Diverse Millennials find themselves up against a trifecta of pressures... however it is what they do under that pressure that defines who they are and where they are going. Meet the Hyper-Millennial... Visit our site for a free download.
Generational cohorts in India are never homogenous. In such a complex and diverse country, there are clear distinctions in the context and attitudes of urban, “small-town” and rural groups, even from the same generation, and understanding that is a story unto itself. However, understanding the attitudes and aspirations of the urban young is a great starting point, as these eventually find reflection in the larger groups throughout the rest of India.
India’s urban young aren’t the same as their western counterparts. Yes, living in an increasingly globalised world engages them in similar debates about geopolitics, draws them towards the same content and even leads them towards the same social and environmental causes. But that’s only scratching the surface.
To truly understand this generation, we must understand the context they come from….
Welcome back to The Generation Edge series, our monthly magazine exploring the identity, values, and lifestyle of the post millennial generation. People born after about 1995, the eldest of which are 19 now. We call them Generation Edge.
In this edition we explore how Gen X parents are shaping this new generation. Because, like it or not, our parents exert tremendous influence on the people we become...
Boomers are single-handedly re-defining what it means to age, giving rise to a brand new lifestage, 'The Second Act'. If you'd like a free PDF of BOOM! visit our site.
Right now, Gen-Xers are doing something utterly revolutionary that is going unnoticed: They aren’t getting “old” and they’ve flipped the entire aging paradigm on its head.
Every generation has a shared set of experiences, values, and cultural flash points that come together to form distinct expressions of identity. To brush up on your generational differences, check out our latest guide.
Generational cohorts in India are never homogenous. In such a complex and diverse country, there are clear distinctions in the context and attitudes of urban, “small-town” and rural groups, even from the same generation, and understanding that is a story unto itself. However, understanding the attitudes and aspirations of the urban young is a great starting point, as these eventually find reflection in the larger groups throughout the rest of India.
India’s urban young aren’t the same as their western counterparts. Yes, living in an increasingly globalised world engages them in similar debates about geopolitics, draws them towards the same content and even leads them towards the same social and environmental causes. But that’s only scratching the surface.
To truly understand this generation, we must understand the context they come from….
Welcome back to The Generation Edge series, our monthly magazine exploring the identity, values, and lifestyle of the post millennial generation. People born after about 1995, the eldest of which are 19 now. We call them Generation Edge.
In this edition we explore how Gen X parents are shaping this new generation. Because, like it or not, our parents exert tremendous influence on the people we become...
Boomers are single-handedly re-defining what it means to age, giving rise to a brand new lifestage, 'The Second Act'. If you'd like a free PDF of BOOM! visit our site.
Right now, Gen-Xers are doing something utterly revolutionary that is going unnoticed: They aren’t getting “old” and they’ve flipped the entire aging paradigm on its head.
Every generation has a shared set of experiences, values, and cultural flash points that come together to form distinct expressions of identity. To brush up on your generational differences, check out our latest guide.
It is estimated that by the year 2014, 36% of the workforce will be composed of Millennials, rising to nearly 50% in 2020. Born between 1981 and 2000, Millennials are a generation of individuals raised with technology and motivated by progress. Unlike previous generations, these individuals are disrupting traditional business models and demanding products that connect them with the world. Speed, innovation and collaboration are the key tools needed by organizations in order to keep this generation engaged. This presentation will examine the factors that differentiate Millennials from other individuals, offer insight into the unprecedented impact this generation is having on the enterprise, and detail strategies that companies may employ to transform Millennials’ unique abilities into a competitive advantage in today’s workplace.
You've no doubt heard about Millennials (also known as Generation Y, born after 1980) for years now. ... Born after 1995, members of the emerging Gen Z are expected to become the dominant business influencers of tomorrow
Over the past 10 years men have been portrayed as idiotic, coddled, domestically challenged buffoons, never to be trusted (especially with their own children). However, considering recent reports and failed brand efforts targeting contemporary men ... we thought we'd take a closer look. Check out our latest contextual piece exploring contemporary masculinity.
Gen X were the slackers, the latchkey kids, the middle children of generations...but a funny thing happened on the way to Gen X at 50. They became the new middle, holding political and purchase power for themselves and their Millennial and Boomer relatives. Ignore them at your peril.
www.reports.sparksandhoney.com
Tired of hearing "Millennials have been decoded, debunked, everything you need to hear" then "everything you've heard is wrong"... This isn't that at all. See why we think this generation deserves more than a few statistics and bold claims to tell their story. There’s a lot contradictory info on this generation, but that’s because they’re full of contradictions themselves.
Originally prepared in 2006. Are Generation X a lost generation?
Introduction to generations: https://www.slideshare.net/Steve_Mellor/the-generations-presentation-1-introduction
Boomers: https://www.slideshare.net/Steve_Mellor/presentation-2-boomers
Millenials: https://www.slideshare.net/Steve_Mellor/presentation-4-generation-y
Generational Marketing: https://www.slideshare.net/Steve_Mellor/presentation-5-how-understanding-the-generations-benefits-marketing
As part of our monthly presentation on the post-Millennials, we're exploring Gen Edge's philanthropic spirit, social consciousness, and entrepreneurial attitude towards making the world a better place.
A little over a year ago we introduced the world to Generation Edge, the generation after Millennials and one we feel is unlike any other...
...this generation are resilient, self-starting reformers. They’ve got a view of the way they want the world to be and understand that they are going to have to be the ones to change it!
We like to think of 2014 as the year of Edge and the talented, tenacious, tech-empowered guys and girls you’ll see over the next 20 pages exemplify what Edge is all about, they are....quite literally, changing the world as we know it!
Millennial women have realized what worked for previous generations of women will not work for them. Finally after decades, the fight is over, and she can focus on what truly matters. Visit our site to download a copy for free.
Who are Baby Boomers today? This is the question that this annual report tries to answer. By summarizing and highlighting the most compellingconclusions of academic research, polls,and media on the subject of Boomer
trends, Sabi’s annual BOOMer Report attempts to define key characteristics of the Boomer generation, as it
stands, today. Taken together, we hope these trends will paint as clear a picture as possible of the Baby Boomer generation in America in 2015.
To be culturally relevant today means knowing how to speak the new language of gender. Constantly in-flux, the way we talk about gender is fluid, just like we are. In The New Language of Gender, we help you understand and speak naturally from this quickly changing lexicon.
India's Post Millennial Indian Generation: Gen-ZSneha Kapoor
Youth as a life stage is a much celebrated one – and every generation of youth brings with it energy, a desire for change, naivete and unabashed self-belief…
But at different times in history, youth demonstrate different traits – whether it is the ‘peace-loving’ youth of the 70s or the recent millennials who love challenging the status-quo.
Millennials (born in the mid 80s and 90s) have dominated the marketing and pop culture discourse in the last years, being a truly unique generation born in an age of rapid digital transformation, global connectivity and social change. However, as they age (millennials are now between 25-35 years), its important to readjust our lens on youth and turn to the generation that follows… Introducing the ‘Post-Millennial generation’, or Gen Z, as they have now begun to be defined.
Born after 2001, by the end of 2019, they will outnumber the millennials and become the single biggest youth cohort in India
Based on qualitative and quantitative research across metros in India*, this book attempts to breakdown the unique characteristics of this generation, their drivers and ways to appeal to them.
The headlines tell us about how Covid-19 has impacted businesses and the boardroom...but what about the bedroom? What's the number one biggest sexual behavior change expected post-COVID? Our quantitative exploration (inclusive of a proprietary survey) has illuminated an eye-opening new reality that is equal parts startling and hopeful. Enjoy our exploratory film and article here: https://www.thesoundhq.com/sex-in-the-time-of-covid-19/
How many Jobs-To-Be-Done exist when it comes to beauty and grooming? Turns out all those showers, shaves and new hairstyles really add up! Find out how The Sound can help simplify it all for you and your brand, using the Jobs to be Done method.
It is estimated that by the year 2014, 36% of the workforce will be composed of Millennials, rising to nearly 50% in 2020. Born between 1981 and 2000, Millennials are a generation of individuals raised with technology and motivated by progress. Unlike previous generations, these individuals are disrupting traditional business models and demanding products that connect them with the world. Speed, innovation and collaboration are the key tools needed by organizations in order to keep this generation engaged. This presentation will examine the factors that differentiate Millennials from other individuals, offer insight into the unprecedented impact this generation is having on the enterprise, and detail strategies that companies may employ to transform Millennials’ unique abilities into a competitive advantage in today’s workplace.
You've no doubt heard about Millennials (also known as Generation Y, born after 1980) for years now. ... Born after 1995, members of the emerging Gen Z are expected to become the dominant business influencers of tomorrow
Over the past 10 years men have been portrayed as idiotic, coddled, domestically challenged buffoons, never to be trusted (especially with their own children). However, considering recent reports and failed brand efforts targeting contemporary men ... we thought we'd take a closer look. Check out our latest contextual piece exploring contemporary masculinity.
Gen X were the slackers, the latchkey kids, the middle children of generations...but a funny thing happened on the way to Gen X at 50. They became the new middle, holding political and purchase power for themselves and their Millennial and Boomer relatives. Ignore them at your peril.
www.reports.sparksandhoney.com
Tired of hearing "Millennials have been decoded, debunked, everything you need to hear" then "everything you've heard is wrong"... This isn't that at all. See why we think this generation deserves more than a few statistics and bold claims to tell their story. There’s a lot contradictory info on this generation, but that’s because they’re full of contradictions themselves.
Originally prepared in 2006. Are Generation X a lost generation?
Introduction to generations: https://www.slideshare.net/Steve_Mellor/the-generations-presentation-1-introduction
Boomers: https://www.slideshare.net/Steve_Mellor/presentation-2-boomers
Millenials: https://www.slideshare.net/Steve_Mellor/presentation-4-generation-y
Generational Marketing: https://www.slideshare.net/Steve_Mellor/presentation-5-how-understanding-the-generations-benefits-marketing
As part of our monthly presentation on the post-Millennials, we're exploring Gen Edge's philanthropic spirit, social consciousness, and entrepreneurial attitude towards making the world a better place.
A little over a year ago we introduced the world to Generation Edge, the generation after Millennials and one we feel is unlike any other...
...this generation are resilient, self-starting reformers. They’ve got a view of the way they want the world to be and understand that they are going to have to be the ones to change it!
We like to think of 2014 as the year of Edge and the talented, tenacious, tech-empowered guys and girls you’ll see over the next 20 pages exemplify what Edge is all about, they are....quite literally, changing the world as we know it!
Millennial women have realized what worked for previous generations of women will not work for them. Finally after decades, the fight is over, and she can focus on what truly matters. Visit our site to download a copy for free.
Who are Baby Boomers today? This is the question that this annual report tries to answer. By summarizing and highlighting the most compellingconclusions of academic research, polls,and media on the subject of Boomer
trends, Sabi’s annual BOOMer Report attempts to define key characteristics of the Boomer generation, as it
stands, today. Taken together, we hope these trends will paint as clear a picture as possible of the Baby Boomer generation in America in 2015.
To be culturally relevant today means knowing how to speak the new language of gender. Constantly in-flux, the way we talk about gender is fluid, just like we are. In The New Language of Gender, we help you understand and speak naturally from this quickly changing lexicon.
India's Post Millennial Indian Generation: Gen-ZSneha Kapoor
Youth as a life stage is a much celebrated one – and every generation of youth brings with it energy, a desire for change, naivete and unabashed self-belief…
But at different times in history, youth demonstrate different traits – whether it is the ‘peace-loving’ youth of the 70s or the recent millennials who love challenging the status-quo.
Millennials (born in the mid 80s and 90s) have dominated the marketing and pop culture discourse in the last years, being a truly unique generation born in an age of rapid digital transformation, global connectivity and social change. However, as they age (millennials are now between 25-35 years), its important to readjust our lens on youth and turn to the generation that follows… Introducing the ‘Post-Millennial generation’, or Gen Z, as they have now begun to be defined.
Born after 2001, by the end of 2019, they will outnumber the millennials and become the single biggest youth cohort in India
Based on qualitative and quantitative research across metros in India*, this book attempts to breakdown the unique characteristics of this generation, their drivers and ways to appeal to them.
The headlines tell us about how Covid-19 has impacted businesses and the boardroom...but what about the bedroom? What's the number one biggest sexual behavior change expected post-COVID? Our quantitative exploration (inclusive of a proprietary survey) has illuminated an eye-opening new reality that is equal parts startling and hopeful. Enjoy our exploratory film and article here: https://www.thesoundhq.com/sex-in-the-time-of-covid-19/
How many Jobs-To-Be-Done exist when it comes to beauty and grooming? Turns out all those showers, shaves and new hairstyles really add up! Find out how The Sound can help simplify it all for you and your brand, using the Jobs to be Done method.
We know creative development research can sometimes feel like a way to kill great ideas. And we think that sucks. We’re here to make sure that doesn’t ever happen to you (again). Read on to learn how!
Human beings went from never sleeping in the same place twice to having home become the center of our lives.
Throughout this journey, home has steadily evolved – from a threadbare shelter to a high-rise penthouse, with each new cultural and technological development changing the meaning of what home is.
Now, home is changing again.
In the 20th century, the home became modern and took on quasi-utopian qualities. It moved from a structure built to ensure the survival of the family unit into a private oasis that separates what is yours from the world. A place where we can be our true selves and have some measure of control over our surroundings.
It is a place of rest and a respite from chaos. It is secure, private and above all else – dependable.
But over the last decade, the modern home has become destabilized, elusive, evasive, more constricted, less secure and broken.
At The Sound, we place individual experience at the heart of our work and expand outwards. So we put our feet on the ground on four continents, immersed ourselves in a wildly diverse range of households, explored the minutiae of home life and bore witness to inspiring stories of struggle, success and adaptation.
We’ve put our learnings into a lovely 50-page report for your reading pleasure.
Over the past year we’ve been taking notes on some fringe trends that have recently emerged or resurfaced. They relate to everything we do: what we eat, how we live, the technology we use and the culture we embrace.
Some have huge implications. Others are just incredibly weird. But all have some potential to disrupt the brandscape and make an impact on our lives.
It’s not good enough to simply understand the nature of disunity or recognize the value of empathy. We need to put our ideals and insights into practical action.
In FringesStream: Food India, we understand the latest movements impacting eating habits, ingredients and food occasions. Check this piece out to find out how India is exploring regional cuisine, reviving a more spiritual outlook towards food consumption and much more.
This month in our ongoing FringeStream series, our monthly magazine exploring how the fringes of culture are shaping mass behaviors, we're digging into the a topic that tempts us all: FOOD. In gaining an understanding of FringeStream Food, we've unearthed some interesting findings that recognize how the simultaneous celebration of food culture and turmoil of traditional food systems have led to mainstream confusion over what to eat. Find out how empowered groups are moving beyond our over reliance on over-processed convenience food to create new opportunities and an increasing Appetite for Conviction.
This month in our ongoing FringeStream series, our monthly magazine exploring how the fringes of culture are shaping mass behaviors, we're digging into the a topic that tempts us all: FOOD. In gaining an understanding of FringeStream Food, we've unearthed some interesting findings that recognize how the simultaneous celebration of food culture and turmoil of traditional food systems have led to mainstream confusion over what to eat. Find out how empowered groups are moving beyond our over reliance on over-processed convenience food to create new opportunities and an increasing Appetite for Conviction.
Welcome to our FringeStream series, our monthly magazine exploring how the fringes of culture are shaping mass behaviors. What happens when fragmentation, diversity and the choice to live differently becomes the new normal?
This month we explore Fallout Families, which challenges us to think about family structures differently and brings to life what new family norms look like, moving beyond the traditional - and increasingly outdated - model of the nuclear family.
The Sound explores the perceived fringes of culture to illuminate how emerging ways of being are shaping mass culture and changing the human condition.
FRINGESTREAM is a new way of thinking about mass behaviours and values.
FRINGESTREAM is when fragmentation becomes the new normal.
Mainstream culture used to represent the majority story..
In the pre-digital and pre- globalized world, mass culture dominated with fringe cultures existing only on the, er, fringes...often in direct opposition to mainstream values and behaviors.
Now things have changed. Living in a globalized and digital age, mass culture is now heavily inflluenced and shaped by fringe behaviors and ways of being.
FringeStream is the new Mainstream

In 2014, we asked 60 young people around the world to show and tell us about their generation. We set them the challenge of photographing their lives and describing why the images are important to them and illuminating to us.
The photographs and stories they produced are beautiful, inspiring, and informative – just like the best research should be.
The Generation Edge photography project reinforces The Sound’s belief that Insight is Art.
Inspired by an excerpt of Amy Poehler's book, "Yes, Please", about "women-on-women crime" and driven by out insatiable curiosity to study human behavior, we've decided to dig into the subject of modern-day parenthood.
Welcome back to The Generation Edge series, our monthly magazine exploring the identity, values, and lifestyle of the post millennial generation. People born after about 1995, the eldest of which are 19 now. We call them Generation Edge.
In this edition we explore Gen Edge's rebellious attitude. This is a generation that fully intends to speak out and shake things up. But it's not rebellion as we know it - Gen Edge has redefined it...
Welcome back to The Generation Edge series, our monthly magazine exploring the identity, values, and lifestyle of the post millennial generation. People born after about 1995, the eldest of which are about 19 now.
In this edition we explore Gen Edge's critical point of view on education and its impact on their future and the future of the world.
Because these days reading, writing and arithmetic don't add up to anything...
What lessons can we learn from the people that are at the forefront of the creative revolution? What lessons can be gleamed from the cutting edge of modern day innovation? and how can we harness these lessons to improve our own companies, brands, advertising and marketing?
The Sound attended this years Fast Company: Innovation Uncensored event looking to find the answers to questions just like these. We heard from visionary speakers, creative masterminds and Fortune 500 CEO's. They spoke and we listened.
We got inside PepsiCo's playbook, heard about the new customer experience and learnt the secrets to building a cult brand. We heard about how to lead a creative company, why innovation is everything and how crowd funding will continue to disrupt well established industries - better yet, we synthesized the learnings and implications to share with you all.
Here they are, 10 carefully crafted lessons we think will benefit companies and professionals in any industry.
More from The Sound: Exploration Strategy Innovation (19)
2. BOOM! RESEARCH APPROACH
OUR INNOVATIVE APPROACH CONSISTED OF 3 STAGES
DEFINE EXPLORE EXPERIENCE
Expert Interviews 2 day Sounding Board 8 x Self Ethnography
3 x 1hr Depth - 40 respondents in video diaries
Interviews with total
Diversity Experts
Text
Stage Stage Stage
1 2 3
3. WHO ARE THE
DIVERSE MILLENNIALS?
MILLENNIALS ARE THE LARGEST GENERATIONAL
COHORT IN THE US, NEARING 50 MILLION ...
“Wow, the diversity in
About 40% of Millennials are Non-Caucasian, with 19% being this country is amazing.
Hispanic and 14% African American
So many cultures and
No other Millennial cohort has ever experienced such a diverse backgrounds coming
cultural landscape while growing up in America together. Everyone
learning from one
Experts predict that by 2050, 43% of the US population will
another is great! ... it has
be Hispanic or African American
taught me not to read a
book by its cover.”
- Arturo, 22, H
3
4. WHO ARE THE DIVERSE MILLENNIALS?
DIVERSE MILLENNIALS FIND THEMSELVES UP AGAINST A TRIFECTA OF
PRESSURES ... HOWEVER, IT IS WHAT THEY DO UNDER THAT PRESSURE THAT
DEFINES WHO THEY ARE AND WHERE THEY’RE GOING ...
THE HYPER-MILLENNIALS!
Text
CULTURAL MILLENNIAL
EXPECTATIONS VALUES
CONTEXTUAL
CHALLENGES
5. Contextual Challenges
Diverse Millennials
23 % of Hispanics and 28% of African
Americans are living in poverty in the
US with a median household income of
approx. $35,000 ...
Text
“With times being so tough and
the government having so much
deficit you can’t count on
handouts for help.”
- Caroline, 26, H
5
6. Contextual Challenges
Diverse Millennials
Both Hispanics and African Americans are
much less likely than Caucasians to have
health insurance, creating higher incidences
of health issues and lower incidences of
early detection ...
Text
6
7. Contextual Challenges
Diverse Millennials
17 % of Hispanic Millennials and 9% of
African American Millennials drop out
of high school vs. 6 % of Caucasian
Millennials ...
Text “I’m the first one in my family to
graduate college, I feel like my
whole family would graduate with
me.” - Miguel ,19, H
7
8. Contextual Challenges
Diverse Millennials
Hispanic and African American
Millennials are twice as likely to be
pregnant at 19 than their Gen Pop
counterparts ...
Text
8
9. Contextual Challenges
Diverse Millennials
Hispanic and African American Millennials
are more likely to be exposed to gang
activity i.e. 40% of Hispanic Millennials born
in the US claim to have been in a gang or
know someone in a gang ...
Text
“A lot of my friends didn’t get a
chance to live past 18. I’m 28
and I feel blessed.”
- Rodrick, 28, AA
9
10. Cultural Expectations
“No matter what, my blood will
always carry such a strong passion
Text for my people.” - Miguel, 19, H
“It is up to us to guarantee that a positive
Hispanic legacy is embedded in the history of
the United States.” - Tomas, 27, H
THEY’RE DIFFERENT ...
Unlike their Gen Pop counterparts, Diverse Millennials face a series of cultural expectations that have a
profound impact on how they think, feel, behave and grow ...
Such expectations not only hold familial importance but historical importance - feel they have a cultural
legacy to uphold ...
10
11. Cultural Expectations - FAMILY ALWAYS FIRST...
Feel inherent obligation and responsibility to
immediate and extended family “Through thick and thin they are always there.
Without them I wouldn’t be where I am today, as
Expected to put family’s needs before their own, cliché as that sounds. We laugh together and cry
even if this causes individual discomfort
together, and this type of selfless relationship is
Major decisions in life often made as a family the only one truly worth having.”
despite lifestage - Diana, 21, H
‣ I NEED TO SET A GOOD EXAMPLE FOR YOUNGER GENERATIONS
Text
26
12. Cultural Expectations - BE STRONG CARRY ON...
Text
Social struggle is embedded in their history -
“Struggle is something I feel we as African stories of challenge and triumph crucial to
Americans can honestly say still sticks with us ... It’s remember
as if we were built to take on the stress and if we get Resilience is key - no excuse for giving up, feel
knocked down, to know that you can always get they owe it to the generations before them to
right back up. Struggle, yes I think I know well.” continue to push forward
- Rodrick, 28, AA Determined to prove stereotypes wrong
‣ I WILL PROVE TO OTHERS I HAVE WHAT IT TAKES
26
13. Cultural Expectations - DON’T LOSE SIGHT OF YOUR ROOTS...
Expected to engage in cultural traditions, show cultural
pride - older generations worry Millennials will lose their
sense of heritage
“My parents have always told me to remember
where I come from because that is who I truly
Pressured to carry on tradition despite contemporary am and I should never be embarrassed to say
distractions - i.e. speaking native language, visiting home
country, attending cultural gatherings, music, etc.
what my culture and heritage is.”
- Rosa, 23, H
Big shoes to fill - cultural icons achieving power in US
‣ I AM NOT ASHAMED OF MY HISTORY
Text
26
14. Cultural Expectations - DON’T TAKE ANYTHING FOR GRANTED...
Text
Taught from a young age to appreciate what you
“People have a lot to learn, they have a lot have, everything is a ‘blessing’
to be grateful for, but many need help - Don’t exude that sense of entitlement
seen in their Gen Pop counterparts ...
opening their eyes to the beauty of life.”
- Stefanie, 20, H Encouraged by family, community to appreciate
living in the US, the land of opportunity
‣ I MUST OFFER RESPECT AND DIGNITY TO THOSE AROUND ME
26
15. Cultural Expectations - GIVE BACK EVERY WAY YOU CAN...
Want to make a contribution, shape culture ...
Determined to give back to their families “One of my professional goals is to be an
- Support them financially, give them new educator and to help br idge the
opportunities, be a good role model
achievement gap in the inner city.”
Determined to give back to their communities
- Darnel, 23, AA
- Volunteer, help those less fortunate, work in
the neighborhoods they grew up in
‣ I MUST MAKE SURE OTHERS HAVE THE SAME OPPORTUNITIES I HAD
Text
26
16. American Millennial Values
“People my age are starting to
discover who they are and
experimenting with different things,
feeling pressure to know where life is
going to go.” - Melanie, 24, H
Text
... BUT THEY’RE THE SAME
In addition to the cultural expectations Diverse Millennials face, they are living in a contemporary world full of
contemporary expectations ...
It is important to remember that Diverse Millennials are exposed to the same generational values, ideologies and
media messages as their Gen Pop counterparts ...
16
17. ALWAYS STRIVING FOR
MORE ...
‣ Key concern is how to fulfill personal ambitions i.e.
graduating, landing first job, moving out, etc.
‣ But ambitions can turn toxic, worries compounded by
the recession
LIVE LIFE OUT IN THE
OPEN ... Text
• Extremely comfortable leading a public life: make new
connections through expression and shared interests
• Strong desire to showcase identity, creativity, via social
media sites: Youtube, Instagram, Facebook, Twitter
“I expect to meet all the challenges that
“I use Facebook to share experiences
life has in store for me and overcome
with friends and family, and throughout
them ... Others expect greatness from me
the day I post what I am doing like
due to all the opportunities that are
going to the gym, places I visit, etc.”
available to our generation.”
- Richard, 29, H
- Michael, 22, AA
18. OPEN TO CHANGE ...
‣ At a point in their lives where change is inevitable
‣ Understand the need to be flexible in today’s world, adapt
i.e. keep up with changes in communication / technology
‣ As such, this group have become very resourceful
BEING TRUE TO YOURSELF
IS HIGHLY VALUED ...
‣ Being an individual with unique quirks & talents is a positive
Text
‣ Cultural backgrounds and diverse experiences
contribute to sense of individuality
‣ Expect the same level of authenticity from the people and
brands they interact with
“I am at a point in my life where
change has become inevitable ... “I just try to be real and not fake ... I
which is exciting. But it can also be define who I am. I don’t want to be
challenging as I don’t know what to looked at like everyone else.”
expect.” - Ashley, 23, AA - Joseph, 28, AA
19. So, what does this mean?
CULTURAL EXPECTATIONS AMPLIFY
MILLENNIAL VALUES AND PRESSURES ...
- Diverse Millennials set extremely high expectations for themselves
‣ Not only have to prove their ability as young Americans, but they have to prove their family and their culture
CULTURAL MILLENNIAL AMERICAN
EXPECTATIONS VALUES
Text
+
Work hard... ...Work harder!
Be successful... ... Be even more successful!
Make money... ... Make money and be happy
Take care of ... Take care of family and
family ... make something of yourself
20. Meet the Hyper-Millennial
DESPITE THE HEAVY LOAD, DIVERSE MILLENNIALS REFUSE TO FOLD UNDER THE PRESSURE!
‣ More Committed ... to live up to the strength they’ve seen from previous generations
‣ More Resilient ... to any challenge that may come their way
‣ More Optimistic ... about their future, what lies ahead
‣ More Determined ... to achieve success, however they define it
Text
MEET THE HYPER-
MILLENNIAL!
“I am very confident that I will achieve all my
goals because I never quit or give up anything I
start, despite the odds.” - Ryan, 26, AA
26
22. What does this mean for brands?
THERE ARE SOME KEY POINTS TO CONSIDER WHEN TALKING TO DIVERSE MILLENNIALS ...
IF YOU ARE TARGETING MILLENNIALS ... WELL, YOU’RE ALREADY TARGETING THEM
DIVERSE MILLENNIALS ENGAGE WITH GEN POP MILLENNIAL MESSAGING
- BE YOUR AUTHENTIC SELF
- CREATE YOUR OWN SUCCESS
- MAKE A DIFFERENCE TO SOCIETY
HOWEVER, DIVERSE MILLENNIALS Text
ENGAGE WITH CULTURAL MESSAGING TOO
- PUT FAMILY FIRST
- CELEBRATE CULTURAL PRIDE
- GIVE BACK TO YOUR COMMUNITY
AS AMERICA’S POPULATION CHANGES, THERE IS NO NEED TO TARGET THEM EXCLUSIVELY ...
IT’S JUST NOT NECESSARY ANYMORE
- SUBTLE REFERENCES TO CULTURE ARE APPRECIATED ... OVERT REFERENCES ARE REJECTED
- LET’S JUST PUT IT THIS WAY ... YOU DON’T NEED TO HAVE A DIVERSITY DIVISION IN YOUR COMPANY,
JUST A COMPANY THAT UNDERSTANDS DIVERSE MILLENNIAL CULTURE