More than 230 million “millennials” in China—or about 17% of the total population—are undergoing the biggest change of their young lives: becoming adults. Hundreds of millions of young Chinese from the 90s generation are getting older, becoming more mature and shifting their perspectives from self-focused to society-focused.
This document discusses how success is viewed in China and how that is changing across generations. Traditionally, success was seen as being determined by factors like family background, money and connections ("guanxi"). However, the study found that while hard work was still the top factor for success, money, family background and connections were also highly important. Younger generations, especially those in tier 1 cities, place less emphasis on these traditional factors and more on personal achievements like education, intelligence, mindset and integrity. So the view of success in China is evolving from being based on who you are to also incorporating what you achieve through your own efforts.
Presentation for Ypulse Mashup Youth Marketing Conf: Building deeper connecti...Lisa Li
1. The document discusses trends in Chinese youth culture and how brands can better connect with Chinese youth. It summarizes research findings on changing aspirations, values, and identities among Chinese youth.
2. Specifically, it finds that Chinese youth are seeking comfort, encouragement, and ways to construct meaningful identities beyond materialism. They are also increasingly interested in social issues, defending civil liberties, and expressing national and generational pride.
3. The document recommends that brands provide cultural products that offer relief and reassurance to Chinese youth. It also suggests brands understand and engage with trends like social participation, new forms of individual expression, and grassroots creative culture.
Dive Social is China's first social media motivation study. It deep dives into the motivations of social media, delving into the underlying reasons that drive Chinese social media users. Going beyond social media usage numbers, this study clears up myths of what people want from brands and content that influences them.
The study dispels myths like the influence of Key Online Leaders, the reach of brand accounts on social and who actually uses social media.
The document discusses how women ages 25-45 are now the largest consumer group to target. It notes that more women are in the workforce and earning degrees than ever before. It highlights how Sears' campaign targeting women ages 22-50 was very successful at boosting sales. The document then provides numerous statistics showing that women control the majority of household and consumer spending in America. It concludes by stating that women are increasingly taking charge of households, careers, and spending, and will be a key demographic for the future of the economy.
Marketing to the 70s, 80s and 90s Generations in China: MSL China Executive W...MSL
The document discusses how consumers born in different decades in China - the 1970s, 1980s, and 1990s - have vastly different worldviews and priorities due to coming of age during different stages of China's development. The 1970s generation prioritizes family, the 1980s generation seeks to enjoy life now with friends, and the 1990s generation wants to be seen as unique individuals. The document provides implications for how marketers can effectively target each generation by appealing to their core values and communication preferences.
Marketing to the Chinese 70s, 80s & 90s MSLGROUPAsia
This document discusses marketing strategies for different generations in China based on focus groups conducted by Eastwei MSL. The 1970s generation values family over self and prefers stability to change. The 1980s generation places high importance on friends and enjoys life in the present moment. The 1990s generation is individualistic and uses the internet as a way to express themselves. Eastwei MSL is China's leading PR agency and is part of the global network MSLGROUP, which provides communications services.
The document discusses 7 core opportunities for brands to appeal to Millennials based on research into their needs, desires and expectations. Millennials want instant gratification, ongoing change, to enhance themselves, seek fame, deal with pressure to succeed, reconnect with people and purpose, and be re-enchanted with magic and mystery in an uncertain world. Understanding Millennials is important as they are the first digital native generation and will influence global trends as a cohort.
This document discusses how success is viewed in China and how that is changing across generations. Traditionally, success was seen as being determined by factors like family background, money and connections ("guanxi"). However, the study found that while hard work was still the top factor for success, money, family background and connections were also highly important. Younger generations, especially those in tier 1 cities, place less emphasis on these traditional factors and more on personal achievements like education, intelligence, mindset and integrity. So the view of success in China is evolving from being based on who you are to also incorporating what you achieve through your own efforts.
Presentation for Ypulse Mashup Youth Marketing Conf: Building deeper connecti...Lisa Li
1. The document discusses trends in Chinese youth culture and how brands can better connect with Chinese youth. It summarizes research findings on changing aspirations, values, and identities among Chinese youth.
2. Specifically, it finds that Chinese youth are seeking comfort, encouragement, and ways to construct meaningful identities beyond materialism. They are also increasingly interested in social issues, defending civil liberties, and expressing national and generational pride.
3. The document recommends that brands provide cultural products that offer relief and reassurance to Chinese youth. It also suggests brands understand and engage with trends like social participation, new forms of individual expression, and grassroots creative culture.
Dive Social is China's first social media motivation study. It deep dives into the motivations of social media, delving into the underlying reasons that drive Chinese social media users. Going beyond social media usage numbers, this study clears up myths of what people want from brands and content that influences them.
The study dispels myths like the influence of Key Online Leaders, the reach of brand accounts on social and who actually uses social media.
The document discusses how women ages 25-45 are now the largest consumer group to target. It notes that more women are in the workforce and earning degrees than ever before. It highlights how Sears' campaign targeting women ages 22-50 was very successful at boosting sales. The document then provides numerous statistics showing that women control the majority of household and consumer spending in America. It concludes by stating that women are increasingly taking charge of households, careers, and spending, and will be a key demographic for the future of the economy.
Marketing to the 70s, 80s and 90s Generations in China: MSL China Executive W...MSL
The document discusses how consumers born in different decades in China - the 1970s, 1980s, and 1990s - have vastly different worldviews and priorities due to coming of age during different stages of China's development. The 1970s generation prioritizes family, the 1980s generation seeks to enjoy life now with friends, and the 1990s generation wants to be seen as unique individuals. The document provides implications for how marketers can effectively target each generation by appealing to their core values and communication preferences.
Marketing to the Chinese 70s, 80s & 90s MSLGROUPAsia
This document discusses marketing strategies for different generations in China based on focus groups conducted by Eastwei MSL. The 1970s generation values family over self and prefers stability to change. The 1980s generation places high importance on friends and enjoys life in the present moment. The 1990s generation is individualistic and uses the internet as a way to express themselves. Eastwei MSL is China's leading PR agency and is part of the global network MSLGROUP, which provides communications services.
The document discusses 7 core opportunities for brands to appeal to Millennials based on research into their needs, desires and expectations. Millennials want instant gratification, ongoing change, to enhance themselves, seek fame, deal with pressure to succeed, reconnect with people and purpose, and be re-enchanted with magic and mystery in an uncertain world. Understanding Millennials is important as they are the first digital native generation and will influence global trends as a cohort.
Made in China: 8 Insights into the Chinese ConsumerBrand Genetics
A succinct overview of key factors influencing Chinese Consumer behaviour.
China truly is a land of opportunity with 30 years of growth that have helped lift millions out of poverty, enriched a middle class that is expanding fast and created 2.7 million millionaires and over 250 billionaires (US$). Given this speed of change and the complexity of a country with a population of 1.35 billion, making sense of the consumer and market context is not just useful, it's vital for success. Even if you're not working directly with China, you may be feeling its growing influence.
At Brand Genetics we're constantly working to understand the direction of change in global markets and identify the implications and opportunities for brands. To share some of our learnings the attached Speed Briefing outlines 8 key insights into the fast evolving world of the Chinese consumer.
Marketing to the Chinese 70s, 80s and 90s generationsMSL
The document analyzes differences in values, psychology, and habits between Chinese consumers born in the 1970s, 1980s, and 1990s based on focus groups conducted by MSL China. Each generation grew up in vastly different stages of China's development and views the world differently, with the 1970s prioritizing family, the 1980s valuing friends, and the 1990s seeing themselves as individuals. The document provides implications for communicators, recommending targeting family activities to the 1970s, following trends accessibly for the 1980s, and enabling high interaction for the 1990s.
Marketing to Seniors: 6 Myths vs. RealitiesNextpoint
The text in this SlideShare originally appeared in an orange magazine article titled "Senior Moment," by Rebecca Rolfes. orange is a content marketing magazine published by Imagination, a Chicago-based content marketing agency for thought leaders.
Hot from Brazil: 7 insights into the world of the Brazilian consumerBrand Genetics
Brand Genetics' latest Speed Briefing offers a succinct look at Brazil, a country that has changed rapidly over the last decade, and will soon be the focus of global attention with the FIFA World Cup in 2014 and The Olympics in 2016. But, as the recent protests there have shown, such progress is not always smooth - and Brazil remains a complex market.
We hope these insights into the world of the Brazilian consumer are both thought provoking and useful. As insight and innovation specialists, Brand Genetics is constantly working to understand the direction of change in global markets and identify the implications and opportunities for brands.
Nielsen: Don’t Ignore Boomers: The Most Valuable Generation ReportVivastream
This document discusses the Baby Boomer generation and their impact and value as consumers. Some key points:
- Boomers, born between 1946-1964, total over 80 million people in the US and have significantly influenced markets their entire lives through their large numbers and spending power.
- Though often thought to be brand loyal and set in their ways, data shows Boomers are actually as open to new brands and responsive to marketing as other age groups. Their loyalty depends more on household needs than age.
- Boomers have high rates of income, workforce participation, and discretionary spending. They account for a major portion of sales in many categories like consumer goods.
- While younger generations adopt new technologies first
The modernization of China through Western influence has changed the traditional Chinese concept of mianzi, but not eliminated its presence. Mianzi refers to "face" and emphasizes social standing through family reputation and honor. While China has become more individualistic through education, media, and women's empowerment, mianzi still influences Chinese women's decisions to get plastic surgery to please parents and fulfill filial piety. The West focuses more on individual achievement and honor, rather than family reputation, but Chinese culture retains emphasis on group relationships and saving family face through adherence to traditions like mianzi.
Ever wondered why the two hottest words in marketing today are “Millennial” and “Multicultural”?
Well the short answer is that the Millennial Generation (18-34) rules category after category and Multiculturals are their heart and source of vitality and growth.
Andy Halley-Wright, VP Planning and Research at Y&R/Bravo Miami, looks at how despite millennials coming of age in dire economic times, they are optimistic, open minded and brave. And in the home of the brave, the American Dream burns brightest in multicultural millennial hearts. Naturally various life stages and different mindsets fall between the ages of 18 and 34. In fear of over simplification, the younger cohort (18-24) are “Explorers” (4Cs) driven by the mega need of discovery while the older segment (25-34) are “Aspirers” (4Cs) motivated to make a mark and to show the world that they are making it.
"Born in a digital world, eight in 10 Millennials in America own a smartphone. They are always on, always connected – like 1 in 2 are tweeting, liking, emailing, you-tubing or whatever; while on the toilet! No generation has ever spread the word about themselves and help build or break brands like this generation. And again, Hispanics are at the bleeding edge, especially when it comes to mobile," he writes.
If “Millennial” and “Multicultural” are the two hottest words in marketing today, the two most important commandments they impart are that the marketer should “Embrace Diversity” and “Be Participatory.” Of course, that’s easier said than done.
Millennials are not shy and tell us exactly how they want to receive information and how they want to be targeted. Brands do not necessarily listen and frankly that is unacceptable.
The technology that is available in the marketplace has never made it easier for brands and marketers alike to design personal information streams tailored to the individual. Organizations are struggling to understand what is happening in their world. In past years, brands created campaigns designed for the masses.
Traditionally campaigns were targeted at a specific segment of the population, but that is as far as it went. There was no thought or plan targeting the consumer at the individual marketing level. Millennials count for 2.5 billion people, nearly 35% of the world's population and have undoubtedly ushered baby boomers out of the "buying power" seat with social media as their biggest ally. The estimated millennial spending in 2015 is expected to reach $2.45 trillion globally. All those dollars up for grabs it is no wonder companies are feeling the pressure.
As the whole world is going digital, it is not surprising Millennials or otherwise known as the "Y" Generation have rapidly transformed the way brands interact with the customer. The main focus of organizations is to create marketing strategies that will engage customer behavior through their desired communication channel. The advancement of technology has transformed the way millennials expect brands to accommodate their wants and needs. Millennials want a brand to have socially conscious platforms that are committed to making a difference in the world. Millennials want it all and are not afraid to ask for it. Above all, they want to buy from a company who makes them feel special and values their loyalty.
Millennials are shaking up the way organizations communicate with customers and compelling companies to update their entire business strategies to stay relevant. Organizations that embrace the changes millennials are demanding are seeing an increase in customer acquisitions and retention. A brand that is going to give them the personalized treatment they expect will be laughing at their competitors all the way to the bank.
Fashion Foresight: How Fashion Illustrates the World's Most Pressing Mega Trendssparks & honey
Any person, business or brand looking to understand – and lead – cultural shifts can turn to the fashion industry as a bellwether. Fashion not only shapes culture, it acts as a mirror to society, reflecting important cultural shifts that may otherwise be imperceptible.
The fashion industry caters to early adopters and seeks inspiration from the edges, where trends and cultural shifts start. It is acutely attuned to changes in the zeitgeist as well as the ambient influences of the biggest global trends (i.e. MegaTrends).
For these reasons, the fashion industry can be an effective instrument for gauging change and a proxy for trendspotting of the highest order.
In this report, we’ll take a look at MegaTrends impacting life and society, illustrate how they are manifesting within the fashion industry and translate what it means for all brands.
After you’ve read this, the length of a hemline will take on entirely new meaning and you will never view paisley the same.
Trendbook created using primary and secondary data and market research describing the key influencers that will affect product development over the next 18 months.
The document discusses marketing strategies for different generations. Baby Boomers, born 1946-1964, are motivated consumers nearing retirement. Generation X, born 1965-1979, value work-life balance over salary and are skeptical of labels. Generation Y, born 1980-1994, are tech-savvy, brand-disloyal, and career-focused. Case studies show successful marketing to Gen X and Y focus on individuality, causes, and technology. All generations are impacted by recessions differently based on life stage.
To be culturally relevant today means knowing how to speak the new language of gender. Constantly in-flux, the way we talk about gender is fluid, just like we are. In The New Language of Gender, we help you understand and speak naturally from this quickly changing lexicon.
China is in the midst of one of history’s most dramatic consumer
revolutions. Its people have emerged from decades of global
isolation, restrictions on personal expression, and lack of
consumer choice to power the world’s fastest growing economy.
From affl uent urban youths to mobile professionals to the rural
elite, consumers are seeking products and services that refl ect
what it means to be modern in China.
1) Millennial mothers in Asia make up over half of internet-using parents and are an important demographic for marketers as many control family purchasing decisions.
2) There are over 600 million Millennials in the Asia-Pacific region who are digitally savvy and expect greater financial success than their parents' generation.
3) Marketers need a deeper understanding of Asian Millennial mothers' attitudes, values, behaviors and how parenthood changes them to effectively reach and influence this group.
[mobileYouth] Is it time to rethink customer segmentation?Graham Brown
Traditional customer segmentation is becoming less effective and relevant. Segmentation was useful for management purposes during the industrial era but no longer serves the customer or helps brands. Customers now connect over shared themes and stories rather than demographics. Successful modern brands like Jay-Z, Red Bull, and Apple do not focus on segments but on telling their own story to bring together diverse followers. The future of marketing lies in connecting these communities, not further segmenting them.
The document summarizes trends in the Chinese digital advertising industry. It discusses how national TV channels are gaining share from local channels. It also discusses how online TV inventory is facing shortages as more advertisers move spending online. Finally, it discusses the growth of vertical e-commerce platforms that cater to niche customer segments.
China's first cross device study on online video. Dive Video explores online video from 2 angles: advertising and content. We explore the online video user journey, online video triggers, and what kind of online video advertising works best.
A deep dive into consumer response to online video advertising in China. Dive Video covers what frequency advertisers should buy at, whether longer ads are better, what device leads to the best response.
Made in China: 8 Insights into the Chinese ConsumerBrand Genetics
A succinct overview of key factors influencing Chinese Consumer behaviour.
China truly is a land of opportunity with 30 years of growth that have helped lift millions out of poverty, enriched a middle class that is expanding fast and created 2.7 million millionaires and over 250 billionaires (US$). Given this speed of change and the complexity of a country with a population of 1.35 billion, making sense of the consumer and market context is not just useful, it's vital for success. Even if you're not working directly with China, you may be feeling its growing influence.
At Brand Genetics we're constantly working to understand the direction of change in global markets and identify the implications and opportunities for brands. To share some of our learnings the attached Speed Briefing outlines 8 key insights into the fast evolving world of the Chinese consumer.
Marketing to the Chinese 70s, 80s and 90s generationsMSL
The document analyzes differences in values, psychology, and habits between Chinese consumers born in the 1970s, 1980s, and 1990s based on focus groups conducted by MSL China. Each generation grew up in vastly different stages of China's development and views the world differently, with the 1970s prioritizing family, the 1980s valuing friends, and the 1990s seeing themselves as individuals. The document provides implications for communicators, recommending targeting family activities to the 1970s, following trends accessibly for the 1980s, and enabling high interaction for the 1990s.
Marketing to Seniors: 6 Myths vs. RealitiesNextpoint
The text in this SlideShare originally appeared in an orange magazine article titled "Senior Moment," by Rebecca Rolfes. orange is a content marketing magazine published by Imagination, a Chicago-based content marketing agency for thought leaders.
Hot from Brazil: 7 insights into the world of the Brazilian consumerBrand Genetics
Brand Genetics' latest Speed Briefing offers a succinct look at Brazil, a country that has changed rapidly over the last decade, and will soon be the focus of global attention with the FIFA World Cup in 2014 and The Olympics in 2016. But, as the recent protests there have shown, such progress is not always smooth - and Brazil remains a complex market.
We hope these insights into the world of the Brazilian consumer are both thought provoking and useful. As insight and innovation specialists, Brand Genetics is constantly working to understand the direction of change in global markets and identify the implications and opportunities for brands.
Nielsen: Don’t Ignore Boomers: The Most Valuable Generation ReportVivastream
This document discusses the Baby Boomer generation and their impact and value as consumers. Some key points:
- Boomers, born between 1946-1964, total over 80 million people in the US and have significantly influenced markets their entire lives through their large numbers and spending power.
- Though often thought to be brand loyal and set in their ways, data shows Boomers are actually as open to new brands and responsive to marketing as other age groups. Their loyalty depends more on household needs than age.
- Boomers have high rates of income, workforce participation, and discretionary spending. They account for a major portion of sales in many categories like consumer goods.
- While younger generations adopt new technologies first
The modernization of China through Western influence has changed the traditional Chinese concept of mianzi, but not eliminated its presence. Mianzi refers to "face" and emphasizes social standing through family reputation and honor. While China has become more individualistic through education, media, and women's empowerment, mianzi still influences Chinese women's decisions to get plastic surgery to please parents and fulfill filial piety. The West focuses more on individual achievement and honor, rather than family reputation, but Chinese culture retains emphasis on group relationships and saving family face through adherence to traditions like mianzi.
Ever wondered why the two hottest words in marketing today are “Millennial” and “Multicultural”?
Well the short answer is that the Millennial Generation (18-34) rules category after category and Multiculturals are their heart and source of vitality and growth.
Andy Halley-Wright, VP Planning and Research at Y&R/Bravo Miami, looks at how despite millennials coming of age in dire economic times, they are optimistic, open minded and brave. And in the home of the brave, the American Dream burns brightest in multicultural millennial hearts. Naturally various life stages and different mindsets fall between the ages of 18 and 34. In fear of over simplification, the younger cohort (18-24) are “Explorers” (4Cs) driven by the mega need of discovery while the older segment (25-34) are “Aspirers” (4Cs) motivated to make a mark and to show the world that they are making it.
"Born in a digital world, eight in 10 Millennials in America own a smartphone. They are always on, always connected – like 1 in 2 are tweeting, liking, emailing, you-tubing or whatever; while on the toilet! No generation has ever spread the word about themselves and help build or break brands like this generation. And again, Hispanics are at the bleeding edge, especially when it comes to mobile," he writes.
If “Millennial” and “Multicultural” are the two hottest words in marketing today, the two most important commandments they impart are that the marketer should “Embrace Diversity” and “Be Participatory.” Of course, that’s easier said than done.
Millennials are not shy and tell us exactly how they want to receive information and how they want to be targeted. Brands do not necessarily listen and frankly that is unacceptable.
The technology that is available in the marketplace has never made it easier for brands and marketers alike to design personal information streams tailored to the individual. Organizations are struggling to understand what is happening in their world. In past years, brands created campaigns designed for the masses.
Traditionally campaigns were targeted at a specific segment of the population, but that is as far as it went. There was no thought or plan targeting the consumer at the individual marketing level. Millennials count for 2.5 billion people, nearly 35% of the world's population and have undoubtedly ushered baby boomers out of the "buying power" seat with social media as their biggest ally. The estimated millennial spending in 2015 is expected to reach $2.45 trillion globally. All those dollars up for grabs it is no wonder companies are feeling the pressure.
As the whole world is going digital, it is not surprising Millennials or otherwise known as the "Y" Generation have rapidly transformed the way brands interact with the customer. The main focus of organizations is to create marketing strategies that will engage customer behavior through their desired communication channel. The advancement of technology has transformed the way millennials expect brands to accommodate their wants and needs. Millennials want a brand to have socially conscious platforms that are committed to making a difference in the world. Millennials want it all and are not afraid to ask for it. Above all, they want to buy from a company who makes them feel special and values their loyalty.
Millennials are shaking up the way organizations communicate with customers and compelling companies to update their entire business strategies to stay relevant. Organizations that embrace the changes millennials are demanding are seeing an increase in customer acquisitions and retention. A brand that is going to give them the personalized treatment they expect will be laughing at their competitors all the way to the bank.
Fashion Foresight: How Fashion Illustrates the World's Most Pressing Mega Trendssparks & honey
Any person, business or brand looking to understand – and lead – cultural shifts can turn to the fashion industry as a bellwether. Fashion not only shapes culture, it acts as a mirror to society, reflecting important cultural shifts that may otherwise be imperceptible.
The fashion industry caters to early adopters and seeks inspiration from the edges, where trends and cultural shifts start. It is acutely attuned to changes in the zeitgeist as well as the ambient influences of the biggest global trends (i.e. MegaTrends).
For these reasons, the fashion industry can be an effective instrument for gauging change and a proxy for trendspotting of the highest order.
In this report, we’ll take a look at MegaTrends impacting life and society, illustrate how they are manifesting within the fashion industry and translate what it means for all brands.
After you’ve read this, the length of a hemline will take on entirely new meaning and you will never view paisley the same.
Trendbook created using primary and secondary data and market research describing the key influencers that will affect product development over the next 18 months.
The document discusses marketing strategies for different generations. Baby Boomers, born 1946-1964, are motivated consumers nearing retirement. Generation X, born 1965-1979, value work-life balance over salary and are skeptical of labels. Generation Y, born 1980-1994, are tech-savvy, brand-disloyal, and career-focused. Case studies show successful marketing to Gen X and Y focus on individuality, causes, and technology. All generations are impacted by recessions differently based on life stage.
To be culturally relevant today means knowing how to speak the new language of gender. Constantly in-flux, the way we talk about gender is fluid, just like we are. In The New Language of Gender, we help you understand and speak naturally from this quickly changing lexicon.
China is in the midst of one of history’s most dramatic consumer
revolutions. Its people have emerged from decades of global
isolation, restrictions on personal expression, and lack of
consumer choice to power the world’s fastest growing economy.
From affl uent urban youths to mobile professionals to the rural
elite, consumers are seeking products and services that refl ect
what it means to be modern in China.
1) Millennial mothers in Asia make up over half of internet-using parents and are an important demographic for marketers as many control family purchasing decisions.
2) There are over 600 million Millennials in the Asia-Pacific region who are digitally savvy and expect greater financial success than their parents' generation.
3) Marketers need a deeper understanding of Asian Millennial mothers' attitudes, values, behaviors and how parenthood changes them to effectively reach and influence this group.
[mobileYouth] Is it time to rethink customer segmentation?Graham Brown
Traditional customer segmentation is becoming less effective and relevant. Segmentation was useful for management purposes during the industrial era but no longer serves the customer or helps brands. Customers now connect over shared themes and stories rather than demographics. Successful modern brands like Jay-Z, Red Bull, and Apple do not focus on segments but on telling their own story to bring together diverse followers. The future of marketing lies in connecting these communities, not further segmenting them.
The document summarizes trends in the Chinese digital advertising industry. It discusses how national TV channels are gaining share from local channels. It also discusses how online TV inventory is facing shortages as more advertisers move spending online. Finally, it discusses the growth of vertical e-commerce platforms that cater to niche customer segments.
China's first cross device study on online video. Dive Video explores online video from 2 angles: advertising and content. We explore the online video user journey, online video triggers, and what kind of online video advertising works best.
A deep dive into consumer response to online video advertising in China. Dive Video covers what frequency advertisers should buy at, whether longer ads are better, what device leads to the best response.
The Human Project is a multi-generational study of the minds of the most digitally intuitive generation yet. We’ve uncovered insights into how brands can stay relevant with the ever changing Gen Z.
The Human Project Infographic - Zeno GroupZeno Group
The Human Project is a multi-generational study of the minds of the most digitally intuitive generation yet. We’ve uncovered insights into how brands can stay relevant with the ever changing Gen Z.
Applying data in today’s multi screen worldOMD China
Multi-screening is no longer a new phenomena, but the data challenge in multi-screen media planning is still very real. We need to look beyond using multi-screen media as an efficiency buy. OMD discusses their point of view and methodology for effective multi-screen planning.
Online video viewership in China is rapidly moving into the mobile space – and marketers need to start preparing. OMD Business Intelligence breaks down video viewing habits in China and marketers need to do to catch up.
Transcend is OMD’s point of view of the key media trends to watch out for in the next 12 months. Transcend goes beyond the surface, diving deep into what is really happening in media in China and the implications for advertisers. This year we will see TV channels evolve even more as TV channels claim back their audiences, the sophistication in how we buy on digital will be taken up a notch and social will drive data. Transcend will give you a clearer picture of what issues need to be considered when advertising to your customers.
The document summarizes research on consumer attitudes toward mobile advertising in China. It finds that while 89% of Chinese consumers find mobile ads annoying, they are still ambivalent toward them. Mobile has the biggest influence on purchase intent compared to other devices. The research also identifies preferences for ad formats, placement, and content that provide practical information and value over entertainment. It recommends marketers in China focus mobile ad spend on more relevant, engaging ads in tier 1 and 2 cities to better match growth in mobile usage and increase purchase intent.
Millennials in Brazil, Russia, India, and China (BRIC countries) will shape the future of these major economies. A survey of over 1,600 BRIC millennial found that:
1) They are optimistic about their economic futures but feel stressed by finances and employment. Many value spending wisely over high earnings.
2) They want to voice their views on social issues and governments, especially in Brazil, but Indians have the most positive views of government.
3) They see cultural choices as more complicated than previous generations, except in Brazil. Russian, Chinese, and Indian millennials want to preserve traditions while Brazilians have the most progressive views.
The document then provides more details
Millennials in the Workplace - How to better connect with them in the workplaceXPotential
This document discusses how to better connect with Millennials in the workplace. Millennials expect to stay in jobs for less than 3 years and value meaningful work. They challenge hierarchies and want feedback. Employers should cultivate learning, offer training, provide mentoring, set clear targets, and give recognition to engage Millennials. Google's YouTube office exemplifies engaging Millennials with amenities like free food, collaboration spaces, and fun areas like a slide and putting green.
Millennial-proofing your workplace is an important component to help your business thrive. Workplaces should be created in a way that attracts young talent. O.C. Tanner offers a few suggestions that will help attract Millennials to your workplace.
India's Post Millennial Indian Generation: Gen-ZSneha Kapoor
Youth as a life stage is a much celebrated one – and every generation of youth brings with it energy, a desire for change, naivete and unabashed self-belief…
But at different times in history, youth demonstrate different traits – whether it is the ‘peace-loving’ youth of the 70s or the recent millennials who love challenging the status-quo.
Millennials (born in the mid 80s and 90s) have dominated the marketing and pop culture discourse in the last years, being a truly unique generation born in an age of rapid digital transformation, global connectivity and social change. However, as they age (millennials are now between 25-35 years), its important to readjust our lens on youth and turn to the generation that follows… Introducing the ‘Post-Millennial generation’, or Gen Z, as they have now begun to be defined.
Born after 2001, by the end of 2019, they will outnumber the millennials and become the single biggest youth cohort in India
Based on qualitative and quantitative research across metros in India*, this book attempts to breakdown the unique characteristics of this generation, their drivers and ways to appeal to them.
Si les prises de parole concernant les générations Y et Z sont légion, il était primordial pour Starcom d’adopter une prise de position limpide sur ces termes surexploités. Notre étude est une photographie de la société, une immersion dans le monde des « jeunes » à travers une recherche documentaire, des interviews d’experts et la synthèse des études que nous avons réalisées pour nos clients sur ces cibles.
SearchLeeds, Kristal Ireland 'The millennial myth and the media' Branded3
Kristal Ireland discusses the millennial myth and the media. Kristal was previously voted as one of the UK’s Top 30 Women in Digital Under 30. A specialist in Social Media and Digital Brand Strategy, Kristal is an award winning, strategic and experienced digital marketing expert. A regular digital conference speaker and industry commentator Kristal has worked in digital for over a decade developing digital solutions for some of the UK’s biggest brands.
This document discusses traits of Millennials based on research from various sources. It notes that Millennials grew up with technology and are always connected. They are a large generation, representing over 20% of the US population. Millennials are influenced by economic conditions, societal norms, and political events during their formative years. They are described as confident, open to diversity, and seeking meaningful experiences over material goods. The document provides various observations and statistics about Millennials and their relationship with technology, media, religion, and other generational influences.
You've no doubt heard about Millennials (also known as Generation Y, born after 1980) for years now. ... Born after 1995, members of the emerging Gen Z are expected to become the dominant business influencers of tomorrow
This document discusses characteristics of the Millennial generation born between 1980-1995. It provides statistics showing that Millennials now represent the largest living generation in the US, driving a significant portion of consumer spending. As digital natives who came of age during difficult economic times, Millennials rely heavily on social connections, family support, and optimistically believe in personal improvement despite challenges. Their values emphasize happiness, passion and diversity over tradition.
This document discusses characteristics of the Millennial generation born between 1980-1995. It provides statistics showing that Millennials now represent the largest living generation in the US, driving over $2 trillion in annual spending. As digital natives who are hyper-connected via social media, Millennials are more optimistic than older generations but have faced economic challenges entering the workforce. The document segments Millennials into younger Explorers and older Achievers and notes that while sharing some attributes, Millennials should not be viewed as a homogeneous group.
The document provides an overview of Millennials in the workforce based on LinkedIn data. It discusses that Millennials currently make up a large portion of the workforce and will comprise 50% of the workforce by 2020. It then lists some of the top occupations for Millennials on LinkedIn, including salesperson, software developer, and administrative employee. Finally, it introduces that a LinkedIn survey found the top things Millennials want in a job, but does not list what those things are.
Cic group m young consumers in the age of social mediazenithkong
The document discusses China's digital youth, focusing on those born in the 1980s and 1990s. The 1980s generation is in their 20s-30s and exploring identity as they establish careers, while the 1990s generation is younger and more focused on entertainment. Both generations grew up during China's digital transformation and are pioneering social media use. They are driven by self-expression, entertainment, and interest in celebrities.
CIC_GroupM Knowledge Collaborative White Paper - < Chinas Young Consumers ...Kantar Media CIC
The document discusses China's digital youth, focusing on those born in the 1980s and 1990s. The 1980s generation is in their 20s-30s and exploring identity as they establish careers, while the 1990s generation is younger and more focused on entertainment. Both generations grew up during China's digital transformation and are pioneering social media use. They are driven by self-expression, entertainment, and interest in celebrities.
Generation Z encompasses ages 13 to 19, with a psychographic overlap with young Millennials ages 20 to 24. As digital natives with more familiarity with virtual worlds than previous generations, Generation Z is redefining the "new normal."
The document discusses Generation Y (Gen Y), born between 1980-1994. Gen Y values making a difference in the world and sees work as a way to fulfill their potential. They are most influenced by their peers and popular culture like music/TV. To manage Gen Y, employers should listen to them, provide feedback, encourage problem solving, make their work meaningful, and not reject them as difficult to manage. The document also proposes a project using the internet to bridge experiences between Gen Y and older generations.
The document proposes a new news website called NowTheNews.com that is designed specifically for millennials. It will feature popular hashtags as section topics like #BlackLivesMatter and #PokemonGo. An editorial team of 10 members, including reporters covering sports, entertainment, technology and politics, will create content. The goal is to understand millennials by having all news written by millennials for millennials, as traditional advertising has proven ineffective at capturing their attention. Companies are fiercely competing for the large millennial demographic and their $200 billion in annual buying power.
Ferris Bueller's Gen Y Guide - Millennials & Credit UnionsweCU2
@_weCU2 overview of Millennials through the words of the immortal film 'Ferris Beuller's Day Off'. What do Millennials look for in their financial services partner and why Credit Unions meet that need so well.
Content drivers for global brands: new innovative paths for your branded cont...Vanksen
Generation Z and major events such as the pandemic are leading the change. Our world is becoming a global, multicultural and digitalized village. Vanksen expert teams used their analytical skills to look into the main shifts impacting worldwide content creators lately.
https://www.vanksen.com/en/insights/content-drivers-for-global-brands
This document provides an overview of Millennials and strategies for capturing their attention. It defines Millennials as those born between 1981-2000, totaling over 92 million in the US. Millennials are highly connected through social media and prefer urban environments. The document outlines Millennials' unique traits like being special, sheltered, team-oriented, and achieving. It recommends meeting Millennials on social media as they get most of their news from television and the internet. The document proposes aligning company messaging and initiatives with what resonates with Millennials and implementing an strategic social media plan to reach this important demographic.
This document discusses segmenting the millennial generation based on life stages. Millennials range in age from 18-34 but have different priorities and financial situations depending on where they are in life. The document suggests dividing millennials into three life stages - dependent adults, those on their own, and those starting a family. These stages have differing characteristics like marital status, social media usage, wealth levels, and top concerns. Understanding these differences is important for businesses hoping to successfully market to millennials.
OMD China has launched the fourth edition of its ongoing research series, Rhythm, with the latest report entitled Gamers. The study provides marketers with an in-depth understanding of online gamers in the People’s Republic of China, as well as examines the effectiveness of in-game advertising.
In recent years, online games have become a mainstream form of entertainment across all ages, especially those played on mobile phones. Research reveals that there are 626 million online gamers in China, resulting in an increasing number of brands exploring the potential of this medium. While most brand promotion is currently either through in-game advertising or content sponsorships, there is still much to uncover about gamer behaviours and the effectiveness of advertising to this audience.
OMD China has launched the 2019 edition of its ongoing research series, Transcend, offering marketers a list of predictions on media trends shaping the practice of marketing in the People’s Republic of China. Now in its fifth year, the report provides forward-looking insights and implications for brand marketers, agency professionals and media owners to make better informed decisions when it comes to media investment planning.
In the 2019 edition, OMD’s findings cover topics ranging from transparency in OTT to the increasing importance of data safety.
OMD China has launched the 2019 edition of its ongoing research series, Transcend, offering marketers a list of predictions on media trends shaping the practice of marketing in the People’s Republic of China. Now in its fifth year, the report provides forward-looking insights and implications for brand marketers, agency professionals and media owners to make better informed decisions when it comes to media investment planning.
In the 2019 edition, OMD’s findings cover topics ranging from transparency in OTT to the increasing importance of data safety.
DIVE SEARCH. Search remains an essential component of every marketer’s arsenal, yet in China there is little understanding of the practice beyond spends, keywords and bidding. OMD’s DIVE SEARCH delves deeply into consumer search behaviors and how search advertising influences their purchase decisions.
OMD has launched the fourth edition of Transcend, its annual predictions on media trends shaping the country’s advertising landscape. In 2018, OMD’s findings range from insufficient video inventory to the future of branded content. As always, the study provides forward-looking insights and key implications of major developments for media agencies, brands and media owners alike, allowing them to inform their marketing strategies for the year ahead.
OMD has launched the fourth edition of Transcend, its annual predictions on media trends shaping the country’s advertising landscape. In 2018, OMD’s findings range from insufficient video inventory to the future of branded content. As always, the study provides forward-looking insights and key implications of major developments for media agencies, brands and media owners alike, allowing them to inform their marketing strategies for the year ahead.
Search remains an essential component of every marketer’s arsenal, yet in China there is little understanding of the practice beyond spends, keywords and bidding. OMD’s DIVE SEARCH delves deeply into consumer search behaviors and how search advertising influences their purchase decisions.
Rhythm Greys: Modern Greys Rediscover ThemselvesOMD China
With the rapid development of the Chinese economy, the lifestyles and mindsets of the elderly have changed. They have started to refocus on themselves, rediscovering the lives they were unable to live in their youth.
OMD China's annual media forecast report, covering topics from media reaching equilibrium to the outlook of new technology such as OTT and livestreaming.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
https://instblast.com/instagram/free-instagram-views
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
2. 2
FOREWORD
Jeanette Phang
Business Director – Business Intelligence, OMD CHINA
There is perhaps no other generation more maligned than millennials. In China, those born between the years of 1990 and 2000 are regarded as
self-absorbed children who plague the world with their 45-degree angled selfies.
Our insistence in viewing this particular generation as spoilt digital obsessives blind us to their real characteristics. Far from the petulant youths
we seem to imagine them as millennials are no longer children—even the very youngest of them are reaching maturity.
With a population of 230 million or 17% of China entering the workforce and starting to buy major purchases, it is important to get to the bottom
of how they think, live and feel. They are a generation unburdened by China’s impoverished past; their hallmark self-confidence and individualism
is a reflection of this. With no worries about fulfilling their basic needs, they have instead focused on what it means to be individuals. This is not
to say their lives are unmarred by difficulty. Faced with problems like corruption, pollution, food security and an economy
that has slowed, millennials are all too aware that beneath the shiny surface complications exist.
Confronted with compounding pressure from mounting competition, parental expectations and societal challenges,
many millennials have turned to concentrating on the pleasures of now. They have learned to cope with these issues in other means: their sense
of humor and wry commentary on social media show their ability to adapt and take things on the chin.
Contrary to perception, this generation is not one that is only focused on self. What we found was that millennials were acutely aware of their
societal influence. From minimizing their environmental impact to donating to disaster funds, shunning celebrities and brands that do not live up
to their moral compass—millennials believe in their power to change the world.
By delving deep into the psyche of millennials, we hope to provide a different perspective on how marketers can connect with them. From
offering a unique brand perspective to ensuring authenticity, its time we treat them
like the multifaceted adults that they have become.
4. Society views them as narcissistic
wunderkinds; We want to know the real 90s
VOID
SELFISHBRAIN-DEAD
UNRELIABLEREBELLIOUS
DIVERSE
CREATIVE
MOTIVATED
CHILDISH
EGOLAZY
PRAGMATISM
KIND
RATIONAL
WORLDLY
PESSIMISTIC
OTAKU
INTERNET
FASHION
INDEPENDENT
COOL
SENSITIVE
LONELY
EARLY-MATURING
CAREFREE
DECADENT
BRAVE
GOSSIP
NAIVEE
CUTE
FUJOSHI
OPEN
EMOTIONAL
ROMANTIC
PESSIMISTIC
ALONE
HUMOUROUS
SMART
CONFUSED
FRAIL
GLOBAL
4
5. They are no longer children
17% of China’s total population
90s
80s
70s
230m
202m
246m
Age 17-26
Age 27-36
Age 37-46
1 in 6 people are millennials (90s)
5
Source: China Population Census
6. When they were born, China was socially
stable and the economy was booming
• Planned economy shifted
to market economy
• Government was no longer
responsible for planned jobs
• Parents had to look for jobs to raise
families and be more devoted to work
• More business opportunities
980
1,660
2,920
5,840
9,240
14,200
90 92 94 96 98 00 02 04 06 08 10 12 14
GDP PER CAPITA($) 16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
6
Source: World Bank National Accounts
7. China embraced more opportunities
as millennials grew up
2003
19991999199920002001 19901993199419961997
First
Stock
Exchange
Entry of
Mobile
Phone
Internet
Took off
Computers
move into
households
Return
Of HK
Birth
of
QQ
Return
of
Macau
Birth
of
Alibaba
Birth
of
Baidu
Entrance
into
WTO
200920092008
2005
20162015201320132011
Birth of
Alipay
Shenzhou No.6
Beijing
Olympics
Birth of
Sina Weibo
11.11
Online
Shopping
Festival
Began
Birth of
WeChat
Mobile
Internet
Users
Reach
500M
Birth of
Yuebao by
Alibaba
Policy of
Internet+
Legalization of
Car-hailing
7
8. Millennials witnessed China’s express
economic rise and social development
FAST economic growth at double-digit space
LESS government control over daily life
NEW communication and information technology
MORE access to local and foreign goods and services
BIG increase in family income
8
9. These adults are a product
of China’s Economic
Reform, and are
dramatically different from
previous generations
Millennials
9
10. Thus, we will look into
10
What millennials do to
express their individualities
How they extend and balance
their role in the society&
11. Rhythm takes you into the world of millennials
11
Media
Industry
BAT
12. Increased household incomes have provided millennials
a life without the worries of fulfilling basic necessities,
enabling them to focus on intangible needs and life
enhancements.
Individuality is essential
12
13. Well-off families provide millennials lives
that have no back and belly worries
11%
44%
300K-500K
21.5%
100K-300K
9.5%
>500K
Average annual household incomes of millennials
(Tier 1 & provincial capitals)
25%
<100K
13
Source: RET, How malls attract 90s
14. But they still fear future uncertainties,
and choose to live in the now
48%
Like to enjoy life and don’t
worry about the future
60%
Have a practical outlook on life
14
Lives have been comfortable for millennials.
However, they also are confronted by
a reality of pervasive corruption, slowing
growth rates, heavy pollution, and
serious food security issues.
They feel insecure and don’t know
what will happen tomorrow.
Therefore, they choose to focus
on the present and enjoy the now.
Source: CNRS 2015 & Huffington Post: China’s
90s generation: new minds, old world
15. Happiness is doing what they want
What happiness means across 3 generations
A life doing
what I like
A successful career A stable life
90s 80s 70s
15
Source: OMD Future of China
16. They live and spend in the now
38%
Make ends meet
36%
Excessive
consumption
26%
Save money
Millennials do not save.
If spending money can
make them happy now,
they do it.
16
Source: RET, How malls attract 90s
17. They care about how they present
themselves to the world
The 90s generation believe in
presenting themselves to the
world, dressing up is a way to
assert their personality.
When buying online products,
millennials buy things that can
show their individuality and prefer
buying clothes, skincare and
cosmetics.
Unique Practical
Good
Quality
90s 80s 70s
Online shopping preferences of 3 generations
17
Source: Taobao, Consumption trends of
70s, 80s and 90s
18. Maintaining a good figure is part of looking
good and staying healthy
Concerned about health, millennials are enthusiastic for fitness. 35% of them are willing to pay
expensive gym membership with credit card.
Age profile of fitness fans
18
11%
Under 19
52%
20 to 29
25%
30 to 39
8%
40 to 49
Above50
4%
Source: Keep big data
19. Travelling helps them understand the world
Travelling is a favorite activity.
In the past 1 year, 32% of the millennials travelled
domestically, 7% to HK/Macao and 6% went
abroad.
In the next 1 year, 26% of millennials plan to travel
domestic, 10% to HK/Macao while 11% of them
want to travel abroad
Top 5 favorite
domestic destinations
Top 5 favorite
outbound destinations
Hangzhou
Nanjing
Chengdu
Xiamen
Xi’an
Hong Kong
Seoul
Singapore
Bangkok
Taipei
19
Source: CNRS 2015/ Ctrip: Travel behavior of 90s
20. Millennials face fierce competition in
finding a job and feel the brunt of that stress
They began to enter China’s workforce 4 years ago. In 2016 itself, there were nearly 7.7 million
university graduates in China.
4.1
5
5.5
6.1 6.3 6.6 6.8 7 7.3 7.5 7.7
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Colleges & universities graduates by year (million) 60% millennials feel very stressed and
their concerns are
1
2
3
Job Pressure
Health
Housing prices
20
Source: OMD Future of China
21. But they are still changing jobs as they wish
They have become a generation that switches jobs within a short period of time
21
22. This is because personal interest is more
important than salary
Personal interest
Career
development
Respect to
employees
Welfare
Salary
Factors
considered
when
choosing a
job
62% of millennials care
about personal interest
more than salary when
choosing a job
22
Source: Zhilian Zhaopin, Career profile of 90s
23. Enjoy self-deprecating humor
Social language reflects how millennials view themselves. Beyond the selfies
and confidence, millennials are also self-aware, thus their social language is
punctuated with self-deprecating humor. This trend in self-mocking is birthed
from the need to release pressure in a stressful society.
Self-
obsessed
Self-
confident
Self-
mocking
Self-
deprecation
Popular social language style for Chinese 90s
23
24. Fuyuanhui, a post 90s
Olympic swimmer, recently
received worldwide attention
for her facial expressions and
frank sense of humor
I didn’t hold back. I already
used all my mystical energy.
Maybe my arms are too short.
If they were a bit longer, maybe
the silver medal would be mine.
I am very satisfied with today’s
scores. I am not looking
forward to tomorrow.
Fu’s remarks are typically post 90s.
Unlike previous athletes who follow
official protocol, she feels free to say
what she wants in front of the camera
and is willing to make fun of herself.
24
25. While this is a generation who cares about their
individuality, they also recognize their role in
society and want to make a difference
Individuals belong to society
25
26. They are proud of China
“Different from previous generations, the era in which the 90s
generation grew up was the time when China started to rise.
There are no memories of inferiority, suffering or shame.
They are proud of China’s economy and international prestige.
In their mindset, China is as good as other developed countries.
There are problems in China, but they also exist in foreign countries…
One cannot simply define China as good or bad. Thus, when
people assail China, they will easily turn into patriots.”
- from Global Times
26
27. Nationalism expressed differently
by millennials
The 2016 Chinese war of
Biaoqingbao on Facebook
Pokemon GO: Occupy
Japan Yasukuni Shrine
Angry Chinese swimming fans
trolled Olympian’s social media
The 90s defend and protect China in their own way—particularly on internet.
27
28. They are concerned with social problems
Violence & Crime
Food Security
Pollution
Social Harmony
Disaster
28
29. They contribute to the society, and want to
make a difference
Netizens who donated via Alipay to 2016
China Flood Charities by generation
90s 48.2%
38.1% 80s
13.7%
others
As they grew up, millennials started
to focus on small actions that
make a big impact.
They are aware of their social
responsibilities and are willing to
make contributions even when it’s small.
They believe small actions will start a
trend that grows into a tidal wave.
29
Source: Alipay data
30. They lead a lifestyle of sustainability
57%
Willing to change his life
style for the benefit of
environment
30
Born near a lake, I have witnessed the water is
decreasing sharply in recent years. I am worried
the lake will disappear one day. We 90s should
save water and protect the environment. Don’t
make money at the expense of destroying the
environment
#fresh air blue sky# Yiqi Han is a senior
colleague student as well as a bus fan. He
combined the love for bus with major and
wrote mobile app programming named
GET ALONG WITH BUS. This will help
citizens for a green commuting
Refuse to use disposable chopsticks
from the deliver food
Source: CNRS 2015
31. They care about morality and ethics
80% Stop supporting favorite stars if
they go against moral principles
76% Support companies that make a
contribution to society
75% Think merchants’ ethics affect
their purchase decisions
Cheating & doing
drugs
Criticized for
Praised for
Supported for
Producing an energy-
saving air-condition
Donating 100mil to
Wenchuan which suffered
in the earthquake
31
Source: CNRS 2015 & Tencent entertainment
32. They are open-minded and seek diverse
friendship groups
Life is colorful, and
friends should also be
diverse and open-
minded Accept
homosexuality88%
69% Have many friends
of diverse types
32
Source: CNRS 2015 & Baidu, 90s insight
33. Millennials are balancing the polar demands
of an individual and society
33
Live & spend in the now
Do what they want
Assert personality
Travel a lot to see the world
Enjoy self-deprecating humor…
Express nationalism
Donate to disaster charities
Voice for sustainability
Care about ethics
Embrace diversity…
As an individual
As part of the society
35. Have a unique brand personality
Individuality is important to millennials. They refuse to
follow the mainstream and insist on having their own
perspectives. A brand should focus on building a unique
brand personality, stand out positioning differentiations
with competitors and have its own point of view.
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36. Brand engagement should have
a sense of humor and be down-to-earth
This is a generation who love amusement and tongue in
cheek language. Brands should think about how to fit in
their social language, and deliver their message in a
humorous and self-deprecating way.
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37. Establish an ethical brand image, and pay
attention to major events impacting millennials
Millennials have strong sense of nationalism. They care about
what is happening in society and want to play their part in
fulfilling social responsibility. Brands should pay attention to
ethics, and especially avoid behaviors going against 90s’
nationalism. Meanwhile, voice and be supportive in big
events to win brand preference.
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38. Focus on life enhancements
Millennials go travelling, hit the gyms and enjoy shopping
simply because they crave a better life quality and need
to broaden horizons. They are willing to pay for the cost
also. Communication themes including a better life will
help brands to attract the attention.
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