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MASH-UP MANIA
Millennials want to engage with outside experiences.
2016 is the year of Mash-Ups. Millennials are moving into and
exploring different worlds. This generation is, on the whole,
more eager to engage with different cultures, conversations,
religions and experiences. Mash-Up Mania is particularly
important given the diversity of the American Millennial
population; and next year, the trend will be particularly
apparent in marriage trends – rising interracial marriages, rising
inter-faith marriages, etc.
MASH-UP MANIA
[Millennials] see America as a multicultural and multilingual
nation… Their minds have been filled and refilled with broad
and mixed messages from today’s technology world and
expectations.
- Youd Sinh Chao
❞
❞](https://image.slidesharecdn.com/t10t201602-160203014139/75/Top-10-Trends-of-2016-12-2048.jpg)
Uploaded byBuzz Marketing Group
Top 10 Trends of 2016
Millennials will be more engaged with politics in 2016 through social media but will likely not develop strong enough passion to vote. Many Millennials will take on management positions for the first time, changing corporate leadership. Millennials want to engage with different cultures and experiences through interracial and interfaith marriages. They will advocate for issues through online discussions rather than traditional activism. Video will be a key marketing tool as Millennials prefer visual information. Millennials care more about healthy food ingredients and home ownership is becoming more attainable and desirable for them. Fatherhood roles are changing as Millennial fathers share responsibilities more equally.
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Top 10 Trends of 2016
- 1. Se7en - CreativePowerpoint Template TOP 10 TRENDS OF 2016 WHAT MILLENNIALS WILL BE DOING AND THINKING THIS YEAR BUZZMARKETINGGROUP|WHEREINSIGHTMEETSACTIVATION
- 2. About Us Top 10Trends of 2016 Politeracyp. 5 #LikeABossp. 8 Mash-Up Maniap. 11 Speak-tivismp. 13 Victorious Videop. 15 Foodie Fervorp. 17 Home Buyingp. 19 Fatherhoodp. 22 A La Cartep. 25 Foolproof Filtersp. 27 2
- 3. Se7en - CreativePowerpoint Template 3 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.
- 4. Se7en - CreativePowerpoint Template 4 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. 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%
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- 6. Se7en - CreativePowerpoint Template 6 POLITERACY Millennials want to be involved enough in political happenings. It is election year. Social media has allowed Millennials and other savvy users to digest tidbits of election news and candidate information and to voice their own opinions through the Internet megaphone. 2016 will see the rise of a more ‘involved’ Millennial – one who stays informed, learns about the candidates, and follows the debates (at least through social media feeds and second-hand information). Meet the “politerate” Millennial. However, this politeracy has a limit. As we have seen through our past research, Millennials have a strong distrust of institutional forces – including government and particularly the Presidency. After all, less than a quarter of Millennials are currently active in a political group or organization. So Millennials may be vocal about their opinions in order to be informed enough, but it is highly doubtful that this interest will develop into enough passion to push them to the polls on Election Day. POLITERACY
- 7. Se7en - CreativePowerpoint Template 7 The vast majority of Millennials feel comfortable discussing their political beliefs online. 94% 92% A large portion of Millennials revealed that their friends share political news on social media profiles. POLITERACY Millennials want to be involved enough in political happenings.
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- 9. Se7en - CreativePowerpoint Template 9 #LIKEABOSS Millennials are entering management. We have seen articles upon articles about how Millennials change the workplace, fail to adapt to the workplace, feel uncomfortable in the workplace, want to switch out of a workplace, etc. But this year, those minor trends are going to be amplified because many Millennials will take on promotions and upgrade to higher-level positions. This means that the key concern will not be how to manage Millennials, but rather how Millennials themselves will approach leadership. As of now, one-fourth of Millennials are managers – which is causing a shift in corporate leadership and decision- making. Even though it may not be an instantly drastic shift – because these new bosses still have to work within existing corporate structures – it will definitely have an impact on employees and the rest of the organization. #LIKEABOSS
- 10. Se7en - CreativePowerpoint Template 10 The majority of our respondents plan to buy a house at some point in their lives (and 89% agree that home buying is one of their main life goals). 98% 74% Almost three-fourths of respondents have searched for a home in the past year. #LIKEABOSS Millennials are entering management.
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- 12. Se7en - CreativePowerpoint Template 12 MASH-UP MANIA Millennials want to engage with outside experiences. 2016 is the year of Mash-Ups. Millennials are moving into and exploring different worlds. This generation is, on the whole, more eager to engage with different cultures, conversations, religions and experiences. Mash-Up Mania is particularly important given the diversity of the American Millennial population; and next year, the trend will be particularly apparent in marriage trends – rising interracial marriages, rising inter-faith marriages, etc. MASH-UP MANIA [Millennials] see America as a multicultural and multilingual nation… Their minds have been filled and refilled with broad and mixed messages from today’s technology world and expectations. - Youd Sinh Chao ❞ ❞
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- 14. Se7en - CreativePowerpoint Template 14 SPEAK-TIVISM It’s the new type of activism. Rather than acting, rallying in the streets, and physically protesting, Millennials are instead speaking, participating in discussions (both in-person and virtual), and highlighting voices that illuminate the importance of issues. Even though the clicks, shares, tweets, and hashtags take less time, effort, and risk than traditional activism, it is difficult to discount the fact that the aggregation of these voices raise awareness and spark conversations that otherwise may not happen. SPEAK-TIVISM Millennials want their voices to be heard. Consider… #BLACKLIVESMATTER | #JESUISCHARLIE
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- 16. Se7en - CreativePowerpoint Template 16 VICTORIOUS VIDEO Millennials are visual. Video is going to be one of the key marketing tools for brands in 2016. Millennials have long been attracted to information in a visual format. Videos are simpler than articles, more engaging than tweets, and more in-depth than infographics – and that is exactly what Millennials are looking for. For instance, Millennials are using more how-to YouTube videos instead of reading how-to Wikis. And in fact, more and more Millennials are turning to brand videos to learn about products and services instead of just company descriptions and user reviews. VICTORIOUS VIDEO Consider… GLAMORAZZI
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- 18. Se7en - CreativePowerpoint Template 18 FOODIE FERVOR Millennials care more and more about what they eat. Food is an important aspect of Millennial life. It is not only nourishment, but it is an interest, a form of entertainment, a symbol of trendiness, and even a type of social currency. So it is worth nothing that we have seen slight shifts in Millennials’ diet preferences. Given their status as conscious consumers, it is not surprising that they have become as inquisitive about their food. In 2016, we will see more trends toward conscious eating – Millennials will seek more “healthy” food, defined not by calories but instead by the type of ingredients. FOODIE FERVOR Consider… SWEETGREEN | HONEYGROW
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- 20. Se7en - CreativePowerpoint Template 20 HOME BUYING HOME BUYING As the economy slowly improves, Millennials are feeling a bit more secure in their financial state as compared to a few years ago. With this increased stability, 2016 will bring an uptick in Millennial home ownership. Although this generation seems to shun, or at least delay, traditional milestones, it is becoming more and more financially feasible – and sometimes even financially attractive based on tax breaks and accrued equity benefits – to buy a home. This year may not bring the “boom” that many real estate analysts are hoping for, but more Millennials will definitely be scouring the market for a new home. Millennials are more interested in – and able to – buy homes.
- 21. Se7en - CreativePowerpoint Template 21 The majority of our respondents plan to buy a house at some point in their lives (and 89% agree that home buying is one of their main life goals). 98% 74% Almost three-fourths of respondents have searched for a home in the past year. HOME BUYING Millennials are more interested in – and able to – buy homes.
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- 23. Se7en - CreativePowerpoint Template 23 FATHERHOOD This is the year of the family-focused father. Millennial dads are stepping up to the plate in the household to split responsibilities with mothers. We are seeing more and more dads helping out at home – particularly as professional women’s’ lives become busier and busier. We can see companies like P&G capitalizing on this movement, evidenced by their recent Tide and Swiffer ads. This trend is especially apparent when it comes to parenting, as more and more dads are taking the tag-team approach. Studies show that when Millennial men become fathers, they experience a shift in fundamental values and focus more on family, child welfare, and marriage. FATHERHOOD Millennials are changing the traditional norms of fatherhood.
- 24. Se7en - CreativePowerpoint Template 24 Almost half of current employed fathers share that they take most or an equal share of child care responsibilities in their household. 49% 60% 6 out of 10 Millennial fathers value family over work “most” or “all” of the time. FATHERHOOD Millennials are changing the traditional norms of fatherhood.
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- 26. Se7en - CreativePowerpoint Template 26 A LA CARTE Millennials turn away from forced commitment. In 2016, more and more Millennials will cut the cord on commitments that they deem unworthy. We see Millennials passing on cable television in favor of a-la-carte online media options, such as Netflix and AmazonPrime. Though they have always avoided landlines, now they are opting out of cell phone contracts in favor of simpler month-to-month, no-contract plans. Even for larger investments, like a car and subsequent car payments, Millennials prefer car-sharing programs and reliance on Uber and ZipCar. A LA CARTE Consider… AT&T NO-CONTRACT DEAL
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- 28. Se7en - CreativePowerpoint Template 28 FOOLPROOF FILTERS Millennials are more selective about their information flow. Millennials now recognize that there is way too much information on the Internet. The wealth of knowledge and the instant access to Google and Wikipedia are now a bit too intimidating to the typical information-seeking Millennial. As a result, they are increasingly looking for ways to filter all this data into digestible tidbits. This is particularly apparent in the realm of news consumption, as we see the rise of email newsletters that compile the “most important” news of the day into a quick and dirty summary. In 2016, brands can develop value if they are able to filter information in a way that helps Millennials in their quest to stay informed. FOOLPROOF FILTERS Consider… THESKIMM
- 29. Se7en - CreativePowerpoint Template 29 CONTACT US 132 Kings Highway East, Suite 202, Haddonfield, NJ 08033 | 856.433.8579 | www.buzzmg.com hello@buzzmg.com | @BuzzMG Let’s sit down and chat.