Millennials Youth Study

•

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Millennials and Brands, a complicated affair. Fundamental trends for guidance and inspiration for brand communications to younger people

YOUTH STUDY

YOUTH STUDY

GEN
Y?

FOCUS GROUP DISCUSSIONS
6 groups: 3 among men and 3 among women
(15-17, 18-24, 25-30)
ONLINE SURVEY
1.250 respondents:
• 1.100 15-30 y.o.
• 150 31-59 y.o. control group
THE RESEARCH
APPROACH

GEN Y
1985-2000
RECESSION
RAPID GLOBAL CHANGES
DIGITAL NATIVES

SCREWED

FINDING AJOB IN THE FUTURE
THE EDUCATIONAL SYSTEM
IMMIGRATION ABROAD TO FIND A JOB
“ My FUTURE will be
WORSE than my parents’ ”

IMPULSE –> ECLECTIC –> VFM

SEX always important
More DIVERSIFIED
OPEN
SIMPLE
LIBERATED

YOUTH STUDY

FIVE KEY TRENDS

RELAXATION

the EXPECTED & the UNEXPECTED

BACK TO THE FUTURE ?

BEAUTY

LOCAL PUBLISHERS
INTERNATIONAL PUBLISHERS
NETWORKS
NEWS

BRANDS

COOL brands

DIGITAL SHOWROOMS

“ Every generation laughs at the old fashions,
but follows religiously the new ”
Henry David Thoreau

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4. FOCUS GROUP DISCUSSIONS 6 groups: 3 among men and 3 among women (15-17, 18-24, 25-30) ONLINE SURVEY 1.250 respondents: • 1.100 15-30 y.o. • 150 31-59 y.o. control group THE RESEARCH APPROACH

5. GEN Y 1985-2000 RECESSION RAPID GLOBAL CHANGES DIGITAL NATIVES

7.

8. FINDING AJOB IN THE FUTURE THE EDUCATIONAL SYSTEM IMMIGRATION ABROAD TO FIND A JOB “ My FUTURE will be WORSE than my parents’ ”

9. IMPULSE –> ECLECTIC –> VFM

10. SEX always important More DIVERSIFIED OPEN SIMPLE LIBERATED

11.

12. YOUTH STUDY

13. FIVE KEY TRENDS

14.

15.

16.

17.

18.

20.

21.

22.

23. the EXPECTED & the UNEXPECTED

24.

25. BACK TO THE FUTURE ?

26. FASHION Social media Brand sites Online mags E shops

28. LOCAL PUBLISHERS INTERNATIONAL PUBLISHERS NETWORKS NEWS

30. COOL brands

31. DIGITAL SHOWROOMS

32.

33. “ Every generation laughs at the old fashions, but follows religiously the new ” Henry David Thoreau