Motivations that Drive Millenials' Purchase Decisions. Presented at the 2010 Pivot Conference.

1. Engaging Generation Y Insights About Motivations that Drive Purchase Decisions

2. 2 Pioneering Attitudinal TargetingTM for online display & video Engage audiences based on values, beliefs and attitudes Connecting brand values with consumer values Methodologycombines large scale survey research, behavior, purchasing and third party data

3. 3 Key Findings 18-34 consumers have different values than 35+ More compassionate view of society, but this does not translate into their purchasing decisions More likely to buy brands that convey their personal achievement to friends and society Invest time in shopping activities they deem worthwhile Rely on friends, family and blogs for shopping information

4. 4 Social Responsibility & Purchasing Decisions BIOFUEL 18-34 consumers care more deeply about social & environmental issues than 35+ 30-60% more likely to support alt energy, civil rights, gay rights and animal rights But they’re less likely to buy products based on these issues 15-25% less likely to focus on brands that treat employees fairly, provide safe products, price fairly, communicate truthfully, conduct business honestly They are more likely to think that companies are addressing CSR issues Treat employees fairly, make charitable contributions, reduce energy use, conduct business honestly SOLAR CIVIL RIGHTS GAY RIGHTS ANIMAL CRUELTY CLIMATE CHANGE

5. 18-34 Consumers Need External Validation 5 They value products/services that convey their success to others & reward themselves MORE LIKELY LESS LIKELY

6. 6 Gen Y: What & How They Buy Over 50% look for products that exhibit value; less than 35+ pop Much more likely to look for products that are: Innovative Aesthetically-pleasing Popular Unique % A35+ More likely to rely on friends, family, & blogs for shopping information than older audiences However, convenience is critical: they are less likely to comparison shop in person, travel out of their way for products, or avoid products based on issue criteria % A18-34

7. Online, the A18-34 population is more engaged with consumption, self-improvement, and social connection categories, which illustrates their life stage and generational differences 7 Category Relationship Index is a measure that combines repeat visitation and engagement – helping advertisers define audiences through their behaviors

8. 8 Recommendations Identify your brand’s values and target audiences that share the same values Segment your audience based on their values and customize messaging accordingly 18-34 year olds are more likely to engage with brands that enable them to express themselves Leverage customer testimonials & build relationships with influential bloggers Messaging should focus on benefits and value, not price point

9. Resonate… Connecting Brand Values with Consumer Values Nick Tabbal| SVP of Research nick.tabbal@resonatenetworks.com 571.266.32014 (O) 571.215.4564 (M)