Ethnic Male Millennials Are Unique - bppgcreative.ca · Ethnic Male Millennials Are Unique Marion...
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Ethnic Male Millennials Are Unique Marion Chan TrendSpotter Consulting Ethnic Consumer Marketing Conference May 5, 2015
Transcript of Ethnic Male Millennials Are Unique - bppgcreative.ca · Ethnic Male Millennials Are Unique Marion...
Ethnic Male Millennials Are Unique
Marion Chan TrendSpotter Consulting
Ethnic Consumer Marketing Conference May 5, 2015
Changing landscape at home
of households males have either primary or shared responsibility for grocery shopping
of Canadian homes have a stay at home Dad
! Up from 1% in 1976
of eligible fathers in English Canada take parental leave
! 84% in Quebec
! Men are price sensitive and brand loyal
Source: Vanier Institute, Fathers in Canada June 2013
Millennials are the gateway to the Ethnic Canadian consumer
Ethnic Male Millennials
DATA AHEAD
Ethnic Millennial males are different than their Canadian born counterparts
live on their own or w/ roommates
undergraduate or post graduate education
employed full-time
make >$50k per year
have no debt
Source: Project Millennial, October 2013
HIGHLY career driven
“Work is the most important
thing in life”
Financial independence is most important
Willing to do whatever it takes to advance my
career
More likely to be heavy LinkedIn
users
Source: Project Millennial, October 2013
Premium brands give them the confidence of success
Prefer premium brands
Believe premium brands are better
quality
• What their friends are using / buying
• Looking cool • Being trendy or stylish
Source: Project Millennial, October 2013
Things you can’t see?
Cheapest
Most Popular
User Reviews
Source: Project Millennial, October 2013
Ethnic Millennial Males are value conscious
Want the cheapest brands
Want to pay the least for the
How is “best” defined in your category?
Source: Project Millennial, October 2013
Store brands are just as good as national
brands
National brands are not as good as small locally made brands
Will choose a store brand if its available
Source: Project Millennial, October 2013
Social media brand interaction needs to be purposeful
More are likely to interact if there is some news
Source: Project Millennial, October 2013
Reinforcing today’s definition of healthy
Buying organic whenever possible
Want hormone and antibiotic free
Look for foods/beverages high in antioxidants
Want more ethnic products in the grocery store
Very strong for <25 ethnic males but also:
Eating fewer meals and more snacks
Moving away from processed foods
Source: Project Millennial, October 2013
IF YOU REMEMBER NOTHING ELSE…
Need to go deeper – build a stronger connection
Millennials are not created equal
You need to know who your bullseye target is
What’s important to them?
Create a strong relationship with your consumer
Make them your brand ambassadors
Get to know them intimately – like a friend
Give them something new to respond to or interact with
Memories are very short
Clearly communicate the emotional and functional benefits
Consumers should unconsciously know what they are
FOR MORE INFORMATION:
MARION CHAN TRENDSPOTTER CONSULTING
WWW.TRENDSPOTTER.CA
416-737-3567
THANK YOU!
