Top 10 Trends of 2016

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TOP 10 TRENDS OF
2016
WHAT MILLENNIALS WILL BE DOING AND
THINKING THIS YEAR
BUZZMARKETINGGROUP|WHEREINSIGHTMEETSACTIVATION

About Us
Top 10 Trends of 2016
Politeracyp. 5
#LikeABossp. 8
Mash-Up Maniap. 11
Speak-tivismp. 13
Victorious Videop. 15
Foodie Fervorp. 17
Home Buyingp. 19
Fatherhoodp. 22
A La Cartep. 25
Foolproof Filtersp. 27
2

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ABOUT BUZZMG
WHERE INSIGHT MEETS ACTIVATION
CONNECT BRAND IMPACT UNDERSTAND
Buzz Marketing Group (BuzzMG) is an award-winning communications agency that brings insights to activation.
Through our network of 30,000 buzzSpotters® and 7,000 momSpotters, we deliver data and strategies that drive the marketing
approach for clients focused on Millennials, Moms, and Multicultural consumers. Since our founding, research has been at our
core and we continue to be a leader in consumer insights worldwide. We believe that as the consumer evolves, the agency
must evolve.
Since 1996, BuzzMG has been committed to helping our clients understand consumers better and reach them in a more
Focused way. We help clients Connect, Brand, Impact, and Understand their target market. Our unique set of tools and
resources have been utilized by clients like Dell, Sony Music, Procter + Gamble, Johnson & Johnson, Microsoft, Maidenform,
GlobalHue, Verizon Wireless, American Eagle Outﬁtters, and many more.

MEET THE BUZZSPOTTERS
Here lies the pulse of BuzzMG and our Top Trends
ALL ABOUT OUR NETWORK
They are the trendsetters and tastemakers in their
school, community, or city. Our international network
of over 30,000 youth have been selected on a peer-
to-peer basis through our proprietary process that
promises to capture true trendsetters. Our network
includes buzzSpotters® from various countries,
including…
Facebook
Twitter
Instagram
Dribble
Vimeo
Google +
USA
CANADA
BRAZIL
GERMANY
JAPAN
SPAIN
CHINA
UNITED KINGDOM
SOUTH AFRICA
- Online Surveys
- Ethnographies
- Immersion Experiences
52%
48%
Female
52%
30,000
Network
4,000+
Participants
Male
48%

POLITERACY
Millennials want to be involved enough in political happenings.
It is election year. Social media has allowed Millennials and other savvy
users to digest tidbits of election news and candidate information and
to voice their own opinions through the Internet megaphone. 2016 will
see the rise of a more ‘involved’ Millennial – one who stays informed,
learns about the candidates, and follows the debates (at least through
social media feeds and second-hand information). Meet the
“politerate” Millennial.
However, this politeracy has a limit. As we have seen through our past
research, Millennials have a strong distrust of institutional forces –
including government and particularly the Presidency. After all, less
than a quarter of Millennials are currently active in a political group or
organization. So Millennials may be vocal about their opinions in order
to be informed enough, but it is highly doubtful that this interest will
develop into enough passion to push them to the polls on Election Day.
POLITERACY

The vast majority of Millennials feel
comfortable discussing their
political beliefs online.
94%
92%
A large portion of
Millennials revealed that
their friends share political
news on social media
proﬁles.
POLITERACY
Millennials want to be involved enough in political happenings.

#LIKEABOSS
Millennials are entering management.
We have seen articles upon articles about how Millennials change
the workplace, fail to adapt to the workplace, feel uncomfortable
in the workplace, want to switch out of a workplace, etc. But this
year, those minor trends are going to be ampliﬁed because many
Millennials will take on promotions and upgrade to higher-level
positions.
This means that the key concern will not be how to manage
Millennials, but rather how Millennials themselves will approach
leadership. As of now, one-fourth of Millennials are managers –
which is causing a shift in corporate leadership and decision-
making. Even though it may not be an instantly drastic shift –
because these new bosses still have to work within existing
corporate structures – it will deﬁnitely have an impact on
employees and the rest of the organization.
#LIKEABOSS

The majority of our respondents plan
to buy a house at some point in their
lives (and 89% agree that home
buying is one of their main life goals).
98%
74%
Almost three-fourths of
respondents have searched
for a home in the past year.
#LIKEABOSS
Millennials are entering management.

MASH-UP MANIA
Millennials want to engage with outside experiences.
2016 is the year of Mash-Ups. Millennials are moving into and
exploring different worlds. This generation is, on the whole,
more eager to engage with different cultures, conversations,
religions and experiences. Mash-Up Mania is particularly
important given the diversity of the American Millennial
population; and next year, the trend will be particularly
apparent in marriage trends – rising interracial marriages, rising
inter-faith marriages, etc.
MASH-UP MANIA
[Millennials] see America as a multicultural and multilingual
nation… Their minds have been filled and refilled with broad
and mixed messages from today’s technology world and
expectations.
- Youd Sinh Chao
❞
❞

SPEAK-TIVISM
It’s the new type of activism. Rather than acting, rallying in the
streets, and physically protesting, Millennials are instead speaking,
participating in discussions (both in-person and virtual), and
highlighting voices that illuminate the importance of issues.
Even though the clicks, shares, tweets, and hashtags take less time,
eﬀort, and risk than traditional activism, it is diﬃcult to discount
the fact that the aggregation of these voices raise awareness and
spark conversations that otherwise may not happen.
SPEAK-TIVISM
Millennials want their voices to be heard.
Consider… #BLACKLIVESMATTER | #JESUISCHARLIE

VICTORIOUS VIDEO
Millennials are visual.
Video is going to be one of the key marketing tools for brands in
2016. Millennials have long been attracted to information in a
visual format. Videos are simpler than articles, more engaging
than tweets, and more in-depth than infographics – and that is
exactly what Millennials are looking for. For instance,
Millennials are using more how-to YouTube videos instead of
reading how-to Wikis. And in fact, more and more Millennials
are turning to brand videos to learn about products and
services instead of just company descriptions and user reviews.
VICTORIOUS VIDEO
Consider… GLAMORAZZI

FOODIE FERVOR
Millennials care more and more about what they eat.
Food is an important aspect of Millennial life. It is not only
nourishment, but it is an interest, a form of entertainment, a
symbol of trendiness, and even a type of social currency. So it is
worth nothing that we have seen slight shifts in Millennials’ diet
preferences. Given their status as conscious consumers, it is
not surprising that they have become as inquisitive about their
food. In 2016, we will see more trends toward conscious eating
– Millennials will seek more “healthy” food, deﬁned not by
calories but instead by the type of ingredients.
FOODIE FERVOR
Consider… SWEETGREEN | HONEYGROW

HOME BUYING
HOME BUYING
As the economy slowly improves, Millennials are feeling a bit more
secure in their financial state as compared to a few years ago. With
this increased stability, 2016 will bring an uptick in Millennial home
ownership. Although this generation seems to shun, or at least
delay, traditional milestones, it is becoming more and more
financially feasible – and sometimes even financially attractive based
on tax breaks and accrued equity benefits – to buy a home.
This year may not bring the “boom” that many real estate analysts
are hoping for, but more Millennials will definitely be scouring the
market for a new home.
Millennials are more interested in – and able to – buy homes.

The majority of our respondents plan to
buy a house at some point in their lives
(and 89% agree that home buying is
one of their main life goals).
98%
74%
Almost three-fourths of
respondents have searched
for a home in the past year.
HOME BUYING
Millennials are more interested in – and able to – buy homes.

FATHERHOOD
This is the year of the family-focused father. Millennial dads are
stepping up to the plate in the household to split responsibilities with
mothers. We are seeing more and more dads helping out at home –
particularly as professional women’s’ lives become busier and busier.
We can see companies like P&G capitalizing on this movement,
evidenced by their recent Tide and Swiﬀer ads.
This trend is especially apparent when it comes to parenting, as more
and more dads are taking the tag-team approach. Studies show that
when Millennial men become fathers, they experience a shift in
fundamental values and focus more on family, child welfare, and
marriage.
FATHERHOOD
Millennials are changing the traditional norms of fatherhood.

Almost half of current employed fathers
share that they take most or an equal
share of child care responsibilities in
their household.
49%
60%
6 out of 10 Millennial fathers
value family over work “most”
or “all” of the time.
FATHERHOOD
Millennials are changing the traditional norms of fatherhood.

A LA CARTE
Millennials turn away from forced commitment.
In 2016, more and more Millennials will cut the cord on
commitments that they deem unworthy. We see Millennials
passing on cable television in favor of a-la-carte online media
options, such as Netﬂix and AmazonPrime. Though they have
always avoided landlines, now they are opting out of cell phone
contracts in favor of simpler month-to-month, no-contract
plans. Even for larger investments, like a car and subsequent
car payments, Millennials prefer car-sharing programs and
reliance on Uber and ZipCar.
A LA CARTE
Consider… AT&T NO-CONTRACT DEAL

FOOLPROOF FILTERS
Millennials are more selective about their information flow.
Millennials now recognize that there is way too much information
on the Internet. The wealth of knowledge and the instant access to
Google and Wikipedia are now a bit too intimidating to the typical
information-seeking Millennial. As a result, they are increasingly
looking for ways to filter all this data into digestible tidbits. This is
particularly apparent in the realm of news consumption, as we see
the rise of email newsletters that compile the “most important”
news of the day into a quick and dirty summary.
In 2016, brands can develop value if they are able to filter
information in a way that helps Millennials in their quest to stay
informed.
FOOLPROOF FILTERS
Consider… THESKIMM

CONTACT US
132 Kings Highway East, Suite 202, Haddonﬁeld, NJ 08033 | 856.433.8579 | www.buzzmg.com
hello@buzzmg.com | @BuzzMG
Let’s sit down and chat.

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