Millennials are driving trends in 2015 related to conscious consumerism, content proliferation, and fighting for net neutrality. Buzz Marketing Group's research is based on insights from their network of 30,000 trendsetting youth and 7,000 mothers. Their top 10 trends for 2015 include the makers movement, where Millennials want to know the origins of products and appreciate authentic craftsmanship; the abundance of content online and how brands can leverage user-generated content; and Millennials' dedication to maintaining a free and open internet.

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TOP 10 TRENDS OF 2015
WHAT MILLENNIALS WILL BE DOING AND THINKING THIS YEAR
BUZZMARKETINGGROUP|WHEREINSIGHTMEETSACTIVATION

2. 2
About Us
Top 10 Trends of 2015
Makers Movementp. 5
Content Proliferationp. 8
Net Neutralityp. 11
Amazonian Accessp. 14
Conscious Consumersp. 17
Low Cost Luxuryp. 20
Power Girlsp. 23
Selfie-Consciousp. 26
Fitspirationp. 29
Philanthro-Mep. 32
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ABOUT BUZZMG
WHERE INSIGHT MEETS ACTIVATION
CONNECT BRAND IMPACT UNDERSTAND
Buzz Marketing Group (BuzzMG) is an award-winning communications agency that brings insights to activation. Through our network
of 30,000 buzzSpotters® and 7,000 momSpotters, we deliver data and strategies that drive the marketing approach for clients focused
on Millennials, Moms, and Multicultural consumers. Since our founding, research has been at our core and we continue to be a leader
in consumer insights worldwide. We believe that as the consumer evolves, the agency must evolve.
Since 1996, BuzzMG has been committed to helping our clients understand consumers better and reach them in a more focused way.
We help clients Connect, Brand, Impact, and Understand their target market. Our unique set of tools and resources have been utilized
by clients like Dell, Sony Music, Procter + Gamble, Johnson & Johnson, Microsoft, Maidenform, GlobalHue, Verizon Wireless, American
Eagle Outfitters, and many more.

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MEET THE BUZZSPOTTERS
Here lies the pulse of BuzzMG and our Top Trends
ALL ABOUT OUR NETWORK
They are the trendsetters and tastemakers in their school,
community, or city. Whether they’re discussing a cultural
phenomenon or explaining everyday youth behavior, they are
helping our clients make the decisions that matter. Our
international network of over 30,000 youth have been selected
on a peer-to-peer basis through our proprietary process that
promises to capture true trendsetters. Our network includes
buzzSpotters® from various countries, including…
Facebook
Twitter
Instagram
Dribble
Vimeo
Google +
USA
CANADA
BRAZIL
GERMANY
JAPAN
SPAIN
CHINA
UNITED KINGDOM
SOUTH AFRICA
- Online Surveys
- Ethnographies
- Immersion Experiences
52%
48%
Female
52%
30,000
Network
4,000+
Participants
Male
48%

5. MAKERS
MOVEMENT
5
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MAKERS MOVEMENT
Millennials want to know where their goods come from.
Millennials crave authenticity, so this year we will see more appreciation for
the true artisans. You have seen the rise of DIY and platforms like Etsy,
because there is a craving for more than just fast, cheap goods. Millennials
are looking for businesses that offer quality, sustainability, and integrity.
Businesses like Zady have started to capitalize on this movement by
showcasing locally-sourced, handmade clothing and accessories that
manage to capture current trends as well as timeless style.
image
MAKERS MOVEMENT
Consider… ZADY

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MAKERS MOVEMENT
ECO-FRIENDLY
The vast majority of Millennials believe
that it’s important that products are
eco-friendly.
91%
LOCALLY-MADE
40%
A large portion of Millennials
prefer to buy locally even if the
products are more expensive.
Millennials want to know where their goods come from.

8. CONTENT
PROLIFERATION
8

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CONTENT PROLIFERATION
Beautiful, inspirational content is everywhere.
image
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This year, we are going to see a huge surge of content. Simply put,
there is just a lot of stuff out there and in our faces. Everyone has
pictures to post, moments to announce, ideas to spread, and
things to share… and all of this content is readily available to
marketers, brand managers, and companies targeting Millennials.
However, too many of them have yet to maximize on this trend –
and the secret lies in how they sift through this information and
use it to their advantage.
CONTENT PROLIFERATION
Consider… TUMBLR & PINTEREST

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CONTENT PROLIFERATION
94%
6% 13%
87%
30%
23%
46%
70%
30%
They are sharing.
94% of Millennials use social media
to share photos and videos
[above], while 60% regularly
upload / produce online content.
They are interacting.
87% of Millennials interact with
brands on social media [above],,
while 86% are willing to share their
brand preferences online.
They are reacting.
Almost half of Millennials reveal
that marketing and advertising on
social media is useful, while about
a third believe it to be annoying.
They are overtaking.
30% of Millennial media
interaction is with user-generated
content [above]. And in searches
for the top brands, 25% of the
links lead to UGC.
Beautiful, inspirational content is everywhere.

11. NET
NEUTRALITY
11!
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NET NEUTRALITY
Net neutrality is a major cause that Millennials want to fight for.
The fight for net neutrality has not died off. Although SOPA and
PIPA are long gone, there is still a strong push to maintain the
freedom of the Internet. This isn't a surprise, especially because
the Internet is the most important tool, asset, and weapon for this
generation - so it is worth fighting for. As Millennials become more
aware of the legislative attempts to regulate and control the
Internet, their determination will only grow.
image
NET NEUTRALITY
Whether it’s your blog post, whether it’s my twitter account,
whether it’s the CNN front page, every one of these links can
be accessed equally. And that’s a really really powerful idea.
- Alexis Ohanian
❞
❞

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NET NEUTRALITY
7 out of every 10 Millennials are
strongly opposed to Internet
censorship of any kind.
70%
74%
Almost three-fourths of
Generation Y believe that their
information is protected
online.
Net neutrality is a major cause that Millennials want to fight for.

14. AMAZONIAN
ACCESS
14!
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AMAZONIAN ACCESS
Brands take cues from the site that’s the destination for everything.
Amazon, eBay, and a variety of non-specialized and specialized
online shopping sites are continuing to rise in popularity and
utility. Now, consumers have access to an enormous amount of
products, prices, reviews, and everything else that encourages
them to not make snap-decisions while at a store. Instead,
Millennials do their research and figure out what exactly is best for
them before handing over their money for a product or service.
AMAZONIAN ACCESS
Consider… J CREW

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AMAZONIAN ACCESS
41%
24% 97%
3% 5%
95%
96%
4%
They are comparing.
97% of Generation Y consumers
do comparative shopping online
before even entering the brick-
and-mortar stores.
They are researching.
95% of Millennial consumers
believe that online reviews are a
valuable part of their online
research before making a product.
They are bargain hunting.
The vast majority - 96% - of
Millennials believe that low prices
are important to them when
shopping.
Brands take cues from the site that’s the destination for everything.
They are online.
The majority - 95% - of Millennials
plan to do holiday shopping online
– 41% from their smartphones
and 35% from their tablets.

17. CONSCIOUS
CONSUMERS
17!
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CONSCIOUS CONSUMERS
This generation is aware of every single thing they consume – good or bad.
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Millennials are not only aware of what they are buying, but they
are also eager to learn about how that product came to be and
how it is being sold. These consumers are aware of what is
happening behind the scenes, and that knowledge is factoring into
their decision-making process while shopping. For instance, our
research shows that 74% of Millennials are more likely to buy a
product if the proceeds go to charity. Companies like Warby
Parker and TOMS are a testament to the importance of
transparency and giving in the eyes of Generation Y buyers.
CONSCIOUS CONSUMERS
Consider… UBER & CHIPOTLE

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CONSCIOUS CONSUMERS
Per month, almost half of this
demographic buys at least one brand
that supports a good cause.
47%
72%
A majority of consumers say
that “social consciousness” is
either “very important” or
“somewhat important” when
making a purchase.
This generation is aware of every single thing they consume – good or bad.

20. LOW COST
LUXURY
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LOW COST LUXURY
High end brands are reaching out to Millennial consumers.
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The top luxury brands are entering new markets and redefining
luxury. Take a look at Louboutin. A company that sells $675 shoes
is now moving into the cosmetics market and creating $50 nail
polish. Chanel has made a similar move with their new
headphones. This trend indicates that these high-end luxury
brands are finally trying to bait teen consumers with lower cost
items that still provide the indulgence and elegance guaranteed by
the brand.
LOW COST LUXURY
Consider… AIR BNB LUXURY RENTALS

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LOW COST LUXURY
High end brands are reaching Millennials like never before.
MICHAEL KORS
Michael Kors has experienced rapid growth in
the past few years as a result of a shift in
value proposition and its range of products to
target both Gen X and Gen Y. Consider their
revenue increase of $636.8 million, which is a
70% increase from last year and indicative of
their success within this market.
ABOUT US
LOUBOUTIN
Louboutin’s attempt to enter this Low Cost
Luxury market and reintroduce luxury to the
Millennial market is exemplified by the
development of its $50 nail polish. But it’s
also an interesting move because the product
harkens back to the story of how founder
Christian Loubitin first started his career as a
designer.
CHANEL
Chanel has made an interesting move on
social media and content creation. They have
shifted the focus to their roots by, for
instance, developing a series of short films
emphasizing their founding - including one
for Chanel’s 100th anniversary with Keira
Knightley starring as founder Coco Chanel.
LOUIS VUITTON
Even though there has been speculation as to
the decrease in popularity of luxury brands
among Millennials, LV has still remained as
one of the Top 20 most popular brands. And
their efforts are clear with the recent launch
of LV’s Nowness.com, which emphasizes
exclusivity and aesthetics to cater more to the
Millennial eye.

23. POWER
GIRLS
23!
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POWER GIRLS
POWER GIRLS
With the rise of girl power campaigns like #likeagirl, female anthems on
the Billboard charts, and strong idols like Beyonce and Sheryl Sandberg,
there is now a pathway that reaches women a bit more effectively.
Building off of last year’s “Upping the Upworthiness” trend, more focus is
being directed toward the mission of empowering girls and women in
the US and around the world.
Girl Power will be the trend heading into the 2016
elections, and it will be a force to be reckoned with.
- Tina Wells
❞
❞
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Women and girls with power are coming out into the spotlight.

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POWER GIRLS
#LIKEAGIRL
This campaign was a success on social media.
These marketers took a simple, derogatory
(but memorable) remark that every girl has
heard… and then twisted with an adorable
video. The popularity of this campaign is a
testament to this trend to champion women
and girls from all walks of life.
BAD FEMINIST
Walk into the closest book store and you’ll be
greeted by best-selling books written by
women, about women. Consider Roxane
Gay’s Bad Feminist, Lena Dunham’s Not That
Kind of Girl, and Amy Poehler’s Yes Please, just
to name a few.
#HEFORSHE
After the powerful speech by Emma Watson
as the United Nations Women Global
Goodwill Ambassador, videos and voices of
support came out for a new movement of
solidarity centered on liberating women and
men rather than just focusing on so-called
“women’s issues.”.
“WHO NEEDS FEMINISM”
A couple years ago, a few students launched
a simple media campaign that instantly
caught on fire. It features men and women
holding up a whiteboard that says “I Need
Feminism because…” and allows them to fill in
the blank with their personal reason.
Women and girls with power are coming out into the spotlight.

26. SELFIE-
CONSCIOUS
26!
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SELFIE-CONSCIOUS
For Millennials, it is all about living up to the ideal.
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Millennials are living in a world where they are constantly
connected to friends, peers, colleagues, and everyone else.
Obviously, Facebook, Twitter, Instagram, and Snapchat are
expanding circles and networks, allowing more people to
share with each other. So these selfie-conscious 20-
somethings see pictures and posts about delicious food, fun
get-togethers, and overall amazing experiences. As a result,
Millennials are eager to curate an image of themselves that
matches the outward perfection that surrounds them.
SELFIE-CONSCIOUS

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SELFIE-CONSCIOUS
97%
3%
50%
50%
47%53%
73%
27%
They take selfies.
On average, about half of the
pictures taken by Millennials are
selfies.
They are affected by media.
Over half of Millennials believe
that social networking sites have
changed their behavior.
They are attached to devices.
Almost three-fourths of Millennials
would panic if they lost or
misplaced their smartphones.
They spend time online.
A huge majority of Millennials -
97% - spend at least 1-3 hours
online per day.
For Millennials, it is all about living up to the ideal.

29. FITSPIRATION
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FITSPIRATION
Instagram has become the platform for inspiration – mind, body, and soul.
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We are going to see a continuation of fitness experts infiltrating
social media, resulting in a rise of health-conscious Millennials that
will manifest in various ways. Take a look at Monique Volz’s
Ambitious Kitchen blog, which provides a multitude of “good-for-
you meals” that are creative and geared towards a more active
and healthy audience. We have also seen the rise of Jen Selter,
who provides fitness and fashion advice for “caboose-conscious”
women and has achieved a version of fame primarily through
Instagram and Tumblr.
FITSPIRATION
Consider… MONIQUE VOLZ & JEN SELTER

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FITSPIRATION
72%
28%
54%
46%
41%
59% 52%
48%
Let’s eat healthier.
72% of consumers cooked more at
home this year than last year [above],
while 30% made an effort to include
more fruits and veggies in meals.
Let’s share our experience.
Over half – 54% - of consumers have
shared posts on Facebook about
being at the gym or exercising,
Let’s show our experience.
41% have posted pictures of
themselves on social media
before/during/after a fitness event.
Let’s use our resources.
52% of smartphone and tablet
users have increased use of their
mobile health apps.
Instagram has become the platform for inspiration – mind, body, and soul.

32. PHILANTHRO-ME
32!
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PHILANTHRO-ME
They want to give and receive at the same time.
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What is better than giving? Giving and receiving. This is precisely
why the popularity of the ALS Ice Bucket Challenge skyrocketed.
Not only are Millennials able to raise awareness and donate to the
worthy cause of Lou Gehrig’s Disease, but they can also broadcast
that information to the rest of their network in an amusing way
that will gain Likes and Comments. This combination of charity,
social perception, and individualization will be incredibly powerful
for organizations that learn how to strike the perfect balance
between these factors.
PHILANTHRO-ME
Consider… #ALSICEBUCKETCHALLENGE

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PHILANTHRO-ME
The majority of Millennials have
donated their time to support a cause
that they believe in.
73%
69%
More than two-thirds of
Millennial consumers have
donated money to support a
cause that they believe in.
They want to give and receive at the same time.

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CONTACT US
LET’S SIT DOWN AND CHAT.
132 Kings Highway East, Suite 202, Haddonfield, NJ 08033 | 856.433.8579 | www.buzzmg.com
hello@buzzmg.com | @BuzzMG