Millennials' features, Market Research

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Panteion University of Social & Political Studies

Generation Y aka Millennials: Which are the distinct features between these two generations? How do Millennials approach social media connected with their professional profile? Which is their relationship with technology? In which values do they give priority to the ideal workplace environment they would like to belong to? A survey of how this generation treats social media in their lives and what they do mean for their professional development. A simulative research project for Market Research Lab part of, AD&PR Lab (Communication Department, Panteion University).

Marketing

characteristics
Atheists
Unemployed = strong ideals & the Great
Recession in 2008
Egocentric - High self-esteem
Education associated with success
Goal oriented
Desire to belong
Focusing on experiences
Generation born between 1980 - 2000

a "high Tech"
generation
Rapidly progressing technology has given Millennials a sense of
immediacy&instant gratification
The need of approval is connected with their addiction to social
networks&smart phones
Sharing loads of personal info&moments
83% sleeps with their phone next to them

GOAL ORIENTED INDEED
An overwhelming majority of Americans in the age of 18-30 (77%) consider
career and education related goals as being more important than other major
life goals (Indeed, 2014).
The majority of those participating in the study also believe that not only will
they land the job they want, but they will be able to rise to a position of power
by the age of 30 (53%) or 40 (33%) years old (Indeed, 2014).
This study indicates that not only do 10 Millennials view their ideal career
and job title as a status symbol, but that they are quite optimistic and
determined to achieve it.
Poll conducted by Indeed.com on 1000 18-30 year old Americans

FAMILY ISSUES
Living with the parents for a longer time
Establishing strong bonds with family members
Products have to suit their "own tastes and whims"
Getting married way older than previous generations

MILLENNIALS AS
CONSUMERS
Expenses are mostly about = entertainment, technology, travels, online
betting, food, Netflix, Spotify, online shopping
Millennials find status in their achievements rather than in purchases
The "Bandwagon Effect" = compete&feel accepted by their peers
Judging peers for owning status items, while they view themselves in a
more positive light

THAT'S ALL
FOLKS!
The Ogilvies: Stavroula Pollatou, Ioanna Thanasi, Katerina Tsigarida, Danai
Lyratzi, Xenia Ntavranoglou

References
epixeiro.gr || Η επιχειρηματικότητα στο προσκήνιο. (2018). Ποιοι είναι οι Millennials; Πώς μπορείτε να
τους προσεγγίσετε;. [online] Available at: http://www.epixeiro.gr/article/2641
Kathimerini.gr. (2018). Ο νέος κόσμος των Millennials μεταλλάσσει αγορά και οικονομία, Του Ηλία
Μπέλλου | Kathimerini. [online] Available at:
http://www.kathimerini.gr/848497/article/oikonomia/die8nhs-oikonomia/o-neos-kosmos-twn-
millennials-metallassei-agora-kai-oikonomia
Heugel, Angelina, "Status Consumption and the Millennial Consumer: An Exploratory Study" (2015).
University Honors Program Theses. 83.
http://digitalcommons.georgiasouthern.edu/honors-theses/83
EMANUEL, J. (2012). THE MILLENNIALS: ASSESSING THE NEXT GENERATION OF ACADEMIC
LIBRARIANS. [ebook] University of Missouri-Columbia, pp.20-38. Available at:
https://media.proquest.com/media/pq/classic/doc/2946929781/fmt/ai/rep/NPDF?
_s=zJ0CiMTRJtXpAnpG1B7q1b2EFEo%3D
Shrivastava, P., Ikonen, M. and Savolainen, T. (2017). Trust, Leadership Style and Generational
Diﬀerences at Work – A Qualitative Study of a Three-Generation Workforce from Two Countries.
University of Eastern Finland, Joensuu, Finland.

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