Millennials, the largest, most diverse, educated and influential consumers on the planet. This presentation explores the traits and needs of this generation of consumers, why they are important for brands and how brands can connect with them by addressing their wish for a more sustainable future.

1. Fair Fit !
Lens #1
An outlook on Millennials,
The Mindful Consumers
June 2015
© FAIR FIT

2. « The largest,
most diverse,
educated and
influential
consumers on the
planet. »
Yarrow and O'Connel, "Gen Buy", 2009

3. Millennials
Who are they?

4. Edelman 8095 Global Study, 2012
Born between 1980 and 1995.
20 to 35 years old today.
They grew up through major social
traumas:
9/11,2008 recession,
environmental disasters…
The
GENERATION
coming of age with
new Millennium.

5. Employed (55%) vs Students (31%)
Singles (66%), married (23%), parents
(26%)
#Hipsters,#MillennialMom,#Geeks,
#Underemployed,#Bossbabe…
Telefonica Global Millennial Survey, 2013
The most DIVERSE
consumer category

6. Telefonica Global Millennial Survey, 2013
Edelman 8095, 2010
The first
DIGITAL NATIVES
Tech-savvy: 73% own a smartphone
Always-ON: 65% are off one hour or
less per day
Hyperconnected: 55% visit a social
network at least once a day

7. VIMN, Knowing Youth, 2014
Ford Trend Report Book, 2015
The first
GLOBAL CITIZENS
Thanks to digitalisation and
globalisation they have more in
common with their global peers
than older generations.
80% declares to be curious about
the world.

8. Why are they
important
for brands?

9. US Census, 2015
Telefonica Global Millennial Survey, 2013
23% of the global population
1/4 of Europe’s adults
1.7 B Millennials
worldwide
#1: Numerous

10. They spend $2,45 trillion in the US
In 2018, their annual spending will
reach $ 3,39T
By 2018 their income will
surpass that of Boomers
#2: Prosperous
Oracle - EFMA, September 2010

11. Edelman 8095, 2012
They have unprecedented access to
knowledge
9 in 10 use al least one source of information
before a purchase
#3: Informed
They are in the know and
want to be treated as such

12. 14,7B word-of-mouth impressions weekly
70% recommend brands to their network,
47% critisize them
They have in average 391 Facebook
friends and 231Twitter followers
Edelman 8095, 2012
VIMN , the Power of Fans, 2014
#3: Influential
They have extrordinary
power to have their voice
heard

13. What are their
generational
traits?

14. Socially-minded rather than political
or religious.
In the US, 50% are politically
independent and only 36% are
religious.
Broad-
Mindedness
VIMN, Knowing Youth, 2014
They aspire to a more
democratic world that
embraces human
differences & rights

15. Social inequality is a key global concern
for Millennials, together with economy and
education
They are aware the planet is running out of
resources
Sense of
Responsibility
Mindful about their impact
on the world
Telefonica Global Millennial Survey, 2013
VIMN, Knowing Youth, 2014

16. Realist and action-oriented, they believe
they have to make the most of what they
have.
Starting a business is the ultimate goal for
half of them.
Entrepreneurship
They aknowledge a duty
towards positive change
and are ready to make
sacrifices
VIMN, Knowing Youth, 2015
Edelman 8095, 2012

17. cc
Despite economic instability they describe
themselves as « happy »: a more important
value for them than wealth
71% believe they will have a better life than
their parents
Optimism
8 out of 10 believe to have the
power to change the world for
the better
VIMN, Knowing Youth, 2015
BAV, Athena Doctrine, 2014

18. What do
Millennials
expect from
Brands?

19. Telefonica Global Millennial Survey, 2013
AdWeek, 2014
Trust, together with price and quality,
is critical at shelf and it is the key
driver of loyalty.
Integrity
To be transparent, no matter
what, or face buycott
WEF, Engaging Tomorrow’s Consumers, 2013

20. 8 out of 10 Millennials prefer brands that
are useful over brands that are
interesting
Most consumers wouldn’t care if 75% of
brands would cease to exist
Service
Razorfish, Digital Dopamine 2015
Havas Media, Meaningful Brand Index, 2011
To tangibly contribute in
making their life better

21. 63 % of consumers make it a point
to buy brands with values similar
to their own
BAV, The Rise of Mindful Consumption, 2011
TBWA WW / Take Part,
Purpose
To create value for society
by addressing its needs

22. Telefonica Global Millennial Survey, 2013
AdWeek, 2014
Guilt is a new dimension of
consumption.
Environmental impact (71%) and
ethical practice (71%) are critical
drivers of purchase decisions.
Engagement
To help them reduce the me vs
we dilemma by reducing the
negative impact of their
consumption.
WEF, Engaging Tomorrow’s Consumers, 2013

23. Millennials are co-creators and are willing
to be involved in a brand’s decisions.
7 out of 10 think they can change
corporate behaviour by supporting
companies who do the right thing.
Empowerment
To be their lever of change
TBWA Worldwide / Take Part, 2011

24. To be socially
RESPONSIBLE
Millennials
expect brands to embrace,
pursue and communicate a
shared mission able to
simplify and amplify their
individul action.

25. What will
Responsible
Brands
get in return?

26. Brand Love
+39% Preference
+ 27% Loyalty
+24 Conversation
& Community
BAV, The rise of mindful consumption, 2011

27. Success
The 50 most successful brands
of the last decade are built on
a purpose.
Stakeholder centric
companies have higher return
on stock price (over 10 years
1026% vs 122% for the S&P
500)
Jim Stengel, Millward Brown, 2012
Rajendra Sisodia, Firms of Endearment, 2007

28. Greater Good
for All
A healthier,greener,safer,
fairer,happier,richer,
longer-lasting…
more sustainable
WORLD

29. « The socially responsible
company is ultimately a
consumer-led organisation
that matches the newfound
hulility of global consumers
by stressing actions over
rhetoric »
JOHNGERZEMA
Theriseofmindfulconsumption

30. Thank
You
For more info:
serena.colombo@icloud.com
www.fairfitthinking.com