The Millennials are aged between 18 and 33 and they will earn $200 billion annually starting in 2017. But who are they? What are their attitudes, what do they value? Imagination explores the Millennials in this short presentation. For a longer deck or to discuss a presentation please contact garreth.owen@imagination.com.

1. Millennials
Meet the generation of highly mobile-centric, self-confident shoppers

2. 2
#1 /Who are the
Millennials?

3. Millennials
Who are the Millennials?
*Coca-Cola Journey, A Power Force: Why Millennials Are The next Wave of Dominant Global Consumers, 26 June 2013
**Retail Leader, Millennials’ Spending Power To Increase by 2017
Aged
between
18 and 33
Will earn
$200 billion
annually
starting in
2017**
52% of the
world’s
population
is under
30*
70% come
back to
brands they
prefer

4. Millennials
Who are the Millennials?
*Career, Want to Recruit Recent College Grads and Millennials? Here’s What You Need to Know, 12 June 2014
**Bruce Mayhew Consulting, Multigenerational Characteristics, 2014
***Deseret News, 4 financial follies of the millennial generation, 10 September 2014
****Money, 10 Things Millennials Won’t Spend Money On, 16 July 2014
*****Forbes, Boomers' Love/Loathe Relationship With Millennials, 06 February 2014
1st generation
to speak tech
as their native
language*
More open-
minded than
other
generations**
Understand
the importance
of higher
education ***
Environmen-
tally
conscious
and self-
confident ****

5. Millennials
Who are the Millennials?
*How stuff works, How Generation Me Works, http://people.howstuffworks.com/culture-traditions/generation-gaps/generation-me1.htm
Mobile is an
extension of
their hands
They
communicate
with the
world via
social media
Reject
tradition
Want to be
seen as
individuals*

6. Millennials
Diversity
*SDL, Understanding Global Millennials, 2014
**Pew, Millennials skeptical, yet optimistic about the future, May 2014
Millennials are
the most
multicultural
generation in
the USA**
32% speak a
non-English
language at
home*
46% are more
likely to buy in
their own
language*
Our research:
77% strongly
agree that you
shouldn’t judge
someone based
on their sexual
orientation

7. Millennials
Social media
*UNC Kenan-Flagler Business School, Maximizing Millennials, The Who and Why of Managing Gen Y
**SDL, Understanding Global Millennials, 2014
Social media is
by far the
dominant way
Millennials learn
about things
online
46% of
Millennials
share their data
if it means more
relevant offers**
43% have
liked more
than 20
brands on
Facebook*
Our research:
88% use
Facebook, 54%
use Instagram
and 38% use
Twitter

8. Millennials
Mobile
*Marketing Land, Survey: Best Way To Reach Millennials Is On Social Media, 15 July 2014
**The Detroit News, Edmunds.com launches online features to make mobile car shopping easier, 9 September 2014
***SDL, Understanding Global Millennials, 2014
95% of
Millennials
(globally) own
smartphones*
and use it to
buy things**
They check their
smartphones an
average of 43
times per day*
60% think that it
should be the same
when dealing with a
company whether
you’re online, in a
store, or on the
phone***

9. Millennials
Media
*Wishpond, Marketing to Millennials: The How, The What and the Wherefore, 5 February 2014
**Videoink, Study Shows 75% of Millennials with Connected TVs Watch Netflix & YouTube, 8 October 2013
***Hypebot.com, Millennials Use Music Apps More Often Than Any Other Age Group
90% skip ads
when watching
recorded TV
shows*
75% use
connected TVs to
watch over-the-
top content:
Netflix, YouTube
etc**
Use mobile
entertainment
apps 75% more
frequently than
the other age
groups****

10. Millennials
Sustainability
*The Guardian, The danger of stereotypical Millennials in sustainability, 22 August 2013
**World Economic Forum, The rise of the Millennials, 6 February 2013
73% believe that
the company they
work for is
benefiting society
in some way*
82% of global
Millennials believe
their generation
can improve the
world**
Our research:
84% expect
brands to make a
positive
contribution to
society

11. 11
#2 /Trends
and analysis

12. –12
Immersive Playground
Brand becomes
aspirational relationship
provider;
Attractive, fun and
engaging
Sub trends:
Mega 1 Mega 2 Mega 3 Mega 4
Millennials
Mega Trends
Beyond buying
Play ethic
Retro buzz
ADD
My Life, My Time, My Way
Tranquility space
Outside time & space
Effortless health
Authenticity
Recession mind
Peer/mentor community
Goodness by Proxy
Hidden Old & Young
Luxury dilemma
Diverse/inclusive society
Local/Global, E/W
Ultimate Lifestyle
Time & health;
Holistic concerns,
a balance between
faster and slower
Hearts and Minds
Skeptical consumers;
Difficult but important
to win their trust
Uncertain Future
More diverse and
complex world;
Need new ways to
meet new challenges

13. –13
What is it?
Metaphor about attractive fun, exhilaration,
engaging and meaningful journey over time
rather than superficial engagement.
Why has it emerged?
Over-emphasis on speed, price; too many
choices; natural desire for discovery and play;
cool retro.
How can brands respond?
Brands can create an integrated meaningful
landscape – attract consumer surprisingly,
memorable, bring consumerism into an
engaged playground over a longer period of
time.
Mega 1
Mega-trend
Immersive Playground

14. Mega-trend
Immersive Playground
Research:
Millennials want brands to give them more than a
product. 80% of Millennials want brands to
entertain them.*
•53% of Millennials said that they use Facebook
as a source of entertainment (Source: All Twitter, 4 Ways
That Brands Can Appeal To Millennials On Social Media, 28 December 2013)
They also want to be the part of an experience
and be able to share it.
Inventive brands, able to keep Millennials
entertained, will win their hearts.
Immersive
Playground
*Ad Age, Only 3% of Millennials Think Advertising Is Boring, 04 December 2012

15. How Have Brands Responded?
Bud Light’s - Up for Whatever
Immersive
Playground

16. Mega-trend
Ultimate Lifestyle
Mega 2
16
What is it?
Time and health are two key words in
people’s modern life. The ultimate lifestyle is a
quality of time and balance between faster
and slower.
Why has it emerged?
Time-pressed and stressed; less patient;
suffer information overload; 24h scares;
personal data mine; a click away from each
other.
How can brands respond?
Help consumers make life easier and solve
things faster, while still owning a balance of
enjoyable slow ‘me-time’ for quality; provide a
practical, smart and balanced approach to
keep a holistic, healthy lifestyle.

17. Mega-trend
Ultimate Lifestyle
Research:
Millennials are more stressed than any other
current living generation. It was reported that
Millennials’ had a stress level of 5.4 out of 10
(when 3.6 is considered as healthy).*
Millennials are growing up at a tough time. The
economy collapsed just as many of them were
getting out of college and coming of age. This has
led to a greater sense of stress. They were
sheltered in many ways, with a lot of high
expectations for what they should achieve.
•46% of Millennials are currently unemployed, 49%
of them have taken a job they didn’t want just to
pay the bills, and only 30% of the same age group
see their current job as a career (Source: Mintel, You're Gonna
be Great, 02 August 2012)
*CBSNEWS, Millennials are the most stressed generation, survey finds, 11 February 2013
Ultimate
Lifestyle

18. How Have Brands Responded?
Always – Like A Girl
Ultimate
Lifestyle

19. Mega-trend
Hearts and Minds
Mega 3
–19
What is it?
Ongoing success depends on winning
consumers’ hearts. It takes effort and time,
and generates huge value, but can be easily
lost.
Why has it emerged?
Product recalls, questionable claims;
consumer critics online; they do homework
and expect proof before buy – can explore on
the go; skeptic consumers
How can brands respond?
Brands now need get into consumers mind,
understand how they think, win their trust by
showing how the brand works, and provide
added value and benefits at the same time to
reach their expectations.

20. Mega-trend
Hearts and Minds
Research:
•51% of Millennials like it when a company
reaches out to them and it’s NOT just about
selling a product.
Social media is by far the dominant way Millennials
learn about things online and it is an opportunity for
brands to win their hearts.
•49% of Millennials discover new and interesting
content on Facebook, 29% on Twitter and 27%
using a search engine.*
•71% of Millennials want brands to be
environmentally friendly and ethical, while 61%
want them to connect with a cause or social issue
(Source: The Guardian, Young consumers hold the key to sustainable brands, 18
April 2013)
Hearts
&
Minds
*Marketing Land, Survey: Best Way To Reach Millennials Is On Social Media, 15 July 2014

21. How Have Brands Responded?
BMW – The Ecoist
Hearts
&
Minds

22. Mega-trend
Uncertain Future
Mega 4
–22
What is it?
The world has become more complicated and
connected, and also emerges more
opportunities to be discovered. The traditional
consumer demographics have been changed.
Why has it emerged?
Aging society; Generation Next; local vs.
global; east meets west; rise of singlehood,
young parents etc.
How can brands respond?
Brands now are standing in front of uncertain
goldmines, in which they need to find a new
and innovative way to target right consumers
and face uncertainty.

23. Mega-trend
Uncertain Future
Uncertain
Future
Research:
Millennials grew up feeling that the future is
uncertain and 61% of Millennials are worried about
the future of the world.* They have witnessed the
demise of an older generation who worked hard and
were poorly rewarded in return. Millennials understand
that they have to stand out to be noticed, but for them it
is about working smarter rather than harder.*
•56% of Millennials think that they will be able to get a
better job if they go to university, but it is more about
flexible rather than traditional education.**
Millennials adjust to an uncertain future by bending the
rules rather than making traditional choices. That
approach can be noticed everywhere from work choices
to planning a family.
*The Gen-Y Advantage: How Millennials think differently than previous generations, 21 February 2014
**Mintel, Lifestyles of Young Adults - UK, November 2013,

24. How Have Brands Responded?
Barclays - LifeSkills
Uncertain
Future

25. Millennials
Summary
Mobile
first
Help them
to a better
future
Social
Media first
Reward
individuality

26. ISO 9001
The Imagination Group Limited became
registered to ISO 9001in 2002 and continues
to be committed to benchmarking its
performance against the highest standards
available.
The Imagination Group Limited has an
established and mapped core process
system. This includes all aspects of the
company’s activities, backed by internal
policy and procedures reference
documentation. This system is currently used
on a company-wide basis to ensure the
smooth running of all projects, the delivery of
customer satisfaction and the building of
strong client relationships.
The Imagination Group Limited project
management process starts with the
development of the initial brief and continues
through 32 identified steps until project
completion. Clients are encouraged at every
stage to participate, review and comment on
all aspects of the project prior to work
being completed.
In this way, we ensure that safeguards are in
place to facilitate innovative yet practical
creative solutions, focused communication
and consistently high levels of client
satisfaction. Imagination projects involve a full
debriefing, again encouraging clients to
participate and voice their opinions and thus
contributing to continual improvement.
ISO 14001
The Imagination Group Limited subscribes to
the environmental management system EN
ISO 14001:1996 to a degree appropriate to
the nature and scale of its organisation and
activities.
Management and staff acknowledge
the importance of preventing pollution,
principally by identifying and working to
minimise the environmental impact of the
company’s offices, facilities and functions.
The philosophy of re-using and recycling (as
opposed to disposal) also informs our work
for clients.
We seek to optimise the resources utilised in
communication, design and event
management by adopting operational
technologies and practices as required.
We comply with all relevant legislation and
standards; we look to sustain the continuous
improvement of our performance by
establishing and reviewing environmental
targets on a regular basis.
In addition to communicating this policy
throughout our organisation, we actively
solicit the support of clients, contractors and
suppliers, working to raise awareness of our
collective responsibility for the environment,
and our quality of life.
Q1
Both Imagination Europe Ltd and Imagination
The Americas Inc were awarded Q1 supplier
status by Ford Motor Company in 2004.
The certification was granted after
Imagination met rigorous performance and
quality management criteria set out by Ford
assessors.
Q1 certification is recognised throughout the
automotive and related industries.
It is regarded as a symbol of excellence,
customer satisfaction and consistent and
continuing high quality.
The certification is reviewed by Ford’s Q1
assessment team on an ongoing basis,
to confirm that day-to-day performance
continues to meet the required standards.
Imagination Europe Ltd is the first marketing
services supplier in Europe to obtain this
status.
Our Standards

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