Digital platform

1. UNLOCKING A GENERATION OF
POTENTIAL

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2
MILLENNIALS ARE

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3
MILLENNIALS HAVE STRENGTH
IN NUMBERS
US Census Bureau, International Programs Data. http://www.census.gov/population/international/data/idb/worldpop.php
OF THE GLOBAL POPULATION

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4
ACCOUNT FOR
OF THE CURRENT
AS WELL AS VIETNAM

5. MILLENNIAL

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THE , AND GENERATION
vocal / social
multi-taskers
healthy lifestyle
authenticity
convenience
control
connected
network

7. THE
GENERATION

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GIVES VIDEO GAME COMMENTARY RUNS A $234 B COMPANY

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I’M A MASTER
Source: Nielsen Cross Platform Report/Vietnam
ENGAGE IN SOCIAL MEDIA WHILE WATCHING
VIDEO PROGRAMMING (WEEKLY)
73%
WATCH TV AND USE INTERNET AT THE
SAME TIME (WEEKLY)
94%
IN VIETNAM

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10
I’M PART OF A TO CONNECT WITH
ORGANIZATION
Connecting with/interacting with organization or companies via social marketing
sites WEEKLY OR MORE OFTEN
Source: Nielsen Cross Platform Report / Vietnam
IN VIETNAM
70%

11. THE GENERATION

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I WANT TO BE
Source: The Cambridge Group
I WANT TO SEE THE STORY BEHIND THE SCENES
80% 63%
MILLENNIALS BABY BOOMERS

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13
I’M FOR IT
Source: Nielsen Global New Product Innovation Survey, Q1 2015
% willing to pay a premium for innovative new products
48% 34%
MILLENNIALS BABY BOOMERS

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14
Source: Nielsen Global Survey of Corporate Social Responsibility, Q1 2014
% willing to pay more for sustainable brands
MILLENNIALS BABY BOOMERS
73% 51%
I’M FOR IT

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I WANT MY FOR ME
7 food attributes that appeal to Millennials more than Boomers
Source: Nielsen Global Health & Wellness Survey, Q3 2014
FAIR TRADE
ORGANIC
HIGH PROTEIN
FORTIFICATIONPORTION CONTROL
CAFFEINE-FREE
GLUTEN-FREE

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I WANT
Source: Nielsen Global Survey of Corporate Social Responsibility, Q1 2014
PREFER TO WORK FOR A
COMPANY COMMITTED
TO POSITIVE
SOCIAL/ENVIRONMENT
IMPACT
CHECK THE PACKAGING
LABELS TO ENSURE
POSITIVE
SOCIAL/ENVIRONMENT
IMPACT MILLENNIALS BABY BOOMERS
49%
13%
51%
12%

17. THE GENERATION

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I’M ON THE GO, THEREFORE
EVERYWHERE
Source: Nielsen Global Digital Landscape, Q3 2014
81% 66%
MILLENNIALS BABY BOOMERS

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19Source: Nielsen Cross Platform Report/Vietnam
MILLENNIALS GEN X
AVERAGE TIME SPEND EACH WEEK FOR ONLINE ACTIVITIES
27.2
HOURS
22.4
HOURS
IN VIETNAM

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MILLENNIALS TRUST
THE AND
Source: Nielsen Global Trust in Advertising Survey, Q1 2015
75%
48%
67%
62%
62%
53%
ONLINE VIDEO ADS
BRANDED WEBSITES
ADS ON MOBILE DEVICES NEWSPAPERS
MAGAZINES
TV

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21
MY MEALS ARE
Source: Nielsen Out-of-Home Dining Habits Survey, Q3 2015, Nielsen Generational Lifestyle Survey, Q1 2015
58%
29%
Category 1 Category 2I EAT OUT AT LEAST
ONCE A WEEK
16%
4%
Category 1 Category 2I EAT MOST OF MY DINNER
MEALS ON THE GO OR WITH
FRIENDS
MILLENNIALS BABY BOOMERS

22. MILLENNIAL

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IS A THING OF THE PAST?

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FUTURE ASPIRATIONS ARE ACTUALLY THE “ ”

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MINE THE MILLENNIAL
BUILT
TRUST
GIVE
CONTROL
MAKE
IMPACTS
MORE VISIBLE
OFFER MORE
DIVERSE
EXPERIENCES