Consumer behavior of Gen Y and Gen Z

1. MILLENNIALS AND GEN Z
by Brandnow.asia
Consumer Behavior | November 2021

2. Millennials

3. AGES 25 TO 40 IN 2021
Born 1979 to 1995

4. Why all the Millennial Fuss?
• Largest generation in the world born in the 20th century, after baby boomers
• 1.8 (23% of world population)
• Most influential generation of consumers. Today there are 56 million millennials
in the workforce globally. As of May 2020, millennials made up the largest
percentage of digital purchases in the United States. They are reaching key life
milestones such:
 Getting married
 Buying a home
 Becoming parents
• In 2025 the group will make-up 75% of workforce
• The successful brands of the future will be those that capture the attention of
this group

5. Characteristics & Traits
• Tech-savvy – They grew up with internet and
technology
• Multitaskers – can work on multiple tasks at ones
• Ambitious (perhaps sometime impatient)
• Entrepreneurial mind set - they believe it is
better to own their own business
• Family oriented – they look up to their family
members and value family
• Sociable generation – communication is easier
with technology improving and they prefer
texting as their communication method
• Like to be loved: enjoy constant feedback,
gratitude

6. Millennials (Gen Y) in Thailand
• 28% of the Thai population
• Under pressure from older generation
to maintain core values
• Feelings of disconnect from Thailand
centuries of tradition and culture
• Shackled by chronic political problems
and ineffective education

7. Millennials in Thailand
Tech & Social Media
• According to National Statistics Office (NSO),
Millennials spend an average of 10.5 hours
per day online (US average 3.6 hours/day)
• 81% of Thai Millennial own a smartphone
compared to only 45% globally
• 60% use smartphones to make a purchasing
decision
• 46% of active Internet users claim to have
been influenced by bloggers & vloggers
(video bloggers)
• Thailand has 1.7 Million Millennial IG users

8. How does this translate?

9. What Motivates Millennial to buy?
• Company values: Millennial are more willing
to pay extra for sustainable offerings than
past generations (Nielson Global Online
Study)
• 84% of millennial believe that brands should
not stick to just selling their products or
services
• 64% say it’s a priority for them to make the
world a better place
• This could encourage millennial to join a
business or support it

10. Brand’s with shared values
with Millennial
• Mechai Viravaidya, a safe-sex activist and founder of
Thailand's Population and Community Development
Association (PDA), established the eatery with the
philosophy that birth control should be as accessible and
mundane as cabbages. Cabbages and Condoms initial goal
is to the reason was there was an HIV epidemic in
Thailand and in order to combat the problem, some
restaurant will include condoms in their names. They did
this so people know they can come and receive free
condoms. These type of campaign really help in bring
down he HIV rate in Thailand.
• Dove’s Real Beauty has been one of the biggest ad
campaigns of the decade. The campaign is one of modern
marketing’s most talked about because of its promotion
of positive self-esteem and body image. Dove has been
able to position its products in the mind of the consumers
through the differentiating approach of promoting
positive self-image and self-esteem. When consumers go
to the store to buy toiletries, they will remember the
warm feelings they have associated with the brand.

11. 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
• The message may be even more effective if an
influencer or existing customer is
recommending the product or service
• By sharing video content online, it creates
awareness, credibility and can help with
millennial buying decision

12. What Motivates Millennial to buy?
• Personalized shopping experience:
Millennial care more about personal
development & 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 & share the experience with
others

13. Examples of Millennial Marketing
Experience
• Addressing millennial
shoppers’ desire for fast,
personalized mobile
experiences, Sephora
launched a new service on
its mobile site and
application, Pocket Contour
Class, to provide tailored,
step-by-step instructions
for makeup application.
• More Than a Game Café Bangkok has combined the popular culture in Thailand of café
hopping with entertainment such as board games. Millennials are multitaskers so the café
offers food and board games to attract the millennial generation

14. Examples of Brand Marketing to Millennial
LEVI’S
• Customization was seen as a luxury feature
• Offering customization, retailers can increase their
value and differentiate from the competition
• Levi’s shops have a dedicated tailor shop that can
customize and repair products, such as adding
patches, studs, embroidery, stenciling and
distressing, so consumers can have a one-of-a-kind
product
• The brand also offers a full repair service which
does anything from fixing rips and holes to color
fading, helping well-worn jeans gain a new lease of
life

15. Five highlights
“I want it fast & I want it now”
“I trust my friends more than “corporate mouthpieces”
“Give me an experience to remember and share”
“I’m a social creature both online & offline”
“I can make the world a better place”

17. Ages 6 - 24 Years Old
Born Between 1996 - 2009

18. Generation Z
• Also known as Zoomers
• Demographic cohort succeeding Millennials and
preceding Generation Alpha
• 2.5 billion people worldwide
• Because of COVID 19 pandemic, Gen Z now
peers into an uncertain future
• More racially and ethnically diverse than any
previous generation

19. Characteristics & Traits
1. They are digital natives
2. They are pragmatic and financially-
minded
• grew up during a recession
• focused on saving money
3. Many factors contribute to their mental
health challenges
• “Loneliest generation” as their endless hours spent
online can foster feelings of isolation and depression

20. Characteristics & Traits
4. Individualistic – They prefer to work alone due to
competitive nature and wanting to control their own
destiny and not rely on others for their own success.
5. Multitaskers - Technology allows them to complete several
tasks at once
6. Entrepreneurs - 72 percent of teens in the United States
say they want to start their own business one day. Well,
your target audience is extremely interested in running a
business, so take them behind-the-scenes and show them
how yours works
7. Tech-savvy – easily adapt to new technology and
inventions
8. Less focused – it was proven that multitasking actually
lowers your focus and affects our ability to learn

21. Gen Z in Thailand
• 28% of Thai population
• Entrepreneurial
• Concerned with financial success
• More open to diverse viewpoints
than their counterparts in Western
countries, says a study by Stamina
Asia, a Bangkok-based research
company
• Thai Generation Z share most of
the features with their
contemporaries in the West

22. Top Social Issues For Gen Z
Seven issues have commanded the attention of Generation Z:
1) health care
2) mental health
3) higher education
4) economic security
5) civic engagement
6) race equity
7) the environment

23. What Motivates Gen Z to Buy?
• Informed consumers, often research and
weigh up options before making a buying
decision
• Less attached to specific brands, prefer to
shop around for the best deal
• They place high importance on brand ethics
and corporate responsibility
• Most likely to shop via social media
• Individualized shopping experiences that can
be tailored to their own personal preferences

24. Brands with shared values as
Gen Z
• LUSH

25. Brands with shared values as
Gen Z
• Mindful Chef
• Mindful Chef Recipe box
• Can choose your own meal plan
• Precise ingredients for zero food waste
• Easy step-by-step cooking instructions
• Use influencers to promote

26. What influences Gen Z?
Influencers
• Giving relevant nano and micro-
influencers their own unique referral
codes to share with their followers has
great potential as a promotion
marketing campaign
• Pick your micro-influencers well to help
build a solid Gen Z customer base
• They hold more sway than celebrities
over Gen Z

27. Challenges of Targeting Gen Z
• Generation Z has a short attention span of
8 seconds
• Generation Z is constantly moving between
platforms and devices
• Generation Z isn’t afraid to share their
opinion

28. Example of Gen Z Marketing
• Coca-Cola & WWF
• Philippines
• Promotes sustainability
• Fukien tea plants, each
of which can soak up
around 13 pounds of
carbon dioxide per year

29. Example of Gen Z Marketing
• Becky LaChance
• Macro Influencer
• In the US
• Healthy lifestyle Influencer
• Promotes healthy habits
• Product: NakedJuice
• 100% Fruit and veggie juices

30. Example of Gen Z Marketing
• Name: Booky Healthyworld
• Macro Influencer
• In Thailand
• Healthy lifestyle Influencer
• Promotes healthy lifestyle, diet and
drink
• Product: Cocomax (coconut water)

31. Example of Gen Z Marketing
• Jongbae Park
• Lifestyle Influencer in Thailand
• Promotes a medical center
• Product: Thonburi Medical Center
• He shares a positive testimonial
about the doctors visit, so his
following can consider that medical
center

32. Pacharee Pantoomano
brandnow@brandnow.asia
Youtube: BrandNowAsia | FB: BrandNowAsia
+662 662 5622

33. Research References:
 https://socialchorus.com/blog/gen-z-in-the-workplace/
 https://gethppy.com/hr-infographics/millennials-vs-generation-z-success-in-the-
workplace
 https://www.telusinternational.com/articles/understanding-gen-y-at-work
 https://www.sibm.edu/assets/pdf/generationY.pdf
 https://talentor.com/blog/generation-y-in-workplace
 https://www.cleverism.com/common-characteristics-of-generation-y-
professionals/
 https://www.scb.co.th/en/personal-banking/stories/geny-more-debts.html
 https://www.aecf.org/blog/what-are-the-core-characteristics-of-generation-z
 https://www.oberlo.com/blog/marketing-strategies-generation-z