The document discusses marketing trends related to Millennials based on research from Boston Consulting Group (BCG) and other sources. Key points include: - Millennials, aged 18-34, are influenced by technology and have different consumer behaviors than older generations like Baby Boomers. They value relevance, reputation, relationships, and social influence. - Millennials are more likely than older groups to use their phones for coupons/promotions and be influenced by celebrity endorsements. They prioritize personal success, multitasking, adventure, and social causes over glamour. - Hispanic Millennials, who make up 21% of the generation, are strongly influenced by culture/heritage in their

1. The marketing feedback loop has changed to where Millennials have a major voice on how they are marketed to and this where Boston Consulting Group’s
(BCG) “Reciprocity Principle” gives valuable insight on the motivation and consumer behavior of Millennials (18 to 34-year-old). Considered Millennials are
the first digital generation- technology is an important aspect in influencing this segment.
Below are top-line results from BCG’s 2014 Report**
Baby Boomer population ----> 75.4 million*
Millennial Consumer Behavior: Part I
Relevance
Reputation
Relationship
Reach
Use of coupon/promo via phone (2014) 43% of millennial, while
only 24% of millennial, in 2012, used their phones to access
coupons/promo.
Mobile coupons and promo: increased usage
Use internet ready smart phones
vs.
Millennials skeptical of traditional experts
Less than 50% of millennial trust experts (e.g. doctors,
news, politics, etc.) vs. 61% of non-millennials.
What is relevant to Millennials...Celebrities
Identifying with brands on a personal level
Peer Influence:
% who will NOT use a product their friend does not approve of
Social Consciousness: Millennials' relationship to brands
2x
4x
to be influenced by celebrity endorsement vs. Gen X
to be influenced by celebrity endorsement vs. Baby Boomers
What is IMPORTANT to Millennials- see Exhibit 1 below
Greatest importance = yellow dot
Designed and prepared by: Karyna Broadhurst
Personal SuccessMultitasking
Glamour
Millennial population ----> 83.1 million*
of Millennial population is a part of a minority
race or ethnic group (non-Hispanic, single-white
race)*
44.2 %
*Source: US Census reported on June 25, 2015
BCG’s Age Segmentation Definition:
• Millennial (younger) 18-24 year-old
• Millennial (older) 25-34 year-old
Millennials response to how marketers can create
stronger relationship with them:
Recognize and reward loyalty with discounts and
promotions.
"be authentic" and have a strong brand
personality.
of Millennials were willing to pay more for a brand or
product that reflected the image they wanted to convey
about themselves.
Only 25% of Gen X felt this way.
40%
40%
Baby
Boomers
67%
Millennials
(all)
Adventure
of Millennials try brands that are acitive in
supporting social causes.48%
28% Millennials (younger)
23% Millennials (older)
12% Baby Boomers
"(brands) say who I am, my value and where I fit in"
50%
Millennials
(younger)
Agree
34%
Millennials
(older)
Agree
Millennial (younger): 37% millennials “feel like they miss
out “ if not using social media vs.Baby Boomers: 23%
Daily Usage of Technology

2. Retail (General)- Accenture 2013 report
Desires (seamless access to customer service)
A brand or product needs to
become part of a routine
two-way conversationfor:
* Product information
* Updates
* Promotions
28% will make a purchase
based off of social media.
BUT likes do not make them
loyal.
95%
want brands to actively court them
(in line with BCG's relationship finding)
Roughly 80 million Millennials spent $600 billion
In 2020, projected spending
(Millennials) will be $1.4 trillion
= 30% retail sales
What Millennials look in sponsored events:
* Attention to brand
* Product story
* Discovery and authenticity
Sharing the experience:
66% Enjoy sharing post-event (word of mouth and social media
61% Feel they have "missed out" when seeing social posts of
friends at festivals
80% Like to post pictures during the event
Motivation factors:
Festivals are a way of connecting with peer group59%
Consider themselves adventurous69%
Millennials prefer to attend events benefiting a charity or one
having a charitable component.
Breakdown:
Types of festivals- (18-33)
47%Beer 11%Wine
21%No Preference21%Food
55%
Spending more on events.
78%
Would spend more mon
on desirable product.
Year-over-year increase
from 2013-2014 in event
spending.
Spending Trends:
Festivals-Eventbrite 2014 survey
Millennial Consumer Behavior: Part II
Hispanic Millennial: Food and Beverage-Hispanic Millennial Project 2015
The Hispanic Millennial market is the fasting growing segment of Millennials in the United States.
21% of Millennials OR 16 millionin population as reported by the US Census
Part II will explore Millennial's retail and festival (food and alcohol) consumption. Accenture's results come from 6,000 global online responses from millennial with
qualitative interviews of 50 individual consumers. Eventbrite's global survey consisted of 5,000 millennial (18 to 33-year-old), who have purchased at least one
event through Eventbrite that was a wine, beer or food festival in 2014.
Hispanic Millennial Project's survey on Beverage and Food was conducted with 1533 questionnaires, which were broken down into five segments, and weighted
according to US Census information.
Opinion:Food and Health
Overall, Hispanic millennials consider
themselves "foodies".
70% choose food that's free of growth hormones
63% choose food sourced/manufactured ethically
63% choose food free of genetically modified
organisms
42%choose food that's gluten-free
Shopping
Do all or most of the
households' grocery shopping
Rarely or never use coupons
74%
39%
Indicated that culture and
heritage impact their
purchasing "some" or "a lot".
66%
56% Use food and beverage to
connect to cultural roots.
Cultural Influence
Designed and prepared by: Karyna Broadhurst

3. HEALTH CONCERNS:
Consumption is steadily growing
the US, although there are
increasing health concerns with
energy drinks and shots.
THREAT - Regulation/legal action
on energy drinks. Government
intervention could lead to negative
product perception.
NATURAL/ORGANIC:
Mintel reports that 30% of
millennials drink natural energy
drinks.
OPPORTUNITY - Growing market
(all millennials) and Hispanic
millennials show preference to
natural/organic food and beverage
products (see Part II).
LIFESTYLE SHIFT:
Millennials (OLDER) outpace
younger millennials in
consumption.
OPPORTUNITY - Focus marketing
and product initiatives on older
millennials (especially females).
FLAVOR PROFILE:
OPPORTUNITY - Line extensions
that reflect cultural aspects.
Hispanic millennials (2nd
largest cohort) is heavily
influenced by "culture and
heritage" when making
food/beverage purchase.
sales in convenience store reaching $6.6 billion
(Nielsen scan data)8.6%
Convenience Store
Multi Outlet
Food
Drug Store
68%
20%
9%
3%
Energy drinks: Sales Channels (2013 data via Statista)
Energy drinks category was up 6.9% to $10.9 billion
(52 weeks ending May 17- source: IRI data)
Beverage Industry reported 2014-15 (week
ending on May 17th)
Category Overview
Energy Drink: Millennial Market
Mintel Report (2015) findings show an increase of energy drinks/energy shot consumption in older millennials. In Mintel's report, Millennials
(younger) are defined as 18 to 26-year-old and Millennials (older) are defined as 27 to 37-year-old. Below are highlights from the report:
Consumption Rate:
Past 3 months
29%
Millennials
(older)
16%
Millennials
(younger)
Millennials (all)
consumption increased
from
61%55%
Core Consumer
64%
Millennials (older)
Consumption Rate
(27.8 million people)
WHY the increase of
consumption in the older
Millennials...
* Marriage
* Children
LIFESTYLE SHIFT
occurring around 30-34
year-old
INCREASED need
for more "energy"
Usage rate (percentage) in
27-37 year-old
* Women (without children) = 38%
* Men (without children) = 34%
* Women (with children) = 22%
Mintel data found older millennials have
higher brand loyalty + long-term loyalty.
Energy Drink Category: Overview and Millennial Market (Part III)
Designed and prepared by: Karyna Broadhurst
Trends and Observations from Research/Data