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Senior Executive
The Intelligence Group
@jamiecentral
CASSANDRA
GENERATIONAL INSIGHTS WHAT DRIVES MILLENNIALS? Presented to: thinkLA
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OPERATE IN THE CULTURE,
NOT IN THE CATEGORY
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55% Feel that that their generation is
SCREWED right now
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THE CONSUMERS HAVE SPOKEN
44% of Facebook users said
the company’s IPO made them
view Facebook less favorably
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WE HAVE SEEN THE HEADLINES…
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UNDERSTANDING
THE “WHY”
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ABOUT IG
CASSANDRAreport CASSANDRAsolutions CASSANDRAdaily CASSANDRAlive
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GENERATION
OVERVIEW
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GEN Y IS DIFFERENT
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• 80 Million strong
• Born 1980-1995
• $200 Billion in spending power
GEN Y
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• Feel special
• Need to be heard
• Idealistic
GEN Y TODAY
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GROUP ORIENTED
84% RELY ON THE OPINIONS OF THEIR
FRIENDS AND FAMILY TO MAKE DECISIONS
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IMPLICATION ENGAGE AND EMPOWER A COMMUNITY
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SOCIAL DNA
“I am what
I share.”
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IMPLICATION BECOME PART OF THE CONVERSATION
28% OF AMERICANS ARE USING SOCIAL MEDIA TO SHOP FOR CARS
Source: Google Constant Consideration: New Vehicle Path to Purchase, Compete/ Polk/ TNS September 2012.
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NEW AMERICAN DREAM
93% GET PARENTAL ASSISTANCE
53% OF COLLEGE GRADUATES ARE
“UNDEREMPLOYED”
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IMPLICATION SPEAK THEIR LANGUAGE,
REFLECT THER WORLD
84% THINK THEIR
DEFINITION OF SUCCESS
IS DIFFERENT THAN THEIR
PARENTS’ GENERATION
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ENTREPRENEURIAL ASPIRATIONS
27% OF MAINSTREAM AND 38% OF
TRENDSETTERS THINK THEY WILL OWN A BUSINESS
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IMPLICATION SUPPORT THEIR DREAMS
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27% HAVE STARTED PURCHASING/SUPPORTING
BRANDS SPECIFICALLY BECAUSE OF SOCIALLY RESPONSIBLE PRACTICES AND ETHICS
SOCIALLY CONSCIOUS
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IMPLICATION SHOPPING IS THE NEW ACTIVISM
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GENERATION OF USE, NOT OWNERSHIP THE URBAN SPIRIT
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IMPLICATION CONNECT THROUGH EXPERIENCES
70% PREFER COOL EXPERIENCES
OVER A COOL PRODUCT
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SPENDING ON MOBILE PHONE USAGE HAS RISEN,
WHILE SPENDING ON FOOD, APPAREL AND
ENTERTAINMENT IS FALLING
DIGITAL SIXTH SENSE
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IMPLICATION MADE FOR THE MEDIUM
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KEY TAKEWAYS
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WHAT IT ALL
• A NEW DEFINITION OF
CONNECTION
• A RECONFIGURATION OF THE
IDEA OF OWNERSHIP &
EXPERIENCE
• A RECONSIDERATION OF THE
IDEA OF ENGAGEMENT
ADDS UP TO
@jamiecentral
CASSANDRA
GENERATIONAL INSIGHTS WHAT DRIVES MILLENNIALS? Presented to: thinkLA
#thinkMotor