Buzz Marketing Group's predictions for the Top 10 Trends of 2013 for Generation Y

1. Capabilities Overview
What We Do & How We Do It
01.15.12

2. Top 10 Trends of 2013
What Millennials Will Be Thinking and Doing This Year
Composed based on data
Who was Involved? from 1.1.2012 – 12.15.2012
6,802 Participants
Buzz Marketing Group’s Top 10 Trends of 30,000 Panelists
2013 are based on qualitative and 55% Female
quantitative research conducted with more 45% Male
than 9,000 buzzSpotters® throughout
2012. Reports mentioned in this trend
Surveys fielded online
briefing are available for download at
Ethnogaphies
www.buzzmg.com/reports.
Immersion experiences

3. Top 10 Trends of 2012
What Millennials Will Be Thinking and Doing This Year
1
Social Voice
When it comes to their privacy,
Millennials will demand to be heard
even more in 2013. SOPA, PIPA, and
other grassroots campaigns against
privacy policies at companies like
Facebook are only the beginning. As
it becomes easier for individuals to
rally against big companies, they will
continue to do so.
Alexis Ohanian, Founder of Reddit

4. Top 10 Trends of 2012
What Millennials Will Be Thinking and Doing This Year
2
Single Minglers
In a recent relationship study, 46%
of our Millennial respondents said
that they were in a relationship.
However, of this 46%, 94% said that
their relationships did not hold
them back in any way. In other
words, even Millennials in
relationships operate like single
people.

5. Top 10 Trends of 2012
What Millennials Will Be Thinking and Doing This Year
3
Spirit Junkies
Gabrielle Bernstein, known as the
“Dalai Lama for the Gossip Girl set,” is
leading a new generation in all things
spiritual. In our annual faith and religion
study, 43% of respondents indicated
that they worship alone whereas 50%
still attend some sort of worship
experience. Look for Millennials to
engage even more with their spiritual
side in 2013 through online churches
Original Spirit Junkie Gabrielle Bernstein
and social media.

6. Top 10 Trends of 2012
What Millennials Will Be Thinking and Doing This Year
4
Center Wingers
Can’t we all just get along? Millennials
are fed up with both political parties
and are most interested in bipartisan
government. They’re more likely to
define themselves as “centrist” or
“moderate” than previous
generations. In our recent politics
study, only 47% of Millennials defined
themselves as Democrats. This is a
generation that is demanding change
by working together.

7. Top 10 Trends of 2012
What Millennials Will Be Thinking and Doing This Year
5
Edutainment
Millennials still believe in the value of a
traditional education, but that’s not the only
vehicle in which they’re interested. Online
learning through companies like 2U and
interesting talks from sources like TED are
expanding the traditional definition of
education. What Millennials really want is
TED-style edutainment. This trend is already
evident among tweens and their younger
siblings, who grew up being entertained by
Dora the Explorer’s reading and writing
Explorer Ben Saunders
games.

8. Top 10 Trends of 2012
What Millennials Will Be Thinking and Doing This Year
6
Quality Controllers
Millennials are looking for quality and value,
not just the best price, and they are well aware
of how to get everything they want. With
tweens listing eBay and Amazon.com as their
favorite shopping destinations, it’s evident that
this is a trend that is only getting younger.
Retailers must continue to address these
trends as well as Massclusivity (a mass
produced item that is customized). Is there
really even a “last call” anymore? Sites like Gilt
and Rue La La have taken the idea of a final
sale to a whole new level.

9. Top 10 Trends of 2012
What Millennials Will Be Thinking and Doing This Year
7
Entrepreneurment
Millennials are still fighting the idea
of traditional employment. They
don’t believe that “safe jobs” exist,
and this generation has been
taught that they’re good at
everything and that everyone wins.
They are going to define a new
hybrid of entrepreneurship and
traditional employment even more
in 2013.

10. Top 10 Trends of 2012
What Millennials Will Be Thinking and Doing This Year
8
BYOD (Bring Your Own Device)
While Gen Xers and Boomers rotate
between work and home devices,
Millennials are more focused on
combining the best of both worlds in
one work environment. At times, their
personal technology might be more
advanced than what they have at work
or school. In 2013 we’ll see more apps
that help you separate work and play
—on the same device.

11. Top 10 Trends of 2012
What Millennials Will Be Thinking and Doing This Year
9
Brand-ish
Brand still matter to Millennials, just not
as much as they used to. In our recent
brand study, 79% of Millennial respondents
ranked Amazon.com as their favorite
retailer. The site offers thousands of
brands—both known and unknown—at
all kinds of prices. What matters most to
Millennials is choice and a recognizable
place to get the value they want.

12. Top 10 Trends of 2012
What Millennials Will Be Thinking and Doing This Year
10
Tabbies (Tabloid Celebrities)
In our celebrity study, 88% of Millennials admitted to
following every celebrity’s move in weeklies and online.
However, they don’t want to be these celebrities; they only
want to be entertained by them. Brands must understand
the role of celebrities with Millennials. They’re not just the
ones to watch, they’re the ones to watch come tumbling
down. Tabloids represent both the worst of celebrity culture
and a roadmap for Millennials, who believe that they too can
be stars (Wharholism). Tabloids and weeklies present just
the right mix of consumer products and entertaining info to
keep Millennials happy. They also cater to Instanity (our
insane obsession with having everything now) by providing
weekly editions and daily downloads.

13. In Summary...®
Contact Us!
Tina Wells – CEO
215.399.5679
twells@buzzmg.com
www.buzzmg.com