Since the beginning of 2013 we've been hitting the streets (both real and online), talking to Post Millennials, people born after 1995, trying to figure out what it is that makes them tick. This cohort, the oldest of which are around 19 years old today, are definitely different from the typical Millennial. We've learned a lot and we're ready to share, which is pretty exciting for us. Gen-Edge went from being frustrating enigmas, to something else entirely. It's fair to say we've become a little obsessed.
Trust us, if we'd found that they were just mini-Millennials, we would have moved on a long time ago. Instead, we're telling you they're anything but. As good brand advisors (and die-hard qualitative researchers), we feel it's our duty to tell you why and how.
This short presentation shows some key differences between Millennials and Gen-Edge. We think these differences will have a significant impact on the way this group interacts with brands and what is required of marketing communication and social media for them.
Take a look and let us know what you think.