Si les prises de parole concernant les générations Y et Z sont légion, il était primordial pour Starcom d’adopter une prise de position limpide sur ces termes surexploités. Notre étude est une photographie de la société, une immersion dans le monde des « jeunes » à travers une recherche documentaire, des interviews d’experts et la synthèse des études que nous avons réalisées pour nos clients sur ces cibles.

1. Youth Pulse

2. Official distinctions …
1960 1970 1980 1990 2000
X Generation Y Generation
Millennials
Digital Natives
Paparazzi Generation
Z Generation
GenEdge
Silent Generation
1989
The fall of the
Berlin Wall
2001
The 9/11 attacks
1969
Woodstock
… but the states of mind overcome the age brackets
X : 35 - 55 y.o.
Y : 20 - 35 y.o.
Z : under 20 y.o.
x. y. z. generations

3. Millennials

4. Fundamentally different from the previous generations
Different vision of the world.
They were born and grew up with the economic crisis,
the digital and the globalization

5. 1 A lucid generation
2 A « narcis » generation
3 A global generation
4 A creative generation
5 A Hedonist generation
5 key values and behaviors

6. Despite their financial issues
(student loan debt, poverty and
unemployment),
and their mistrust about institutions
70% of 18-24 y.o pessimistic about
the evolution of the society
* Pew Research Center, 2014
http://www.fastcompany.com/3046989/what-millennial-employees-really-want
1. A lucid generation - but self confident
Millennials remain optimistic
about their own future
66% are optimistic about their life
85% say they would have enough money
to lead their way

7. What they value most in a job :
- They want to learn and build their skills
- They want to spent time with their family with
work from home and flexible hour options
- This is a relationship - oriented generation
that expects mutual respect
- They want to work in a tech friendly environment
1. A lucid generation - different values at work

8. 75%
of millennials believe
business are to fixated on
their own agendas an not
enough on helping to
improve society.
1. A lucid generation - different expectations
from companies

9. #FOMO
From the Fear of Missing Out to the Focus On Multitasking Opportunities.
The Millennial « sickness » : the “fear of missing out” refers to the feeling of anxiety
that an exciting or interesting event may currently be happening elsewhere.
- The tension & desire to stay continually
connected with what others are doing
- They have the tools : the smartphone
increases the addiction for the Paparazzi
Generation
- New technologies provide the power of
ubiquity through multi-screens and networks.
2. A « narcis » generation - #fomo

10. « Starification » of their life : they use the social networks everyday and all day
long to express and show a life in which they are the main actor.
- The You(th)niverse is the personal world where
the Millennial promotes his/her personality and
preferences.
- The digital world and the social networks enhance
the trend with profile customization and likes
accumulation.
- In real life, the 3D printing is a new way for mass
customization by creating personalized items from
scratch.
2. A « narcis » generation - you(th)

11. empower
the
self
expression

12. It’s no more about individuals but about micro-communities of passion
points and influence without borders.
- # = the symbol of the micro-
community : behind a sign and a
few words, individuals from the
world are together.
- As many micro-communities as
passion points, and not exclusive.
#beliebers
#lovewins
#got
3. A global generation - tribes

13. 3. A global generation - global projects
Crowdfunding and crowdsourcing are participative ways in which
the youth vox pop’s got the power.
- Half of Millenials prefer be a part of a project that look like
them rather than just buy.
- More than collaboration, it’s about self expression in
music, fashion, sport…
- Millenials = actors - and not just spectators - by building a
global culture without borders.

14. The Millennials mix bits from different universes, they value unusual collaboration.
3. A global generation - mash up

17. Millenials value entrepreneurship, creativity and start-up culture.
- Start-up is a perfect work place for a generation of
rapid learners with a strong ability to adapt
- Everything is made to be creative and it’s a great
place to grow personally and professionally
- Being able to work closely with the innovators, the
founders, is something you rarely get to do if you’re
working for a corporation - not a start-up
4. A creative generation - ideas

18. 4. A creative generation - language
64% of Millennials regularly communicate using only emojis instead of words.
- Emojis are a powerful tool for humanizing mobile
messaging, which can often feel impersonal and
expressionless.
- A second & specific language representing visually a
part of who they are.
McDonald's has brought "Emojis" to life in this last spot

19. 5. And hedonist generation - gamification
Half of Millennials say “they see real life as a video game” and almost 6 out of
10 say “#winning is the slogan of my generation”.
- Hedonism : pleasure, fun, excitement, sensations…. remain
key drivers for Millenials. Gaming is an expression of this
Hedonism.
- Video games have transcended pure entertainment, and
evolved into places where players can learn, build
communities, and explore aspects of their identity they can't
express in the real world.
- Millennials love video games so much that they've turned
watching other people play into a multi-million dollar industry. The most subscribed-to channel on YouTube, PewDiePie, is run by
a Swedish gamer who has gathered his 35 million followers and 10
billion vues by posting reviews, run-throughs, and live-streams of
nearly every new game to hit the market.
* Gravity Media, 2015

20. Life steps
Average age
Start
university
Move out of
parental home
Move in
with partner
Birth of the
first child
22 y.o. 26 y.o. 31 y.o. 33 y.o.
* SIMM TGI, filtre 22-35 ans, octobre 2015
Same values but different life cycles

21. z generation

22. And evolution, more than a revolution
More or less the same values
Just more highlighted
THE FIRST TRULY DIGITAL NATIVE
GENERATION
THE FIRST TRULY GLOBAL
GENERATION
70% say the world became smaller
thanks to new technologies
74% say that it’s easy to learn
about other cultures
* Cassandra Report 2014

23. Hannah from
Girls:
Selfish, failing financially
and professionaly
Alex from Modern Family:
Conscientious, hard-worker
and future oriented
Concretely what does it mean ?

24. Ungendered is the new gender
Extreme mash-up
The brand has introduced a range of gender-neutral clothing to its vast inventory.

25. The most motivated and eager ones …
… but their stories are unusual !
Joshua Wong
Joshua Wong, a co-founder of the student-activist group Scholarism,
was one of the most compelling figures in Hong Kong’s pro-
democracy “Umbrella Revolution” in 2014. His nonviolent protest
message and energetic idealism galvanized crowds that, over months,
numbered in the hundreds of thousands.
Marie Lopez dite EnjoyPhoenix
EnjoyPhoenix is a 20 y.o. French beauty guru as well as a fashion,
lifestyle, and teenage advice vlogger. She uploads videos to her
YouTube channel EnjoyPhoenix with more than 2 million subscribers.
She has a second channel called EnjoyVlogging which had more than 1
million subscribers.
Tavi Gevinson
Tavi Gevinson is the Founder and Editor-In-Chief of the Rookie
Magazine, aimed primarily at teenage girls. Gevinson, who became
an online sensation at 11-years-old for her blog StyleRookie, shifted
focus to pop culture and feminist discussion and in 2011, Gevinson
founded Rookie at only 15 years old.
Generation ambassadors

26. WORK FAMILY
72% say an interesting job
is the most important thing for the future
35% want to found an happy family
HEALTH
46% want to be healthy
* Junior Connect 2015
More active, more alternative
Even if they still need points of references

27. Often compared to the silent generation
who rebuilt the world after the second ww
Born between :
The Great
Depression
World War II
1925 1945
Children from this generation worked very hard and kept quiet.
In 1951, Time Magazine introduced the name « Silent Generation »
to refer to those individuals described as cautious and unadventurous.

28. Thank you !
Contacts :
laurent.capion@smvgroup.com
marine.lemetayer@smvgroup.com