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Are you Millennial Proof?

Joeri Van den Bergh // InSites Consulting 18/10/2011

@joeri_insites

Interested in the full version

and all results of this study?

Contact: Frank Bakker @ mtvnl

+31 20 4937000

MTV Identify!

We asked 601 Millennials how

they see life, what is really important to

them, and which the role is of their family

and friends in their lives.

Millennials in this survey are aged 13 to 29

And were therefore born in the 80s and 90s.

MTV Identify!

Furthermore 72 Marketers accepted the challenge and tested to what

extent they think they know these same

Millennials.

Although the marketers specifically focus on Millennials,

more than half of them does not know

how to build a strong brand for them.

Their approach is often based on intuition To what extent do you agree with the following statements concerning yourself? % = agrees or totally agrees with this

statement

My intuition helps me to

understand the Millennials’

behaviour.

My own behaviour helps me to

better understand the

Millennials’ behaviour.

I know how to build a strong

brand for the Millennials.

70%

55%

41%

MILLENNIALS: overview

Hooked up socially

I love my world

Now & next, fast & forward

Happy in modern families

Smart and fun is essential

Love is the new virginity

Hooked up socially and

on the move

Today’s technology

and media platforms

enable youth to be

always connected,

always updated, always

in control - anywhere

“

“

25%

So Millennials also wish to be remembered as…

How would you like to be remembered?

Nog case invoegen nieuwe dingen leren !

I love my world: enjoy,

engage, achieve

Millennials are

stimulation junkies, into

instant emotional and

material gratification.

Looking for longer-term

happiness, connection

and success

“

“

My world? The city or the village are the Millennials’ world!

The city or

village I am

currently

living in

Which places do you feel most connected with?

N = 601 | F = None

I feel most connected

with:

1. The city or village I am

currently living in

2. The city or village I was

born in

3. The country I was born

in

TOP 3

Now & next,

fast & forward

Millennials are used

to information,

entertainment and

technology overload.

Only wowed by the truly

fast and new, the truly

innovative and daring

“

“

Now & next, fast & forward “WOW”-sensation When are you really impressed by a person, an event and a brand or company?

N = 601 | F = None

Always loyal to

his/her identity Surprises me

Involves its

customers in the

improvement of its

products and/or

services

Makes me laugh Makes me happy Always stays loyal

to its identiy

Shows that he/she

really understands

me

Makes me laugh Continues to

surprise me

Person Event Brand/Company

Generation Gadget? Technology is still the main WOW and therefore WOM factor. What is “hot” at the moment? What is everyone you know talking about? What has really impressed everyone

positively?

W W W W

1.Technology 2. Politics/Economy

3. Family/Friends

4.Social media 5. TV programmes

Happy in modern

families

As family structures

loosen, Millennials are

comfortable with every

type of modern family.

They are more

accepting, more diverse

and worldly wise

“

“

…but everyone can live with the new family type. No need for pitty

24%

74%

2%

Ja

Nee

Hier antwoord ik liever niet op

7,3

7,7

24%

74%

2%

Ja

Nee

Hier antwoord ik liever niet op

N = 601 | F = None

You should pitty

children of divorced

parents

18% 9% of all Millennials

of Millennials with divorced

parenets

Are your parents divorced? How satisfied are you with your current family situation? Which of the following statements

apply to your family situation?

Yes

No

I would prefer not to answer

Smart and fun is

essential

For Millennials,

nothing brings more joy

and kudos than being

smart, fun and funny.

Smart, fun and funny

content is their social

currency

“

“

Are smart & fun

essential for it?

52% 1

Millennials want to be remembered… How would you like to be remembered

Love is the new

virginity

The Millennials are

emotional expressive.

The ultimate emotional

reward comes from

trust, authenticity and

most of all, love

“

“

42%

emotions, not keeping them

Showing

77%

and not pretending

Being yourself

Millennials show their emotions & prefer to be themselves!

under control.

to be different

Please indicate for each combination which of both you most identify with.

What do they expect from brands?

Hooked up socially

I love my world

Now & next, fast & forward

Happy in modern families

Smart and fun is essential

Love is the new virginity

www.howcoolbrandsstayhot.com

Realness, uniqueness, relevance & happiness remain crucial.

47%

35%

32%

26%

24%

...te vertrouwen eneerlijk is

...origineel is en zijn tijdvoor is

...interessant en boeiendis

...gericht is op mensenvan mijn leeftijd

...positief enoptimistisch is

To

p 5

…is reliable and

honest

…is original and ahead

of its time

…is interesting and

captivating

…is focusing on people

of my age

…is positive and

optimistic

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Thank you for being interested!

Joeri Van den Bergh // InSites Consulting

joeri@insites.eu howcoolbrandsstayhot.com @joeri_insites