The document discusses trends in millennial behaviors and marketing approaches. It notes that millennials are shifting from more pessimistic tendencies to more optimistic ones. They are pioneering, connected, altruistic, and problem-solving. The document also summarizes several trends in marketing to millennials, including real-time co-authorship where millennials see themselves as content creators, gaming to engage given millennials' affinity for games, discovery-enabled commerce through mobile devices, challenging the status quo as millennials are disruptors, providing inviting experiences that stimulate the senses, and surprising and delighting through innovation.
13. Millennials control
21% of consumer
discretionary
purchases in the U.S.
21%
Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global
14. 71% in LATAM say
it’s important to
make it to the top of
their career versus
43% WW
71%
Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global
15. Represent nearly
20% of adult
population in the UK
20%
Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global
16. 60% would rather
spend money on
experiences than
material things
60%
Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global
17. By 2025, millennials
will make up 75% of
the global workforce
75%
Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global
18. 60% of millennials
reside in Asia
60%
Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global
19. In China, 65% admit
to owning products
and brands to
impress others
65%
Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global
20. 91% of Korean
Millennial moms
access the web via
mobile each day
91%
Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global
21. By 2020, millennials
will be the main
driver of APAC
economy
2020
Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global
22. Agree they try to
see the positives
in situations
72%
Want to learn
about other
cultures
75%
Want to work hard
to accomplish
life goals
84%
Source: https://www.facebook.com/business/news/coming-of-age-on-screens
25. The shift in
millennial marketing
ACCEPTDECLINEMORE INFO
The shift in millennial marketing
Real-time co-authorship
Gaming to engage
Discovery enabled commerce
The challenge quo
An inviting experience
Surprise now, delight later
ACCEPT
26. The shift in millennial marketing
Gaming to engage
Discovery enabled commerce
The challenge quo
An inviting experience
Surprise now, delight later
Real-time co-authorship
27. The shift in millennial marketing
Discovery enabled commerce
The challenge quo
An inviting experience
Surprise now, delight later
Real-time co-authorship
Gaming to engage
28. The shift in millennial marketing
The challenge quo
An inviting experience
Surprise now, delight later
Real-time co-authorship
Gaming to engage
Discovery enabled commerce
29. The shift in millennial marketing
Surprise now, delight later
Real-time co-authorship
Gaming to engage
Discovery enabled commerce
The challenge quo
An inviting experience
30. The shift in millennial marketing
Surprise now, delight later
Real-time co-authorship
Gaming to engage
Discovery enabled commerce
The challenge quo
An inviting experience
31. The shift in millennial marketing
Real-time co-authorship
Gaming to engage
Discovery enabled commerce
The challenge quo
An inviting experience
Surprise now, delight later
32. The shift in millennial marketing
The challenge quo
An inviting experience
Real-time co-authorship
Surprise now, delight later
Gaming to engage
Discovery enabled commerce
34. Real-time co-authorship
‣ Millennials are storytellers by “social” birthright
‣ Authorship is in real-time, right now
‣ Being a creator produces a sense of entitlement
(no matter the quality of content)
‣ Gives millennials a sense of ownership and
share-ability of content
35. Real-time co-authorship
‣ Millennials are storytellers by “social” birthright
‣ Authorship is in real-time, right now
‣ Being a creator produces a sense of entitlement
(no matter the quality of content)
‣ Gives millennials a sense of ownership and
share-ability of content
36.
37. The shift in millennial marketing
The challenge quo
An inviting experience
Real-time co-authorship
Surprise now, delight later
Discovery enabled commerce
Gaming to engage
38. The shift in millennial marketing
The challenge quo
An inviting experience
Real-time co-authorship
Surprise now, delight later
Gaming to engage
Discovery enabled commerce
40. Gaming to engage
‣ Game mechanics can drive activation and engagement
‣ The average 21-year old gamed for 10,000+ hours*
‣ Millennials are “hardwired” to gaming and assimilate
towards game-like metaphors
‣ Nearly half of millennial respondents agreed with
“People my age see real life as a video game”*
Source: *MTV, “Let’s Play Brand” 2011 Millennial Insights Study
41. Gaming to engage
‣ Game mechanics can drive activation and engagement
‣ The average 21-year old gamed for 10,000+ hours*
‣ Millennials are “hardwired” to gaming and assimilate
towards game-like metaphors
‣ Nearly half of millennial respondents agreed with
“People my age see real life as a video game”*
Source: *MTV, “Let’s Play Brand” 2011 Millennial Insights Study
42.
43. Gaming to engageGaming to engage
The shift in millennial marketing
The challenge quo
An inviting experience
Real-time co-authorship
Surprise now, delight later
Gaming to engage
Discovery enabled commerce
44. Gaming to engage
The shift in millennial marketing
The challenge quo
An inviting experience
Real-time co-authorship
Surprise now, delight later
Discovery enabled commerce
Gaming to engage
59. Discovery enabled commerceDiscovery enabled commerce
The shift in millennial marketing
An inviting experience
Real-time co-authorship
Surprise now, delight later
Gaming to engage
Discovery enabled commerce
The challenge quo
60. Discovery enabled commerceDiscovery enabled commerce
The shift in millennial marketing
The challenge quo
An inviting experience
Real-time co-authorship
Surprise now, delight later.
Gaming to engage
Discovery enabled commerce
62. The challenge quo
The challenge quo
Source: http://www.huffingtonpost.com/britt-hysen/the-power-of-millennial-e_b_5801322.html
Consider
themselves
entrepreneurs
60%
Recognize
entrepreneurship
as a mentality
90%
63. The challenge quo
Millennials are disruptors. They demand
transparency of the world around them. And
when they can’t get what they want, they
create what they need and disrupt anything
in their path.
64.
65. The challenge quoDiscovery enabled commerce
The shift in millennial marketing
An inviting experience
Real-time co-authorship
Surprise now, delight later
Gaming to engage
Discovery enabled commerce
The challenge quo
66. The challenge quo
Surprise now, delight later
The shift in millennial marketing
The challenge quo
An inviting experience
Real-time co-authorship
Gaming to engage
Discovery enabled commerce
68. An inviting experience
Source: http://www.jwtintelligence.com/2013/01/data-point-constantly-connected-millennials-crave-sensory-experiences/#axzz3Q9hc3GP4
“Increasingly, I crave
experiences that
stimulate my
senses”
72%
“I value experiences
more than I do
material items”
81%
“I’d rather spend
money on an
experience than
material items”
72%
75. An inviting experienceAn inviting experienceDiscovery enabled commerce
The shift in millennial marketing
An inviting experience
Real-time co-authorship
Surprise now, delight later
Gaming to engage
Discovery enabled commerce
The challenge quo
76. An inviting experience
Surprise now, delight later
The shift in millennial marketing
Empowerment as a cultural asset
New types of narrative design
The challenge quo
An inviting experience
Real-time co-authorship
77. Surprise now, delight later
Surprise now, delight later
Innovation is a form of magic to
millennials. It’s what surprises and
delights them. Innovation enables a
fresh take on something nostalgic
and it drives them wild.
MORE INFO
78. Surprise now, delight later
And millennials want to be
surprised. They want to be the first
to do something. The delight
comes through sharing their
experience on social, later.
MORE INFOMORE INFO
84. Surprise now, delight laterSurprise now, delight later
Surprise now, delight later
The shift in millennial marketing
Real-time co-authorship
The challenge quo
An inviting experience
Gaming to engage
Discovery enabled commerce
90. Live, laugh, LIVE
Millennials appreciate real-time and
the notion of LIVE gives them a
sense of unrehearsed delight. Sure
there’s room for production error but
there’s also room for massive
engagement and success.