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Buzz on Multicultural Millennials 2016

The report discusses multicultural millennials, defined as a diverse group that values self-identity and influence over traditional marketing labels. With 95% considering themselves influential, they demand recognition from brands and express a strong sense of trendsetting. Despite their significant media consumption, they are discerning regarding mainstream media, often viewing it as biased.

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B U Z Z O N M U LT I C U LT U R A L M I L L E N N I A L S 2 0 1 6
TA B L E O F C O N T E N T S 3 4 6 8 12 16 28 35 41 54 60 NOTE FROM TINA WELLS OVERVIEW METHODOLOGY DEMOGRAPHICS POP CULTURE MEDIA INFLUENCE BRANDS LIFESTYLE TRENDS ADVERTISING CONTACT
H E L L O T H E R E ! BUZZ ON MULTICULTURAL MILLENNIALS 3 Resilient. Trendy. Unapologetic. These are the words Multicultural Millennials use to define themselves. It’s important to note that they don’t call themselves multicultural, urban, minorities, or ethnic. We’re in a marketing season where consumers are defining themselves, and deciding how and where they see themselves. They’re filtering out what doesn’t serve their vision of themselves. So how do we define them? We like the word transcultural. In literal definition, it means “seeing myself in another.” Isn’t that who Millennials are? Specifically, 43% of Millennials are non-white and Gen Z is even more diverse. They’re growing up in multilingual, multigenerational households. So the terminology being used to define this generation is off putting, to say the least. We hope this report inspires you to expand how you view Multicultural Millennials and the clear marketing opportunity that exists with this unique demographic. TINA WELLS MARCUS WELLS CEO & Founder SVP of Research & Planning CONFIDENTIAL
O V E R V I E W BUZZ ON MULTICULTURAL MILLENNIALS 4 THEY KNOW WHAT THEY WANT AND WHAT THEY ARE WORTH This is a group of young influentials – in fact, 95% believe that people around them see them as influential. Tie that with the fact that 95% of them say they are loyal to the brands they like, and you have a consumer who knows what they want, sticks to it and influences their peer group. In fact, 80% usually introduce trends, artists, styles, etc. to friends and family before they blow up in pop culture. They recognize their worth (and power) and want brands to do the same. 82% would like to see more brands focus their marketing and advertising on minorities. SELF-CONFIDENCE IS SUPREME 78% feel like they have power as a consumer to influence big brands, and given the opportunity they may do just that. Multicultural Millennials bring a strong sense of self to the party and they expect to be recognized for that. CONFIDENTIAL
O V E R V I E W BUZZ ON MULTICULTURAL MILLENNIALS 5 78% consider themselves to be very trendy. 82% enjoy following and talking about the latest trends, while 60% stated they know everything that happens in pop culture as soon as it happens. THEY ARE INFORMATION HUNGRY & DISCERNING OF THEIR MEDIA CHOICES The amount of media they take in is astounding. 93% download apps for their smart phones monthly, 89% watch TV daily, 87% read magazines monthly, 78% listen to the radio daily, and 77% read newspapers weekly. What they trust is a different matter. Almost forty percent rarely rely on mainstream media for news. And almost eighty percent reported that Mainstream media is biased and tends to leave out facts when convenient. CONFIDENTIAL
M E T H O D O L O G Y
M E T H O D O L O G Y BUZZ ON MULTICULTURAL MILLENNIALS 7 THE ANALYSIS in this report is based on in- depth online surveys conducted among a national sample of 400 multicultural adult men and women as defined by Buzz Marketing Group, aged 21- 36 living in all 50 U.S. territories. Buzz Marketing Group posted surveys, only open to people who are part of the buzzSpotter community, between October 1-10, 2016. Survey estimates presented in this report are not weighted. No margins of error are reported. In addition to sampling error, one should bear in mind that question wording and practical difficulties in conducting surveys can introduce error or bias into the findings. CONFIDENTIAL
D E M O G R A P H I C S
D E M O G R A P H I C S LOCATION: PARTICIPANTS: AGE: 400 21-36 12% 11% 10% 8% 8% 8% 6% 5% 5% 3% 24% NEW YORK LOS ANGELES CHICAGO ATLANTA HOUSTON PHILADELPHIA BOSTON MIAMI SAN FRANCISCO NEW ORLEANS REST OF USA RESIDENCE: 57% 37% 6% URBAN SUBURBAN RURAL GENDER: 60% FEMALE 40% MALE BUZZ ON MULTICULTURAL MILLENNIALS 9CONFIDENTIAL
D E M O G R A P H I C S EDUCATION: 27% 55% 16% 2% HIGH SCHOOL BACHELORS MASTERS DOCTORATE 58% 37% 5% SINGLE MARRIED DIVORCED ETHNICITY: 32% 27% 16% 10% 8% 5% 2% AFRICAN AMERICAN HISPANIC ASIAN AMERICAN EUROPEAN MULTIRACIAL INDIAN AMERICAN MIDDLE EASTERN AMERICAN MARITAL STATUS: BUZZ ON MULTICULTURAL MILLENNIALS 10CONFIDENTIAL 51% YES 49% NO PARENTAL STATUS:
D E M O G R A P H I C S 60% 30% 9% 1% DEMOCRAT INDEPENDENT REPUBLICAN TEA PARTY ANNUAL HOUSEHOLD INCOME LEVEL: 11% 11% 20% 24% 9% 9% 5% 6% 5% LESS THAN $33K $33K - $45K $45K - $60K $60 - $82K $82K - $100K $100K - $125K $125K - $150K $150K - $170K MORE THAN $170K POLITICAL PARTY: EMPLOYMENT: 66% 11% 8% 5% 5% 5% FULL-TIME PART-TIME SELF-EMPLOYED STUDENT HOMEMAKER UNEMPLOYED CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 11
P O P C U LT U R E
How do Multicultural Millennials identify with POP CULTURE? said that TECHNOLOGY IS THE MOST IMPORTANT aspect of their life63% reported that they are always the FIRST TO KNOW ABOUT NEW TRENDS in technology78% INTRODUCE PEOPLE TO NEW TECHNOLOGY before it becomes popular69% INTRODUCE TRENDS, ARTISTS, STYLES, ETC. to friends and family before they blow up in pop culture80% said they are NOT AFFECTED BY POP CULTURE and prefer to do their own thing48% P O P C U LT U R E CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 13
P O P C U LT U R E RARELY RELY ON MAINSTREAM MEDIA for news39% love when different celebrities/ brands CROSS OVER AND TRY SOMETHING NEW84% prefer that celebrities/brands STAY IN THEIR LANES AND DO WHAT THEY DO BEST32% consider themselves to be VERY TRENDY 78% enjoy FOLLOWING AND TALKING ABOUT the latest trends82% CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 14
P O P C U LT U R E know everything that happens in pop culture AS SOON AS IT HAPPENS60% spend a lot of their free time CHECKING WHAT CELEBRITIES ARE UP TO47% reported that MAINSTREAM MEDIA IS BIASED and tends to leave out facts when convenient78% SPEND MORE TIME ON SOCIAL MEDIA AND GOSSIP WEBSITES THAN THEY SHOULD62% find themselves attracted to media that is THE COMPLETE OPPOSITE OF THEIR REAL LIFE80% CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 15
M E D I A
How often do Multicultural Millennials consume and interact with various forms of MEDIA? READ BLOGS on a daily basis 62% WRITE ON A BLOG at least once a month 47% WATCH TV every day 89% LISTEN TO THE RADIO every day 78% READ THE NEWSPAPER every day 45% M E D I A CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 17
READ MAGAZINES at least once a month 87% DOWNLOAD APPS onto their smartphones on a monthly basis93% POST OR READ POSTS ON TWITTER every day49% POST OR READ POSTS ON FACEBOOK every day85% TEXT PEOPLE every day 90% CHAT VIA AN ONLINE MESSENGER every day79% M E D I A CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 18
POST OR READ POSTS ON PRIVATE MESSAGE BOARDS every week76% POST OR READ ONLINE PRODUCT REVIEWS every week82% HANG OUT WITH FRIENDS on a weekly basis 94% HANG OUT WITH FAMILY on a weekly basis 84% M E D I A READ NEWSLETTERS weekly 77% CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 19
ATTEND TRADE SHOWS on a monthly basis 37% DISCOVER NEW MUSIC ARTISTS every week 60% DISCOVER NEW BLOGS/VLOGS every week 55% DISCOVER NEW CLUBS AND BARS 69% GO ON DIGITAL DIETS (TAKE A BREAK FROM TECHNOLOGY) every month28% M E D I A LISTEN TO RELEVANT PODCASTS on a weekly basis58% CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 20
Where do Multicultural Millennials go to get their DAILY NEWS? M E D I A TV Facebook Radio Friends Newspapers Family Phone Apps Texting Twitter Instagram Magazines Blogs Newsletters Snapchat Podcasts Message Boards 81% 73% 66% 63% 60% 56% 53% 46% 45% 41% 40% 40% 34% 30% 25% 21% CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 21
CONFIDENTIAL M E D I A | FAV O R I T E T V C H A N N E L S BUZZ ON MULTICULTURAL MILLENNIALS 22
M E D I A | FAV O R I T E B L O G S CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 23
CONFIDENTIAL M E D I A | FAV O R I T E R A D I O S TAT I O N S BUZZ ON MULTICULTURAL MILLENNIALS 24
CONFIDENTIAL M E D I A | FAV O R I T E N E W S PA P E R S BUZZ ON MULTICULTURAL MILLENNIALS 25
CONFIDENTIAL M E D I A | FAV O R I T E M A G A Z I N E S BUZZ ON MULTICULTURAL MILLENNIALS 26
CONFIDENTIAL M E D I A | FAV O R I T E S M A R T P H O N E A P P S BUZZ ON MULTICULTURAL MILLENNIALS 27
I N F L U E N C E
Which sources of INFORMATION do Multicultural Millennials trust the most? I N F L U E N C E CONFIDENTIAL 55% 50% 37% 30% 25% 24% 23% 21% 19% 17% 16% 15% 11% 10% 8% 6% TV NEWSPAPERS RADIO FAMILY FRIENDS FACEBOOK PHONE APPS BLOGS MAGAZINES TWITTER INSTAGRAM TEXTING OTHERS NEWSLETTERS PODCASTS SNAPCHAT MESSAGE BOARDS BUZZ ON MULTICULTURAL MILLENNIALS 29
A L I C I A V I K A N D E R C H A N N I N G TAT U M D E N Z E L WA S H I N G T O N I D R I S E L B A E M I LY B L U N T E U G E N I O D E R B E Z E VA L O N G O R I A G E O R G E L O P E Z H A L L E B E R R Y J A M I E F OX X J AV I E R B A R D E M J E N N I F E R L AW R E N C E J E N N I F E R L O P E Z J E S S E W I L L I A M S J O H N L E G U I Z A M O K E R R Y WA S H I N G T O N K E V I N H A R T L E O N A R D O D I C A P R I O M I C H A E L B J O R DA N M I C H A E L P E Ñ A M I C H E L L E R O D R I G U E Z P E N É L O P E C R U Z S A L M A H AY E K S A M U E L L J A C K S O N S E L E N A G O M E Z S O F I A V E R G A R A TA R A J I P H E N S O N T E R R E N C E H O WA R D T Y L E R P E R R Y V I O L A DAV I S W I L L S M I T H Z O E S A L DA N A M E D I A | FAV O R I T E A C T O R S CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 30
M E D I A | M U S I C A R T I S T S CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 31
DAY M O N D J O H N D R . P H I L E L I Z A B E T H VA R G A S E L L E N D E G E N E R E S G O R D O N R A M S AY J I M M Y FA L L O N J U L I E C H E N K I M K A R DA S H I A N L A L A A N T H O N Y M A R I A M E N O U N O S M E R E D I T H V E R A N DA M I C H A E L S T R A H A N N I C K C A N N O N O P R A H W I N F R E Y R A C H A E L R AY S H E R R I S H E P H E R D S I M O N C O W E L L S T E V E H A R V E Y T O N I B R A X T O N T Y R A B A N K S W E N DY W I L L I A M S M E D I A | FAV O R I T E T V P E R S O N A L I T I E S CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 32
M E D I A | FAV O R I T E AT H L E T E S CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 33
ARIANNA HUFFINGTON BETRO PEREZ BILL GATES BRYAN “BIRMAN” WILLIAMS CHRISTOPHER GRAY CURTIS “50 CENT” JACKSON DAYMOND JOHN JERMAINE DUPRI MAGIC JOHNSON MARK CUBAN OPRAH WINFREY RUSSELL SIMMONS SEAN “DIDDY” COMBS SHAWN “JAY-Z” CARTER SHONDA RHIMES TROY CARTER TYLER PERRY TYRA BANKS M E D I A | FAV O R I T E E N T R E P R E N E U R S CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 34
B R A N D S
A M C H B O S O N Y R I T Z D I S N E Y X B OX N E T F L I X N I N T E N D O YO U T U B E L I V E N AT I O N E S P N B R A N D S | E N T E R TA I N M E N T CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 36
B R A N D S | FA S H I O N CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 37
B R A N D S | B E A U T Y AV O N M A C L A N C Ô M E S E P H O R A S H E A M O I S T U R E D O V E N A R S PA L M E R ’ S B A R E M I N E R A L S YO U N I Q U E M A R Y K AY L A R O C H E - P O S AY U R B A N D E C AY M A K E U P F O R E V E R TATA H A R P E R U LTA CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 38
B R A N D S | T E C H N O L O G Y CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 39
B R A N D S | F O O D & B E V E R A G E K F C Z A X B Y ’ S M C D O N A L D ’ S S TA R B U C K S 7 E L E V E N PA N E R A F I V E G U Y S C H I C K- F I L - A J I M M Y J O H N ’ S D U N K I N D O N U T S B E N & J E R R Y ’ S TA C O B E L L C H I P O T L E K R I S P Y K R E M E I N - N - O U T B U R G E R W E N DY ’ S S A X B Y S C O F F E E B U R G E R K I N G J A M B A J U I C E CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 40
L I F E S T Y L E T R E N D S
Where do Multicultural Millennials go when they want to discover NEW TRENDS? MUSIC: FASHION: NEWS: L I F E S T Y L E T R E N D S CONFIDENTIAL BLOGS MAGAZINES TELEVISION BUZZ ON MULTICULTURAL MILLENNIALS 42
BEAUTY: TECHNOLOGY: L I F E S T Y L E T R E N D S CONFIDENTIAL DISPLAY BLOGS MAGAZINES BUZZ ON MULTICULTURAL MILLENNIALS 43
What do you post/read about most on social media? L I F E S T Y L E T R E N D S CONFIDENTIAL L I F E S T Y L E T R E N D S CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 44
How do you decide what to watch, read, listen to, or follow when faced with so many choices? L I F E S T Y L E T R E N D S CONFIDENTIALCONFIDENTIAL L I F E S T Y L E T R E N D S BUZZ ON MULTICULTURAL MILLENNIALS 45
What do you like to do in your free time? L I F E S T Y L E T R E N D S CONFIDENTIALCONFIDENTIAL L I F E S T Y L E T R E N D S BUZZ ON MULTICULTURAL MILLENNIALS 46
If you were asked to describe yourself in your own words, which adjectives would you use? L I F E S T Y L E T R E N D S S E X Y CONFIDENTIAL L I F E S T Y L E T R E N D S BUZZ ON MULTICULTURAL MILLENNIALS 47
WHAT DO YOU AND YOUR CLOSE FRIENDS HAVE IN COMMON? 45% 49% 29% 35% 84% 54% 6% ETHNICITY EDUCATION RELIGION OCCUPATION HOBBIES/INTERESTS ECONOMIC STATUS NOTHING AT ALL WHAT IS YOUR BIGGEST SOURCE OF STRESS? 53% 40% 39% 34% 19% 15% 5% MONEY PROBLEMS FAMILY ISSUES CAREER PROBLEMS PERSONAL ISSUES RELATIONSHIP ISSUES HEALTH PROBLEMS FRIENDSHIP PROBLEMS L I F E S T Y L E T R E N D S DO YOU BELIEVE PEOPLE AROUND YOU VIEW YOU AS AN INFLUENTIAL PERSON? 95% YES 5% NO CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 48
HAVE VOLUNTEERED IN THEIR COMMUNITY in the past year 73% HAVE VOTED FOR PUBLIC OFFICE in the past year 72% HAVE PARTICIPATED IN A PROTEST in the last year 20% HAVE PARTICIPATED IN A BOYCOTT in the last year 28% L I F E S T Y L E T R E N D S CONFIDENTIAL Are Multicultural Millennials ACTIVE IN THEIR COMMUNITIES? BUZZ ON MULTICULTURAL MILLENNIALS 49
HAVE MADE A DONATION TO A POLITICAL PARTY OR CAUSE in the past year 40% HAVE USED A SPECIFIC HASHTAG TO SUPPORT A CAUSE on social media in the past year 61% feel that they have been RACIALLY PROFILED in the last year 71% admit to having RACIALLY PROFILED someone else 38% feel comfortable BEING THEMSELVES in the United States 80% feel WELL REPRESENTED in the United States 42% L I F E S T Y L E T R E N D S CONFIDENTIAL Are Multicultural Millennials ACTIVE IN THEIR COMMUNITIES? BUZZ ON MULTICULTURAL MILLENNIALS 50
consider themselves LOYAL TO BRANDS THAT THEY LIKE 95% like when brands SPEAK SPECIFICALLY AND DIRECTLY TO THEIR ETHNIC GROUP 72% would like to see more brands FOCUS THEIR ADVERTISING AND MARKETING ON MINORITIES 82% feel like they have power as a consumer TO INFLUENCE BIG BRANDS 78% L I F E S T Y L E T R E N D S CONFIDENTIAL How do Multicultural Millennials feel about CELEBRITIES AND BRANDS? BUZZ ON MULTICULTURAL MILLENNIALS 51
L I F E S T Y L E T R E N D S CONFIDENTIAL How do Multicultural Millennials feel about CELEBRITIES AND BRANDS? like it when CELEBRITIES TAKE A PUBLIC STAND for or against issues they believe in 86% like it when BRANDS TAKE A PUBLIC STAND for or against issues they believe in 83% currently own LUXURY BRAND PRODUCTS 68% BUY LUXURY GOODS THEY CANNOT AFFORD but would like to own anyway 24% BUZZ ON MULTICULTURAL MILLENNIALS 52
buy luxury brands because THEY ARE HIGHER QUALITY 79% buy luxury brands because THEY ARE TRENDY AND STYLISH 42% buy luxury brands because THEY MAKE ME FEEL BETTER ABOUT MYSELF 37% buy luxury brands because THEY MAKE OTHER PEOPLE THINK BETTER OF ME 11% L I F E S T Y L E T R E N D S CONFIDENTIAL If you buy LUXURY BRANDS please tell us why. BUZZ ON MULTICULTURAL MILLENNIALS 53
A D V E R T I S I N G
A D V E R T I S I N G NIKE: “Just do it.” APPLE: “Apple’s Ipod with the black silhouettes dancing. Visually it was striking with the use of negative space and the music was great- I actually bought both the ipod and music.” WENDY’S: “Where’s the beef? Wendy campaign because it was so funny.” RED BULL: “TV spot “Basketball” with Blake Griffin because it’s inspirational.” SNICKERS: “I love the pretty panda commercial from years ago. It still makes me laugh.” MOUNTAIN DEW: “Commercial where dog was dancing. I loved it because of the humor.” SPRITE: “Homage to hip hop.” BARBIE: “A recent ad that I saw was actually for Barbie. It showed young girls in different occupational situations, doctor, teacher, coach, taking on those respective roles with adults who were confused as to why the little girls were acting as such. At the end of the commercial, it showed a little girl playing with different Barbies, doctors, coaches, teachers, and the overall message was that they could be whoever they wanted to be. I loved that idea. The idea that we’re promoting and encouraging young girls to aspire to be whatever they want to be.” GEICO: The Geico unskippable ad because it was so relatable and hilarious. I’d never seen a company come up with an ad like that and it was 100% spot on. CONFIDENTIAL THE BEST ADVERTISEMENT you can remember and why. BUZZ ON MULTICULTURAL MILLENNIALS 55
A D V E R T I S I N G CONFIDENTIAL THE BEST ADVERTISEMENT you can remember and why. DORITOS: “Pregnant woman giving birth.” CHEERIOS: “Using families for all different backgrounds.” ALWAYS: “Commercial where the little girl is being asked to run like a girl. My daughter is 8 and I connected with that because I am always trying to empower my daughter, and her growing up to be a strong, independent woman who does not let the world change her confidence.” STATE FARM: “Commercials....’gotta be quicker than that’. They are always funny and memorable.” COCA COLA: “The remake of I Love to Teach the World to Sing...brings people from all ethnicities together.” DOVE: “Campaign regarding all body types.” T MOBILE: “Drake for T Mobile. It was attention grabbing.” GEICO: “Ice T. It caught my attention and held it to the end.” NATIONWIDE: “With singers, I like that artists write music for this.” BUZZ ON MULTICULTURAL MILLENNIALS 56
A D V E R T I S I N G CONFIDENTIAL THE WORST ADVERTISEMENT you can remember and why. SKITTLES: “Their commercials, they are really strange…” CARL’S JR.: “Superbowl ad with Kim Kardashian. I don’t want that family making any more money for no perceived talent.” CARL’S JR.: “Pretty much all Carl’s Jr. ads because they sexualize women and when I’m watching TV with my kids, I don’t need for them to be watching half naked women with burgers.” KFC: “Mary J. Blige KFC commercial because it just didn’t feel right.” CASAMIGOS: “George Clooney’s new ad for his new tequila is horrific because none of the Hispanics around him speak at all and it was just a terrible visual.” GO DADDY: “All Go Daddy commericials are annoying!” BUZZ ON MULTICULTURAL MILLENNIALS 57
A D V E R T I S I N G CONFIDENTIAL MOST MEMORABLE ADVERTISEMENT you can remember and why. YOUTUBE: “YouTube Music app ad. The value proposition was deep and different: “It’s not about music, it’s about who we are”. WENDY’S: “Wendy’s Where’s the Beef...I remember the phrase and the old lady...I don’t know why.” BUDWEISER: “Whassup campaign because it was such a catchy phrase from years ago that still catches me saying today and using the words upon doing many things” MILK: “Probably the GOT MILK campaigns. I don’t like milk, but I sure loved those commercials, the old lady with a houseful of cats… and she runs out of milk, the power cuts and you hear cats meowing menacingly HA!!” DOS EQUIS: “Because he’s the most interesting man in the world.” BUZZ ON MULTICULTURAL MILLENNIALS 58
A D V E R T I S I N G CONFIDENTIAL A campaign that actually worked and PERSUADED YOU TO TRY A PRODUCT and why. FITBIT: “they did a campaign where the commercial was “Find your Fit” and the word Fit stayed in place and Bit was replaced by different words and would show different scenarios where the FitBit could be used. I liked that it showed how no matter what your use of it was for, running, hiking, swimming, or whatever, that it was or everyone. I ended up buying one for myself.” SAMSUNG: “I would say the Samsung Galaxy S6 commercial, I really loved the examples of how the technology could improve my life because they were easy to relate to.” APPLE: “The Apple Music commercials persuaded me to try the free trial” APPLE: “Shot on iPhone campaign, I love instagramming and taking photos.” BUZZ ON MULTICULTURAL MILLENNIALS 59
Q U E S T I O N S ? L E T ’ S S I T D O W N A N D C H AT ADDRESS Buzz Marketing Group 132 Kings Highway East | Suite 202 Haddonfield, NJ 08033 EMAIL & PHONE hello@buzzmg.com 856-433-8579 SOCIAL MEDIA facebook.com/BuzzMG @BuzzMG

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Buzz on Multicultural Millennials 2016

  • 1.
    B U ZZ O N M U LT I C U LT U R A L M I L L E N N I A L S 2 0 1 6
  • 2.
    TA B LE O F C O N T E N T S 3 4 6 8 12 16 28 35 41 54 60 NOTE FROM TINA WELLS OVERVIEW METHODOLOGY DEMOGRAPHICS POP CULTURE MEDIA INFLUENCE BRANDS LIFESTYLE TRENDS ADVERTISING CONTACT
  • 3.
    H E LL O T H E R E ! BUZZ ON MULTICULTURAL MILLENNIALS 3 Resilient. Trendy. Unapologetic. These are the words Multicultural Millennials use to define themselves. It’s important to note that they don’t call themselves multicultural, urban, minorities, or ethnic. We’re in a marketing season where consumers are defining themselves, and deciding how and where they see themselves. They’re filtering out what doesn’t serve their vision of themselves. So how do we define them? We like the word transcultural. In literal definition, it means “seeing myself in another.” Isn’t that who Millennials are? Specifically, 43% of Millennials are non-white and Gen Z is even more diverse. They’re growing up in multilingual, multigenerational households. So the terminology being used to define this generation is off putting, to say the least. We hope this report inspires you to expand how you view Multicultural Millennials and the clear marketing opportunity that exists with this unique demographic. TINA WELLS MARCUS WELLS CEO & Founder SVP of Research & Planning CONFIDENTIAL
  • 4.
    O V ER V I E W BUZZ ON MULTICULTURAL MILLENNIALS 4 THEY KNOW WHAT THEY WANT AND WHAT THEY ARE WORTH This is a group of young influentials – in fact, 95% believe that people around them see them as influential. Tie that with the fact that 95% of them say they are loyal to the brands they like, and you have a consumer who knows what they want, sticks to it and influences their peer group. In fact, 80% usually introduce trends, artists, styles, etc. to friends and family before they blow up in pop culture. They recognize their worth (and power) and want brands to do the same. 82% would like to see more brands focus their marketing and advertising on minorities. SELF-CONFIDENCE IS SUPREME 78% feel like they have power as a consumer to influence big brands, and given the opportunity they may do just that. Multicultural Millennials bring a strong sense of self to the party and they expect to be recognized for that. CONFIDENTIAL
  • 5.
    O V ER V I E W BUZZ ON MULTICULTURAL MILLENNIALS 5 78% consider themselves to be very trendy. 82% enjoy following and talking about the latest trends, while 60% stated they know everything that happens in pop culture as soon as it happens. THEY ARE INFORMATION HUNGRY & DISCERNING OF THEIR MEDIA CHOICES The amount of media they take in is astounding. 93% download apps for their smart phones monthly, 89% watch TV daily, 87% read magazines monthly, 78% listen to the radio daily, and 77% read newspapers weekly. What they trust is a different matter. Almost forty percent rarely rely on mainstream media for news. And almost eighty percent reported that Mainstream media is biased and tends to leave out facts when convenient. CONFIDENTIAL
  • 6.
    M E TH O D O L O G Y
  • 7.
    M E TH O D O L O G Y BUZZ ON MULTICULTURAL MILLENNIALS 7 THE ANALYSIS in this report is based on in- depth online surveys conducted among a national sample of 400 multicultural adult men and women as defined by Buzz Marketing Group, aged 21- 36 living in all 50 U.S. territories. Buzz Marketing Group posted surveys, only open to people who are part of the buzzSpotter community, between October 1-10, 2016. Survey estimates presented in this report are not weighted. No margins of error are reported. In addition to sampling error, one should bear in mind that question wording and practical difficulties in conducting surveys can introduce error or bias into the findings. CONFIDENTIAL
  • 8.
    D E MO G R A P H I C S
  • 9.
    D E MO G R A P H I C S LOCATION: PARTICIPANTS: AGE: 400 21-36 12% 11% 10% 8% 8% 8% 6% 5% 5% 3% 24% NEW YORK LOS ANGELES CHICAGO ATLANTA HOUSTON PHILADELPHIA BOSTON MIAMI SAN FRANCISCO NEW ORLEANS REST OF USA RESIDENCE: 57% 37% 6% URBAN SUBURBAN RURAL GENDER: 60% FEMALE 40% MALE BUZZ ON MULTICULTURAL MILLENNIALS 9CONFIDENTIAL
  • 10.
    D E MO G R A P H I C S EDUCATION: 27% 55% 16% 2% HIGH SCHOOL BACHELORS MASTERS DOCTORATE 58% 37% 5% SINGLE MARRIED DIVORCED ETHNICITY: 32% 27% 16% 10% 8% 5% 2% AFRICAN AMERICAN HISPANIC ASIAN AMERICAN EUROPEAN MULTIRACIAL INDIAN AMERICAN MIDDLE EASTERN AMERICAN MARITAL STATUS: BUZZ ON MULTICULTURAL MILLENNIALS 10CONFIDENTIAL 51% YES 49% NO PARENTAL STATUS:
  • 11.
    D E MO G R A P H I C S 60% 30% 9% 1% DEMOCRAT INDEPENDENT REPUBLICAN TEA PARTY ANNUAL HOUSEHOLD INCOME LEVEL: 11% 11% 20% 24% 9% 9% 5% 6% 5% LESS THAN $33K $33K - $45K $45K - $60K $60 - $82K $82K - $100K $100K - $125K $125K - $150K $150K - $170K MORE THAN $170K POLITICAL PARTY: EMPLOYMENT: 66% 11% 8% 5% 5% 5% FULL-TIME PART-TIME SELF-EMPLOYED STUDENT HOMEMAKER UNEMPLOYED CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 11
  • 12.
    P O PC U LT U R E
  • 13.
    How do Multicultural Millennialsidentify with POP CULTURE? said that TECHNOLOGY IS THE MOST IMPORTANT aspect of their life63% reported that they are always the FIRST TO KNOW ABOUT NEW TRENDS in technology78% INTRODUCE PEOPLE TO NEW TECHNOLOGY before it becomes popular69% INTRODUCE TRENDS, ARTISTS, STYLES, ETC. to friends and family before they blow up in pop culture80% said they are NOT AFFECTED BY POP CULTURE and prefer to do their own thing48% P O P C U LT U R E CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 13
  • 14.
    P O PC U LT U R E RARELY RELY ON MAINSTREAM MEDIA for news39% love when different celebrities/ brands CROSS OVER AND TRY SOMETHING NEW84% prefer that celebrities/brands STAY IN THEIR LANES AND DO WHAT THEY DO BEST32% consider themselves to be VERY TRENDY 78% enjoy FOLLOWING AND TALKING ABOUT the latest trends82% CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 14
  • 15.
    P O PC U LT U R E know everything that happens in pop culture AS SOON AS IT HAPPENS60% spend a lot of their free time CHECKING WHAT CELEBRITIES ARE UP TO47% reported that MAINSTREAM MEDIA IS BIASED and tends to leave out facts when convenient78% SPEND MORE TIME ON SOCIAL MEDIA AND GOSSIP WEBSITES THAN THEY SHOULD62% find themselves attracted to media that is THE COMPLETE OPPOSITE OF THEIR REAL LIFE80% CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 15
  • 16.
    M E DI A
  • 17.
    How often do MulticulturalMillennials consume and interact with various forms of MEDIA? READ BLOGS on a daily basis 62% WRITE ON A BLOG at least once a month 47% WATCH TV every day 89% LISTEN TO THE RADIO every day 78% READ THE NEWSPAPER every day 45% M E D I A CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 17
  • 18.
    READ MAGAZINES at leastonce a month 87% DOWNLOAD APPS onto their smartphones on a monthly basis93% POST OR READ POSTS ON TWITTER every day49% POST OR READ POSTS ON FACEBOOK every day85% TEXT PEOPLE every day 90% CHAT VIA AN ONLINE MESSENGER every day79% M E D I A CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 18
  • 19.
    POST OR READPOSTS ON PRIVATE MESSAGE BOARDS every week76% POST OR READ ONLINE PRODUCT REVIEWS every week82% HANG OUT WITH FRIENDS on a weekly basis 94% HANG OUT WITH FAMILY on a weekly basis 84% M E D I A READ NEWSLETTERS weekly 77% CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 19
  • 20.
    ATTEND TRADE SHOWS ona monthly basis 37% DISCOVER NEW MUSIC ARTISTS every week 60% DISCOVER NEW BLOGS/VLOGS every week 55% DISCOVER NEW CLUBS AND BARS 69% GO ON DIGITAL DIETS (TAKE A BREAK FROM TECHNOLOGY) every month28% M E D I A LISTEN TO RELEVANT PODCASTS on a weekly basis58% CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 20
  • 21.
    Where do Multicultural Millennialsgo to get their DAILY NEWS? M E D I A TV Facebook Radio Friends Newspapers Family Phone Apps Texting Twitter Instagram Magazines Blogs Newsletters Snapchat Podcasts Message Boards 81% 73% 66% 63% 60% 56% 53% 46% 45% 41% 40% 40% 34% 30% 25% 21% CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 21
  • 22.
    CONFIDENTIAL M E DI A | FAV O R I T E T V C H A N N E L S BUZZ ON MULTICULTURAL MILLENNIALS 22
  • 23.
    M E DI A | FAV O R I T E B L O G S CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 23
  • 24.
    CONFIDENTIAL M E DI A | FAV O R I T E R A D I O S TAT I O N S BUZZ ON MULTICULTURAL MILLENNIALS 24
  • 25.
    CONFIDENTIAL M E DI A | FAV O R I T E N E W S PA P E R S BUZZ ON MULTICULTURAL MILLENNIALS 25
  • 26.
    CONFIDENTIAL M E DI A | FAV O R I T E M A G A Z I N E S BUZZ ON MULTICULTURAL MILLENNIALS 26
  • 27.
    CONFIDENTIAL M E DI A | FAV O R I T E S M A R T P H O N E A P P S BUZZ ON MULTICULTURAL MILLENNIALS 27
  • 28.
    I N FL U E N C E
  • 29.
    Which sources of INFORMATIONdo Multicultural Millennials trust the most? I N F L U E N C E CONFIDENTIAL 55% 50% 37% 30% 25% 24% 23% 21% 19% 17% 16% 15% 11% 10% 8% 6% TV NEWSPAPERS RADIO FAMILY FRIENDS FACEBOOK PHONE APPS BLOGS MAGAZINES TWITTER INSTAGRAM TEXTING OTHERS NEWSLETTERS PODCASTS SNAPCHAT MESSAGE BOARDS BUZZ ON MULTICULTURAL MILLENNIALS 29
  • 30.
    A L IC I A V I K A N D E R C H A N N I N G TAT U M D E N Z E L WA S H I N G T O N I D R I S E L B A E M I LY B L U N T E U G E N I O D E R B E Z E VA L O N G O R I A G E O R G E L O P E Z H A L L E B E R R Y J A M I E F OX X J AV I E R B A R D E M J E N N I F E R L AW R E N C E J E N N I F E R L O P E Z J E S S E W I L L I A M S J O H N L E G U I Z A M O K E R R Y WA S H I N G T O N K E V I N H A R T L E O N A R D O D I C A P R I O M I C H A E L B J O R DA N M I C H A E L P E Ñ A M I C H E L L E R O D R I G U E Z P E N É L O P E C R U Z S A L M A H AY E K S A M U E L L J A C K S O N S E L E N A G O M E Z S O F I A V E R G A R A TA R A J I P H E N S O N T E R R E N C E H O WA R D T Y L E R P E R R Y V I O L A DAV I S W I L L S M I T H Z O E S A L DA N A M E D I A | FAV O R I T E A C T O R S CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 30
  • 31.
    M E DI A | M U S I C A R T I S T S CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 31
  • 32.
    DAY M ON D J O H N D R . P H I L E L I Z A B E T H VA R G A S E L L E N D E G E N E R E S G O R D O N R A M S AY J I M M Y FA L L O N J U L I E C H E N K I M K A R DA S H I A N L A L A A N T H O N Y M A R I A M E N O U N O S M E R E D I T H V E R A N DA M I C H A E L S T R A H A N N I C K C A N N O N O P R A H W I N F R E Y R A C H A E L R AY S H E R R I S H E P H E R D S I M O N C O W E L L S T E V E H A R V E Y T O N I B R A X T O N T Y R A B A N K S W E N DY W I L L I A M S M E D I A | FAV O R I T E T V P E R S O N A L I T I E S CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 32
  • 33.
    M E DI A | FAV O R I T E AT H L E T E S CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 33
  • 34.
    ARIANNA HUFFINGTON BETRO PEREZ BILLGATES BRYAN “BIRMAN” WILLIAMS CHRISTOPHER GRAY CURTIS “50 CENT” JACKSON DAYMOND JOHN JERMAINE DUPRI MAGIC JOHNSON MARK CUBAN OPRAH WINFREY RUSSELL SIMMONS SEAN “DIDDY” COMBS SHAWN “JAY-Z” CARTER SHONDA RHIMES TROY CARTER TYLER PERRY TYRA BANKS M E D I A | FAV O R I T E E N T R E P R E N E U R S CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 34
  • 35.
    B R AN D S
  • 36.
    A M C HB O S O N Y R I T Z D I S N E Y X B OX N E T F L I X N I N T E N D O YO U T U B E L I V E N AT I O N E S P N B R A N D S | E N T E R TA I N M E N T CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 36
  • 37.
    B R AN D S | FA S H I O N CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 37
  • 38.
    B R AN D S | B E A U T Y AV O N M A C L A N C Ô M E S E P H O R A S H E A M O I S T U R E D O V E N A R S PA L M E R ’ S B A R E M I N E R A L S YO U N I Q U E M A R Y K AY L A R O C H E - P O S AY U R B A N D E C AY M A K E U P F O R E V E R TATA H A R P E R U LTA CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 38
  • 39.
    B R AN D S | T E C H N O L O G Y CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 39
  • 40.
    B R AN D S | F O O D & B E V E R A G E K F C Z A X B Y ’ S M C D O N A L D ’ S S TA R B U C K S 7 E L E V E N PA N E R A F I V E G U Y S C H I C K- F I L - A J I M M Y J O H N ’ S D U N K I N D O N U T S B E N & J E R R Y ’ S TA C O B E L L C H I P O T L E K R I S P Y K R E M E I N - N - O U T B U R G E R W E N DY ’ S S A X B Y S C O F F E E B U R G E R K I N G J A M B A J U I C E CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 40
  • 41.
    L I FE S T Y L E T R E N D S
  • 42.
    Where do Multicultural Millennialsgo when they want to discover NEW TRENDS? MUSIC: FASHION: NEWS: L I F E S T Y L E T R E N D S CONFIDENTIAL BLOGS MAGAZINES TELEVISION BUZZ ON MULTICULTURAL MILLENNIALS 42
  • 43.
    BEAUTY: TECHNOLOGY: L I FE S T Y L E T R E N D S CONFIDENTIAL DISPLAY BLOGS MAGAZINES BUZZ ON MULTICULTURAL MILLENNIALS 43
  • 44.
    What do youpost/read about most on social media? L I F E S T Y L E T R E N D S CONFIDENTIAL L I F E S T Y L E T R E N D S CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 44
  • 45.
    How do youdecide what to watch, read, listen to, or follow when faced with so many choices? L I F E S T Y L E T R E N D S CONFIDENTIALCONFIDENTIAL L I F E S T Y L E T R E N D S BUZZ ON MULTICULTURAL MILLENNIALS 45
  • 46.
    What do youlike to do in your free time? L I F E S T Y L E T R E N D S CONFIDENTIALCONFIDENTIAL L I F E S T Y L E T R E N D S BUZZ ON MULTICULTURAL MILLENNIALS 46
  • 47.
    If you wereasked to describe yourself in your own words, which adjectives would you use? L I F E S T Y L E T R E N D S S E X Y CONFIDENTIAL L I F E S T Y L E T R E N D S BUZZ ON MULTICULTURAL MILLENNIALS 47
  • 48.
    WHAT DO YOU ANDYOUR CLOSE FRIENDS HAVE IN COMMON? 45% 49% 29% 35% 84% 54% 6% ETHNICITY EDUCATION RELIGION OCCUPATION HOBBIES/INTERESTS ECONOMIC STATUS NOTHING AT ALL WHAT IS YOUR BIGGEST SOURCE OF STRESS? 53% 40% 39% 34% 19% 15% 5% MONEY PROBLEMS FAMILY ISSUES CAREER PROBLEMS PERSONAL ISSUES RELATIONSHIP ISSUES HEALTH PROBLEMS FRIENDSHIP PROBLEMS L I F E S T Y L E T R E N D S DO YOU BELIEVE PEOPLE AROUND YOU VIEW YOU AS AN INFLUENTIAL PERSON? 95% YES 5% NO CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 48
  • 49.
    HAVE VOLUNTEERED INTHEIR COMMUNITY in the past year 73% HAVE VOTED FOR PUBLIC OFFICE in the past year 72% HAVE PARTICIPATED IN A PROTEST in the last year 20% HAVE PARTICIPATED IN A BOYCOTT in the last year 28% L I F E S T Y L E T R E N D S CONFIDENTIAL Are Multicultural Millennials ACTIVE IN THEIR COMMUNITIES? BUZZ ON MULTICULTURAL MILLENNIALS 49
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    HAVE MADE ADONATION TO A POLITICAL PARTY OR CAUSE in the past year 40% HAVE USED A SPECIFIC HASHTAG TO SUPPORT A CAUSE on social media in the past year 61% feel that they have been RACIALLY PROFILED in the last year 71% admit to having RACIALLY PROFILED someone else 38% feel comfortable BEING THEMSELVES in the United States 80% feel WELL REPRESENTED in the United States 42% L I F E S T Y L E T R E N D S CONFIDENTIAL Are Multicultural Millennials ACTIVE IN THEIR COMMUNITIES? BUZZ ON MULTICULTURAL MILLENNIALS 50
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    consider themselves LOYALTO BRANDS THAT THEY LIKE 95% like when brands SPEAK SPECIFICALLY AND DIRECTLY TO THEIR ETHNIC GROUP 72% would like to see more brands FOCUS THEIR ADVERTISING AND MARKETING ON MINORITIES 82% feel like they have power as a consumer TO INFLUENCE BIG BRANDS 78% L I F E S T Y L E T R E N D S CONFIDENTIAL How do Multicultural Millennials feel about CELEBRITIES AND BRANDS? BUZZ ON MULTICULTURAL MILLENNIALS 51
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    L I FE S T Y L E T R E N D S CONFIDENTIAL How do Multicultural Millennials feel about CELEBRITIES AND BRANDS? like it when CELEBRITIES TAKE A PUBLIC STAND for or against issues they believe in 86% like it when BRANDS TAKE A PUBLIC STAND for or against issues they believe in 83% currently own LUXURY BRAND PRODUCTS 68% BUY LUXURY GOODS THEY CANNOT AFFORD but would like to own anyway 24% BUZZ ON MULTICULTURAL MILLENNIALS 52
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    buy luxury brandsbecause THEY ARE HIGHER QUALITY 79% buy luxury brands because THEY ARE TRENDY AND STYLISH 42% buy luxury brands because THEY MAKE ME FEEL BETTER ABOUT MYSELF 37% buy luxury brands because THEY MAKE OTHER PEOPLE THINK BETTER OF ME 11% L I F E S T Y L E T R E N D S CONFIDENTIAL If you buy LUXURY BRANDS please tell us why. BUZZ ON MULTICULTURAL MILLENNIALS 53
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    A D VE R T I S I N G
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    A D VE R T I S I N G NIKE: “Just do it.” APPLE: “Apple’s Ipod with the black silhouettes dancing. Visually it was striking with the use of negative space and the music was great- I actually bought both the ipod and music.” WENDY’S: “Where’s the beef? Wendy campaign because it was so funny.” RED BULL: “TV spot “Basketball” with Blake Griffin because it’s inspirational.” SNICKERS: “I love the pretty panda commercial from years ago. It still makes me laugh.” MOUNTAIN DEW: “Commercial where dog was dancing. I loved it because of the humor.” SPRITE: “Homage to hip hop.” BARBIE: “A recent ad that I saw was actually for Barbie. It showed young girls in different occupational situations, doctor, teacher, coach, taking on those respective roles with adults who were confused as to why the little girls were acting as such. At the end of the commercial, it showed a little girl playing with different Barbies, doctors, coaches, teachers, and the overall message was that they could be whoever they wanted to be. I loved that idea. The idea that we’re promoting and encouraging young girls to aspire to be whatever they want to be.” GEICO: The Geico unskippable ad because it was so relatable and hilarious. I’d never seen a company come up with an ad like that and it was 100% spot on. CONFIDENTIAL THE BEST ADVERTISEMENT you can remember and why. BUZZ ON MULTICULTURAL MILLENNIALS 55
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    A D VE R T I S I N G CONFIDENTIAL THE BEST ADVERTISEMENT you can remember and why. DORITOS: “Pregnant woman giving birth.” CHEERIOS: “Using families for all different backgrounds.” ALWAYS: “Commercial where the little girl is being asked to run like a girl. My daughter is 8 and I connected with that because I am always trying to empower my daughter, and her growing up to be a strong, independent woman who does not let the world change her confidence.” STATE FARM: “Commercials....’gotta be quicker than that’. They are always funny and memorable.” COCA COLA: “The remake of I Love to Teach the World to Sing...brings people from all ethnicities together.” DOVE: “Campaign regarding all body types.” T MOBILE: “Drake for T Mobile. It was attention grabbing.” GEICO: “Ice T. It caught my attention and held it to the end.” NATIONWIDE: “With singers, I like that artists write music for this.” BUZZ ON MULTICULTURAL MILLENNIALS 56
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    A D VE R T I S I N G CONFIDENTIAL THE WORST ADVERTISEMENT you can remember and why. SKITTLES: “Their commercials, they are really strange…” CARL’S JR.: “Superbowl ad with Kim Kardashian. I don’t want that family making any more money for no perceived talent.” CARL’S JR.: “Pretty much all Carl’s Jr. ads because they sexualize women and when I’m watching TV with my kids, I don’t need for them to be watching half naked women with burgers.” KFC: “Mary J. Blige KFC commercial because it just didn’t feel right.” CASAMIGOS: “George Clooney’s new ad for his new tequila is horrific because none of the Hispanics around him speak at all and it was just a terrible visual.” GO DADDY: “All Go Daddy commericials are annoying!” BUZZ ON MULTICULTURAL MILLENNIALS 57
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    A D VE R T I S I N G CONFIDENTIAL MOST MEMORABLE ADVERTISEMENT you can remember and why. YOUTUBE: “YouTube Music app ad. The value proposition was deep and different: “It’s not about music, it’s about who we are”. WENDY’S: “Wendy’s Where’s the Beef...I remember the phrase and the old lady...I don’t know why.” BUDWEISER: “Whassup campaign because it was such a catchy phrase from years ago that still catches me saying today and using the words upon doing many things” MILK: “Probably the GOT MILK campaigns. I don’t like milk, but I sure loved those commercials, the old lady with a houseful of cats… and she runs out of milk, the power cuts and you hear cats meowing menacingly HA!!” DOS EQUIS: “Because he’s the most interesting man in the world.” BUZZ ON MULTICULTURAL MILLENNIALS 58
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    A D VE R T I S I N G CONFIDENTIAL A campaign that actually worked and PERSUADED YOU TO TRY A PRODUCT and why. FITBIT: “they did a campaign where the commercial was “Find your Fit” and the word Fit stayed in place and Bit was replaced by different words and would show different scenarios where the FitBit could be used. I liked that it showed how no matter what your use of it was for, running, hiking, swimming, or whatever, that it was or everyone. I ended up buying one for myself.” SAMSUNG: “I would say the Samsung Galaxy S6 commercial, I really loved the examples of how the technology could improve my life because they were easy to relate to.” APPLE: “The Apple Music commercials persuaded me to try the free trial” APPLE: “Shot on iPhone campaign, I love instagramming and taking photos.” BUZZ ON MULTICULTURAL MILLENNIALS 59
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    Q U ES T I O N S ? L E T ’ S S I T D O W N A N D C H AT ADDRESS Buzz Marketing Group 132 Kings Highway East | Suite 202 Haddonfield, NJ 08033 EMAIL & PHONE hello@buzzmg.com 856-433-8579 SOCIAL MEDIA facebook.com/BuzzMG @BuzzMG