Millennials & Gen Z
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Official distinctions …
1960 1970 1980 1990 2000
X Generation Y GenerationMillennials
Digital NativesPaparazzi Generation
The fall of the Berlin Wall
The 9/11 attacks
… 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
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
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
1. A lucid generation - different expectations
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
- 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
- The digital world and the social networks enhance
the trend with profile customization and likes
- In real life, the 3D printing is a new way for mass
customization by creating personalized items from
2. A « narcis » generation - you(th)
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.
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
- 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
- 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
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
And evolution, more than a revolutionMore or less the same values
Just more highlighted
THE FIRST TRULY DIGITAL NATIVE
THE FIRST TRULY GLOBAL
70% say the world became smaller thanks to new technologies
74% say that it’s easy to learn about other cultures
* Cassandra Report 2014
Girls:Selfish, failing financially
Alex from Modern Family:Conscientious, hard-worker
and future oriented
Concretely what does it mean ?
Ungendered is the new gender
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, 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 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.
72% say an interesting job is the most important thing for the future
35% want to found an happy family
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
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.