2. AGENDA
CONSUMER
WHO, WHY, WHAT & HOW
Life stage Characteristics Brand Moment of truth
Emerging Adulthood What defines the life stage How brands should behave Opportunities to connect
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3. LIFE STAGE
18-25
Bought on by education,
marriage & babies
Deadline of age 30
Two thirds live with a partner at one
time
40% move back home
On third move every year
They have an average of seven
jobs, the most at any stage
EMERGING
ADULTHOOD
What is it about 20-somethings?
- Robin Marantz Henig. The New York Times. 18 August 2010
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Tuesday, 21 August 2012
4. CHARACTERISTICS
DEFINING
CHARACTERISTICS
Think ʻshit my Dad saysʼ
Identity exploration
Instability
Self Focus
Feeling In-between
A sense of possibility
FLUIDITY
Young Adults experiencing quarter life crisis
- The Brotherhood of St Laurence Life Chance Study. TVNZ 31 July 2012
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Tuesday, 21 August 2012
5. brands
opportunity
Be yourself
Adaptable/customizable
Provide certainty
Allow self creation
Be in the moment (short term)
Ask Why not?
Embrace technology
allow for
change
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6. a word with students
Ages 22-23
Graduated from University
Top five most insightful findings:
1. They enjoy playing the ʻsystemʼ
2. Will punish inconsistent/random service
3. Expectations are high
4. Itʼs all about me. “Debt freaks me out too much to think about”
5. Graduation is more significant than orientation. “Everyone cuts you off after uni”
ten emerging
adults
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Tuesday, 21 August 2012
7. MOMENTS OF TRUTH
Student life Not thinking long term: home
More money than any time in ownership is not possible
the past or immediate future
Self focused & a fish
out of water: Make
me feel special
Graduation
Change is constant Thrown to the world. Cut off
from all support
home, friends, circumstances,
Bank from childhood grades, finances, expectations
November
17 18 22 23 30
May
Start University Finish university Life stage deadline
A time of excitement. A time of A time of celebration. A
anxiety. Looking for certainty congratulations message/offer
Still tied to Afraid and uncertain.
parents, financially Make me feel valued
& emotionally
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8. SUMMARY
Communication: holistic & fluid but in customizable, relevant chunks
But, creativity will make the difference:
CONSUMERS WILL ACT WHEN A BRAND
CREATES A SENSE OF POSSIBILITY.
ʻFinancial knowledge doesnʼt change behaviour. ...need to appeal to intrinsic psychological attributes.ʼ
- Financial capability. David De Meza. Behavioural Finance and Experimental Economics. London School of Economics. July 2008
emerging
adultHOOD
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Tuesday, 21 August 2012
