ET SY - H e lpi ng Mi l lenni als turn fun i nto profi t . ET SY - H e lpi ng Mi l lenni als turn fun i nto profi t . RAW at Rufus 2015 - StrategyRAW at Rufus 2015 - Strategy

Mari o Ch arles GaleaMari o Ch arles Galea

B ased on real world observati ons, te l l a storyB ased on real world observati ons, te l l a storyabout h ow a company h as i mproved someoneabout h ow a company h as i mproved someone ’ss

dai ly l i fe . dai ly l i fe .

Millennials Millennials IntroductionIntroduction

“T h ey know th e way th i ngs go“T h ey know th e way th i ngs godown and are no longer nadown and are no longer na ïveveabout th e worki ngs of th e worldabout th e worki ngs of th e worldand th e i ntenti ons of busi nessesand th e i ntenti ons of busi nessesand oth er organi sati ons.”and oth er organi sati ons.”

Peter Sheahan from “Generation Y:Thriving and Surviving with

Generation Y at Work.”

You’re single… You knew what LOL meant the first time

you used it…One of your first music collections started

with Now That’s What I Call Music!… You have a few hundred Facebook

friends...

Millennials are coming to brands with newneeds and new challenges.

If;

Then you’re probably a millennial adult.

A Generation of Worriers

Millennials strongly believe thatbusinesses need a readjustment interms of paying as much attentionto p eo p l ep eo p l e and p ur p o sep ur p o se as it doesto products and profit.

According to "The 2015 DeloitteMillennial Survey," 75% of theMillennials believe businesses aremore obsessed with their own agendasand not enough focused on helping toimprove society or their owncustomers.

According to the same report,Millennials believe that while mostbusinesses are successfully creatingwealth, they are less effective when itcomes to improving the wellbeing ofindividuals or providing general socialbenefits.

Yet, one can’t help butacknowledge the tension that stillthese days exist between living inan economy that feels increasinglycompetitive, together with a feelingthat Millennials have morefreedom and choice to live theirlives as they wish.

Beliefs Beliefs T hey are on a journeyT hey are on a journeyMillennials are an interestingbunch. Throughout their lifejourneys they have learnt to adjust.Also, the way they use technologyinforms how marketing shouldevolve. Even better, they recognisethe power of innovation andcreativity in their own lives, butalso in the lives of brands.

Technology, Social Media and Millennials

Millennials got used to compete in order to succeed in most areas of theirlives. In order to succeed in a world with fewer jobs and greateruncertainty, Millennials need to be more adaptable and creative.

Social media, has therefore transformed what was originally a way to stay intouch with friends and family, in to a self-marketing instrument. For most 25-29 year olds, social media is an outlet for personal feelings (e.g., sharing,gaining approval or influence others). For 30-34 year olds it evolves into abehaviour that is more about the collective good (e.g., connect with othercreatives etc.)

Millennials response to tough circumstances is to ‘invest’ inthemselves & learn. Traditionally, between the ages of 25-34,people consolidated their careers and started a family. Now theyare delaying settling down, continual ‘up-skilling’, multiple jobs -often simultaneously - and the aspiration to work for oneself.

ChangingChangingrole ofrole ofSocialSocial

DelayDelaylifel ifeeventsevents

FacingFacingtoughtoughcompetit ioncompetit ion

Like similar brands that target Millennials, Etsy has a very clear brandpurpose:

‘our mission is to re-imagine commerce in ways that build a morefulfilling and lasting world’.

ET SYET SYBrandBrandPurpose Purpose

An ETSY community

Millennials are confident &educated enough to look foralternatives. Start-ups andown businesses are usuallyseen as good measures ofsuccess.

ET SYET SY is the largestmarketplace for handmadecrafts in the world. The goodthing is that you can make aliving wage selling yourcreative output over theinternet. With ETSY, onecould turn fun into profit.

Especially for women whowant to integrate a careerwith being a mother. Hencewhy ET SYET SY , the onlinemarketplace, is mainly usedby women giving them thepower to voice their opinionthrough blogging.

How is ETSY supporting a more creative life:How is ETSY supporting a more creative life:

Empowering artists,

designers and

curators to start and

grow businesses on

their own terms.

Supporting a

people-powered

economy.

Inspiring ethical yet

profitable business

practices;

Etsy’s core aims are to provide the opportunity for creative people to support their creativity in aglobal marketplace. Keeping in mind what was presented earlier, Millennials want to define their owndestinies. Most of them can be highly entrepreneurial and want to have the liberty to work in a waythat suits them best.

Therefore, Etsy acts as an exciting enabler for Millennials to turn hobbies into careers and possiblylive life in a more flexible way by:

Connecting buyers

around the world to

the communities

where Etsy shop

owners live, create

and work.

@thatsSOsparks@thatsSOsparks

uk.linkedin.com/in/mariocgalea/en

Thank YouThank You