by Brandnow.asia September 2016

1. Brandnow.asia presents MILLENNIAL
The up & coming consumer powerhouse in property market
September 2016
Image: Michael Kors Party Time Fashion Shoot

2. AGES 19 TO 35 IN 2016
Born 1981 to 1997

3. Table to Content
1. Stats on millennial
(Gen Y)
2. What do Gen Y care
about as a group
3. Characteristics and
traits
4. Millennial in the
work place
5. Media consumption
6. Millennial in
Thailand
7. Tech & Social Media
8. Media & Values
9. Lifestyle stats
10. Gen X versus Gen Y
11. Common trait
12. What does it mean for
you?
13. What motivate
millennial to buy?
14. Food for thought
15. Challenges and
solutions for agents

4. Stats on Millennial (Gen Y)
• World population of Gen Y: 2 Billion
• Largest generation in the world born in the
20th century, after baby boomers
• Most connected and media savvy than any
previous generation
• Most influential generation of consumers. By
2020, Millennial spending power will reach
estimated $1.4 trillion annually – just as they
are reaching key life milestones such
Getting married
Buying a home
Becoming parents
• The successful brands of the future will be
those that capture the attention of this group

5. What do Gen Y care about
• Meaningful Work
• Collaboration: 88% prefer a collaborative
work culture rather than a competitive
• Freedom of choice, at work and at play
• New lifestyles demand less ownership
‘Sharing economy’ (more likely to rent out
or lease – Airbnb, Uber)
• They value authenticity more than
content, i.e. Tom’s one for one CSR
program

6. Characteristics and Traits
• Multi-taskers
• tech-savvy
• Entrepreneur mind set
• Family oriented, flexible schedule
• Ambitious
• Communication is key for Generation Y
• Like to be loved: enjoy constant feedback,
gratitude

7. • Millennial want connections,
checkpoints and mentoring
• 80% of millennial say workplace
tech would have an influence
when deciding to take a job
• Feedback and constructive
criticism is important
• Core values:
Sense of belonging
Recognition
Millennial in the workplace

8. US Millennial Media Consumption
Its important to see what kind of media millennial are exposed to daily In
order for businesses to reach and communicate with this target group
effectively
• Millennial are spending an average of 25 hours per week online (AdAge)
• 73 percent say it’s important to read other’s opinions before purchasing
(blogs and reviews)
• 35% access the internet via mobile phones
• They are driving the Internet-TV trend (Netflix) therefore video content may
be more effective in conveying a message
• Millennial interact with organizations through social media more than other
generations (Facebook remains the most popular channel)
• As of early 2016, there are 87 million Millennial on LinkedIn globally by
posting articles there businesses can gain credibility and recognition

9. Millennial in Thailand
• 32% of the Thai 68 MB
population are millenials,
approximately 22 Million
• According to National Statistics
Office (NSO), Millennial spend
an average of 8 hours per day
online (US average 3.6
hours/day)
• Feelings of disconnect from
Thailand centuries of tradition
and culture
• Under pressure older generation
to maintain core values
• Shackled by chronic political
problems and ineffective
education

10. • 81% of Thai Millennial own a
smartphone compared to only 45%
globally
• 60% use smartphones to make a
decision
• 46 % of active Internet users claim to
have been influenced by bloggers and
vloggers (video bloggers)
• Thailand has 1.7 Million Millennial
Instagram users
Millennial in Thailand
Tech & Social Media

11. • 84% of millennial believe that brands should not stick to just selling their
products or services ( their values should attract customers also – businesses
should showcase their mission and what they want to achieve by including CSR
and giving back to the society)
Thai Millennial media & values
• Campaigns should be informative and sharable
(70% of Thai millennial share what they
appreciate)
• Thai Cosmopolitan editor, Pim Jaiya, believes
Facebook has become popular again in video
content (live reports on red carpets, hot topic
discussions, and sweepstakes)

12. Millennial in TH – lifestyle stats
• As many as 77% of Thai Millennial claim that they have
more choices of how to live their lives compared to the
global 69%
• Over 52% are still single
• 69 % still do not have children
• 23 % have two or more jobs
• 12% are likely to pursue higher education
• 52% value new and never-seen-before experiences

13. Gen X Gen Y
Born between the early 1960s and the early 1980s Born roughly between 1980 and late 90’s
Gen X was shaped by global political events (Cold war,
Berlin Wall, Vietnam War)
Gen Y grew up around technology
Gen X value job security Gen Y want a more flexible schedule
Gen X prefer face to face interactions Gen Y communicate over text and social media
Favors Bank Cards and retail cards for payment Prefer loads for auto and education
Gen Y versus Gen X

14. One common trait
• The one thing millennial have in common when it comes purchasing
products or what influences their buying decision is trust

15. How does this translate to you?

16. What motivates millennial to buy
• Videos content: Millennial are 1.5 times
more likely to watch videos while
shopping online, it affects the buying
decision
• By sharing video content online, it can
help with millennial buying decision
• The message may be even more effective
if an influencer or existing customer is
recommending the product or service
• It helps raise awareness as well as
credibility

17. What motivates millennial to buy
• Company values: Millennial are more
willing to pay extra for sustainable
offerings than past generations (Nielson
Global Online Study)
• 64% say it’s a priority for them to make
the world a better place
• This could encourage millennial to join
your business or support it
• CSR projects can be shown through
videos or inforgraphs

18. What motivates millennial to buy
Personalize the shopping experience: provide
experiences and adventures
• Millennials care more about personal
development and new experiences
therefore campaigns involving new
technology may attract millennial and bring
in new customers
• Memories tend to stick with people,
therefore new experiences can help
millennial remember a business campaign
and share the experience with others

19. Food for thought

20. Challenges & Solutions for Agents
TRUST
• Walk the Talk
• Consistent
• Honest
CREDIBILITY
• Respect others
• Competent
• Accountable
EXPOSURE
• Online & offline
presence
• Covered in media
• Be a speaker

21. Thank you
Pacharee Pantoomano
brandnow@brandnowa.sia
Youtube: BrandNowAsia | FB: BrandNowAsia
+662 662 5622 | LINE ID PPantoomano