The largest and most digitally empowered consumer group on the planet expect brands not politicians to save the world. Their ambitions for global sustainability is paradoxically equalled by their self-regard and capacity for shopping  Created by Karl Aussia | creativeunion.net

1. INSIGHT: YOUNG PEOPLE: DEVELOP WORLD
ME,ME, ME-LLENNIALS WANT TO
SHOP THE WORLD HEALTHY
THE LARGEST AND MOST DIGITALLY EMPOWERED CONSUMER GROUP ON
THE PLANET EXPECT BRANDS NOT POLITICIANS TO SAVE THE WORLD. THEIR
AMBITIONS FOR GLOBAL SUSTAINABILITY IS PARADOXICALLY EQUALLED BY
THEIR SELF-REGARD AND CAPACITY FOR SHOPPING
The Millennial generation is outward looking,
globally astute and politically ambitious.
Motivated by innovation and, believing
technology can make a better world, they
leverage the power of social media to expose
wrongdoing, drawing attention to worldwide
issues of sustainability
The largest most privileged consumer group
on the planet, millennials are self-serving
and have little interest in issues on their
own doorstep. Their toothless social media
politicking is a facet of their narcissism,
presenting themselves like the global brands
they love to consume
COUNTERVIEWVIEW
Karl Aussia | karl@creative.union.net

2. ECONOMIC
-
The largest survey ever undertaken confirms
that 41% of Millennials want to become
business leaders but their primary drivers for
this are money (35%), influence (31%) and
the opportunity to have a strategic role (31%)
values that are inward-focused, not related
to the traditional leadership role of managing
and coaching other employees.
Research Confirms Millennials Are Misunderstood.
Universum. 2014
CULTURAL
-
Although the ubiquity of Facebook, Twitter
and Instagram has led to the suggestion
that millennials are incredibly sociable, the
reverse is probably true. Millennials are hyper-
connected, but they display little interest in
others except as an audience.’
Tomas Chamorro-Premuzic, Professor of business
psychology at University College London
‘Are millennials as bad as we think?’, Guardian, January 2014
ECONOMIC
-
Less materialistic than older generation
preferring experiences to things, Millennials
are driving the the ‘sharing economy’,
choosing to borrow or rent rather than
to own goods - everything from clothes,
power tools to cars, houses and even pets
are borrowed.
Buying things? That’s so wasteful. Daily Mail online. 2015.
REFERENCES & INSPIRATION
COMMENT
-
‘Millennials tend to be very socially
aware, are prone to be more public about
it and they are simply more thoughtful
and forward looking about, ‘Why am I
here? What am I going to leave behind?
How am I going to change the world?’
Identity Theorist, Professor Americus Reed.
Wharton University
How Millennials Think Differently about Brands.
Wharton University. 2014
POLITICAL
-
“For a lot of people, the lazy web eco-system
makes it easy to support a cause without
being productive.”
Are millennials lazy or avante-garde socialists,
Forbes, Larrisa Faw, oct 2012
“Social media outlets like Facebook and
Twitter have allowed us to share a message
that we find important, and then step away
from it, as we continue to scan our friends’
feeds.”
‘Slacktivism…Why this Generation Sucks’, Charlotte
Robertson , Buzz Blog, October, 2014
POLITICAL
-
Polling by YouGov shows that those aged 18
to 24 are also more likely than older people
to consider social problems the responsibility
of individuals rather than government.
‘Politics and the Young’, Economist, Jun 2013
COMMENT
-
‘Young people are mesmerized by
new-age tools. Instead of using these
tools to discover the world of politics,
history, fine art and knowledge, they are
using them for the only thing they seem
to care about — themselves’
University English professor Mark Bauerlein.
INSPIRATION
-
GOLDMAN SACHS EMOJI MILLENIALS
Goldman Sachs created a string of emoji’s that illustrated the financial life of the Millennial.
@GoldmanSachs March 2015
INSPIRATION
-
THE ME ME ME GENERATION
Shares its thoughts and views on the Millennial
generation with some suprising satistics.
Joel Stein “The Me Me Me Generation”
Time Magazine, May 2013
CULTURAL
-
The ‘selfie-generation’ are more interested in
themselves than the wider world. Interest in
politics and personal philosophy are at an all-
time low amongst this age group, reflecting
their solipsistic world view where they crave
instant gratification, personalisation and
brand experiences.
How Millennials are changing the face of retail.
Econsultancy. 2014
POLITICAL
-
A global study of Millennials conducted by
Telefonica in 2014 reveals how career
stability is the most important
accomplishment (43%) in the next 10 years.
Karl Aussia | karl@creative.union.net