The Millennial Shift: Engaging the Redefined Millennials' Digital Behaviors

the millennial shiftengaging the redefined millennials’ digital behaviors

the millennial shiftengaging the redefined millennials’ digital behaviors

Millennials are f&%ing everything up

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News Feed

The New York Times Oct. 22, 2014

Source: http://goo.gl/bCvxUV

Time Jan. 24, 2014

News Feed

Source: http://goo.gl/fW9ZHe

Time Jan. 24, 2014

Forbes Jan. 21, 2015

News Feed

Forbes Jan. 21, 2015

Source: http://goo.gl/mDPR3m

And they’re having fun disrupting it

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Incidental Disruption

Low

Disruption Level

Incidental Disruption

Low

Disruption Level

Optimized Disruption

Medium

Disruption Level

Optimized Disruption

Medium

Disruption Level

Major Disruption

High

Disruption Level

Are these the same millennials you think you know?

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Their attitudes and behaviors are shifting around the world…

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Millennials control 21% of consumer discretionary purchases in the U.S.

21%

Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global

71% in LATAM say it’s important to make it to the top of their career versus 43% WW

71%

Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global

Represent nearly 20% of adult population in the UK

20%

Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global

60% would rather spend money on experiences than material things

60%

Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global

By 2025, millennials will make up 75% of the global workforce

75%

Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global

60% of millennials reside in Asia

60%

Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global

In China, 65% admit to owning products and brands to impress others

65%

Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global

91% of Korean Millennial moms access the web via mobile each day

91%

Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global

By 2020, millennials will be the main driver of APAC economy

2020

Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global

Agree they try to see the positives

in situations

72%Want to learn about other

cultures

75%Want to work hard

to accomplish life goals

84%Work ethic is strongest in

countries like Brazil and Indonesia

91%

Source: https://www.facebook.com/business/news/coming-of-age-on-screens

Pioneering Individualist Connected Altruistic Inventive Problem-Solving Bold Experimental Egalitarian

…to more optimistic tendencies

Easily influenced Coddled Materialistic Entitled Narcissistic Disengaged Delusional Insecure Unrealistic

Millennials are shifting from….

The shift in millennial marketing

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The shift in millennial marketing

Real-time co-authorship

Gaming to engage

Discovery enabled commerce

The challenge quo

An inviting experience

Surprise now, delight later

The shift in millennial marketing

The challenge quo

An inviting experience

Real-time co-authorship

Surprise now, delight later

Gaming to engage

Discovery enabled commerce

Real-time co-authorship

Real-time co-authorship

Real-time co-authorship

‣ Millennials are storytellers by “social” birthright

‣ Authorship is in real-time, right now

‣ Being a creator produces a sense of entitlement (no matter the quality of content)

‣ Gives millennials a sense of ownership and share-ability of content

Real-time co-authorship

‣ Millennials are storytellers by “social” birthright

‣ Authorship is in real-time, right now

‣ Being a creator produces a sense of entitlement (no matter the quality of content)

‣ Gives millennials a sense of ownership and share-ability of content

The shift in millennial marketing

The challenge quo

An inviting experience

Real-time co-authorship

Surprise now, delight later

Gaming to engage

Discovery enabled commerce

Gaming to engage

Gaming to engage

Gaming to engage

‣ Game mechanics can drive activation and engagement

‣ The average 21-year old gamed for 10,000+ hours*

‣ Millennials are “hardwired” to gaming and assimilate towards game-like metaphors

‣ Nearly half of millennial respondents agreed with “People my age see real life as a video game”*

Source: *MTV, “Let’s Play Brand” 2011 Millennial Insights Study

Gaming to engage

‣ Game mechanics can drive activation and engagement

‣ The average 21-year old gamed for 10,000+ hours*

‣ Millennials are “hardwired” to gaming and assimilate towards game-like metaphors

‣ Nearly half of millennial respondents agreed with “People my age see real life as a video game”*

Source: *MTV, “Let’s Play Brand” 2011 Millennial Insights Study

Gaming to engage

Virtual reality promises the next evolution of narrative design

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Gaming to engage

Gaming to engageThe shift in millennial marketing

The challenge quo

An inviting experience

Real-time co-authorship

Surprise now, delight later

Discovery enabled commerce

Gaming to engage

Discovery enabled commerce

Discovery enabled commerce

Discovery enabled commerce

Discovery enabled commerce

Millennials check their phone 43 times a day…

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Discovery enabled commerce

And use social networks to discover new content

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Discovery enabled commerce

Discovery enabled commerce

Discovery enabled commerce

Discovery enabled commerce

Discovery enabled commerce

Discovery enabled commerce

Discovery enabled commerce

Discovery enabled commerceDiscovery enabled commerceThe shift in millennial marketing

The challenge quo

An inviting experience

Real-time co-authorship

Surprise now, delight later.

Gaming to engage

Discovery enabled commerce

The challenge quo

The challenge quo

The challenge quo

The challenge quo

Source: http://www.huffingtonpost.com/britt-hysen/the-power-of-millennial-e_b_5801322.html

Consider themselves

entrepreneurs

60%Recognize

entrepreneurship as a mentality

90%

The challenge quo

Millennials are disruptors. They demand transparency of the world around them. And when they can’t get what they want, they create what they need and disrupt anything in their path.

The challenge quo

Millennials are disruptors. They demand transparency of the world around them. And when they can’t get what they want, they create what they need and disrupt anything in their path.

The challenge quo

Surprise now, delight later

The shift in millennial marketing

The challenge quo

An inviting experience

Real-time co-authorship

Gaming to engage

Discovery enabled commerce

An inviting experience

An inviting experience

An inviting experience

Source: http://www.jwtintelligence.com/2013/01/data-point-constantly-connected-millennials-crave-sensory-experiences/#axzz3Q9hc3GP4

“Increasingly, I crave experiences that

stimulate my senses”

72%“I value experiences

more than I do material items”

81%“I’d rather spend

money on an experience than material items”

72%

An inviting experience

Millennial retail has begun to adopt this trend in a # of ways

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An inviting experience

Retail has become the new workshop destination

An inviting experience

An inviting experience

Offering “cultured commerce and community” in the form of

complementary lifestyle experiences

An inviting experienceAn inviting experience

An inviting experience

While immersing you in the entire product creation process

An inviting experience

Surprise now, delight later

The shift in millennial marketing

Empowerment as a cultural asset

New types of narrative design

The challenge quo

An inviting experience

Real-time co-authorship

Surprise now, delight later

Surprise now, delight later

Innovation is a form of magic to millennials. It’s what surprises and delights them. Innovation enables a fresh take on something nostalgic and it drives them wild.

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Surprise now, delight later

And millennials want to be surprised. They want to be the first to do something. The delight comes through sharing their experience on social, later.

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Surprise now, delight laterSurprise now, delight later

Surprise now, delight later

Surprise now, delight later

Surprise now, delight laterSurprise now, delight later

Surprise now, delight later

The shift in millennial marketing

Real-time co-authorship

The challenge quo

An inviting experience

Gaming to engage

Discovery enabled commerce

Make every piece of marketing something that consumers can both

interact with and make their own.

Real-time co-authorship

Use gaming mechanics to make your marketing fun and rewarding.

Gaming to engage

Content is critical to drive sales. Everything you publish is considered

content. Use it to activate your audience.

Discovery enabled commerce

Your willingness to take a risk is expected by millennials and encouraged.

The challenge quo

The experience you provide for your consumer is as important, if not more,

than the price.

An inviting experience

How will you keep surprising your customers to keep them engaged?

Surprise now, delight laterThanks!

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