The document discusses the characteristics and consumer behavior of millennials in Poland, highlighting their preferences for experiences over material possessions, heavy reliance on technology, and engagement with brands on social media. It notes that millennials value personalization and corporate social responsibility, often choosing brands that support their communities. Additionally, the document includes examples of innovative banking solutions aimed at meeting the needs of this generation.

1. MILLENNIALS

2. CURRICULUM

3. IN POLAND
They are almost 6 MILLION consumers:
75% of them are employed
76% are buying products in retail networks
*data for TG: 25-35

4. TOGETHER_WE_CAN_DO_EVERYTHING
WE_LIVE_IN_AN_INTERCONNECTED_WORLD
OPTIMISTIC_FUN_INDIVIDUALISTIC
WANT_TO_ACHIEVE_“SOMETHING”_IN_LIFE
INSTEAD_OF_“THINGS”>>>WE_CHOOSE_EXPERIENCE
CREATIVITY_AND_ADAPTATION
WE_VALUE_OUR_FREE_TIME
O V E R D O S E _S T I M U L AT I O N
ADDICTED_TO_NOVELTY
LOW_WORK_DISCIPLINE>>>DEMANDING ATTITUDE
NOW!!!_ALWAYS ON/ COMMUNICATING

5. 58%
more college students scored higher on
a narcissism scale in 2009 than in 1982.
40%
believe they should be promoted every
2 years, regardless of performance.
They are fame-obsessed:
in the US, in 2007, 3x more as many
middle school girls would prefer to be
a personal assistant to a famous person
than a Senator.

6. LIFESTYLE
• Earn to spend
• Balance work and life
• Highly tolerant
• Diversity focused
• Global and Networked
• Believe that because of technology,
they can work flexibly anytime, anyplace
• Travellers, sabbaticals are requested
more by this generation
• Need to be always stimulated

8. OBSESSED WITH
TECHNOLOGY/ LIVE TECHNOLOGY
76% has a smart phone
87% of millennials use between 2 and 3
tech devices at least once a day
96% uses Social Media

9. On average:
Adults check their mobile 30 TIMES/ DAY
Millennials check their mobile 150 TIMES/ DAY
They spend 177 MINUTES ON THEIR PHONE/ DAY,
meaning a session is 1 MINUTE 10 SECONDS LONG!
BUT TO PUT IT
INTO PERPECTIVE

10. VIRTUAL
REALITY
Constant approval of their friends/ followers,
living under their influence:
• Posting pictures
• Constantly checking-in from bars, restaurants, concerts…
• Constantly interacting, but almost entirely through
a screen, they turn themselves into a brand
Quantified self:
• Record and post their workout with Nike, Endomondo
• High importance is given to number of friends/ likes/ posts

11. F O M O
FEAR OF MISSING OUT

13. RELATION
WITH BRANDS
• Suits MY life-style!
• Personalization
• Brand experience
• Transparent
• Share they brand preference
over social media or online

14. RELATION
WITH BRANDS

15. RELATION
WITH BRANDS
Blogs.
33% of millennials rely mostly on blogs before they make a purchase,
compared to fewer than 3% for TV news, magazines and books.
Engage with brands on social networks.
62% of millennials say that if a brand engages with them on social networks,
they are more likely to become a loyal customer. They expect brands to not
only be on social networks, but to engage them.
CSR.
75% said that it’s either fairly or very important that a company gives back to society
instead of just making a profit. Millennials love brands that support their local
communities and would rather purchase from them than competitors.

16. HOW TO CREATE
CONTENT FOR
MILLENIALS?
• Design for seconds
• Is it entertaining?
• Storytelling
• Mobile looks and interactivity
• Content snippets
• Shareability
• Influencers

17. KIA#AddPizzazz

18. KIA#AddPizzazz

19. KIA#AddPizzazz

20. Idea Bank’s Idea Hub is an experimental
bank branch designed with a view to
meeting its corporate clients’ needs,
mostly small business owners:
• Spaces available for entrepreneurs, who are
invited to take full advantage of the co-working
area and the bookable conference rooms.
• Showrooms, mainly intended for entrepreneurship
training sessions and meetings with
the bank’s representatives.
• All necessary office facilities (printers, scanners,
copiers), unlimited Wi-Fi, business TV,
daily updated economic press and free coffee.
• Efma’s innovation of the month award.
IDEA HUBWORK AND LIFE BALANCE

21. Getin Bank has prepared an innovative
solution for the Polish Scouting Association:
Electronic cans fundraising, equipped with
a terminal for contactless payments.
Getin Bank representative:
„For several years, we are the first on the market
to introduce global technologies: a card with
display, store receipts in a mobile application,
a payment card , which authorizes fingerprint etc.
We believe that modern technologies are there
so that, people lived more easily & safely.
Box with the function of proximity to innovation
in exactly the same spirit.”
GETIN BANK
SOCIALY SENSITIVE

22. THANK YOU