation particularly in America and the correlation it has with the workplace, their desires, relations, communication career choices, and family consideration. The millennials as born between 1980 and mid-2000s make the greatest of American with one-third of the overall American population by 2013.They thus make the significant part of the economy and need to be studied so as to realize the American dream. Being diverse and so much educated and since they come of age at a hard economic time, hence up to date their life is affected by the recession. The lives of the millennials are based on transformation. The largest percent of millennials are White followed by Hispanics, black with few Asians/Pacific Islanders and other. This essay explores the beliefs, contact and other aspects surrounding Millenials.
Introduction
The basic millennials are generations born between years 1980 and 2000. They are believed to be the biggest in population in the United States history. Sadaghiani & Myers (2010), opine that nation of the time. Particular traits related to their birth which came during the time of recession when Great Depression had affected America and there were difficulties in the economic time. According to Sadaghani & Meyer (2010), Millenials are also characterized to be self âcentered lack enthusiasm; disloyal and disrespectful .This distinct trait is necessitated by economic, political and social influences. Their unique traits are poised to change the American economy in terms of how the companies transact in business and how companies employ millennials. This reason, therefore, makes companies strategize their operations in relation to dealing with millennials, therefore, leading to a great impact in a change in the economy. Therefore, with the exploration of millennialsâ communication values, their expectations, their interaction with co-workers and how their environment impact on millennials, the large part of American culture will have been explored.
Communication
In terms of communication, millennials have particular ways in which they set information to others and families. They communicate too with the workforce, clients, and the bosses in a discrete way. According to Sadaghiani & Myers (2010), communication is factored as a mode of information sharing, decision making, influence, coordination motivation and documentation in work groups and organizations. Effective communication serves to maintain a link within an organization and organized groups. White (2016) states that due to dynamic changes in employeeâs millennials continue to comprise a vast majority, therefore, their impact in the organizational mode of communication is more important. Unlike the old-school legacy communications like emails and intranets millennials have shifted o more mobile friendly tools. This has forced o ...
This document discusses the evolution of social media marketing and the importance of brand authenticity. It summarizes the growth of word-of-mouth marketing from 2004-2009 and the formation of ethics guidelines. It then describes how Kraft Foods successfully launched a new cream cheese product through an honest social media campaign telling the real story of two employees. Key lessons highlighted are the importance of being authentic, engaging in two-way conversations, committing resources to outreach, and focusing on people over technology.
The Huffington Post Millennials Are Defining the Workplace.docxoreo10
Â
The Huffington Post
Millennials Are Defining the Workplace
Posted: 08/26/2014 6:03 pm EDT Updated: 08/26/2014 6:59 pm EDT
Millennials lead the pack when it comes to digital influence.
And understandably so. After all, now in their 20s and 30s, these adults have grown up in the
digital era. It comes naturally to them. It is part of their every day. It defines them and they, in
turn, have significant influence on those around them, whether from home, the workplace or the
treadmill.
Social media, of course, are the favored form of communications. With smartphones, tablets and
other digital devices, each tap matters greatly as they share thoughts and concerns or read what
friends and others have to say.
Pew Research calls Millennials "digital natives." In its 2014 report, "Millennials in Adulthood,"
Pew points out that they are:
"the only generation for which these new technologies are not something they've had to adapt to.
Not surprisingly, they are the most avid users.
"They have taken the lead in seizing on the new platforms of the digital era - the internet, mobile
technology, social media - to construct personalized networks of friends, colleagues and affinity
groups."
In what may seem as no more than the blink of an eye, these Millennials are fast becoming the
largest group of employees at companies large and small. Neither idle nor quiet, many of them
are making their mark.
Fast moving through the ranks and exerting greater influence in the workplace, they are now
forcing changes in how to motivate and engage with employees. And you can count on that
continuing for a long, long time.
Ron Alsop, journalist, author and former Wall Street Journal editor, set the tone for how the
Millennials would eventually dominate the workforce in his ground-breaking 2008 book: "The
Trophy Kids Grow Up: How the Millennial Generation Is Shaking Up The Workplace."
Mr. Alsop saw early on that the Millennials would bring a set of values and priorities that
differed significantly from the generations that came before them: Gen X and Baby Boomers.
With the Millennials, he wrote, "employers are facing some of the biggest management
challenges they've ever encountered." http://www.thetrophykids.com
While the earliest assessments of Millennials tended to be very skeptical of this group - quick to
call them coddled and focused on themselves - we now have better insights and see this
generation as having very different expectations of employers than did their predecessors.
Among Millennials, loyalty is hard won, independent thinking is prized, questioning is the norm
and proof is what they are looking for.
Pew adds another very important distinction: Millennials, the research says, are "unmoored from
institutions," or unattached from organizations that have been so important to earlier generations.
This applies to religion, social groups, corporations and politics. Adding to their sense of not
belonging, t ...
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf46adnanshahzad
Â
How to Start Up a Company: A Step-by-Step Guide Starting a company is an exciting adventure that combines creativity, strategy, and hard work. It can seem overwhelming at first, but with the right guidance, anyone can transform a great idea into a successful business. Let's dive into how to start up a company, from the initial spark of an idea to securing funding and launching your startup.
Introduction
Have you ever dreamed of turning your innovative idea into a thriving business? Starting a company involves numerous steps and decisions, but don't worryâwe're here to help. Whether you're exploring how to start a startup company or wondering how to start up a small business, this guide will walk you through the process, step by step.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Â
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
Digital Marketing with a Focus on Sustainabilitysssourabhsharma
Â
Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
Top mailing list providers in the USA.pptxJeremyPeirce1
Â
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Â
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
Â
Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
Understanding User Needs and Satisfying ThemAggregage
Â
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
⢠Introduce a taxonomy for user goals with real world examples
⢠Present the Onion Diagram, a tool for contextualizing task-level goals
⢠Illustrate how customer journey maps capture activity-level and task-level goals
⢠Demonstrate the best approach to selection and prioritization of user-goals to address
⢠Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
3 Simple Steps To Buy Verified Payoneer Account In 2024SEOSMMEARTH
Â
Buy Verified Payoneer Account: Quick and Secure Way to Receive Payments
Buy Verified Payoneer Account With 100% secure documents, [ USA, UK, CA ]. Are you looking for a reliable and safe way to receive payments online? Then you need buy verified Payoneer account ! Payoneer is a global payment platform that allows businesses and individuals to send and receive money in over 200 countries.
If You Want To More Information just Contact Now:
Skype: SEOSMMEARTH
Telegram: @seosmmearth
Gmail: seosmmearth@gmail.com
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanfordâs Design Thinking
2. IDEOâs Human-Centered Design
3. Strategyzerâs Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblinâs Ten Types of Innovation
7. McKinseyâs Three Horizons of Growth
8. Customer Journey Map
9. Christensenâs Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategynâs Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bonoâs Six Thinking Hats
17. Stage-Gate Model
18. Toyotaâs Six Steps of Kaizen
19. Microsoftâs Digital Transformation Framework
20. Design for Six Sigma (DFSS)
To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations
2. CONTENTS
2
8095 Research by Edelman and StrategyOne.
Methodology: Research conducted by StrategyOne
between February 24 - March 8, 2010. Surveyed
3,100 respondent 8095ers (those born between
1980 - 1995) in eight countries: Brazil, Canada, China,
Germany, India, Italy, the United Kingdom and the
United States. Three hundred interviews conducted
per country, U.S. as an exception with 1,000
interviews. Online survey. +/- 1.8 margin of error
for the total sample.
For more information on 8095, contact:
Christina Smedley
Global Chair, Edelman Consumer Marketing
christina.smedley@edelman.com
Alex Abraham
Vice President, Group Head
Edelman Consumer Marketing
alex.abraham@edelman.com
Material may be used with credit given to
Edelman/StrategyOne.
Introduction (3)
Brand Relationships as a form
of Self Expression (5 )
Information is a key to Influence (10)
Taking Action is a Core Value (14 )
Reverberation is Online, Offline and
increasingly Mobile (18 )
Not an end, a beginning to
the Exchange (23 )
3. 3
INTRODUCTION
According to CIA World Factbook, more than 1.7 billion people on
earth today are between 15 years and 30 years of age, with an
average age of 28. Worldwide, they are known as Gen Y or the
Millennial generation.
We, however, call this diverse population â born between 1980
and 1995 â 8095ers.
The fact is, as a group, 8095ers are now in charge, spending more
than any other generation and spending it in ways that a generation
ago or even a few years ago was unimaginable. To understand
8095ers is to begin to understand how to connect and interact with
this extraordinary population. Marketers cannot afford to ignore
8095ers. More importantly, none of us will succeed without them.
As Kit Yarrow and Jayne OâDonnell, authors of the bestselling Gen
Buy wrote, Millennials are âthe largest, most diverse, educated
and influential shoppers on the planet.â An IRI study indicated
that Millennial women 20 â 30 years of age represent a $54 billion
marketing opportunity, which in the next few years will surpass
baby-boomers in consumer package goods spending.
In this research, weâve developed a complex point-of-view, truly
reflective of a diverse generation whose defining life events thus far
have included 9/11, the 2004 Southeast Asian tsunami, Hurricane
Katrina, the 2008 Sichuan (China) earthquake, the Facebook
revolution and the Great Recession.
Our journey of discovery included interviews with 3,100 Millennials
from eight countries â Brazil, Canada, China, Germany, India,
Italy, the United Kingdom and the United States. Our focus was on
listening, not judging and to avoid the stereotypes that obscure
whatâs truly distinctive about 8095ers and the ways brands fit into
their lives.
We wanted to understand how 8095ers:
⢠connect with brands
⢠form and share their opinions about products
and companies
⢠use technology to build their networks and
share information
⢠make purchasing decisions
⢠are influenced by their families and peers and
⢠influence others
Feedback from our internal focus group suggested that 8095ers
donât trust what research up to now has said about them. In fact,
those in the focus group were more blunt than that.
They said that no one has 8095ers figured out yet.
Previous studies have defined them as a group rather than
exploring their diversity. We understand that they are far from
a monolithic bloc.
Think about it: 8095ers encompass a group that ranges vastly in
age. Consider the fact that the first of them turned 30 this year and
in the U.S., the average age of a new mom is 25. This generation
4. 4
represents a range of life stages and milestones: from adolescence
to adulthood; from high school to college or the workforce; from
single to married to parents or, for an increasing number, just single.
We actually thought this was good news. It means that starting here,
starting now, we will lead the charge to get to know and understand
8095ers in a way no one else has. The 8095 Exchange is just the
beginning of an ongoing exploration of who they are, what they
aspire to, why they act as they do, and how to reach and connect
with them.
This paper, The 8095 Exchange, reflects a conversation with
them about their relationships with brands, their attitudes and
perceptions on how companies try to reach and engage them, and
how they prefer to connect and influence each other on products,
causes and trends.
The idea is to use what weâve learned here to set a benchmark
of sorts, a starting place from which we can learn more as they
continue to evolve and their influence continues to grow. From this
global benchmark, the conversation is continuing even
as you read this in an online insights community we call 8095
Live. In this active, diverse group of 8095ers, we can talk in real-
time about breaking news, trends and product launches. Here we
will also track how 8095ers change their opinions through life
stages and milestones â and what that could mean for long-term
brand relationships.
What you will find in these pages are discoveries, observations
and revelations; what you wonât find are sweeping generalizations.
After all, while 8095ers share many traits and behaviors, they are
more diverse ethnically, economically, and socially than any other
generation in history. They are more connected with a sense of
global network and perspective. They have instant access to one
another and to information. They are aware of and believe in their
own voice and power.
They are, in a word, different than the rest of us. Want to know how
different? Read on.
*Levis Strauss is an Edelman Client
With Millennials, we have to let go a lot. As a brand, I think we were a company, among
others, who felt that tight control of the brand and saying what our voice is was
crucial up until probably a couple of years ago. Weâre essentially a brand now that is
based on co-creation, self-expression and originality. Our Millennial customers are a
big part of that.
-- Michael Perman, Senior Director of Global Marketing, Levi Strauss*
An ongoing dialogue
with 8095ers
8095 Live is an online
insights community of 500
U.S. Millennials, representing
a range of segments, who
provide real-time opinions
and insights. Here brands can
track shifts in perception in
the midst of breaking news,
competitive environments and
life stage advancements.
6. 6
Our 8095 respondents reflected a strong sense of brand awareness and loyalty.
This research suggests a link between the immersive, symbiotic relationship
8095ers have with social networking channels and the likelihood to define their
personal brand by aligning with the brands they favor.
Eight-six percent of 8095ers are willing to share information about their brand
preferences online, making it a top personal identifier.
Brand loyalty among them is strong overall. Seventy percent feel that once
they find a company or product they like, they keep coming back. And the more
the brand fits into their lifestyle, the more inclined they are to gain personal
identification with that brand. But after a bad experience with a brand, most
8095ers say itâs extremely difficult to win them back. In fact, 14 percent of 8095ers
in the UK say definitively that once a brand has lost their trust and respect, the
brand can never regain it back.
BRAZIL
81%
WILL SHARE THEIR
BRAND PREFERENCE
ONLINE
86%
INDIA
87%
UK
86%
USA
90%
ITALY
90%
GERMANY
81%
CANADA
82%
CHINA
90%
GLOBAL AVERAGE
BRAZIL
81%
WILL SHARE THEIR
BRAND PREFERENCE
ONLINE
86%
GERMANY
CANADA
82%
CHINA
GLOBAL AVERAGE
BRAZIL
81%
WILL SHARE THEIR
BRAND PREFERENCE
ONLINE
86%
INDIA
87%
UK
86%
USA
90%
ITALY
90%
GERMANY
81%
CANADA
82%
CHINA
90%
GLOBAL AVERAGE
BRAZIL
81%
WILL SHARE THEIR
BRAND PREFERENCE
ONLINE
86%
INDIA
87%
UK
86%
USA
90%
ITALY
90%
GERMANY
81%
CANADA
82%
CHINA
90%
GLOBAL AVERAGE
BRAZIL
81%
WILL SHARE THEIR
BRAND PREFERENCE
ONLINE
86%
INDIA
87%
UK
86%
USA
90%
ITALY
90%
GERMANY
81%
CANADA
82%
CHINA
90%
GLOBAL AVERAGE
BRAZIL
81%
WILL SHARE THEIR
BRAND PREFERENCE
ONLINE
86%
INDIA
87%
UK
86%
USA
90%
ITALY
90%
GERMANY
81%
CANADA
82%
CHINA
90%
GLOBAL AVERAGE
Brand preference ranks with religion and
ethnicity as a top personal identifier online.
7. 77
8095ers and brand trust
Expressing support for a brand, especially when itâs
a personal statement, can be precarious, so nothing
matters more to 8095ers than authenticity, integrity,
and an ability to deliver. It all comes down to trust.
And brands must recognize that the 2010 version
of trust is much more dynamic than in years past. Itâs
deeper and more intense, but the greater availability
of information can also destroy it faster.
As a result, a companyâs reputation can matter as
much as the performance of its products. While
30 percent of 8095ers cited product quality and
reliability as the factors that led them to trust and
respect a brand, nearly one-quarter indicated that
they would lose respect for a company because of
concerns about its operating practices or services.
Furthermore, nearly one in five 8095ers in the UK
indicated that they would lose respect for a company
because of its treatment of employees.
Purchase and affiliation as self-
expression
A Pew Research survey found that 34 percent of
Millennials bought a certain product or service they
like because of the social or political values of the
company that provides it. The converse was also true:
an equal number will not buy for the same reasons.
When a Millennial loses trust or respect in a brand,
the majority will tell their family and friends not to
purchase the companyâs products.
While 55 percent of respondents said that price was
the most important attribute in making purchasing
decisions, 8095ers told us that price was the least
important factor in building a brandâs trust and
respect: in that regard, 30 percent cared more about
product quality and 20 percent the range of products
offered. One in three said they looked for brands to
make a positive impact on the world. One in five said it
was important that brands helped them achieve their
personal goals.
More than half of our 8095 respondents are willing
to share more information about themselves with a
trusted brand in exchange for greater access or more
relevant content such as coupons, free samples, and
sneak peeks at new products.
This type of sharing has limits. A majority of 8095ers
werenât likely to share their personal phone numbers
or addresses online, and at least 4 in 10 are not willing
to share incomes, the name of their employer or even
BRAZIL
65%
INDIA
73%
UK
67%
USA
80%
ITALY
74%
GERMANY
62%
CANADA
69%
CHINA
72%
ONCE I FIND A COMPANY
OR PRODUCT I LIKE,
I KEEP COMING BACK
70%GLOBAL AVERAGE
Brand loyalty is strong
for 8095ers overall.
8. Six in ten 8095ers will share
more personal information
with trusted brands.
8
their photos online. Pew Research revealed that Millennials believe
âyou canât be too careful with the people you deal with,â and just 28
percent feel that most people can be trusted.
A 2010 Pew survey found that people aged 18 to 29 are more likely
than older adults to take steps to limit others from accessing their
personal information online. Study results showed that 44 percent
of younger adults try to protect their information, compared to
33 percent of users between 30 and 49, and 25 percent of those
between 50 and 64. Seventy-one percent of younger social
network users have changed the privacy settings on their profiles
to limit what is shared with others, while only 55 percent of social
networkers between the ages of 50 and 64 have changed their
default settings.
Some brands
help me to create
my image. Some
help me to gain
knowledge. Any
of the brands that I
prefer play a role in
my achievements,
though this role is
supporting.
- Female, 21, Russia
WILLING TO SHARE MORE
PERSONAL INFORMATION
WITH TRUSTED BRANDS
58%GLOBAL AVERAGE
INDIA
58%
UK
46%
USA
64%
ITALY
55%
MEN
57%
DADS
72%
MOMS
69%
WOMEN
60%
STUDENTS EMPLOYED
BRAZIL
62%
GERMANY
38%
CANADA
47%
CHINA
62%
WILLING TO SHARE MORE
PERSONAL INFORMATION
WITH TRUSTED BRANDS
58%GLOBAL AVERAGE
INDIA
58%
UK
46%
USA
64%
ITALY
55%
MEN
57%
DADS
72%
MOMS
69%
WOMEN
60%
STUDENTS
57%
EMPLOYED
71%
BRAZIL
62%
GERMANY
38%
CANADA
47%
CHINA
62%
9. 9
MILLENNIAL MOM, 29
Dallas, TX, USA
Born 1981, Married, one child
Part-time educator
Active on: Facebook
Favorite websites, newspapers, magazines or TV shows:
Starfall.com, babycenter.com, mamapedia.com, Parenting
(The Early Years), Baby Talk, In Style, Mad Men, Gossip
Girl, Parenthood
What, if any role, do you think brands play in helping you achieve your
personal goals? Currently,IfeelthatbrandsIpaymostattentiontoare
thosethatimpactmydaughter.Thiscurrentgenerationisveryfocused
onprovidingsafe,organicalternativesforthewell-beingoffuture
generations,aswellasourplanet.
Who do you trust most for brand and product recommendations?
Friendsthathaveutilizedparticularproducts,bloggersthatdocument
theirexperiencewithproducts,andconsumerswhowritereviewson-
lineabouttheproducts.
Why do you trust them? Becausetheyhavealreadyhadpersonal
experiencewiththeproductorbrandofinterest.
Whatâs the one misconception that you think companies have about
you and other moms your age? Ithinksomecompaniesassumethat
bystampingthewordânaturalâonaproduct,motherswillassume
thatitisorganicandnotbotherreadingwhattheproductismadeof.
Unfortunately,althoughIdobelievetherearedefinitelymanypeoplethat
wouldunknowinglydoso,thereisagrowingsegmentofthepopulation
thatnowknowsbetter.
What advice can you share with companies who want to truly
reach you and your friends? Amotherâstopconcernisalwaysregarding
safety.
11. 11
8095ers are subjected to a massive flow of information, and each piece has the
potential to influence how they make their purchasing decisions. Many of them
have become active contributors to the volume of information about brands
through blogs, product reviews and online forums.
Adopting new technology has become a way of life for many 8095ers. As Mike
Walsh described in Futuretainment, âThey are not trying to change the world; they
have simply never known any other.â In fact, 74 percent of Millennials believe that
new technology makes their lives easier, with more than half saying that it helps
them be closer with their friends.
The constant flow of data feeds 8095ersâ thoughts and conversations. Sixty-five
percent of respondents told us they are disconnected for one hour or less each day.
So what distinguishes the truly distinctive and influential sources of information
from the background noise? The answer is the key to making inroads with this
perpetually evolving group.
8095ers seek information beyond
their peer network
While social networks, sharing and collaboration all empower Millennials to make
personal decisions, our research found that they often extend well beyond their
peer network to glean information, opinions and knowledge.
Pew data shows that 75 percent have created a profile on a social networking
site, with 55 percent visiting those sites at least once a day. More than 60 percent
connect to the Internet wirelessly when they are away from work or home and 88
percent text each other.
1 in 5
Millennials have posted
a video of themselves online.
65% of Millennials are
disconnected one hour
or less per day.
11
12. 12
Eighty-seven percent of 8095ers indicated that they consult at least
one to three information sources before selecting new technology
such as mobile phones, with 31 percent consulting seven or more
sources. When choosing which brand of product or service to buy,
that total dipped slightly to 86 percent.
This eruption in available data points means that brand-marketing
efforts make up an increasingly small sliver of available information.
Rather than relying solely on sanctioned marketing and product
information, 8095ers can tap the whole world of dataânot just
a pithy catchphrase or celebrity endorsementâto form opinions
about brands.
8095ers look for more
information about a
product an average of
7.4 times per month;
Millennial moms led the
way, seeking additional
information 9.2 times
per month.
FAMILY
FRIENDS
SEARCHENGINE
EXPERTWEBSITE
CO-WORKER
SOCIALNETWORKS
NOBODY,IDOITALONE
OTHER
77 %
64 %
21 %
21 %
20 %
13 %
8 %
2 %
ng life decisions whichofthe
mationsourcesdoyoureachouttoin
ur decision?Friends and family are the
top sources of information
8095ers seek in making
major decisions.
13. 13
Information empowers action
and influence
As Gen Buy noted, the âdemocratizationâ of
information and opinion enabled by the Web has
led Millennials to be more self-reliant in making
purchasing decisions. Our research clearly supports
the notion that 8095ers educate themselves on
brands with information from a variety of channels.
The majority of 8095 respondents use up to six
sources of information to help make their final
decisions on everything from clothes and electronics
to grooming products.
These trends have far-reaching implications. With so
many potential sources of influenceâfrom family and
friends to online peer groups, social communities and
vast arrays of product informationâhow can brands
ensure that they are part of the conversation when
it matters?
Similarly, since Millennials have increased access to
product information, brands will have to find different
ways to communicate with them, both directly and
indirectly through their colleagues and influencers
who transcend personal networks.
âThe same tried and true
ways of marketing do not
hold. The old playbook is
out. We need to understand
where we can fit into
(Millennialsâ) lives.â
Kirsten Lynch, CMO, Quaker*
BRAZIL
56%
INDIA
55%
UK
47%
USA
42%
ITALY
56%
GERMANY
48%
CANADA
51%
CHINA
58%
CONSULT 4 OR MORE
SOURCES WHEN CHOOSING
WHICH PRODUCT OR
SERVICE TO PURCHASE
51%GLOBAL AVERAGE
*Quaker is an Edelman Client
14. 14
FULL TIME STUDENT, 20
Tokyo, JAPAN
Born 1990, Single
Full-time employed/Full-time graduate student
Active on: Facebook, Twitter
Favorite websites, newspapers, magazines or TV shows:
Twitter and a Japanese historical TV drama, Ryomaden (NHK)
What is a brand? I think a brand is a perception of consumers over a company or a
product/product group. It is something that becomes complete only when consumers
recognize it and evaluate it. Even if a company plans to create a specific brand, that
brand cannot be established unless consumer agrees/perceives in that way. For a
company, a brand is companyâs identity and pride.
Whatâs the one misconception you think companies have about you and other students
your age? My generation is typically called a âYutori-sedai.â It is a name to call my
generation who went through a period when the government reduced the mandatory
educational hour around 2000. However, the government quickly reverted back to
the previous required hours due to the evaluation that people did not get sufficient
education. People, in general, say that my generation is âYarukinai,â that is, we do not
have a sense of âachievementâ or âAtsukunai,â we do not have passion.â I think we have
passion, it is just that we have much more options in our lives that our attention and
interests are diversified. I think my generation is a âdiversification generation.â
What advice can you share with companies who want to truly reach you and your friends?
Do not persuade consumers of my generation with explanations such as: âHaving this/
owning this shows your statusâ or âowning this is a must.â
What is the biggest concern for you and your friends? Employment. Overly frustrated
to get a job. In Japan, people start becoming serious about âemploymentâ from the
winter of their third year at college. I think the pressure is coming down to first/second
year people lately.
16. With a group as diverse as 8095ers, action can take many different
forms, but the nearly ever-present connection to their peers plays a
pivotal role. From joining online communities sponsored by brands
to viewing and recommending videos or news stories, action has
moved beyond commerce to become part of the very fabric of social
interaction and living.
This connection makes Millennials an extremely desirable but
complex group: desirable because they spend so much time
engaged, complex because, as a result of extended exposure to
brands and marketing, they can be very sophisticated consumers.
A Mintel study reported that Millennials âhave more involvement
in pop culture and activities that would compel them to try new
products and services and recommend them to friends.â The looming
question for companies then is how to develop the right tools and
strategies to reach Millennialsânot just to sell products, but to
inspire action.
Nine-in-ten 8095 Live respondents
take action weekly on behalf of a brand.
16
17. An array of actions for preferred brands
Eighty-two percent of 8095ers have joined a
brand-sponsored online community. Nearly half (47
percent) have joined more than three. Chinese and
U.S. respondents were the most likely to engage in
this activity, while German and Italian members were
less active.
Beyond the social aspects of online groups, studies
suggest that Millennials expect to be rewarded for
their loyalty and engagement. Recent Facebook
research found that 42 percent of its members
fan pages in search of insider tips or information.
Clearly, companies have the opportunity to create a
strong presence among Millennialsâif they can craft
compelling offerings and invitations to reward their
followers.
Nearly 70 percent of 8095ers indicated that they
recommend their favorite brands to family or friends.
A significant number, 47 percent, write about good
experiences online, with respondents from Brazil and
China the most likely to take the time to do so. Yet,
negative brand experiences also spark this kind of
action, with nearly 40 percent of respondents saying
they have criticized a brand on a social network.
Moreover, a total of 57 percentâand 70 percent in
the United Statesâsaid they would volunteer to try
new products, with those willing to create a video and
post it online or write an online review close behind.
What factors should companies focus on to persuade
Millennials to try their brands? Our research
provides some insight. 8095ers said they would
consider trying brands based on offerings such as
discounts and free products (36 percent), additional
information about the product (26 percent), tools
Nearly 20%
of8095Liverespondents
haveattendedabrand-
sponsoredeventinthe
last30days.Ofthosewho
attended,more than
65% purchaseda
productthatwas
featuredattheevent.
BRAZIL
INDIA
UK USA
ITALY
GERMANY
CANADA
CHINA
PERCENTAGE WHO HAVE
JOINED SEVEN OR MORE
BRAND-SPONSORED
ONLINE COMMUNITIES
25%GLOBAL AVERAGE
25%
27% 15%
38%
26%
28%
14%
24%
MEN
24%
DADS
26%
MOMS
14%
WOMEN
16%
STUDENTS
23%
EMPLOYED
20%
17
A majority of 8095ers have
joined multiple brand-sponsored
online communities.
18. and resources to improve other aspects of their lives (18 percent), and access to
exclusive events and unique brand experiences (14 percent).
While discounts and free products would seem to be an obvious draw, nearly one in
five 8095ers would consider switching to a brand that plays an active catalyst role
in their life. In China, this was the number one reason why 8095ers would switch
brands. Our respondents also exhibited a growing desire to support environmental
causes and local vendors. Four of ten 8095ers indicated that they would buy
products that are made or grown locally, even if those goods are
more expensive.
Itâs worth noting that brand loyalty can rise and fall depending on life stage, and
since the age range of our sample encompasses so many important milestones,
these fluctuations are more pronounced. While this dynamic can create challenges
for brands, going forward weâll also explore how companies can connect with
Millennials when they are their most curious, open, and passionate to establish
a relationship that endures across life stages.
57%â 70% in
the U.S. â would
volunteer to try
a new product
from a trusted
brand and most
testers would post
a review online
to promote the
experience.
18
Though they lean toward positive
reviews, good or bad, more
8095ers will write about their
brand experiences online.
BRAZIL
57%
INDIA
46%
UK
44%
USA
35%
ITALY
49%
GERMANY
39%
CANADA
41%
CHINA
60%
BRAZIL
44%
INDIA
35%
UK
36%
USA
29%
ITALY
42%
GERMANY
38%
CANADA
38%
CHINA
53%
WRITE ABOUT POSITIVE
EXPERIENCES WITH PRODUCTS
OR COMPANIES ONLINE
47%GLOBAL AVERAGE
WRITE ABOUT NEGATIVE
EXPERIENCES WITH PRODUCTS
OR COMPANIES ONLINE
39%GLOBAL AVERAGE
19. 19
EMPLOYED STUDENT, 30
Beijing, CHINA
Born 1980, Single
Full-time professional/Part-time university student
Active on: Twitter, Tumblr
Favorite websites, newspapers, magazines or TV shows:
Gossip Girl, Heroes, Desperate Housewives
Why do you trust friends for brand recommendations? Friendswonât
cheatyou.Youcanseehowthebrandinfluencestheirlifeandcanjudge
whetheritsuitsmeornot.
Why do they trust you? Iintroducebrandsinaneutralway,usingmy
positiveexperiencestoimpressthem.
How do you typically share experiences and preferences with them?
Viasocialmediachatandtext.MSNorothertoolstochatwiththem.We
donâtreallygivedirectadvicebutIwillusemyownexperienceandother
referenceinformation.
What advice can you share with companies who want to truly reach
you and your friends? TreatChineseconsumersthesamewayasin
othercountries.Nodiscriminations.Nocheatingandbehonestifyou
haveaqualityproblem.Whenyouusesocialmediatooutreachtous,
pleasepayattentiontoourconversationsinsteadoffeedinguswith
propagandainformation.Beinnovativeandcreative.
Will you post negative content online about a brand? Definitelyyes.I
willpostthenegativecontentonlineifthebrandfailstoprovidequality
products.Thiswillsavemorepeoplefromwastingmoney.
21. A company with a well-considered approach to building a brand that appeals to
Millennials, establishing trust among consumers, and inspiring action from its most
loyal followers still faces a serious, ever-present challenge: how to harness the
energy and influence of 8095ers while avoiding the pitfalls inherent in engaging
with such a diverse group that communicates through rapidly evolving channels
and technology.
Imagine, for instance, that an 8095er customer has a negative interaction with a
companyâs customer service. Instead of escalating the issue to a supervisor, the
customer texts five friends to tell them of the incident. The friends in turn share the
story with their peer group, and a single event has quickly been spread to dozens of
people. For good measure, the 8095er also vents on Facebook. Friends comment
on the incident and share their own stories of bad service.
Within the past 30 days, 8095 Live
respondents have recommended
that a friend or family member
purchase a specific product in
the following categories:
54%
39%
37%
35%
35%
24%
19%
19%
13%
within the last 30 days, 8095 respondents have
recommended...
FOOD
ELECTRONICS
PERSONAL CARE PRODUCTS
CLOTHING
BEAUTY PRODUCTS
CLEANING PRODUCTS
COOKING PRODUCTS
PET PRODUCTS
OTHER
Or an 8095er cooking dinner at home tries a new recipe with a specific brand of
tomato sauce and sends a round of excited texts inviting friends to stop by to taste
the amazing dish. The tasters send their own rounds of texts praising the dish and
following the recipe to the letter.
Welcome to reverberationâthe impact that Millennials can have on brands by
communicating with their extended peer groups in real time.
Reverberation is a more recent phenomenon, enabled and fueled by technology
and how itâs altering peer interaction. Our research revealed that 76 percent of
8095ers believe they are highly depended on for their opinions among friends
and family.
And theyâre not just talking about their phones and laptops. When asked what
products they tend to share with friends, replies from our 8095 Live insights
community were wide ranging: 32 percent electronics, 19 percent personal care
products such as toothpaste and deodorant, 15 percent food, 8 percent clothing,
5 percent cookware, 4 percent personal beauty such as cologne or makeup, and
4 percent housewares, furniture, or dĂŠcor.
74%
of our 8095 Live
insights community
indicated that they
had talked to a
friend about a
favorite brand in
the past week, and
54% had talked
to a friend about a
product they donât like.
21
22. Itâs no longer just about online and offlineâ
mobile is its own subculture.
An important element of reverberation is the nearly constant
connection that Millennials have with their peer group.
Social media has garnered the bulk of the attention, as companies
craft integrated marketing campaigns that seek to tap into this
active, expansive network. But beyond social media lies the
uncharted territory of personal communication via text messages
and BBM*: itâs instantaneous, potentially global, and currently
totally below the radar.
This form of communication has become a subculture in its own
right, with the ability to inspire action and in the process boost or
destroy a brand on its own. Incidents that are communicated outside
of traditional media channels, riding at breakneck speed on the
backs of text messages and Facebook posts sent from smartphones,
can build a brand or do lasting damage.
The speed at which a brand can gain or lose trust is increasingly
more rapid, aided by the ease of spreading news and ideas through
text messages. Mobile devices have become like an appendage,
texting is a driving word-of-mouth force.
Since thereâs no longer a delay between a thought or experience
and the ability to communicate it, anyone who has an opinion is able
to voice it instantly. And, unlike most digital interactions, mobile-
platform conversations are private and untrackable, yet even more
personal and powerful.
22
62%
of Millennials
connect to
the Internet
wirelessly when
they are away
from work or
home, and
88% text
each other.
Pew Research
Focus on making an excellent product. If you do so,
then all of your marketing will be true and most of the
marketing will be done by us. We are all looking for
great products and brands to share with our friends.
The best way to help us spread the word is by first
creating a great product.â
-Male, 29, US
*RIM is an Edelman Client
23. A more extensive network of friends
The innovative ways that Millennials communicate with one another has altered
the makeup of their peer groupsâas well as what they expect from their friends.
Mindshareâs 2009 poll of 18- to 24-year-olds in the United States found that 51
percent agreed with the statement that âsocial networking sites like Facebook are
diluting the quality of relationships.â While some have responded by curbing the
time they spend on social networking sites, these defections pale in comparison to
the growth in new users.
Our research found that, on average, 8095ers have twice as many core friends
online as they do offline. When asked what they typically depend on their friends
for, our respondents selected general advice, entertainment, and encouragement,
all at around 60 percent; perspective on life was significantly lower, at just
37 percent.
Only 35 percent indicated that they seek camaraderie from their peer group,
perhaps highlighting the limits of online friendships. Around 60 percent of
respondentsâand more than 80 percent of Chinese participantsâsaid that they
would make a purchasing decision or life choice that their friends didnât approve
of. Yet, globally, 36 percent of respondents said that they would not likely make a
purchase that their friends donât approve, showing the incredible complexity of
the new influence dynamic.
When seeking customer service on a product
issue, less than one percent of 8095ers
would actually call customer service.
My first source of information for customer service is
23
Shopping
is a social
experience
for 8095ers
where brand
recommendations
happen in real-time.
An 8095 Live survey
found that nearly
two-thirds go to the
store for groceries,
electronics and
clothing with
someone else.
50%
46%
45%
30%
22%
20%
< 1%
Whatisyourfirstsourceofinformationoncustomerservice?
COMPANY WEBSITE
SEARCH ENGINE
STORE LOCATION
FRIENDS
FAMILY
SOCIAL NETWORKS
CALL CUSTOMER SERVICE
When seeking customer service on a product
issue, less than one percent of 8095ers
24. A greater emphasis on collaboration
Our research indicates that 8095ers have a strong commitment to
collaboration and their choices, actions and brand preferences are
amplified by sharing. Indeed, seven out of 10 depend on their friends
to learn about new trends, achieve their personal goals, make life
decisions and have a positive impact on the world.
Consequently, the transition from brand awareness to appreciation
to active engagement can occur rapidly, as exposure to a brand
spawns a conversation that results in texting friends or âLikingâ a
page on Facebook.
If they are having a customer service issue with a brand, one-
third of 8095ers will turn to their friends for support as their first
course of action. One in five will turn to their family and one in five
will turn to their social networks for help. Less than one percent
of the respondents in our survey said they would actually take the
traditional means of calling customer support.
Avoiding the potential downside of reverberation
However, loyalty can also pose real risks for companies that donât
deliver on their promises, and the impact is rarely easily contained
or reversed. According to our research, once 8095ers lose faith in a
brand, itâs nearly impossible to win them back.
Almost 40 percent of respondents revealed that they had written
about bad experiences online, possibly representing a large
percentage that had turned away from a brand but didnât register
their disappointment. In fact, fully 71 percent of our sample said they
would express their negative feelings about brands in some way,
from telling a friend not to purchase the brand and boycotting the
company to posting a video online.
For companies, recognizing the impact of reverberation and the
factors that drive it is just the first step. Next, they must move
beyond the framework of online and offline to include all modes of
communication. To do so requires a deeper understanding of how
specific segments of Millennials use them to interactâa topic weâll
explore in depth in our ongoing 8095 conversation.
24
In the past week, 36%
of 8095 Live respondents have
purchased a product that was
introduced to them by a friend.
When asked what makes
them recommend products,
one 8095 Live respondent
stated, âQuality of the
product and reputation
of the company. Not the
kind of reputation where
they are hip and theyâre
so cool and so I must
purchase their products,
but companies that have a
long history of caring for
their customers.â
25. 25
GRAD STUDENT, 26
Chicago, ILLINOIS
Born 1984, Single
Full-time employed/Full-time graduate student
Active on: Facebook, Twitter, Flavors.me
Favorite websites, newspapers, magazines or TV shows:
The Economist, The Onion, Slate.com, Theoatmeal.com,
Xkcd.com, Dexter
Who do you trust for brand recommendations? Friendsandfamily
whosetastesIknowmatchmine,andwhoseviewonlifeandmorality
issimilartomine.
How do you discover and research new brands and products? Usually
wordofmouthandsocialmedia.Alsoatworkandthroughtrustworthy
newssources.
How do you typically give them advice on brands? Asitcomesupin
conversation.Wealsodiscussviatext,emailorsocialmedia.
Whatâs the one misconception that you think companies have about
you and other graduate students your age? ThatweareADDinternet
junkieswhoneedeverythinghandedtousin140charactersorless.
Whilethismightbetrueforsome,manyofusstillwantthoughtful,
thoroughcontentandwilltakethetimetoread/watchsomethingif
itâsmeaningful.
What advice can you share with companies who want to truly reach
you and your friends? Takethetimetoengageyouraudience:Donâtjust
pushyourmessage,butlistenaswell.Socialmediachannelsmakethisa
loteasier,andtheyâreoftentimesmisusedandunderusedbycompanies.
Promptaresponse,discussion,andrelateyourcompanytosomeoneâs
lifeâdonâtbeafraidtostepoutsideofyourspecificproductandgofor
thebiggermessagetowhichyouraudiencecanrelateandparticipate.
27. 8095ers have come of age alongside technology and have absorbed
it into their lives. Their relationship with technology has completely
changed their relationship with brands and services. In fact, like
the Baby Boomers several generations before them, 8095ers have
upended what had become the traditional marketing model and now
marketers are playing catch up, trying to understand who 8095ers
are, what they want, how to reach them, how to satisfy them.
Brand loyal in a way that brands and services crave, yet with a what-
have-you-done-for-me-lately attitude they fear, 8095ers are forcing
marketers to reconsider everything. What used to be a one-way
conversation (which isnât much of a conversation at all) is now a
multifaceted, 24-hours-a-day, seven-days-a-week dialogue between
brands and their customers, between their customers and those
customersâ entire circles of friends and families. And thatâs dicey,
too, given the different types of relationships research suggests
people have with everyday in-person friends and, separately, online
friends, who may number in the tens of thousands for an especially
popular Twitterer.
Yet, the opportunity for brands is now more clearly defined.
Research shows that 8095ers are open to new experiences and new
brands. They are excited by interacting with brands and interested
in building relationships with them. They have the confidence to
stand up for what they believe but also the confidence, technology
and network to voice their opinions when they feel theyâve
been mistreated. With 8095ers, brands know where they stand
(sometimes minute-to-minute).
The 8095 Exchange isnât the end of a conversation, but the
beginning. We still have much to learn. But what we do know, what
youâve just read in these pages, is that the future is here. Brands and
marketers who continue to live in the present (let alone in the past)
will miss out on opportunities that are just too good to pass up.
All of this means that this new world â one in which 8095ers play
a central role â is rife with extraordinary opportunity. Marketers
and brands that understand who 8095ers are, how they behave,
what they want and how they communicate, will be able to thrive
and flourish.
The 8095 Exchange kicks off an ongoing conversation about the
future of brands and the people who will make or break them. These
are exciting times, indeed.
27
28. To build on our initial survey results, Edelman and StrategyOne created
8095 Live, an online insights community where brands can have an
open dialogue with Millennials about their beliefs, connections,
and perceptions. Made up of 500 U.S. Millennials, 8095 Live includes a
representative sample of major segments, ages, life stages, locations, and
ethnicities. We are engaging with this group through weekly online
conversations and have already begun to compile further insights,
many of which have appeared in this paper. In an era where communication
channels are multiplying and attitudes are constantly
evolving, research is more crucial than ever to shape marketing efforts.
We believe 8095 Live presents a powerful tool to capture the thoughts and
insights necessary to formulate effective brand strategy.
8095 8095
8095 8095 8095
8095 8095 8095
8095Welcome To Live
28
29. 29
REFERENCES
âFacebook Teens,â Facebook Market Research, January 2010
âGen Y Likes Talking About Brands,â Keller Fay Group, August 2007
âMarketing to Millennials,â Mintel Research, March 2010
Steve McClellan, âIs Facebook getting uncool for 18-24s?â AdWeek, November 16, 2009
âMillennials: A portrait of Generation Next,â Pew Research Center, February 2010
Riva Richmond, âA guide to Facebookâs new privacy policies,â New York Times, May 27, 2010
Mike Walsh, Futuretainment: Yesterday the World Changed, Now Itâs Your Turn, London: Phaidon Press, 2009
Kit Yarrow and Jayne OâDonnell, Gen Buy: How Tweens, Teens, and Twenty-Somethings Are Revolutionizing Retail,
San Francisco, CA: Jossey-Bass, 2009
The Center for Information & Research on Civic Learning and Engagement, Funded by Pew Charitable Trusts, âThe 2006
civic and political health of the nation,â October 2006
Pew Research Centerâs study on âAmericans and Social Trust, Who, Where, Why,â February 2007
Pew Research Centerâs study on âMillennials: Confident, Connected, Open to Change,â February 2010
Mindshare survey of 1,200 consumers about their social-networking habits, August 2009
www.edelman.com | www.strategyone.net
Material may be used with credit given to Edelman/StrategyOne.