Millennial Inc.: What your company will look like when Millennials call the shots

8/9/2019 Millennial Inc.: What your company will look like when Millennials call the shots

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What or compan will look like

when Millennials call the shotsBy Mr Youth and Intrepid


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A std b:


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Chelsea Market 75 Ninth Avenue 4th Floor New York, NY 10011 T 212.779.8700 F 212.779.8724 www.mryouth.com | www.thinkintrepid.com

Introdction

A DecADe of chAnge

John F. Kennedy once said, Chane is the aw o ie. And those who ook ony to the past or present are

certain to miss the uture. This quote, thouh vaid throuhout time, rins especiay true today. The

reaity o the present and possibiity o the uture bur toether more than ever beore.

The past decade has bred unprecedented innovation in technooy, nancia coapse, increased ear o

cimate chane, and the democratization o media creation and consumption in a obaized society deain

with the atermath o a major terrorist attack. Without a keen eye and a ervent passion to both evove and

drive chane, it is easier than ever or both brands and individuas aike to bink and be et behind.

chAnging of the guArD

Whie youth have aways introduced new ideas that hep shape cuture, todays youn eneration have

ound themseves at the very epicenter o major societa chane. Whie Miennias may not yet be CEOs

o Fortune 500 companies or eaders o the ree word, they are possiby the biest infuencers and

innovators around today.

A 25-year-od is the CEO o the most searched brand on the web, a site with a arer popuation than the

United States. We have a Commander in Chie who won his spot in oce thanks to a rass roots movement

ueed by socia media. He YouTubes,tweets and cannot be separated rom his Backberry. Ceary

President Obama doesnt a into the 1977-1996 ae rane used most requenty to dene Miennias,

but he understands the importance o adoptin their vaues and thinkin ike one. Embracin the Miennia

perspective is key or anyone wantin to keep up (and move ahead o the curve).

the new LeADers

Chane wi not sow down as time passes; in act, most see it acceeratin at an unprecedented rate.

Socia technooies wi urther pervade and interate into our ives in ways that the rest o us not named

Zuckerber or Jobs ever dreamed o. Successu companies wi not ocus on whats aways worked.

Their eaders wi not be educated usin traditiona means, as the inormation in textbooks wi be out o

date beore it is even printed.

So what wi ead successu companies and drive rowth in the next decade? New ideas, creative

approaches, innovative products, interated oranizations, open communication, connected communities,responsibe ethos, and most importanty- an increased passion or chane.
http://www.imediaconnection.com/content/26405.asphttp://mashable.com/2010/04/05/facebook-us-infographichttp://mashable.com/2010/04/05/facebook-us-infographichttp://mashable.com/2010/04/05/facebook-us-infographichttp://www.youtube.com/user/BarackObamadotcomhttp://twitter.com/BARACKOBAMAhttp://www.wired.com/gadgetlab/2009/01/obama-my-blackb/http://www.wired.com/gadgetlab/2009/01/obama-my-blackb/http://www.wired.com/gadgetlab/2009/01/obama-my-blackb/http://twitter.com/BARACKOBAMAhttp://www.youtube.com/user/BarackObamadotcomhttp://mashable.com/2010/04/05/facebook-us-infographichttp://mashable.com/2010/04/05/facebook-us-infographichttp://www.imediaconnection.com/content/26405.asp


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weLcome to miLLenniAL inc

As society continues to embrace and consistenty demand drastic chane, it is Miennias who are

most poised to ead tomorrows successu businesses. By the end o the next decade, Miennias may

not be CEOs o every Fortune 500 company- probaby not even the majority o them. But Mienniasike Mark Zuckerber (Facebook), Kevin Rose (Di), Chad Hurey (YouTube), Bake Ross (Mozia)

and Jack Nicke (Threadess) wi brin the chane by continuin to shake up how we communicate,

consume media, browse the web and make products. In order to succeed, oranizations wi need to

have Miennia vaues sewn into the abric o their companies. They must strive to nd new ways to

empower this buddin eneration and unock empoyees creativity as they advocate chane. This is

Miennia Inc.

About the miLLenniAL inc stuDy

The oowin research study was conducted by Intrepid, a word-renowned market research

consutancy, and Mr Youth, an interated marketin aency recenty named as one o Fast CompanysTop 10 Most Innovative Marketin and Advertisin Companies.

The oa: show you what your company woud ook ike i Miennias were aready in chare. Ater

a, they are aready your major consumers, eadin infuencers o cuture and uture eaders o your

company.

Throuh a six-month study takin pace in both the United States and the United Kindom, we

expored and identied major themes usin a three-tiered approach:

DIgITAl ETHNOgRAPHY The study bean with deveopin an onine community to brin

Miennias rom around word to a sine pace to discuss various iestye topics . Intrepids teamo anthropooists immersed themseves in this diita space where they observed patterns in

conversations and teased out the topics that were o the most importance to this eneration.

VIRTUAl COMPANIES Next, two roups o Miennias (one in the US and one in the UK) were

tasked with deveopin the business o tomorrow. This exercise was hed durin three in-person

sessions and chaened the two roups to expore the various aspects o creatin a ashion retai

business (oranizationa structure, product deveopment and marketin), resutin in identiyin

Miennias main approaches or creatin and manain a successu business.

QUANTITATIVE SURVEYS To concude the study, over 800 individuas were surveyed onine across

the US and UK to conrm and vaidate our ndins. Topics incuded their viewpoints on their careers,work environment, marketin and messain preerences, incorporation o technooy into their ives,

ecooy/reen ivin and more.
http://www.thinkintrepid.com/http://mryouth.com/http://www.fastcompany.com/mic/2010/industry/most-innovative-advertising-marketing-companieshttp://www.fastcompany.com/mic/2010/industry/most-innovative-advertising-marketing-companieshttp://www.fastcompany.com/mic/2010/industry/most-innovative-advertising-marketing-companieshttp://www.fastcompany.com/mic/2010/industry/most-innovative-advertising-marketing-companieshttp://mryouth.com/http://www.thinkintrepid.com/


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The DNA o Millennial Inc.Our research identied three key themes that Miennias embraced across three major areas o any

business. Those are:

the orgAnizAtion

COllABORATIVElY lED ENTERPRISE

STIMUlATED WORK ENVIRONMENT

IDEA-POWERED CUlTURE

the ProDuct

TECHNOlOgY BREEDS HUMANITY

QUAlITY IS CORE

ECO IS NICE

the mArketing

CElEBRITIES = OVERPRICED MANNEQUINS

INTERACTION CREATES CONNECTION

PEER-TO-PEER DRIVES INFlUENCE

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2

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The Organization

*Fiure 1 **Fiure 2 ***Fiure 3

Stimlated Work Environment

401Ks and stock options may be nice but Miennias need to be in an environment that continuay

keeps them stimuated and enaed or they wi keep ookin.

continuAL chAnge

Miennias rew up in a continuousy stimuatin word. Sometimes dubbed the ADD generation,

they are aways searchin or work that keeps their attention. In act, the number one reason in both

the UK (34%) and US (37%) or switchin jobs was, Just Needed a Chane. That need or chane

ar exceeds the desire or a better saary, benets, or a more senior position. The averae 26-year-od

has craved stimuation so much, theyve chaned jobs an astoundin seven times rom ae 18, in

search o somethin more.

chALLenging environment

In addition to a workpace that is both un and riendy, chaenin was identied as the

key component o a ood work environment or Miennias. This inteectua stimuation creates an

excitin and rewardin work pace. Word couds rom the diita ethnoraphy conducted with both

US and UK participants showed a chaenin work environment to be a core actor in Miennia

job satisaction.

lets et cozy. Say oodbye to the on boardroom tabe and say heo to the round tabe. Coaboration,

shared responsibiity and consensus rue Miennia Inc.

fLAtteneD LeADershiP

Miennias view success as somethin shared across the oranization. In observin the creation o

their virtua companies in both london and Seatte, teams did not assin a denitive CEO but had

each member ocus on an area o responsibiity (desin, nance etc).

shAreD resPonsibiLity

Whie our Miennias ound it important to have areas o expertise, they a wanted to weih in on other

areas o the company. The quantitative study competed by neary 1,000 participants showed that

82% o Miennias beieve it is important to have a sta that can do each others jobs.

Decision by consensus

Expertise across areas o responsibiity is vaued and seen as a key input to decision makin. Desin

and creativity hod as much weiht as nance and manaement and Miennias see the vaue o

brinin diverse thinkers toether to come to a coaborative decision. 54% o Miennias preer to

make decisions by consensus, and that number shoots up to 70% when they are amonst their peers.*

Collaborativel Led Enterprise


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Idea Powered CltreSeniority and tenure are dirty words to Miennias. Authority is earned and proven throuhdirect interactions, not iven bindy based on tites and experience.

oLDer is not better

In the 2008 Presidentia eection, John McCain came out o the ates with the campain soan,Best Prepared to lead on Day One. With twenty-three years miitary experience and twenty-sixyears in nationa overnment he may have been. But, o course, it was Barak Obamas mere ouryears in nationa overnment and Chane We Can Beieve In messae that captured 62% o the

Miennia vote. Miennias are not swayed by the been there, done that mantra intoned byprevious enerations, but are driven by ideas that move orward.

eArn uP moDeL

In creatin their virtua companies, Miennias desined a mode that required each empoyee,despite tite or ski set, to start at the round eve and move her way up throuh the company.This approach ensured that every empoyee woud have some ace-to-ace contact with hiscustomer base and experience the brand rsthand. Those who exceed woud be promoted quickyand paid more or their abiity, rather than bein rewarded or a demonstrated aciity in corporatepoitics. Whie this may sound impractica to most o us, many Miennias beieve that hih-eveexecutives ack proper understandin o the ront ines o their own business. This point is the

basis o Undercover Boss, a hit CBS TV show that aims to expose CEOs to the daiy chaeneso their empoyees.

foLLow the iDeAs

In a word where anyone can be an author, director, photorapher, journaist, comedian, actor orad man, Miennias are used to a democratized payin ed where ood ideas and work rise to thetop. Individuas with bi ideas are successu and ain respect throuh their work, and Miennias

expect this to be true everywhere, especiay in their career. I not, their ideas o esewhere.

innovAtion-Driven cuLture

gooe and Microsot ed the ist o companies that Miennias in the US aspire to work or by a

are marin. In the UK, The Nationa Heath Service came out on top with gooe and Microsot

takin second and third paces respectivey. gooe and Microsot, aon with Appe and Nike,

were seen as innovators both or their products and their approaches. Technooy and innovation

have the same aure that previous enerations attributed to ashion and ceebrity.

In setting up the hierarchy o the company, we shouldnt haveexperience or the amount o time someone has held a rolldetermine their aptitude or a specifc position Ive had morejobs where my manager doesnt necessarily know more than meor have the ability to do the work better, they just have beenthere longer. We should let people grow through the companyto demonstrate ability instead.

- Dan, 23, Seattle

*Fiure 4
http://swampland.blogs.time.com/2010/02/26/the-millennial-voting-bloc-waiting-to-be-wooed/http://swampland.blogs.time.com/2010/02/26/the-millennial-voting-bloc-waiting-to-be-wooed/http://www.cbs.com/primetime/undercover_boss/http://www.cbs.com/primetime/undercover_boss/http://swampland.blogs.time.com/2010/02/26/the-millennial-voting-bloc-waiting-to-be-wooed/http://swampland.blogs.time.com/2010/02/26/the-millennial-voting-bloc-waiting-to-be-wooed/


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Technolog Breeds HmanitWhie there woud be no technooy without humanity, Miennias actuay fip the statement and ook

to technooy to make their ives more human.

PersonALizeD AnD tAiLoreD

Amazon.com has been around or many Miennias entire ives. Theyve rown up with the abiity to

customize many o the products they buy, the option to access personaized content and discover new

entertainment recommendations based on purchase behavior. They view technooy as a aciitator

that aows companies to cater to consumers and create uniquey persona experiences. For instance,

in creatin their virtua companies, Miennias who were desinin ashion soutions expored

deveopin an in-store system that can scan a customers body measurements, compare them to

careuy desined aorithms and match that customer with cothes that t their body type perecty.

crowDsourceD creAtion

Miennias want idea deveopment to come directy rom rea peope so that brands can deiver products

that meet consumers needs and incorporate their coective creativity. In their virtua companies, both

roups perceived crowdsourced business modes ike Threadess as bein very eective.*

invisibLe technoLogy

Whie user experience desin is a reativey new ed (particuary outside o websites and technooy

adets), it is intrinsic to many Miennias perception o brands both onine and o. They expect

to be abe to intuitivey naviate products and services so that technooy enabes a seamess user

experience. This is ceary iustrated by Miennias obsession with Appe Technooy, which has

as much to do with the physica desin o devices as it does with the simpe and inteient user

interace. Miennias want to minimize the device (or more precisey, the eein o the device) whie

sti maintainin the experience that technooy enabes. The Wii brouht Nintendo exceediny hih

saes throuh a simpe, neary button-ree controer. Now Xboxs Project Nata wants to remove the

ame controer competey, eavin ony the amers actua body movements to uide the experience.

The Prodct

*Quote 1


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Qalit is Core

Whie many brands incorrecty view the youth market as cauht up in fashy trends, quaity products

are what utimatey ain their purchase and oyaty.

QuALity evokes Love

Whie Appe, Sony and Nike a make seriousy styish and innovative products, they are Miennias

avorite brands because they have become synonymous with quaity. In describin the brands that

Miennias ove, quaity was the #1 trait cited by a andside.*

Longevity creAtes vALue

Creatin on-astin products may arey be out o ashion in avor o oerin cheaper aternatives,

but Miennias sti vaue onevity as a measure o quaity, vaue and sustainabiity. *Ony 11% oMiennias disareed that they woud not spend more or items that they knew woud ast..

exPectAtions not forgotten

For brands with products that meet and exceed consumer expectations, Miennias cry or quaity

is a reassurin messae. And or brands that overse, overhype and under deiver-- we, be warned.

Miennias are the savviest consumers ever. They are wary o ads and become more so when they

witness products not ivin up to their caims. They et recommendations rom riends, read reviews,

post on Facebook, chat on messae boards and do research onine. The truth doesnt escape theMiennia. The ony way to ain their trust is to deiver and do so consistenty.

When I purchase something, I want to know that its goingto last or a while. I dont know, maybe its just the nostalgiao getting things handed down to me rom my parents andgrandparents and the history they had but it makes me sadto think that our generations purchases wont go throughthe same ordeal everythings insta-use and once its used

its gone.

Brittney, 21, Seattle

*Fiure 5 and Quote 2


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Eco is Nice

Despite widespread beie that Miennias are hihy eco-conscious, it is not a key drivin actor in

product choice.

eco AwAreness but not concern

Miennias may be concerned with the eects their iestye has on the environment but it doesnt

drive their day-to-day actions. Whie recycin and other eco-riendy actions may have become more

interated into their ives, it may be providin them a ase sense o their overa contributions to

environmenta issues. In act, ony 20% o respondents in the internationa study were concerned

about the eect their iestye has on the environment.*

convenientLy conscious

Miennias want to ee as thouh they are makin as itte neative impact on the word as possibe

as on as it doesnt chane their iestyes drasticay. They view the responsibiity to move towards

reener iestyes to ie with businesses creatin reener products, rather than with the individua.

When these products t their needs and are convenient to use, they wi make a switch i its cost-

eective and non-intrusive.

gooD for Profits sAke

In creatin their businesses, one o the initia oas Miennias had was to create a mode that is

both eco-riendy and conscientious. They keyed in on business modes ike Toms Shoes to interate a

positive word contribution with saes. However, as they urther expored costs and business pannin,

Ecooy and humanitarian causes became ess o a ocus. Utimatey, Miennias see vaue in positive

messain when it heps with the core sein proposition and brand DNA, but were reuctant to

acknowede the useuness o these components beyond that initia context.

*Fiure 6


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Celebrit = Overpriced Manneqins

Miennias reconize the visibiity that many ceebrities can brin to a brand, but ee that companies

are ooish to ore orma reationships with ceebrities. Why? The averae Miennia cannot identiywith the averae pop ceebrity.

Direct enDorsement is tAboo

Whie unsoicited pubicity (ike spottin Scarett Johansson wearin TOMS shoes) is seen as

acceptabe, Miennias view the usae o ceebrities directy in advertisements as taboo. *It ees

orced, ake and totay inauthentic. **In the virtua companies conducted in both london and

Seatte or this study, both roups opposed ivin ceebrities paid endorsements but reconized

their pop imae vaue.

roLe moDeLs fALL fLAt

Chares Barkey ot it riht neary 20 years ao when he said, Im not a roe mode... Just because

I dunk a basketba doesnt mean I shoud raise your kids. In a word where ceebrities character

faws and mistakes surace on a daiy basis, even the most seeminy sae endorsers ater. Mostrecenty, Tier Woods et a roster o bi name brands scrambin ater his word came tumbin

down. Some o the words most proic brands coudnt have predicted his pubic demise. His a

rom marketers race ceary outines that no ceebrity is sae rom potentia scorn, scandas or

misortune. Miennias reconize this and wi avoid it when eadin their own companies.

chArActers connect

Whie ceebrities ai to connect with Miennias, the characters they pay are sinicanty better. This

is due to the act that the reationship Miennias have with a ceebrity is reay with the character that

he or she pays. Oten times those ceebrities persona personas bear itte to no resembance. This is

evident in the success o Seth MacFaranes Cavacade o Cartoon Comedy Shorts he did or Priceineand Burer Kin where Miennia-created and shared pop cuture memes and characters were used

to convey the thouht o the advertisement eectivey. Characters rom TV shows ike Fiht o the

Concords (HP), Macgruber (Pepsi), and NBCs Community (TurboTax) have recenty been used in

advertisements portrayin the character they pay on TV, rather than themseves. The connection that

Miennias have with characters aso reveas why YouTube and other smaer stars now oten resonate

with this audience more than a muti-miionaire proessiona entertainer.

The Marketing

I the paparazzi were to catch Victoria Beckham in ourclothes I would be completely fne with that shes the kindo person that we want in our clothes. But to actually comeout and advertise using her as a model would only alienateour audience.

Becky, London, age 25

*Fiure 7 **Quote 3 ***Fiure 8
http://en.wikipedia.org/wiki/Seth_MacFarlane%27s_Cavalcade_of_Cartoon_Comedyhttp://www.tvsquad.com/2010/04/07/hp-ads-with-rhys-darby-ready-to-edit/http://www.tvsquad.com/2010/04/07/hp-ads-with-rhys-darby-ready-to-edit/http://www.huffingtonpost.com/sean-l-mccarthy/snls-super-bowl-ad-macgru_b_163261.htmlhttp://www.adweek.com/aw/content_display/news/media/e3i7ee130cb613423b29a9fbe777290c20fhttp://www.adweek.com/aw/content_display/news/media/e3i7ee130cb613423b29a9fbe777290c20fhttp://www.huffingtonpost.com/sean-l-mccarthy/snls-super-bowl-ad-macgru_b_163261.htmlhttp://www.tvsquad.com/2010/04/07/hp-ads-with-rhys-darby-ready-to-edit/http://www.tvsquad.com/2010/04/07/hp-ads-with-rhys-darby-ready-to-edit/http://en.wikipedia.org/wiki/Seth_MacFarlane%27s_Cavalcade_of_Cartoon_Comedy


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Interaction Kes ConnectionNot surprisiny, a eneration that innatey consumes, creates and participates in media is easiy

turned o by one-way communications and brands that dont deepy interact with them.

commerciALs Dont convert

Miennias view most commercias as simpe notications, supercia media or watchin without

any rea enaement. Commercias hep them remember that a brand or product sti exists but wont

necessariy drive them to buy. In act, ony 17.7% o Miennias aree that their avorite TV spot ed

them to purchase the advertised product. These ackuster resuts combined with the act that most

ads are ast-orwarded or inored prove that Miennias are hard to sway usin traditiona media that

doesnt promote interaction.

incLusion buiLDs efficAcy

Not a marketin and advertisements are viewed as ineective by Miennias thouh. To be eective,

campains need to invite Miennias into the process and aow them to et invoved with the

brand on a deeper eve. User-generated Ads, Facebook Brand Paes, Twitter and a host o new

technooies have opened up doors or Miennias to have diaoues with brands. Miennias now

expect to be abe to interact with companies to participate and promote the products and brands

they are passionate about and theyre not turnin back. Even typicay one-way communication ike

commercias are expected to enae and invite vs. push and persuade.

exPeriences engAge

Miennias ive in a 360 deree word where media beeds toether seamessy. They dont seediita, print and TV as distinct individua channes separated rom their physica ives. As ines

continue to bur, content is becomin more and more pervasive, and mobie. The best recent exampe

o this usion is the iPad, an a-in-one print, diita and video experience oten used outside o

the home.

Because theyve rown up in such a diita word, Miennias vaue tanibe experiences to make a

enuine connection with products and brands. **Successu companies wi earn that 360 does not

mean utiizin every channe, but requires creatin a pan that meres and connects with Miennias

fuidy at severa ie touch points. Nike+is a reat exampe o a patorm that combines a device,

community and diita resources toether with products to add true vaue to runners ives.

*Fiure 9 **Quote 4
http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/plus/#//dashboard/http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/plus/http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/plus/#//dashboard/http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/plus/


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Peer-to-Peer Drives Infence

Miennias distrust in advertisin and dismissa o typica ad noise make impactin their behavior

throuh commercia messaes increasiny dicut. Peers remain as the one reiabe source to break

throuh and infuence this over-stimuated eneration.

worD-of-mouth trusteD to inform

Miennias innatey distrust commercias and understand that many brands wi oten say anythin

in an attempt to win their waets. At the same time, there have never been more resources to

research product choices thanks to riends on Facebook, a oba onine community via Twitter, peer

product reviews or a host o other toos. Miennias reaize that every commercia caim can be easiy

investiated beore makin a purchase and they wi utiize a avaiabe toos in order to do so. Not

surprisiny, word-o-mouth was the #1 preerred pace to receive news and inormation about products,

with neary as many Miennias preerrin it (43%) to TV (26%) and Web Paes (22%) combined.*

Peers DeLiver reLevAnce

Not ony does WOM ive Miennias a method to vaidate caims, but it aso enabes them to earn

about products and services rom peers who can end perspective and reevance. Whether ookin

or noves or their book cub, parentin inormation rom a youn parents messae board or a new

set o skis rom their Facebook Ski group, Miennias have easiy accessibe resources to earn about

purchases rom peope who best understand their needs. likewise, Miennias proactivey seek to te

others about products they ove and do so eectivey as they share inormation about the product in a

way that matters to them as individuas, not throuh mass marketin messain.

recommenDAtions Drive behAviorThe trust and reevance Miennias have with peer-to-peer communications, and the outets

Miennias have or communicatin throuh them, makes peer recommendations a hot commodity in

marketin any product. Whie TV can sti ive a ot o round cover and drive awareness or brands, it

is word-o-mouth recommendations that have the reatest infuence over purchasin behavior.**

The reason why Apple marketing is widely successul isbecause it merges giving an overview o the product in acompelling manner with constant reminders that it existsthrough press releases around the hype that the producthas produced (e.g. the wait lines or stores to open). Thiscombination creates an event only open or a certainamount o time which drives the desire to get involvedand become part o a larger group.

- Gordana, London, age 26

*Fiure 10 **Fiure 11


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Whie the past decade ushered in new chaenes that companies are scrambin to et their headaround, the next decade wi require that businesses make are scae chanes to the way theyoperate. Whie previous are shits in media and deveopments in technooy have evoved the aceo bi business, the ame stayed the same in many ways. Manuacturin advanced, the media shited

sihty but the ormua remained the same. Create a decent product that serves a are consumerneed, deiver enouh reach and requency to et peope to buy it, rinse and repeat.

So, whats chaned now? We, everythin, and it wi ony keep evovin. Chane may beunderestimated by most and ikey uncear to every business , but when ookin at Miennias beies,its obvious that the od ormua o business wi not rein in the uture. Miennia Inc is a rea-time,two-way, customized, coaborative and merit-based business where brands and consumers orm cosereationships and have expectations o one another that more cosey resembe those with riends orreatives than with a oba conomerate.

So how does a business evove to become more ike Miennia Inc? Here are ten core principes thatsuccessu business wi adhere to:

enAbLe oPen coLLAborAtion Across the orgAnizAtion. Remove sios and enabediverse cross-unctiona teams

Ask for more from every emPLoyee.Continuay present new chaenes and aow orrapid rowth or those who perorm

vALue iDeAs over exPerience.Seek out and reconize ood ideas wherever they exist in youreco-system, whether rom the CEO, mai room cerk, suppier or even customer

engineer humAnity.Utiize technooy to make products more customized, communicationsmore persona and consumers ives more enhanced

Dont skimP on QuALity. Consumers wi quicky avoid those products that ai to meet theirexpectations and have meaphones to ensure their thouhts are heard

integrAte resPonsibiLity into the core of the business.Dont ive back- be acompany with a mission beyond just prots

be genuine.Dont hide behind ceebrity personas- ocus on connectin to individua consumersand communities in ways that are authentic, reevant and meaninu

think 2-wAy.Partner with consumers across a areas o the business- ive and breathetransparency and open communication

foster ADvocAcy.Buid products and create marketin that invites consumers to share andeveraes word-o-mouth, the most infuentia source o inormation

chAnge. I your business is not continuay searchin, evovin and ndin new ways to do thins,you wont keep up

The Ftre o Bsiness

To view more about the study visit www.mienniainc.com
http://www.millennialinc.com/http://www.millennialinc.com/


15/32

Chelsea Market75 Ninth Avenue, 4th FloorNew York, NY 10011

T 212.779.8700

[email protected]

mryouthagency

grownupthinking.com


16/32


Figres


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uk us

Just needed

a chaneBetter

Saary

Appea o

industry/position

Reasons Wh Millennials Soght Ot Their Last Job

Amongst Peers in the workPLAce

I preer someone ese to make

the decisions, I dont need

to et invoved

I preer to be part o a team

that makes decisions on a

consensus basis

I preer to have the abiity to

make decisions myse with

itte input rom others

Millennials Preerred Approach to Decision Making

More senior

position

Benets/

Perks

34%

37%

27%27%

18%16%

12%9% 9%

12%

Fiure 1

Fiure 2

80%

0%

10%

20%

30%

40%

50%

60%70%


18/32

Companies Millennials Aspire to Work ForFiure 4

18%

13%

3%2%

1% 1% 1%

3%

1% 1%

gooe

Micros

otDisn

eyApp

eWam

art Pixar

RedC

ross MTV

Faceb

ookNike

5%

8%

4%

3%2% 1% 1% 1%

3%

1%

NHS gooe

Microso

t BBC

governm

ent Virin

Disney Pixa

rApp

e Sony

uk

us

Fiure 3

Dp llal pd


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"WeshouldcreateproductsusingamodellikeThreadless-haveourconsumersdesignwhattheywant.Thatwaywe'realwaysproducingwhatourcustomerbasewants-Mia,24,Seattle

Quote 1


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IfIbuysomething,Iwantittolast.IcanjustifytheexpenseofsomethingthatsabitmorepriceyifIknowitlllastmemorethanaseasonortwo.

Kim,24,London

Fiure: 5

Quote 2

Dp llal pd


21/32

DisAgree highLy

30%

I am concerned abot m personal

impact on the environment

neutrAL Agree highLy

50%20%

Fiure 6


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No,werenotusingcelebrities...Icantidentifywiththeaveragecelebritycanyou?Howcouldweaskourcustomerbaseto!?"

Jake,Seattle,age28

Celebs as SpokespeoplePercent of millennials who would

use stars to advertise

yes no

60%

40%

Celebrit or CharacterIcon Millennials identify with more

chArActer ceLebrity

70%

30%

Fiure 7

Fiure 8

Quote 3


23/32

A great ad will impact m

prchase decision

highLy

DisAgree

36.5%

45.8%

17.7%

neither

Agree nor

DisAgree

highLy

Agree

Ilovefashmobsorcommercialsthattalkaboutconceptsratherthanproducts;botharearefreshingchangetomarketingandmakemefeellikeImpartofsomethingbyengagingmeratherthaninundatingme.Iwouldntsayeitherreallyhelpsmebuyaproductmyfriendsdothatbuttheydoremindmeandmyfriendsthatthosecompaniesexistandwarrantsomeinvestigation.

-Mia,Seattle,age24

Fiure 9

Quote 4


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Word o mouth recommendations infuence me more than TV adverts

neither Agree

or DisAgree

Agree DisAgree (8-9)

48%38%

Preerred Method or Receiving News/

Inormation Arond Prodcts

43%

Fiure 10

WordoM

outh TV

26%

22%

5%

2%

1% 0% 0%

Webpae

s

Newspap

ers/

maazin

es Radio

RSSeed

s

leafets/f

yers

Podcasts

Word o Moth in Relations to TV

15%

Fiure 11


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Appendix


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Research Methodolog

As Franz Boas the randather o modern anthropooic science woud say: a coection o data

rom every aspect is the most important eement in understandin cuture. In attemptin to stay true

to his thouhts, Intrepid and Mr Youth sourced their data or this study rom 3 dierent methodooies

and an assortment o Miennia minds. These incuded an ethnoraphy o an oranicay-buit onine

community, a set o consecutive ocus roup think-tanks and a quantitative survey conducted across a

arer popuation o Miennias. Each component was used in tandem to shape the questions we askedthrouhout the research and corroborate the empirica insihts that we arrived upon.

To reach our utimate oa o understandin the underyin interactions between Miennias and the

consumer word, each stae o research was used to sowy buid the Miennia mindstate and cariy

how their thouht process worked. The diita ethnoraphy ave us their environment; the Virtua

Company aowed us to observe their perspective on modern business; and the quantitative survey

ave us the chance to test and conrm our hypotheses.

THIS STuDy WAS CONDuCTED IN 3 PHASES:

DIgITAl ETHNOgRAPHY

VIRTUAl COMPANIES

QUANTITATIVE SURVEY

1

2

3


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DIGITAL ETHNOGRAPHyStructure

1 ONlINE COMMUNITY - HTTP://MIllENIAlSINC.NINg.COM/

377 MIllENNIAlS AgES RANgINg FROM 18 TO 32

2 MONTHS OF ENgAgEMENT

Weeky enaements throuh orum topics

Semi weeky enaements throuh bo topics

TOPICS COVERED

Job huntin

First job

Continued education

Entrepreneuriaism

Over a two month period o time, Miennias rom around the word were recruited to join MienniasOnine and to be sociaized with a roup o their peers to enae in various activities. This stae o

the research primariy served as structure. We covered top-o-mind subjects such as urtherin their

education, job-huntin ater coee and rst jobs to et Miennias to tak amonst themseves and

become enaed. This aowed us the abiity to both aue what the Miennia mindstate was and

position the community or recruitment into the board o directors or the virtua companies.

This e o the research showed us that the Miennia popuation was inquisitive and skeptica o the

way past enerations conormed.
http://millenialsinc.ning.com/http://millenialsinc.ning.com/http://millenialsinc.ning.com/http://millenialsinc.ning.com/http://millenialsinc.ning.com/http://millenialsinc.ning.com/


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VIRTuAL COMPANIESStructure

2 MIllENNIAl BOARD OF DIRECTORS

1 london, UK based (7 Miennias)

1 Seatte, WA USA based (6 Miennias)

3 CONSECUTIVE ENgAgEMENTS

1 per week over a 3 week period

TOPICS COVERED

Product deveopment

Brandin

Advertisin

Business cuture

Oranizationa behavior

Company structure

From the Miennias Onine community, two seect teams were chosen to provide a robust coaboration

o viewpoints or three ocus roup think tanks where they woud buid the idea Miennia-run business.

Each session woud have its own theme and buid on the ast, sowy deveopin their concept. In the rst

week both roups covered desired businesses ideas, coaborated on a venture and structured their product

oerin. The ideas teams came up with were a-encompassin (reen, oca, humanitarian, crowdsourced,

poiticay-minded, persona, etc). However, it became evident eary on that many o these eatures were not

mandatory, but were nice-to-have considerations.

Week two covered messain propositions. This is when the strenth o enaement in non-traditiona

media and the ack o immersion in passive advertisements were discussed at enth. A marketin

campains the Miennias deveoped stemmed rom community cuture experiences and were deepy rooted

in word-o-mouth techniques. Brandin aso notaby payed ess o a roe here, which oreshadowed ater

data that suests a diminishin strateic need or brandin amonst the Miennia popuation.

The na week expored company structure and oranizationa behavior. In ainin their business

mode to their core oerin, Miennias chose a bottom-up advancement structure and merit-based

acknowedement pan over the traditiona mode. This choice oriinated rom a ack o connection

participants observed in the marketpace between the products themseves and many o the companiesbehind them.

Throuhout these sessions, observations about interactions were aso made. Amonst themseves and

without stimuus to do so, the Miennias took on an eaitarian mante indicative o their community

orientation and desire or peer-to-peer enaement. This undamenta basis woud be seen resonatin

throuhout the remainder o the research.


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QuANTITATIVE SuRVEyStructure

1 20 MINUTE SURVEY WITH MIllENNIAlS RANgINg FROM

18 TO 32 FROM THE US AND UK

812 COMPlETES

TOPICS COVERED

Career attitudes

Brandin/messain preerences

Work environment

Communication/interaction preerences

Tech usae

Poitica activism

loca awareness/association

Ecooica/ethica ainment

Ater deveopin Miennias Inc and reviewin business creation with the board o directors in the

virtua companies, vaidation was needed to corroborate the insihts ound. To do so, 812 Miennias

in the US and UK were surveyed onine over a two week period. This e o the research dried

urther into the Miennia mindstate and addressed many subjects, strenthenin some hypotheses

and annuin others. Amon these annuments were the noted sinuarities within the roups around

poitica activism, ocaization, and humanitarian coaboration that were not refected by the broader

data. Conrmations have been presented in the body o this whitepaper itse.

27%52%

21%

Emploment Stats

fuLL time emPLoyeD

43%

25%

12%

8%

6%

4%2%

PArt time emPLoyeD

stuDent

emPLoyeD & stuDying

seLf emPLoyeD

unemPLoyeD

other


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Annal Income uK

0 to

15,000

36%

15,000 to

25,99926,000 to

39,999

40,000 to

69,999More than

70,000

36%

19%

9%

1%

Annal Income uS

$0-25,000

45%

$25,000-

$40,000

$40,000-

$56,000

$56,000-

$75,000

greater than

$75,000

25%

13%

6%

11%


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Crrent Marital Stats

current mAritAL stAtus

Divorced

40%

0%

5%

10%

15%

20%

25%

30%

35%

Separated Unmarriedpartners

Married Sine

45%

50%

Crrent Nmber o Children

current number of chiLDren

0

80%

0%

10%

20%

30%

40%

50%

60%

70%

1 2 to 3 4 or more


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Level o Edcation

29% 25%21%

12%6% 4% 2%

Bachelorsd

egree

HighSchool

Proession

al/

vocational

qualifcation

Mastersde

gree

Associatesd

egree

O

ther

Doctoratedegree

Millennial Inc.: What your company will look like when Millennials call the shots

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