A primer on youth culture and commerce in an era of converged media and transformation shaking the foundation of every industry by young adults not conditioned to conform to institutionalized thought.

1. Millennial Trends & Insights
A Primer onYouth Culture & Commerce
Jason Newport

2. 2
an Era of Command, Coercion and Control...
to an Age of Cooperation and
Collaboration; driven largely by
young adults, or "Millennials"...
we are all part of a massive shift happening across the world that has us moving from

3. they are moving us from
fixed assets in the form of
channels, to malleable
ecosystems of touch-points
Increasingly, products and services are
being consumed as experiences
We must think before and beyond the sale: the Real
World Web where brands can add layers of service
in the context where their products are used, shared
and socialized

4. secret formula?
+ =

5. Youth Insights

6. The "lifestreaming" video included with this deck was produced in late 2008.
Our youth agency,Omnicom's mobileBehavior,specialized in developing a broad
understanding of technology and the client's business -- and a deep understanding
of youth culture and the driving forces that create demand among youth

7. 7

8. “millennials” (18-35)
represent a fundamental
shift in human behavior

9. conditioned or born with
the ability to screen out
display advertising

10. do not consume media.
it’s all about connecting
collecting
creating
combining
contributing
collaborating
curating
communicating

11. Youth do not clearly divide the offline from the online.
1blended
world
Only the blending of the physical and virtual.
There is no offline.

12. A Life Connected: Always-on social life, customized information
feeds, device agnostic
Participation: Generation C — creativity as a status skill. It’s all
about customization and personalization
Experience trumps all: they want active entertainment wherever
they may be
Gratification: “I want it now, I want it easily, I want it free, and I
want something dope!”
Distribution: Shared, automated, decentralized, seamless
5key attributes

13. Social Insights

14. this post-PC era
presents us with a
unique opportunity to
understand young
adults in a more
complete context
than a simple two or
three-dimensional
consumer model

15. yet we continue to develop and
measure for yesterday’s destination
web rather than today’s contextual web

16. 16
and we remain obsessed with technology itself, rather
than exploring how to make it valuable for people

17. Brands and their
products are both part
of a unique context
PRODUCT
BRAND
Within this shared
context is where brands
have the opportunity to
create real value

18. This is where your brand
should be and when it should
be there…giving your audience
something usable that
supplements their real-time,
real-life experiences.
#goyankees

19. Business Insights

20. GENERATIONAL SHIFT + YOUR BRAND = OPPORTUNITY

21. your job is to
CREATE A
LAUNCHPAD
where the interests and passions of your
young talent have the opportunity to
connect and grow.

22. BrandsWho 'Get It'
And How They Do It

23. marketers who have built contentmarketing into their product. The
two are inextricably connected; one cannot exist without the other.

24. 24
it is impossible to discuss youth marketing without mentioning
Red Bull. Red Bull is the archetype of what a brand who aims to
resonate with young men can achieve through a galvanized
commitment to youth culture.
There is no Red Bull without content.
Red Bull is not a marketer who dabbles in Content Marketing.
They are first and foremost, a Content Company who happens to
sell energy drinks... A lot of energy drinks...
More than 5 billion cans sold each year

25. Commerce Trends

26. America’s chronic surplus of necessary retail space is worsening.
Smaller formats are more suitable for time-conscious millennial
shoppers, many of whom may not be willing to experience the
store as a destination -- but welcome the store coming to them
It is time for redevelopment at the intersection of culture and
commerce. . . taking the store to the consumer in their online,
offline and mobile communities of youth interest
Distributed
Retail

27. Pop-Up Shopping Pods
The Nike+ Fuelstations
ScannableWindow Shopping
John Lewis Virtual Shop Lets People
Conveniently Click and Collect
Virtual Subway Supermarkets
Homeplus Uses Clever Marketing
Campaign to Become Number One
Scannable Product Deliveries
Walmart and P&G's PGMobile Trucks
Offer Convenience & Accessibility
Real-Life App Stores
The Openspace Store is a Physical Retail
Shop That Sells Apps
Digital Holiday Donations
The eBay Give a Toy Store LetsYou
Donate Toys by Scanning

28. Pantyhose Subscriptions
Hoseanna Makes Sure ThatYou Never
Have Ruined Stockings
Curated Ethical Boxes
Monthly Blissmoboxes are Packed With
Social Goodness
Global Farmers' Markets
Liga Masiva LetsYou Buy Coffee Straight
from the Source
Beauty Sample Subscriptions
The Birchbox Haute Box Bridges Online
and In-Store Shopping
Creative Council Packages
Artrepreneur Kits Help Artists Transition
From School to the Real World
Customized Beef Services
Mycow Lets Customers Choose Where
Their Meat Comes From
Subscription-Based Food
Matches
The Turntable Kitchen Pairings Box
Delivers New Food and Music
Water
Equipment
Subscriptions
Book
Borrowing E-
Readers
Subscription-
Based
Bakeries

29. Frameworks for Adapting

30. technologyneeds
context
person
identify consumer needs
your brand can fulfill
evaluate engagement patterns:
when, where, & why do
consumers engage
determine the mechanics
and technology
requirements to deliver
brand value
understand the
unique behaviors of
the customer
connected
consumer
framework

31. CULTURE ENVIRONMENT ACTIVITY
religion
economics
language
beliefs
traditions
heritage
politics
time
place
climate
sound
lights
space
distractions
people
walking
listening
watching
shopping
CARRIER
CONNECTION
DEVICE
speed
data plan
services
pricing
billing
hardware
OS
app store
speed
reliability
coverage
context

32. needs
“What need is revealed when I
consider people and their
context together?”
“what value or service can I
offer that will fill that need?”
“what messages or content must
I create to deliver that value or
service?”
query-based approach to understanding consumer
needs that are possible for your brand to fulfill
immediacy
simplicity
relevance
utility
entertainment

33. Reinvent the Brief

34. 66questionsquestions
What is remarkable about your brand, the
product, offer, or service?
Who is the specific target audience within the
broad young adult/“millennial” age-range?
Is there another group of people that has the
ability to exploit the malleability of perception
and persuade the target audience?
How can content foster a social experience?
Why would someone want to share this content
with their peer network?
What are the metrics and KPIs?