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Understanding the
                   Millennial Mindset



Marketing to Millennials
We say: why?
                           They say why not?




Marketing to Millennials
Framework: Generations

                                  • The seminal work done by
                                    William Strauss and Neil Howe
                                    has clarified the concept of
                                    generational cohorts, cultural
                                    eras, the events demarking the
                                    specific cohort group and the
                                    time banding of cohort groups.
                                  • We will avoid “reinventing the
                                    wheel” but also acknowledge
                                    that other thought leaders may
                                    define their terms differently and
                                    bracket the generations slightly
                                    differently.


Marketing to Millennials
Live Births by Year




                                   Boom   Gen-X   Gen-Y




Marketing to Millennials
Big Picture
Cohort               A.K.A.          Birth Yrs   Trigger       Characteristics       Notables
Traditionals         G.I. (early)    1922-       Depression    Cheerful, Obedient    John Kennedy
                     Silent (late)   1944                      Conservative          J.D. Salinger
                     Greatest                                  Past oriented         Walter Cronkite
                                                               Uniform/Conforming    Joe DiMaggio
                                                               Rational/Scientific   Billie Graham
Boomers              Woodstock       1945-       End of WWII   Independent,          George Bush
                     Me              1961                      Confident, Goal-      Bill Clinton
                     Generation                                Oriented, Value       George Foreman
                                                               Individuality
                                                                                     Jay Leno
Gen-X                Slackers        1962-       Hostage       Diverse, Flexible,    Dave Matthews
                     13th            1979        Crisis        Tech adept,           Michelle Obama
                                                               Individualistic       Jon Stewart
                                                                                     Damien Hirst
Millennials          Y               1980-       Columbine     Adaptable,            Lebron James
                     Echo Boom       2000                      Impatient, Tech       Prince Harry
                     Digital                                   Savvy, Mutli-taskers, Andy Roddick
                                                               Learning oriented
                     Gen Next                                                        Mark Zuckerburg
  Marketing to Millennials
Percentage of Total Adults
                              34%
                                                          Sized between the
                                               26%        baby boom and the
                                                          Gen-X group.
                                     20%                  They have the
                                                          numbers, the
        19%
                                                          education, the
                                                          technology and the
                                                          attitude to make an
                                                          impact and like the
                                                          Baby Boom group,
                                                          to change the
  Traditionals             Boomers   Gen-X   Millennial   cultural landscape.

Marketing to Millennials
Eras and their Icons




           I got you babe…       The revolution is    Steer clear,
          And it’s so groovy.     over; be happy     this is serious




Marketing to Millennials
And so…


      Boomers…Just do it.


                           Gen-X…why do it?



                                      Millennials…Just did it.


Marketing to Millennials
Traditionals
                                               The “American Dream”
                                               Boy & Girl Scouts
                                               Cheerful, upbeat, obedient
                                               Deferential to adults and authority
                                               Winston Churchill, FDR, WWII
                                               Brand Loyal and “Buy American”
                                               Work Ethic
                                               Conservative and Patriotic
                                               Belief in Government, Civic Minded
                                               Male Fixated…Father Knows Best
                                               Past Oriented
          The Greatest Generation              Uniformity and Conformity
              (won the greatest victories)
                                               Rational Thinking, Scientific Method
                                               Strict Ideas about what is Appropriate

Marketing to Millennials
Marketing to Millennials
Marketing to Millennials
Boomers
                                        The post-war baby-boom
                                        From hippies to yuppies
                                        Grew up in positive and optimistic time
                                        Dr. Benjamin Spock recipe for a child
                                        Perceive themselves as individuals
                                        85% … more meaningful than parents
                                        95% grew up with stay-at-home mom
                                        Goal: be opposite from parents:
                                        • Spirituality over science
                                        • Gratification over patience
                                        • Individuality over uniformity
                                        • self- over community
      Never trust anyone over thirty.   Personal growth and self-esteem
                                        Stay healthy, fit
                                        Greatest consuming generation in history
Marketing to Millennials
Before there was
                            Got Milk?
                              There was
                            Got Mom?
Marketing to Millennials
Marketing to Millennials
Gen-X
                                      13th generation (that’s unlucky)
                                      Most aborted generation in history
                                      Slackers
                                      Increasing divorce rates
                                      Latch keyed, neglected & ignored
                                      Children less valued by society
                                      Skeptical of authority
                                      Not threatened by authority
                                      Informal dress code
                                      Personal determinism, self-reliant
                                      Individualized and independent
                   We are not a
                                      Believe in actions over words
                  “target market”
                                      Hands-off supervision “I have a life”

Marketing to Millennials
Marketing to Millennials
Millennials
                                             Raised by “soccer moms”
                                             Psychologically impacted by danger in world
                                             School desks in pods, not rows
                                             Birthdays take entire week
                                             Everyone gets a trophy (just for showing up)
                                             Early education about pollution, environment
                                             New breed of feminism, don’t use “f” word
                                             Open minded and multi-cultural
                                             Get along with and actually like parents
                                             Politically active
                                             Extreme tech savvy, “digital natives”
                                             Resilient and not bothered by set backs
                  The re-valuation of
                  the American Child         Job satisfaction over money or opportunity
                                             Need lots of supervision and structure
                                             An “echo” generation
Marketing to Millennials
If 7 is the new 17…




                                 Then 27 is
                           also the new 17.

Marketing to Millennials
Goals


                           Gen-X                      Millennials




       Most Important Goal in Life     %    Most Important Goal in Life     %
       Get Rich                        62   Get Rich                        81
       Be Famous                       29   Be Famous                       51
       Help people who need help       36   Help people who need help       30
       Be leaders in their community   33   Be leaders in their community   22
       Become more spiritual           31   Become more spiritual           10

Marketing to Millennials
God
    "We have dumbed down what it               • 72% “more spiritual than religious”
  means to be part of the church so            • 65% don’t attend church or religious
much that it means almost nothing,               services
even to people who already say they            • 67% don’t read Bible or any religious text
 are part of the church" (USA Today Survey)    • 68% do not mention faith or spiritual life
                                                 when asked what is important in life.




Marketing to Millennials
Google




      • Google accounts for 65.1% of all internet searches.
      • Google has 88 Billion searches per month
      • That’s about 3 Billion per day, or 2 Million per second




Marketing to Millennials
Gadgets




                   97%       94%     56%

Marketing to Millennials
Geeks




Marketing to Millennials
Go Girls




Marketing to Millennials
Great Kids
It’s not so much about how
good you are as much as it is
that you just “are.”
Winning isn’t everything
when “everyone is a winner.”
Showing up is half the battle
for these kids and their
families. Partly because they
are over-booked but mostly
because they are
just so darn cute.




Marketing to Millennials
Good Guys




Marketing to Millennials
Good at influencing…

           PT Barnum            Dale Carnegie   Don Draper




                   <                 >
Marketing to Millennials
Not The Tube, YouTube




                           In 1965, 80% of 18-49         In 2002, it
                             year-olds in the U.S.     required 117
                            could be reached with    prime-time spots
                           three :60 second spots.    to do the same.
                                                               Jim Stengel,
                                                         Global Marketing Officer,
                                                                  P&G




Marketing to Millennials
Social Media and the Internet

                           • 81% of 18-21 year olds have a profile on a
                           social media website
                           • 31% check it several times per day
                           • 24% have posted a video of themselves
                           online
                           • 59% get their news from the internet
                           • 32% of Millennials have watched a video
                           online in the past 24 hours




Marketing to Millennials
The ten things you should
                           know about Millennials…
                                   if you want
                                       to get
                                    along with
                                   them, work
                                    with them
                                     or maybe
                                     even sell
                                    something
                                     to them.




Marketing to Millennials
#1: They Aren’t Like You
Millennials are more
technologically advanced
because they are “digital
natives.”
Translation: they ate MP3
Players for breakfast. They
aren’t about to switch to a box of
Wheaties and the morning
newspaper.
Implication: you adapt to
them…their media channels,
media habits and preferred
method of shopping.




Marketing to Millennials
#2: Team Oriented
  Millennials grew up on teams.
  The soccer team, the family
  team and the team in the
  classroom. Their desks are
  arranged in pods to increase
  cooperation, not rows to
  promote efficiency. Because of
  this, Millennials value equality
  in the workplace and in life.

  The good news: they are more
  likely to accomplish things on
  a team. The bad news: they
  will resist going it alone and
  need more interaction to
  complete tasks.


Marketing to Millennials
#3: Conservative & Collegial
Millennials are more conservative spiritually, politically, sexually and behaviorally.
They achieve all of this without being particularly judgmental. They are more
accepting of different cultures, customs and personal styles without managing to
“color outside the lines” themselves. This is not “The Sixties.”




Implication: Millennials expect marketers to work with them to avoid risk…show
them the picture, e-mail something, offer liberal return policies.
Marketing to Millennials
#4: Privacy Paradox
 Millennials grew up with their own
 stuff. Personal devices are just
 that. And, most didn’t share
 bedrooms, computers or even
 TVs with their siblings. But, they
 did tolerate intrusions such as
 security cameras, metal detectors
 and internet spam.
 Implication: Millennials value their
 privacy but, paradoxically,
 engage liberally in social media
 free space and blogging. Give
 them the single room and read
 their blogs.

Marketing to Millennials
#5: They Like Their Parents
There is no “generation gap”
or “failure to communicate.”
Millennials speak to their
parents frequently, eat
together often, travel together
and seek their advice.
Their primary goal is not to
gain independence from their
parents; to the contrary, they
rely heavily on their parents
for emotional support, decision
making and financial help.
Implication: parents are at
least “silent partners” in their
lives.

Marketing to Millennials
#6: They Value Authenticity
With all due respect, Mr. Whipple,
your compulsive obsessive
disorder isn’t going to sell
anything to a Millennial.
Millennials grew up with reality
shows, a virtual world,
cyberspace, the blogosphere and
the digital universe. They know
the difference between a reality
show and reality. And they know
a cheesy spokesperson when
they see one.
Implication: “Your soaking in it”
isn’t going to work. Get real.



Marketing to Millennials
#7: They’re Programmed
From a very early age, Millennials are
                                           Dude, here’s
programmed, scheduled and                   the deal…
committed. Not just committed to the
technology, committed to the cause.
If you are expecting 70’s style “free-
spirits,” they are not that.
Millennials grew up following rigid
schedules, going from music lessons
to soccer practice to tutoring. They’ve
had little in the way of down time and
have mastered multitasking.
Millennials aren’t dreamers, they are
planners.
Implication: Fit your product into their
plans.

Marketing to Millennials
#8: They’re Measured
They’ve been measured from the start. Not
just measured, assessed, benchmarked
and evaluated beginning with their APGAR
score and ending with the SAT. No
generation has been more measured than
the Millennials.
They not only accept measurement,
they’ve become shrewd users of metrics,
benchmarks and universal standards.
Implication: they accept measurements and
metrics. State your case in quantitative
terms they understand and don’t be afraid
to put any marketing claim in numerical
context.



Marketing to Millennials
#9: They’re Privileged
But they don’t see themselves that way. What
is still a minor miracle to a boomer or even an
X-er is the norm for the Millennial. They grew
up with their own computers, cell phones and
devices and so these products have become
basic necessities, not luxuries. Also, they grew
up expecting to replace these items every
couple of years.
When asked, the possession of these devices--
and the privileges that go with them--are
viewed as ordinary, expected and necessities
for life in the 21st century.
Implication: you will need to ramp it up to
impress a Millennial because they also have
high expectations of technology and the
advancing technology frontier.
Marketing to Millennials
#10: They Can Change The World
Really…well why not? That’s what we’ve taught
them. And this generation believes they really
can. Again, not in the way we thought we could
in “The Sixties” but in a more self-less, team-
oriented, community-first kind of way. Not the
me generation, the planet generation.
Millennials are not rebels; they are collaborators
and they are wired, or wireless with the
technology to make it happen. This attitude and
the emerging technology is the basis for the
social media revolution.
Implication: tap their selfless energy not
their self-importance. Millennials can
change organizations, advocate and “go-
viral” at the drop of a hat (often worn
backwards).
Marketing to Millennials

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Millennial powerpoint

  • 1. Understanding the Millennial Mindset Marketing to Millennials
  • 2. We say: why? They say why not? Marketing to Millennials
  • 3. Framework: Generations • The seminal work done by William Strauss and Neil Howe has clarified the concept of generational cohorts, cultural eras, the events demarking the specific cohort group and the time banding of cohort groups. • We will avoid “reinventing the wheel” but also acknowledge that other thought leaders may define their terms differently and bracket the generations slightly differently. Marketing to Millennials
  • 4. Live Births by Year Boom Gen-X Gen-Y Marketing to Millennials
  • 5. Big Picture Cohort A.K.A. Birth Yrs Trigger Characteristics Notables Traditionals G.I. (early) 1922- Depression Cheerful, Obedient John Kennedy Silent (late) 1944 Conservative J.D. Salinger Greatest Past oriented Walter Cronkite Uniform/Conforming Joe DiMaggio Rational/Scientific Billie Graham Boomers Woodstock 1945- End of WWII Independent, George Bush Me 1961 Confident, Goal- Bill Clinton Generation Oriented, Value George Foreman Individuality Jay Leno Gen-X Slackers 1962- Hostage Diverse, Flexible, Dave Matthews 13th 1979 Crisis Tech adept, Michelle Obama Individualistic Jon Stewart Damien Hirst Millennials Y 1980- Columbine Adaptable, Lebron James Echo Boom 2000 Impatient, Tech Prince Harry Digital Savvy, Mutli-taskers, Andy Roddick Learning oriented Gen Next Mark Zuckerburg Marketing to Millennials
  • 6. Percentage of Total Adults 34% Sized between the 26% baby boom and the Gen-X group. 20% They have the numbers, the 19% education, the technology and the attitude to make an impact and like the Baby Boom group, to change the Traditionals Boomers Gen-X Millennial cultural landscape. Marketing to Millennials
  • 7. Eras and their Icons I got you babe… The revolution is Steer clear, And it’s so groovy. over; be happy this is serious Marketing to Millennials
  • 8. And so… Boomers…Just do it. Gen-X…why do it? Millennials…Just did it. Marketing to Millennials
  • 9. Traditionals The “American Dream” Boy & Girl Scouts Cheerful, upbeat, obedient Deferential to adults and authority Winston Churchill, FDR, WWII Brand Loyal and “Buy American” Work Ethic Conservative and Patriotic Belief in Government, Civic Minded Male Fixated…Father Knows Best Past Oriented The Greatest Generation Uniformity and Conformity (won the greatest victories) Rational Thinking, Scientific Method Strict Ideas about what is Appropriate Marketing to Millennials
  • 12. Boomers The post-war baby-boom From hippies to yuppies Grew up in positive and optimistic time Dr. Benjamin Spock recipe for a child Perceive themselves as individuals 85% … more meaningful than parents 95% grew up with stay-at-home mom Goal: be opposite from parents: • Spirituality over science • Gratification over patience • Individuality over uniformity • self- over community Never trust anyone over thirty. Personal growth and self-esteem Stay healthy, fit Greatest consuming generation in history Marketing to Millennials
  • 13. Before there was Got Milk? There was Got Mom? Marketing to Millennials
  • 15. Gen-X 13th generation (that’s unlucky) Most aborted generation in history Slackers Increasing divorce rates Latch keyed, neglected & ignored Children less valued by society Skeptical of authority Not threatened by authority Informal dress code Personal determinism, self-reliant Individualized and independent We are not a Believe in actions over words “target market” Hands-off supervision “I have a life” Marketing to Millennials
  • 17. Millennials Raised by “soccer moms” Psychologically impacted by danger in world School desks in pods, not rows Birthdays take entire week Everyone gets a trophy (just for showing up) Early education about pollution, environment New breed of feminism, don’t use “f” word Open minded and multi-cultural Get along with and actually like parents Politically active Extreme tech savvy, “digital natives” Resilient and not bothered by set backs The re-valuation of the American Child Job satisfaction over money or opportunity Need lots of supervision and structure An “echo” generation Marketing to Millennials
  • 18. If 7 is the new 17… Then 27 is also the new 17. Marketing to Millennials
  • 19. Goals Gen-X Millennials Most Important Goal in Life % Most Important Goal in Life % Get Rich 62 Get Rich 81 Be Famous 29 Be Famous 51 Help people who need help 36 Help people who need help 30 Be leaders in their community 33 Be leaders in their community 22 Become more spiritual 31 Become more spiritual 10 Marketing to Millennials
  • 20. God "We have dumbed down what it • 72% “more spiritual than religious” means to be part of the church so • 65% don’t attend church or religious much that it means almost nothing, services even to people who already say they • 67% don’t read Bible or any religious text are part of the church" (USA Today Survey) • 68% do not mention faith or spiritual life when asked what is important in life. Marketing to Millennials
  • 21. Google • Google accounts for 65.1% of all internet searches. • Google has 88 Billion searches per month • That’s about 3 Billion per day, or 2 Million per second Marketing to Millennials
  • 22. Gadgets 97% 94% 56% Marketing to Millennials
  • 24. Go Girls Marketing to Millennials
  • 25. Great Kids It’s not so much about how good you are as much as it is that you just “are.” Winning isn’t everything when “everyone is a winner.” Showing up is half the battle for these kids and their families. Partly because they are over-booked but mostly because they are just so darn cute. Marketing to Millennials
  • 26. Good Guys Marketing to Millennials
  • 27. Good at influencing… PT Barnum Dale Carnegie Don Draper < > Marketing to Millennials
  • 28. Not The Tube, YouTube In 1965, 80% of 18-49 In 2002, it year-olds in the U.S. required 117 could be reached with prime-time spots three :60 second spots. to do the same. Jim Stengel, Global Marketing Officer, P&G Marketing to Millennials
  • 29. Social Media and the Internet • 81% of 18-21 year olds have a profile on a social media website • 31% check it several times per day • 24% have posted a video of themselves online • 59% get their news from the internet • 32% of Millennials have watched a video online in the past 24 hours Marketing to Millennials
  • 30. The ten things you should know about Millennials… if you want to get along with them, work with them or maybe even sell something to them. Marketing to Millennials
  • 31. #1: They Aren’t Like You Millennials are more technologically advanced because they are “digital natives.” Translation: they ate MP3 Players for breakfast. They aren’t about to switch to a box of Wheaties and the morning newspaper. Implication: you adapt to them…their media channels, media habits and preferred method of shopping. Marketing to Millennials
  • 32. #2: Team Oriented Millennials grew up on teams. The soccer team, the family team and the team in the classroom. Their desks are arranged in pods to increase cooperation, not rows to promote efficiency. Because of this, Millennials value equality in the workplace and in life. The good news: they are more likely to accomplish things on a team. The bad news: they will resist going it alone and need more interaction to complete tasks. Marketing to Millennials
  • 33. #3: Conservative & Collegial Millennials are more conservative spiritually, politically, sexually and behaviorally. They achieve all of this without being particularly judgmental. They are more accepting of different cultures, customs and personal styles without managing to “color outside the lines” themselves. This is not “The Sixties.” Implication: Millennials expect marketers to work with them to avoid risk…show them the picture, e-mail something, offer liberal return policies. Marketing to Millennials
  • 34. #4: Privacy Paradox Millennials grew up with their own stuff. Personal devices are just that. And, most didn’t share bedrooms, computers or even TVs with their siblings. But, they did tolerate intrusions such as security cameras, metal detectors and internet spam. Implication: Millennials value their privacy but, paradoxically, engage liberally in social media free space and blogging. Give them the single room and read their blogs. Marketing to Millennials
  • 35. #5: They Like Their Parents There is no “generation gap” or “failure to communicate.” Millennials speak to their parents frequently, eat together often, travel together and seek their advice. Their primary goal is not to gain independence from their parents; to the contrary, they rely heavily on their parents for emotional support, decision making and financial help. Implication: parents are at least “silent partners” in their lives. Marketing to Millennials
  • 36. #6: They Value Authenticity With all due respect, Mr. Whipple, your compulsive obsessive disorder isn’t going to sell anything to a Millennial. Millennials grew up with reality shows, a virtual world, cyberspace, the blogosphere and the digital universe. They know the difference between a reality show and reality. And they know a cheesy spokesperson when they see one. Implication: “Your soaking in it” isn’t going to work. Get real. Marketing to Millennials
  • 37. #7: They’re Programmed From a very early age, Millennials are Dude, here’s programmed, scheduled and the deal… committed. Not just committed to the technology, committed to the cause. If you are expecting 70’s style “free- spirits,” they are not that. Millennials grew up following rigid schedules, going from music lessons to soccer practice to tutoring. They’ve had little in the way of down time and have mastered multitasking. Millennials aren’t dreamers, they are planners. Implication: Fit your product into their plans. Marketing to Millennials
  • 38. #8: They’re Measured They’ve been measured from the start. Not just measured, assessed, benchmarked and evaluated beginning with their APGAR score and ending with the SAT. No generation has been more measured than the Millennials. They not only accept measurement, they’ve become shrewd users of metrics, benchmarks and universal standards. Implication: they accept measurements and metrics. State your case in quantitative terms they understand and don’t be afraid to put any marketing claim in numerical context. Marketing to Millennials
  • 39. #9: They’re Privileged But they don’t see themselves that way. What is still a minor miracle to a boomer or even an X-er is the norm for the Millennial. They grew up with their own computers, cell phones and devices and so these products have become basic necessities, not luxuries. Also, they grew up expecting to replace these items every couple of years. When asked, the possession of these devices-- and the privileges that go with them--are viewed as ordinary, expected and necessities for life in the 21st century. Implication: you will need to ramp it up to impress a Millennial because they also have high expectations of technology and the advancing technology frontier. Marketing to Millennials
  • 40. #10: They Can Change The World Really…well why not? That’s what we’ve taught them. And this generation believes they really can. Again, not in the way we thought we could in “The Sixties” but in a more self-less, team- oriented, community-first kind of way. Not the me generation, the planet generation. Millennials are not rebels; they are collaborators and they are wired, or wireless with the technology to make it happen. This attitude and the emerging technology is the basis for the social media revolution. Implication: tap their selfless energy not their self-importance. Millennials can change organizations, advocate and “go- viral” at the drop of a hat (often worn backwards). Marketing to Millennials