Youth Pulse

Official distinctions …

1960 1970 1980 1990 2000

X Generation Y GenerationMillennials

Digital NativesPaparazzi Generation

Z GenerationGenEdge

Silent Generation

1989

The fall of the Berlin Wall

2001

The 9/11 attacks

1969

Woodstock

… but the states of mind overcome the age brackets

X : 35 - 55 y.o.Y : 20 - 35 y.o.Z : under 20 y.o.

x. y. z. generations

Millennials

Fundamentally different from the previous generations

Different vision of the world.

They were born and grew up with the economic crisis,

the digital and the globalization

1 A lucid generation

2 A « narcis » generation

3 A global generation

4 A creative generation

5 A Hedonist generation

5 key values and behaviors

Despite their financial issues(student loan debt, poverty and

unemployment),

and their mistrust about institutions

70% of 18-24 y.o pessimistic about

the evolution of the society

* Pew Research Center, 2014http://www.fastcompany.com/3046989/what-millennial-employees-really-want

1. A lucid generation - but self confident

Millennials remain optimistic

about their own future

66% are optimistic about their life

85% say they would have enough money

to lead their way

What they value most in a job :

- They want to learn and build their skills

- They want to spent time with their family with

work from home and flexible hour options

- This is a relationship - oriented generation

that expects mutual respect

- They want to work in a tech friendly environment

1. A lucid generation - different values at work

75%of millennials believe

business are to fixated on

their own agendas an not

enough on helping to

improve society.

1. A lucid generation - different expectations

from companies

#FOMO

From the Fear of Missing Out to the Focus On Multitasking Opportunities.

The Millennial « sickness » : the “fear of missing out” refers to the feeling of anxiety

that an exciting or interesting event may currently be happening elsewhere.

- The tension & desire to stay continually

connected with what others are doing

- They have the tools : the smartphone

increases the addiction for the Paparazzi

Generation

- New technologies provide the power of

ubiquity through multi-screens and networks.

2. A « narcis » generation - #fomo

« Starification » of their life : they use the social networks everyday and all day

long to express and show a life in which they are the main actor.

- The You(th)niverse is the personal world where

the Millennial promotes his/her personality and

preferences.

- The digital world and the social networks enhance

the trend with profile customization and likes

accumulation.

- In real life, the 3D printing is a new way for mass

customization by creating personalized items from

scratch.

2. A « narcis » generation - you(th)

empowertheself expression

It’s no more about individuals but about micro-communities of passion

points and influence without borders.

- # = the symbol of the micro-

community : behind a sign and a

few words, individuals from the

world are together.

- As many micro-communities as

passion points, and not exclusive.

#beliebers#lovewins#got

3. A global generation - tribes

3. A global generation - global projects

Crowdfunding and crowdsourcing are participative ways in which

the youth vox pop’s got the power.

- Half of Millenials prefer be a part of a project that look like

them rather than just buy.

- More than collaboration, it’s about self expression in

music, fashion, sport…

- Millenials = actors - and not just spectators - by building a

global culture without borders.

The Millennials mix bits from different universes, they value unusual collaboration.

3. A global generation - mash up

Millenials value entrepreneurship, creativity and start-up culture.

- Start-up is a perfect work place for a generation of

rapid learners with a strong ability to adapt

- Everything is made to be creative and it’s a great

place to grow personally and professionally

- Being able to work closely with the innovators, the

founders, is something you rarely get to do if you’re

working for a corporation - not a start-up

4. A creative generation - ideas

4. A creative generation - language64% of Millennials regularly communicate using only emojis instead of words.

- Emojis are a powerful tool for humanizing mobile

messaging, which can often feel impersonal and

expressionless.

- A second & specific language representing visually a

part of who they are.

McDonald's has brought "Emojis" to life in this last spot

5. And hedonist generation - gamificationHalf of Millennials say “they see real life as a video game” and almost 6 out of

10 say “#winning is the slogan of my generation”.

- Hedonism : pleasure, fun, excitement, sensations…. remain

key drivers for Millenials. Gaming is an expression of this

Hedonism.

- Video games have transcended pure entertainment, and

evolved into places where players can learn, build

communities, and explore aspects of their identity they can't

express in the real world.

- Millennials love video games so much that they've turned

watching other people play into a multi-million dollar industry.The most subscribed-to channel on YouTube, PewDiePie, is run bya Swedish gamer who has gathered his 35 million followers and 10billion vues by posting reviews, run-throughs, and live-streams ofnearly every new game to hit the market.

* Gravity Media, 2015

Life steps

Average age

Start university

Move out of parental home

Move in with partner

Birth of the first child

22 y.o. 26 y.o. 31 y.o. 33 y.o.

* SIMM TGI, filtre 22-35 ans, octobre 2015

Same values but different life cycles

z generation

And evolution, more than a revolutionMore or less the same values

Just more highlighted

THE FIRST TRULY DIGITAL NATIVE

GENERATION

THE FIRST TRULY GLOBAL

GENERATION

70% say the world became smaller thanks to new technologies

74% say that it’s easy to learn about other cultures

* Cassandra Report 2014

Hannah from

Girls:Selfish, failing financially

and professionaly

Alex from Modern Family:Conscientious, hard-worker

and future oriented

Concretely what does it mean ?

Ungendered is the new gender

Extreme mash-up

The brand has introduced a range of gender-neutral clothing to its vast inventory.

The most motivated and eager ones …

… but their stories are unusual !

Joshua Wong

Joshua Wong, a co-founder of the student-activist group Scholarism,was one of the most compelling figures in Hong Kong’s pro-democracy “Umbrella Revolution” in 2014. His nonviolent protestmessage and energetic idealism galvanized crowds that, over months,numbered in the hundreds of thousands.

Marie Lopez dite EnjoyPhoenix

EnjoyPhoenix is a 20 y.o. French beauty guru as well as a fashion,lifestyle, and teenage advice vlogger. She uploads videos to herYouTube channel EnjoyPhoenix with more than 2 million subscribers.She has a second channel called EnjoyVlogging which had more than 1million subscribers.

Tavi Gevinson

Tavi Gevinson is the Founder and Editor-In-Chief of the RookieMagazine, aimed primarily at teenage girls. Gevinson, who becamean online sensation at 11-years-old for her blog StyleRookie, shiftedfocus to pop culture and feminist discussion and in 2011, Gevinsonfounded Rookie at only 15 years old.

Generation ambassadors

WORK FAMILY

72% say an interesting job is the most important thing for the future

35% want to found an happy family

HEALTH

46% want to be healthy

* Junior Connect 2015

More active, more alternative

Even if they still need points of references

Often compared to the silent generation

who rebuilt the world after the second ww

Born between :

The Great Depression

World War II

1925 1945

Children from this generation worked very hard and kept quiet.In 1951, Time Magazine introduced the name « Silent Generation »to refer to those individuals described as cautious and unadventurous.

Thank you !

Contacts :

laurent.capion@smvgroup.com

marine.lemetayer@smvgroup.com