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Millennials: The Challenger Generation

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Millennials: The Challenger Generation Spring 2011


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About the study In-depth online survey conducted June 2010 3,000 adults in 5 markets 2 groups: 18–25 years old (millennials) 40–55 years old Extensive secondary research U.S. N=600 India N=600 France N=600 China N=600 U.K. N=600 All data presented here are from the millennials sample exclusively Millennials >


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A generation difficult to categorize Millennials > Image: Creative Commons/timtom.chi@flickr.com


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First, a bit of context… Millennials >


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The millennials have grown up in a world shaped by the Internet The last frontier? Disappearing constraints of time and space Image: Creative Commons/Knee Deep Photography@flickr.com


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They’re 1st-generation digital natives Image: Creative Commons/TedsBlog@flickr.com


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And the first to experience a post-communist, one-model global economy Image: Creative Commons/Harald Groven@flickr.com Millennials >


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Millennials > Image: Creative Commons/Cliff1066™@flickr.com (WTC); americanistadechiapas@flickr.com; ChrisM70@flickr.com (Haiti); Making-Things-Better@flickr.com (Japan); stuant63@flickr.com (inset) “We lost the future; tomorrow is made of uncertainty, danger, and fear.” —Edgar Morin, French philosopher and sociologist They are coming of age in an era punctuated by unforeseen events and chaos


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How will this new generation emerge as a force for change? Image: Creative Commons/DazT {bad contact, no biscuit}@flickr.com Answering that requires a deeper knowledge of a generation too often mischaracterized and misunderstood…


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1 Stop Viewing Youth Through Outdated Stereotypes Millennials >


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“I say NO, therefore I am” (continuity is not a dirty word) Stereotype #1: Millennials > Image: Creative Commons/AllisonKo@flickr.com


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Baby boomers and their parents lived in separate worlds, with conflicting values, cultures, and interests Images: Creative Commons/litlnemo@flickr.com (cookbook); yellowrider@flickr.com (smoke weed); Nick DeWolf Photo Archive@flickr.com (protest); brizzle born and bred@flickr.com (hippies)


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Today, the generations share a single world… Millennials > Image: Creative Commons/boetter@flickr.com (Stones)


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…and hold common values Image: Creative Commons/JKonig@flickr.com I don’t have any common values with the previous generation Disagree Agree Neither WW=Worldwide Pros=Prosumers Main=Mainstream


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Welcome to the Reconciliation Age Image: Creative Commons/chicagofabulousblog@flickr.com (Stones)


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“They think of parents only as their personal ATMs” Image: Creative Commons/sean_hickin@flickr.com Stereotype #2: Millennials >


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Plenty of ways to “firewall” older generations Young people today are able to plug in and tune out… They are bloggers, musicians, videographers, artists…able to express themselves without intermediaries Image: Creative Commons/americanistadechiapas@flickr.com


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…but they choose to stay connected, looking to parents not for money but for advice… What do you expect most from the previous generation? Millennials > Image: Creative Commons/fred.andres@flickr.com That they leave me in peace Recognition Advice Money


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…and truth To tell me the truth about what’s going on in the world, I trust... My friends Books Scientists/ scientific studies Religious institutions The internet The classic media Politicians My parents Image: Creative Commons/h.koppdelaney@flickr.com


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They value their parents’ respect It is very important to me that my parents trust me Agree


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“They are disenchanted and cynical” Image: Creative Commons/GaijinSeb@flickr.com Stereotype #3:


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On the contrary, millennials declare themselves happy I consider myself happy I consider myself happier than other people my age


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Image: Creative Commons/SomeDriftwood@flickr.com On an individual level, they see the upside… Born into a world that desires them Not locked in battle with parents’ generation Relatively stable governments Encouraging prospects, especially in emerging markets Image: Creative Commons/SomeDriftwood@flickr.com


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…even as, on a societal level, they are keenly aware of the scope of the issues the world faces Image: Creative Commons/United Nations Photo@flickr.com (refugee camp); SamanthaZPhotography@flickr.com (collage)


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Image: Creative Commons/mysteryoussef@flickr.com They expect the world to grow more dangerous… In 20 years, the world will be more dangerous Agree


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…less peaceful… Image: Creative Commons/rafa2010@flickr.com In 20 years, the world will be more peaceful Agree


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…more polluted… Image: Creative Commons/r~dgies@flickr.com In 20 years, the world will be more polluted Agree


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…and more impoverished “In 20 years, the world will be poorer” Image: Creative Commons/TheFactionist—ethical apparel@flickr.com In 20 years, the world will be poorer Agree


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2 Millennials Seek a Compromise Between Continuity and Change Millennials >


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They believe unequivocally in the need for change… Image: Creative Commons/Stephen Brace@flickr.com I believe the world needs to be changed Agree


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…but are mindful of the barriers they’ll face Millennials > Image: Creative Commons/quinn.anya@flickr.com The world cannot change because power is in the hands of a few rich people Agree I feel powerless in the face of the world’s problems Agree


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Nevertheless, they are optimistic about their chances—and capabilities Why the strong sense of empowerment? 2 key factors at play… Image: http://thegoodgirlgoneblog.com/good_girl_gone_blog/life-lessons/ I have more power to change the world than my parents did at my age Agree My generation has the power to change the world Agree


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Factor #1: They have faith in themselves and the trust of their elders Image: Creative Commons/Adrian Lee@flickr.com It is very important for me that I have faith in myself Agree


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Factor #2: They have the right tools for change Millennials > Image: Creative Commons/Zeptonn@flickr.com Which of the following is most important to facilitate change? Entering the army Giving money to a charitable organization Committing to a political party Working for a charitable organization Engaging in an NGO


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A generation empowered by social media Millennials > Image: Creative Commons/giladlotan@flickr.com Social media is the new power of youth Disagree Agree Neither Social media is a force for change Agree


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The Rise of Soft Power Millennials > Image: Creative Commons/TheFactionist—ethical apparel@flickr.com


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Their most powerful weapons? Not force, but determination and creativity Image: Creative Commons/lastbeats@flickr.com What are the most important qualities your generation needs to possess to change the world? (ranked in order of importance, from top) Prosumers Mainstream


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A step-by-step approach Image: Creative Commons/DazT {bad contact, no biscuit}@flickr.com I don’t believe in revolution; change is gradual, with mutation and slow-but-deep alterations Disagree Agree Neither The idea of metamorphosis is richer than the idea of revolution; metamorphosis keeps from revolution the idea of transformative turnaround. —French philosopher and sociologist Edgar Morin


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Millennials don’t believe in politics… Millennials > Image: Creative Commons/katja.torres@flickr.com Disagree Agree Neither Governments have less power than corporations to change things


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A “step-by-step” strategy Image: Creative Commons/TheFactionist—ethical apparel@flickr.com … but rather in the power of individuals to change the world What do you believe will be the greatest agent of change? Politics The people empowered by social media Corporations/ companies What we consume


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Mindful consumption seen as an increasingly powerful tool Millennials > Image: Creative Commons/xobellefemme@flickr.com What I consume has more power to change things than the people I vote for Disagree Agree Neither


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xxx Millennials > “In order to change the world, people should…” Image: Creative Commons/beachblogger42@flickr.com


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3 How millennials will influence the workplace


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In era of instant celebrity, hard work is still a value Millennials >


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What does “work” mean to you? A pragmatic, utilitarian approach Millennials > Earning money Personal fulfillment Being part of society Being useful to society Contributing to country’s welfare A waste of time Image: Creative Commons/epSos.de@flickr.com


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They work to live (not vice versa) Millennials > What do you look at first when choosing a job? Salary Company ethics Company products Work atmosphere Ability to balance work and life Image: Creative Commons/khoraxis@flickr.com


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The unique way in which this generation interacts with and views the world will bring about 3 important workplace shifts Millennials >


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Novelty and learning as major drivers Shift #1 Image: Creative Commons/williamhartz@flickr.com “Whether in their bedrooms, their dorm rooms, or their offices, today’s young people can do everything at the same time—text, game, read an assignment, watch a sitcom, do research on Google, and keep the TV on—without (apparently) missing a beat.” —Neil Howe, Millennials in the Workplace “ ”


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A switch from “toolbox management” to “goal management” Shift #2 Image: Creative Commons/RACINGMIX@flickr.com Google HQ


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Purpose Beyond Profits Shift #3 Image: Creative Commons/screenpunk@flickr.com The most successful businesses in the future will be those that practice sustainability Disagree Agree Neither


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A 4Cs Approach: Customization, Communication, Collaboration, Creativity Image: Creative Commons/KennedyLibrary@flickr.com Compared with previous generations, I believe my greatest career strength is… I’m faster I’m more creative I communicate better with my colleagues I have a more international profile


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4 How this applies to consumption habits


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Image: Creative Commons/djblock99@flickr.com Brands as a reflection of self What do you expect from a brand? (shown in order of importance, from top) Worldwide


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Millennials > It is important for me to find brands that reflect my personality Disagree Agree Neither


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Relationships Wanted Image: Creative Commons/Let’s Colour@flickr.com When deciding between two brands, what are the most important considerations? (shown in order of importance, from top) Worldwide


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Searching for “compass” brands Millennials > It is important for me to find brands I’m loyal to Disagree Agree Neither


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Image: Creative Commons/djblock99@flickr.com They want to link to brands that boost their social status…


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…and connect them to a higher purpose Image: Creative Commons/TheFactionist—ethical apparel@flickr.com


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Image: Creative Commons/TheFactionist—ethical apparel@flickr.com


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For more insights from Havas Worldwide research, including the “Millennials” white paper, visit www.prosumer-report.com And follow us on Twitter (@prosumer_report)


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