thinkLA Motor City West 2012 - Jamie Gutfreund

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thinkLA Motor City West

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#thinkMotor

thinkLA Motor City West

Senior Executive
The Intelligence Group
@jamiecentral

#thinkMotor

GENERATIONAL INSIGHTS
WHAT DRIVES MILLENNIALS?
Presented to: thinkLA
CASSANDRA

OPERATE IN THE CULTURE,
NOT IN THE CATEGORY

CASSANDRA

55%
Feel that that their generation is
SCREWED right now

CASSANDRA

THE CONSUMERS HAVE SPOKEN

44% of Facebook users said
the company’s IPO made them
view Facebook less favorably

CASSANDRA

ABOUT IG
CASSANDRAreport CASSANDRAsolutions CASSANDRAlive CASSANDRAdaily

CASSANDRA

GEN Y
• 80 Million strong
• Born 1980-1995
• $200 Billion in spending power
CASSANDRA

GEN Y TODAY
• Feel special
• Need to be heard
• Idealistic
CASSANDRA

GROUP ORIENTED

84% RELY ON THE OPINIONS OF THEIR
FRIENDS AND FAMILY TO MAKE DECISIONS
CASSANDRA

IMPLICATION
ENGAGE AND EMPOWER A COMMUNITY

CASSANDRA

SOCIAL DNA

“I am what
I share.”

CASSANDRA

IMPLICATION
BECOME PART OF THE CONVERSATION
28% OF AMERICANS ARE USING
SOCIAL MEDIA TO SHOP FOR CARS

Source: Google Constant Consideration: New Vehicle Path to Purchase, Compete/ Polk/ TNS September 2012.
CASSANDRA

NEW AMERICAN DREAM

93% GET PARENTAL ASSISTANCE
53% OF COLLEGE GRADUATES ARE
“UNDEREMPLOYED”
CASSANDRA

IMPLICATION
SPEAK THEIR LANGUAGE,
REFLECT THER WORLD

84% THINK THEIR
DEFINITION OF SUCCESS
IS DIFFERENT THAN THEIR
PARENTS’ GENERATION

CASSANDRA

ENTREPRENEURIAL ASPIRATIONS

27% OF MAINSTREAM AND 38% OF
TRENDSETTERS THINK THEY WILL OWN A BUSINESS

CASSANDRA

IMPLICATION
SUPPORT THEIR DREAMS

CASSANDRA

SOCIALLY CONSCIOUS

27% HAVE STARTED PURCHASING/SUPPORTING
BRANDS SPECIFICALLY BECAUSE OF SOCIALLY
RESPONSIBLE PRACTICES AND ETHICS
CASSANDRA

IMPLICATION
SHOPPING IS THE NEW ACTIVISM

CASSANDRA

THE URBAN SPIRIT
GENERATION OF USE, NOT OWNERSHIP

CASSANDRA

IMPLICATION
CONNECT THROUGH EXPERIENCES
70% PREFER COOL EXPERIENCES
OVER A COOL PRODUCT

CASSANDRA

DIGITAL SIXTH SENSE

SPENDING ON MOBILE PHONE USAGE HAS RISEN,
WHILE SPENDING ON FOOD, APPAREL AND
ENTERTAINMENT IS FALLING
CASSANDRA

IMPLICATION
MADE FOR THE MEDIUM

CASSANDRA

WHAT IT ALL
ADDS UP TO
• A NEW DEFINITION OF
CONNECTION
• A RECONFIGURATION OF THE
IDEA OF OWNERSHIP &
EXPERIENCE
• A RECONSIDERATION OF THE
IDEA OF ENGAGEMENT
CASSANDRA @jamiecentral

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