1. 1. Who Are the Millennials? Identifying Millennials Attitudes and BehaviorsMarissa Valente, Market Research Analyst
2. 2. Proprietary NoticeThe material contained in this presentation has been prepared solely for informational purposes by Gen Re. The material is based on sources believed to be reliable and/or from proprietary data developed by Gen Re, but we do not represent as to its accuracy or its completeness. The content of this presentation is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances. Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 2
3. 3. Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 3Source Idea: Immersive Youth Marketing Blog by Lauren Gourley & Katie KutskdTHE MILLENNIALIm one of 6080 million people born roughly between 1980-2000. Youre going to want to get to know me.H E L L Omy name is
4. 4. Millennials and Major Life HurdlesChanging the Time Table Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 4Source: YouTube TedxSF Scott Hess Millennials: Who They Are and Why We Hate ThemNeed to understand their current interests and how to target them based on the idea that they have prolonged their life stages.
5. 5. Millennials in a Nutshell Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 5DIVERSEEDUCATED59% White20% Hispanic14% Black5% Asian2% Other63.3%16.9%12.2%3.0%3.0%1.3%0.2%Bachelor's DegreeMaster's Degree (including MBA)Associate's DegreeHigh SchoolPh.D., J.D., M.D.Some CollegeNo DegreeSource: Pew Research Center - Millennials: Confident. Connected. Open to Change, 2010, The Generation Gap and the 2012 Election, 2012, Payscale Gen Y on the JobImmersive Youth Marketing Blog by Lauren Gourley, 2014 Image Layout: Katie KutskdUNIQUEWe consider ourselves unique based onTechnology (24%)Music/Pop culture (11%)Liberal/Tolerant (7%)Smarter (6%)Clothes (5%)
6. 6. 87%72%64%63%49%RecycledEducated familyand friends abouta causeDonated moneytowards a causeVolunteered timeto support acauseParticipated infund-raisingevent for a causeMillennials in a Nutshell Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 6Source: CONE, Millennial Cause Study, 2006Have a strong desire to be a part of the bigger pictureUnderstand the connectedness of the world and want to help make it a better placeTend to overshare opinions and question authorityPro-Social Activities Millennials Have Participated in During the Past YearMillennials.
7. 7. Millennials in a Nutshell Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 7Millennials. Are less trusting of others when compared to previous generationsSource: Pew Research Center, Millennials in Adulthood, 201419%31%37%40%10%20%30%40%50%60%198719921997200220072012MillennialsGen XBoomersSilentMillennials Less Trusting of Others(% saying that, generally speaking, most people can be trusted)
8. 8. Millennials as ConsumersMillennials as EmployeesGovernments Role vs. Employers RolePlanning and Financial Intelligence Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 8
9. 9. Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 9Millennials are spenders who are used to being able to customize what they buy.Millennials can be considered job hoppers who prefer not to be confined by their location or role.Millennials more than any other generation appear to have a higher level of comfort with government involvement.Millennials have a limited understanding about finances but that could be due to lack of experience they have relied on Mom and Dad.Millennials are cause-driven, both as consumers and employees.
10. 10. Millennials as Consumers
11. 11. Millennials as Consumers Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 11Source: Social Media Today, The Rise of the Millennials, 2013SPENDING POWER$600 BILLIONPER YEAR$1.4 TRILLIONBY 2020Millennials are predicted to surpass the spending power of baby boomers by 2018MILLENNIALS LOVE TO SPEND MONEY58% love to shop compared to 40% of adults overall.Millennials spend 8% more on apparel than those aged 35-44, even though they earn 22% less.65% are more likely to eat out with friends and coworkers than non-MillennialsTravel spending rose 20% in 2010, making Millennials the fastest-growing age segment for travel
12. 12. Millennials donate more to brands that support causes and/or are socially responsible like Ethos, Toms, Warby Parker, Patagonia, and Roozt.Millennials as ConsumersCause-Driven Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 12Source: Static Square Space Millennials: The Next Generation of Consumers, 2012Shopping Habits86%85%want to learn about the relevant environmental issues from the brand itself.correlate their purchasing decisions (and their willingness to recommend a brand to others) to the responsible efforts a company is making.are willing to try a new, unfamiliar product or service if it supports a cause.73%Source: CONE, Millennial Cause Study, 2006
13. 13. Millennials as ConsumersUser Generated Content Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 1373% of Millennials believe other consumers care more about their opinions than companies do; that's why they continue to share their opinions online. They view companies that include customer feedback on their websites as honest, at 66%, and credible, at 53%.-Online Media Post, 2012Source: Social Media Today, The Rise of the Millennials, 2013Top purchases Millennials wont complete without user generated contentMAJOR ELECTRONICS44%40%CARSHOTELS39%32%TRAVEL ACCOMODATIONS29%CREDIT CARDS29%INSURANCE
14. 14. Millennials as ConsumersMillennials have grown up with brands like Apple, Build-a-Bear, iTunes, Netflix, Pandora, Google, making it almost instinctual that everything can be customized.CustomizationWho Are the Millennials? | Marissa Valente | 08/05/2014Proprietary and Confidential | General Re Life Corporation14They [Millennials] expect them [products and services] to have as much personalization and customization features as possible to meet their changing needs, interests and tastes.-Richard T. Sweeney in Millennial Behaviors & Demographics, 2006YOUR NAME HEREMillennials grew up with two unique influencers: Technology and Choice. While some might mistake this for a sense of entitlement, its simply the result of growing up in a world that now offers more choices and possibilities than ever before.-Business 2 Community, Millennials Favor User Generated Content, 2014
15. 15. Millennials as EmployeesWork Environment and Expectations
16. 16. Millennials as Employees Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 16Source: http://socialmediatoday.com/irfan-ahmad/2023461/rise-millennials-infographicBUSINESS IMPACTGLOBAL WORKFORCE75% OF WORKFORCE BY 2025Median salary is $39,7001 IN 10 MILLENNIALS MAKES OVER $100,00015%are already managersMore than 85% of hiring managers and human resources executives believe this group has a stronger sense of entitlement than older workersMYTH VS. REALITYMillennials dont want your advice theyve got it all figured out.Millennials crave coaching.MYTH VS. REALITYMillennials are all about the money.Benefits trump salary.Source: Capstrat The Truth About Millennial Workers, 2012 research sample: online survey and in-depth interviews with 402 adults ages 22-30 in U.S.
17. 17. Millennials as EmployeesCause Driven Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 17Source: NPR Debate: Millennials Dont Stand A Chance, April 2014Millennial: David D. Burstein 56% of Millennials would take a pay cut to work somewhere that is changing the world for the better.-Brand Channel, 201287% of Millennials consider a companys commitment to social and environmental causes when deciding where to work.-CONE, Millennials Close at Moms Heels: 2010 Cone Cause Evolution Study, 2010
18. 18. 43%36%21%the start of my careera job to earn money, but nothingto do with my careerjob at a company I want to workfor but not what I want as a career.It's only to get my foot in the doorMillennials as Employees Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 1872% say their career is essential to their identity-Barna Group: 20 and Something, 2013Who am I?50% of Millennials surveyed want to work for a business with excellent ethical practices.-The Deloitte Millennial Survey, 2014Describing their first job out of college:Source: The Hartford - Generation Y Grows Up, 2014would prefer to choose when and where they work rather than being placed in a 9-to-5 position89%Source: Odesk, Announces New Study on Millennials and the Future of Work
19. 19. Work Environment and Expectations Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 19The vast majority of Millennials (90%) do not plan to stay with any given employer for more than five years.Source: New Direction Consulting A five year survey of Millennials conducted by Adam Kingl and Richard Hytner printed in the GuardianMillennials are motivated by social needs as opposed to transactional desiresStrong desire for work/life balanceWilling to take a pay cut to have that balanceMillennials plan on having many careers and are looking for experienceMillennials will have an average of 15-20 careers over the course of their working lives-Forbes Magazine, Job Hopping the New Normal for Millennials, 2012
20. 20. Work Environment and Expectations Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 20Companies that truly get Millennials and engage with them appropriately [as employees and as consumers] can differentiate themselves in the marketplace and forge long- term relationships with their customers -Boston Consulting Group, The Millennial Consumer, 2012Millennials are well educated, skilled in technology, very self-confident, able to multi-task, and have plenty of energy. They have high expectations for themselves, and prefer to work in teams-Ivey Business Journal, 2011Millennials NeedsEngaging experienceWork life balanceSocial interactions/collaboration/teamworkImmediate resultsSense of purposeShared workspaceHome office/flexible scheduleMake work always presentLearn differentlyTo be challengedSource: http://danschawbel.com/ADD PODCAST AUDIO FROM INSURANCE JOURNAL WARREN WRIGHT MILLENNIALS SEGMENT ONCE IT IS DOWNLOADED
21. 21. Governments Role vs. Employers Role 21
22. 22. Governments Role / Employers Role Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 22Source: Pew Research Center, Millennials in Adulthood, 2014Note: Figures may not add to 100% because of rounding and the depends/dont know category has been omittedMillennials believe that government should be larger and provide more services to the people.Millennials also believe that government has more potential to solve issues facing society such as education and healthcare when compared to big businesses.38%49%59%64%53%43%32%22%MillennialsGen XBoomerSilentSmaller government, fewer servicesBigger government, more servicesSupport for Bigger Government Highest Among Millennials
23. 23. Governments Role / Employers Role87%90%86%86%81%86%88%85%Healthcare /DiseasePreventionEducation, Skillsand TrainingUnemploymentStablilityNationalEconomiesGovernmentBusinessWho Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 23Government vs. Business Potential to Solve Societys Issues Percentage Responding A Great Deal/Fair AmountSource: The Deloitte Millennial Survey with more than 7,800 Millennials in 2014According to Pews research, a plurality of Millennials, unlike older generations, mostly disagree with the statement that government regulation of business usually does more harm than good.-The Brooking Institute, Governance Studies, May 2014Most prefer to pay a reasonable single payment monthly to cover everythingno co-pays, deductibles, premiums and out of pocket for whats not covered. And many think a single payer, government run system might be more easy to navigate than the hodge-podge of programs and plans they see at work and in their community.-The Health Care Blog, March 2014
24. 24. Reasons Supporting Government Regulation Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 24Government regulation helps to ensure fairness to the people it is responsible for governing and helps generate operations that are in the best interest of the population.TrustUniversalRegulationPrevent Exorbitant FeesPrevent CorruptionComprehensiveSecurityConditionKeep competitiveFairAttainableTaking advantageProtect & ServeFairnessEasierPre- ExistingWhy Millennials want government regulation of health insuranceI think that involving government in big business of any sort will help regulate for fairness and prevent financial abuse from within. The economic disparity in this country needs to be mediated. Conversely, the government needs to also be kept in check. There should be no absolute power in any regards.It's important to me that government closely regulates insurance companies, to prevent them from taking advantage of vulnerable populations (i.e. the elderly).I believe that this is a path to a more equivalent and fair distribution of healthcare.There needs to be regulation so that people who do not understand insurance have safeguards.Populations Best InterestSource: Gen Re, Online Survey of Millennials, July 2014 *Note: Question was asked: Which of the following statements do you agree with more?1.I want government to regulate what insurance companies can offer for health insurance2.I do not want government to regulate what insurance companies can offer for health insurance.
25. 25. Reasons Opposing Government Regulation Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 25Source: Gen Re, Online Survey of Millennials, July 2014 *Note: Question was asked: Which of the following statements do you agree with more?1.I want government to regulate what insurance companies can offer for health insurance2.I do not want government to regulate what insurance companies can offer for health insurance.I prefer to have a market that can be allowed to freely compete for business. I believe this allows for more free movement of capital and naturally regulates prices.DistrustVery ShadyCannot Handle ResponsibilityDont Feel ComfortableToo Much ControlLimits SelectionClass DiscriminationTaking advantageNot AccurateNo InvolvementNot ReliableNo RightWhy Millennials do not want government regulation of health insuranceI am kind of split on this question because there are benefits of both, but as a general rule of thumb I will always vote for the government to have less power than they need.I have not found the government to do a good job managing almost any venture regarding finances and human benefits, at least federally.This is not the government's responsibility.They are not looking out for me as an individual.Limits ChoicesPeople Should DecideFree MarketOpen Competition
26. 26. Governments Role vs. Employers Role Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 266%39%51%9%36%50%26%42%28%Benefits at current levelsBenefits at reduced levelsNo benefitsMillennialsGen XBoomersHalf of Millennials and Gen Xers Doubt Theyll Receive Any Social Security BenefitsWhen you retire, Social Security will provideSource: Pew Research Center Millennials in Adulthood, 2014
27. 27. Planning and Financial Intelligence 27
28. 28. Planning and Financial Intelligence Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 28Source: Gen Re, Online Survey of Millennials, July 2014To me, financial planning means preparing myself financially for the future, that is, how much I will save/spend, what type of retirement plan I will have, what kinds of insurance, etc.Forecasting future expenses and preparing for them.Financial planning is tough... I feel my entire life will be working to survive.FutureFinancialMoneyBudgetingRetirementGrowthPreparingSecurityStartHouseNeedsRentPlanning AheadStudentLoansLong TermPaycheckDebtFinances1. Paying off student loans2. Planning for my future (kids, house, life insurance, etc.)3. Growing my small business.When asked What does financial planning mean to you, Millennials provided the following responsesOverall, Millennials consider financial planning to be budgeting and preparing today, to be able to fund planned future expenses.
29. 29. Planning and Financial Intelligence Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 2968%Think their financial planning needs improvementBarriers to Improving Financial PlanningSource: Northwestern Mutual, 2014 Planning and Progress Study Millennials Approach to Money Management, 2014Note: Qualified Respondents between ages 18-29 (n=226)13%Have a financial advisorSource: TIAA-CREF Institute, College-Educated Millennials: An Overview of Their Personal Finances, 2014Note: Percentages are calculated over the total sample of 2,124 respondents.38%35%15%Savings orInvestmentsTaking out amortgage or aloanDebt counselingIn the last 5 years, have you asked for any advice from a financial professional about any of the following?28%28%15%15%4%Dont know where to find helpNot enough timeNot enough interestFind it too confusingLack of money/finances
30. 30. Planning and Financial Intelligence Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 30Source: Granum Center, 2014 http://granum.theamericancollege.edu/white-board/flashpoint-financial-principles-for-millennials0/9%16%14%5%28%32%34%22%63%51%52%73%SilentBabyBoomersGen XMillennialsLiterateIn BetweenIlliterateFinancial Literacy Across Generations
31. 31. Planning and Financial IntelligenceFinancial Literacy Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 3181%59%38%29%53%Advanced Literacy: Answered all questions correctlyNumeracy questionInflation questionRisk diversification questionBond prices questionSource: TIAA-CREF Institute College-Educated Millennials: An Overview of Their Personal Finances, 2014Note: Percentages are calculated over the total sample of 2,124 respondents.Percentage of Respondents Answering Correctly81%Mortgage questionBasic Literacy: Answered Numeracy, Risk diversification and Inflation questions correctly14%38% of Millennials who are college educated have basic financial literacy, while only 14% show an advanced level of financial literacy.Suppose you had $100 in a savings account and the interest rate was 2% per year. After 5 years, how much do you think you would have in the account if you left the money to grow?Imagine that the interest rate on your savings account was 1% per year and inflation was 2% per year. After 1 year, how much would you be able to buy with the money in this account?Please tell me whether this statement is true or false. Buying a single companys stock usually provides a safer return than a stock mutual fund.A 15-year mortgage typically requires higher monthly payments than a 30-year mortgage, but the total interest paid over the life of the loan will be less.If interest rates rise, what will typically happen to bond prices?
32. 32. Planning and Financial Intelligence Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 32Source: Wells Fargo Millennials & Money Highlights from the 2013 Wells Fargo Millennial SurveyNote: Qualified respondents age 22-32 (n=1,400)According to a 2013 Wells Fargo survey, Millennials have no idea where to find guidance when dealing with financial services.Lack of financial literacy among MillennialsInterested in learning4%5%7%10%11%62%Online brokerageMutual Fund companiesFinancial ServicesBrokerageRegistered InvestmentAdvisor (RIA) FirmsBanksNo Idea/All the SameTypes of firms that best know how to provide financial services to Millennials37%30%22%44%49%45%12%11%15%7%10%18%MillennialsGen XBoomersNot at all interestedSomewhat uninterestedSomewhat InterestedVery InterestedInterest in Learning Savings Options/Strategies (by age segment)29%24%18%46%47%40%15%16%20%9%13%22%MillennialsGen XBoomersInterest in Learning Investment Basics(by age segment)Source: LIMRA, U.S. Consumers Today Series 1 and 2, 2014Note: Age ranges for generational segmentation varies from study to study, for this analysis Millennials refers to respondents age 25 to 34, while Gen X refers to those age 35 to 44 and Boomers refers to those age 45 to 64.
33. 33. Wrap - Up
34. 34. Key Takeaways Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 34Millennials want to be able to have the ability to customize and use technologyMillennials are cause driven and want to support their peers, communities and greater goodFor Millennials, salary is important but it is NOT the most important aspect of their careerMillennials need to be engaged, they are focusing on building their own portfolio and reputationMillennials tend to be more accepting of government involvement than previous generationsMillennials need to increase their understanding of financial planning and benefits education123465
35. 35. How to Communicate with Millennials Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 35Source: YouTubeWhat Is Roozt?Make it Fun: Ever on the hunt for a game.Researchers: Shoppers rely on online reviewsMoney Managers: Are anxious but aspire to be responsibleSource: rDialogue, How to Gain the Loyalty of MillennialsRoozt.com is the Worlds Marketplace for Cause-Brands. Were an innovative and fun e-commerce company that curates the most fashion forward brands who are all committed to making a difference around the world.Source:http://roozt.theresumator.com/
36. 36. Visit genre.com for more info.Questions? Please contact me.Marissa ValenteMarket Research Analystmarissa.valente@genre.com
37. 37. Appendix 37
38. 38. Social Media and Inclusiveness 38
39. 39. Social Media and InclusivenessA lot can happen in 200 seconds Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 39Source: http://venturebeat.com/2014/05/27/heres-the-entire-internet-live-in-one-real-time-infographic/36,946 user searches on LinkedIn935,424 searches on Google and $325,206 in ad revenue10,353 items purchased on Amazon128,702 app downloads from Apple250,908 app downloads from Android469,742 hours of YouTube watched and 406 video hours uploaded10,595,788 likes, 11,160,128 posts and 1,218GB of data transferred on Facebook4,699,044 minutes used on Skype690,763,934 emails sent78,358 hours of Netflix watched206,857 hours of Pandora streamed140,882 photos uploaded and 203,000 comments on Instagram2,349,522 files saved on DropboxAnd with Millennials spending an average of 18 hours a day consuming media
40. 40. Social Media and Inclusiveness Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 40Millennials Prioritize Social Networking Above Other MediaDaily Use of Media Types12%15%15%17%18%18%29%35%37%39%46%47%49%53%60%71%Banner adBlog online, post to bulletin boards, etc.Read professional reviews (CNET, etc.)Get product info/buy from a companyRead peer reviews (eg. Epinions)Read print magazines or newspapersRead blogs, bulletin boards, etc.Watch video clips (eg. YouTube)Visit news media sitesTalk about products/brandsWatch TV (pre-recorded)Retrieve news, weather, scoresE-mail, text, gchat, texting, appsListen to Radio (broadcast/streaming)Watch TV (live)Social Networking (eg. FB, LinkedIn, Inst..)KeyPeer GeneratedOther Media
41. 41. 10%7%20%3%7%10%13%18%6%6%Social Media and InclusivenessA New Generation of Connectedness Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 41Source: Crowdtap, Social Influence: Marketings New Frontier, 2014All Media TypesUser Generated ContentPlay computer or video gamesGo to the moviesBrowse the internet / go onlineRead print magazines / newspapersListen to the radioWatch TV (pre-recorded)Watch TV (live)Social networking & content (FB, Instagram, LinkedIn)Use e-mail, text, gchat and texting appsTalk with others about news / products / brands30%
42. 42. Social Media and Inclusiveness Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 42They want to be able to review their benefit options online but have a real-life person available to answer their specific questions.-Lindsey Pollack, 5 Myths about Millennials and Benefits, 2013 (Benefitspro.com)Source: Norah Denley, LIMRA 2013 Insurance Barometer Study*Note: Not Millennial specificof respondents would like to be able to research and/or buy life insurance policies online86%44%33%4%18%Yes, I have alreadyYes, but I have not yetYes, but my company does notoffer itNo interestMillennial Policyowner Interest in Obtaining Service Online for Life InsuranceSource: LIMRA 2014 Digital Service Preferences: Life Insurance Policyowner Service Preferences Through Web, Mobile, and Social
43. 43. Planning and Financial Intelligence Who Are the Millennials? | Marissa Valente | 08/05/2014 Proprietary and Confidential | General Re Life Corporation 43Source: Pew Research Center The Generation Gap and the 2012 Election, 2011Millennial generation has the highest belief that parents are responsible for saving money to hand down to children.Millennials are optimistic about their future earnings and financial situation.46%71%93%36%64%91%26%60%83%22%48%73%Parents saving money to hand down to children isa responsibilityAdult children taking in an elderly parent is aresponsibilityAdult children taking care of parent needing helpis a responsibilityMillennialsGen XBaby BoomersSilentGenerational Views on Family Responsibilities% of respondents agreeing with the given statementMill-Silent diff: +24%Mill-Silent diff: +23%Mill-Silent diff: +20%