1.
The Millennials aka…

2.
Recent Generations
Source: Howe http://www.lifecourse.com/about/method/the-generational-constellation.html

3.
Source: Mccrindle Research: http://www.mccrindle.com.au/

4.
Who are the millennials?

5.
Influences
Helicopter Parents:
• Millennials are raised by boom parents in child-centric households.
• Often results in a structured, full and active lifestyle.
Technology:
• What were once luxuries are now necessities- cell phones,
computer, high quality food, internet access.
• Has created stimulation junkies who are prone to extreme
multitasking.
• Millennials are involved in some combination of social media,
online entertainment, video chatting, homework and possibly good
old-fashioned television.
Economic Recession:
• Coming of age in the most severe economic recession in 60 years.
• Entry into careers has been set back but millennials remain upbeat
about their own economic future.
Source: http://millennialmarketing.com/2010/11/millennials-the-book/

6.
Values

7.
Four Highlights
• “I want it fast and I want it now”
• Premium on speed, ease, efficiency and convenience in all transactions.
• “I trust my friends more than „corporate mouthpieces”
• Definition of an expert has shifted from someone with professional or
academic credentials to potentially anyone with firsthand experience,
ideally a peer or close friend.
• “I‟m a social creature both online and offline”
• “I can make the world a better place”
• A generation taught to recycle in kindergarten wants to be good to the
planet and believes that collective action can make a difference.
Source: Christine Barton, Jeff Fromm, Chris Egan (2012), “The Millennial Consumer: Debunking Stereotypes”, Boston Consulting Group:
https://www.bcgperspectives.com/content/articles/consumer_insight_marketing_millennial_consumer/

8.
Treating millennials as a unitary cohort is imprecise and when practical
brands should seek further segmentation.
Source: Boston Consulting Group: https://www.bcgperspectives.com/content/articles/consumer_insight_marketing_millennial_consumer/

9.
Why should we care?
In 10-15 years Millennials will make up the majority spending
group in the U.S. and will begin to find themselves in positions of
political influence.

10.
Source: http://www.pewsocialtrends.org/files/2010/10/millennials-confident-connected-open-to-change.pdf,| www.sharelikebuy.com based on research from
Barkley, SMG and the Boston Consulting Group | http://generationopportunity.org/press/young-americans-hit-by-july-12-7-percent-jobless-rate/

11.
How Do You Reach Millennials?
• Speak their Language
• Reach them where they are
• Use the communications they use: Digital
• Understand the complex combination of experience and
preferences that define them.
Source: Dennis Pitta, (2012) "The challenges and opportunities of marketing to Millennials", Journal of Consumer Marketing, Vol. 29 Iss: 2, pp. -

12.
Tactics will differ depending on your brand:
• If you are targeting teenagers, college students or
young adults you need to constantly re-think strategy
to keep up with rapidly changing trends
• Brands that target older consumers will need to
determine the appropriate life-stage to introduce
their brand to Millennials.
Source: Dennis Pitta, (2012) "The challenges and opportunities of marketing to Millennials", Journal of Consumer Marketing, Vol. 29 Iss: 2, pp. -

13.
Big Brands are already courting millennials.
AMEX
• Set up a digital-payment platform as an
alternative to traditional credit cards to
attract the under-35 demographic.
• Partnered with Facebook, Twitter and
Foursquare to move beyond its older affluent
customer base.

14.
Other Brands are leveraging Millennial‟s creative impulses to drive
engagement:
DD is crowdsourcing new
donuts via social media :
• Engagement Time : >
9min
• 130,000 Contest entries
• 333,000 donuts created
• 3 million FB
impressions
‘Flavor Creator Lab’ for
vitamin water:
• FB page grew by over
11%
• Since March launch it
has grown to more than
400,000 fans.
Source: http://www.brandamplitude.com/blog/item/gen-y-defined-by-creativity-not-technology

15.
Source: Katherine Taken Smith, (2012) “Longitudinal study of digital marketing strategies targeting Millennials”, Journal of Consumer Marketing, Vol. 29 Iss:2,
pp. 86-92. | “Next Generation Strategies for Marketing to Millennials” http://www.comscore.com/Millennials

16.
4 Takeaways
1. Be Fast- Nothing that can’t be said in 140 characters, they can handle long
form pitches but they know you can do better – so do so.
2. Be Clever- With roots in college culture eloquence and timing are highly
prized… err on the side of overestimating the millennial and they may
surprise you.
3. Be Transparent- They know media exists to sell them something. Make
light of this and it will ring true- they will appreciate the honesty.
1. Focus on the Experience- If you add value they will tell the story for you.
Source: http://adage.com/article/news/marketing-media-savvy-gen-y-transparency-authenticity/146388/