Only 19% of Millennials, born 1982-2003, believe you can trust people most of the time, compared to 31% among notoriously cynical members of Gen. X.

1. Getting into
Millennials’
Mindset
Morley Winograd
September 15, 2015
iMedia Summit

2. Understanding Generational
Differences is Critical to Brand Success

3. Copyright John Gerzema/Young & Rubicam
Perceptions of Brand Quality
Eroded 24%
Trust in Brands Declined by 50%
Since Millennials Entered the Consumer Marketplace

4. Millennials are NOT Generation X
in their Attitudes or Behaviors
July 16, 1990 May 8, 2000

5. Gen-X Childhood in Movies
1964 Children of the Damned
1967 Rosemary’s Baby
1973 The Exorcist
1974 It’s Alive!
1976 Look What’s Happened to
Rosemary’s Baby
1976 The Omen
1976 Carrie
1977 Exorcist II: The Heretic
1977 Eraserhead
1978 It Lives Again
1978 Damien—Omen II
1978 Halloween
1979 The Brood
1980 The Children
1981 The Final Conflict
1981 Halloween II
1984 Firestarter
1984 Children of the Corn
1988 Child’s Play
There is only one thing wrong
with the Davis baby….. It’s Alive

6. Millennial Childhood in Movies
1982 E.T The Extra-Terrestrial
1986 Aliens
1987 Three Men and a Baby
1987 Raising Arizona
1987 Baby Boom
1989 The Little Mermaid
1989 Look Who’s Talking
1989 Parenthood
1990 Look Who’s Talking Too
1990 Home Alone
1991 Little Man Tate
1993 Three Men and a Little Lady
1993 Searching for Bobby Fisher
1994 The Lion King
1994 Angels in the Outfield
1997 Liar Liar
1998 Rugrats: The Movie
1999 Big Daddy
1999 The Iron Giant
2000 My Dog Skip
2001 The Princess Diaries
2002 Spy Kids
2001 Monsters, Inc.
2001 Harry Potter
2002 Big Fat Liar
2002 About a Boy
They changed her diapers.
She changed their lives . . .

7. Generation X Behavior
• Action Oriented
• Results Focused
• Self Reliant
• Risk Takers
• Informal
• Skeptical
• Technologically Savvy
July 16, 1990

8. Millennial Generation Behavior
May 8, 2000
• Pragmatic
• Idealistic
• Inclusive
• Consensus Driven
• Risk Averse
• Optimistic
• Technologically Facile

9. Millennials’ Parents Are Their Friends
• The Baby Boomers chose to become older parents in
the 1980s while Gen X moms reverted back to the
earlier birth-age norm, which meant that two
generations were having babies.
• Boomers rebelled against the parenting practices of
their parents.
• They made conscious decisions not to say “because I
told you so” or “because I’m the parent
and you’re the child.”
• But discipline was still the order of the day for
Millennial parents.
• They became friends with their children.
• They explained things to their children, (actions,
consequences, options, etc.) – they wanted them
to learn to make informed decisions.

10. • Media options
• Shared attention
• Consensus
• Customization
Increasing
• Gender gap
• Network TV
• Living on their own
• Risk taking
Millennials Are Different
Decreasing

11. Millennial and Gen X Brand Attributes
are Different
Gen X attributes have dropped:
• Exclusive (-60%)
• Arrogant (-41%)
• Sensuous (-30%)
Millennial attributes have gained:
• Kind/Empathetic (+391%)
• Friendly (+148%)
• Socially Responsible (+63%)

12. Source: http://mashable.com/2012/06/22/data-created-every-minute/
Social Media Prosumers Drive Brand Reputation
You Can’t Shout Down
a Social Network
• Ads are for Broadcast Media
• Conversations are for Social Media
• Tell a Story to Get People Engaged

13. Align to Millennial Values
or Lose Your Market
• Today, 89% of adult Americans
would consider switching
brands to one associated with
good cause, if price and quality
were equal. In 1990, before
Millennials, only 66% would do
the same.
• 75% of Y&R’s spend shifters,
mostly Millennials, make a
point of buying from brands
who “share their values.”

14. Email: mikeandmorley@gmail.com
LinkedIn: Mike Morley
Facebook.com/mikeandmorley
Twitter: @mikeandmorley
www.mikeandmorley.com
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