MILLENIALS

Targeting beyond the Age Bracket and into the Mindset

December, 2015

Whilst it’s easy to group millennials together based on 18-34 age range or some of the common stereotypes– adventure-seeking, constantly-connected, socially conscious- we pride ourselves on being unique. We come from a wide variety of backgrounds (political, socio-economic, cultural), therefore, instead of creating a single campaign for the 100 million people that are in the age bracket and failing to recognise the individuality of the mindset, there is opportunity to consider the diverse archetypes that milennials have been categorised into within this presentation and further target campaigns.

INTRODUCTION

10 GLOBAL ARCHETYPES

I. WANDERLUST TRAVELLERS

Incapable of long-term occupational commitment, these wanderlust travellers travel far and wide on a tight budget in hopes of exploring the expansive planet and satiating their experiential appetite. This comes at the sacrifice of maintaining long-term jobs due to limited attention spans and the belief in the perpetuity of hedonism.

II. CULINARY EXPLORERS Foodies with an endless appetite for adventure whose busy lives force them to focus on local exploration rather than traveling abroad. They are drawn to exotic cuisines and authentic experiences. Though more affluent than the frugal wanderlust travellers, they are more time-constrained. The experience of eating is more important than the experience of travelling.

III. THE FEMPOWERED Strong, assertive women who prioritise professional success over personal life. Keep in mind, however, they have “feminist ambitions but make feminine purchases”; they still prioritise appearance (regularly exercise and get manicures), are somewhat fashion-centric, and buy cookware (without actually ever using it).

IV. OVER-EDUCATED/UNDER-EMPLOYED An unfortunately large portion of the global millennial population, due to the economic downturn and lack of lucrative jobs, thousands of millennials have found themselves in positions they were either too qualified for or entirely out of work. An alternative problem that faces the population is the expectation that one must fulfil their dream job/ ‘love what they do’ as soon as they enter the workforce; they find themselves disillusioned and overwhelmed by the emotional burden of adulthood.

V. PEACOCKS

Public image, frequent selfies, socially competitive, FOMO- these are all characteristic of the Peacocks. Having been raised on reality television which glamorises the lives of narcissists, they adopted the mannerisms of Paris Hilton and the Kardashians through a technologically diffusive effect. Living for likes (the highest number of social media likes, followers, posts, retweets etc.)has come to be a raison d’etre amongst this group. They are defined by the image they project.

VI. CROWDSOURCERS

These individuals make purchasing decisions through reviews, social media research and wisdom of the crowds. They rarely enter a restaurant, watch a movie, or make a purchase without having enough background knowledge on star ratings. They are vociferous post-purchase/post-experience and often write reviews to contribute to the library that so many rely upon. These individuals outsource as much menial work as possible to third party vendors (duties: cleaning, laundry, shopping, file claiming) in order to make time for their passions.

VII. INSTAFAMERS

This is a generation that doesn’t need anyone. By using social platforms in order to elevate their status, they defy what it means to be a celebrity. They earn salaries based on hits and posts rather than meeting deadlines before 5pm. They are more likeable, in part due to their accessibility and groundedness, as opposed to their predecessors such as Martha Stewart & Jeremy Clarkson. This also includes Youtube phenoms such as Michelle Phan, a vlogger who was the first woman to surpass 1 billion views on Youtube.

VIII. AVATARS

VR and gaming have gained immense traction amongst millennials for various reasons, social being one of them. Gaming communities such as Twitch and social VR platforms such as CONVRGE have enabled an entirely new form of interaction enabling the Avatar to socialise in new mediums and embody different personas. It’s granted even the most introverted the opportunity to express, connect, and transcend.

IX. BROGRAMMERS

Career-focussed, testosterone-driven, misogynistic, and highly enthused by sports and beer. Brogrammers are the tech developers without the social-awkward tendencies. Highly competitive with an entrepreneurial mindset, brogrammers have led to some of the most discussed lucrative companies of 2015. E.g Snapchat & Tinder.

X. MOMAGERS An entirely different generation of mothers from their predecessors, it’s a movement away from the dissociated post-war mothers and the overly worked gen-X mothers. Millennial mothers attempt to perfect the role by either juggling both work and motherhood or devoting themselves entirely by heavily researching the best recipes for baby food, the benefits of breast milk, and the importance of Mozart for brain development. They’re involved, they’re attentive (sometimes overly so), they’re highly influential. All while making time to attend they’re 9am yoga class and then creating a social post about it.

MEDIA IMPLICATIONS 1. Wanderlust Traveller: Multi-platform, location-based, on-the-go content 2. Culinary Explorer: Sensory, visual & informational 3. The Fempowered: Affirmation & inspiration 4. Overeducated/Underemployed: Guidance & support 5. Peacocks: Social rewards & recognition 6. Crowdsourcers: Providing community (peer-to-peer reviews) 7. Instafamers: Create & amplify content (influencers) 8. Avatars: Highly tech-forward, innovative experiences 9. Brogrammers: Competitive entrepreneurial & tech recognition 10. Momagers: Balance of family lifestyles

“They are the most threatening and exciting generation since the baby boomers brought about social revolution, not because they’re trying to take over the

Establishment but because they’re growing up without one…Millennials don’t need us. That’s why we’re scared of them”

- Joel Stein, TIME

TO CONCLUDE…

•  Research and trend reports (Hotwire, PSFK, Ad Age) are predicting that many brands will veer away from age-targeted content towards age-agnostic content, targeting personality groups and characteristics instead.

•  By recognising that age is just a number, it’s beneficial instead to reorganise the targeting campaign by focusing marketing towards what motivates an audience, such as passion points and the life they choose to live by, in order to convert the fear into motivation and become indispensable to milennials.

SOURCES

1)  http://www.huffingtonpost.com/young-entrepreneur-council/5-top-millennial-archetyp_b_7505320.html

2)  Video: http://link.brightcove.com/services/player/bcpid3222576336001?bckey=AQ~~,AAAAAEMe8RQ~,R8iUD_53FI8oumU8OTVt2hdMyPM6630E&bctid=4608877041001

3)  http://time.com/247/millennials-the-me-me-me-generation/ 4)  http://www.adweek.com/news/advertising-branding/are-these-12-types-

millennials-160688 5)  http://adage.com/article/agency-news/2016-means-death-targeted-millennial-

marketing/301380/ 6)  http://www.hotwirepr.us/trends#downloadnow

-THANK YOU-