A New Perspective
on Millennials
Segmenting a Generation for Actionable Insights
for Consumer Goods Companies and Retailers
Sponsored by
A New Perspective
on Millennials
Contents
Preface 2
Executive Summary 3
Description of Each Segment
Up & ComersMavensEclecticsSkepticsTrendsettersFive Ways to Win with Millennials 11
Create an ExperienceMake it FrictionlessOfer CustomizationBuild LoyaltyDemonstrate ValueAppendix 17
About Us 24
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A New Perspective
on Millennials
Preface
A New Perspective on Millennials: Segmenting a Generation for Actionable Insights
explores the discrete segments that exist within the Millennial generation.
The study was created in order to better inform retailers and consumer
goods companies on diferences that exist in attitudes, behaviors and
preferences within this generation. Interbrand conducted the survey and
analysis and wrote the report. The fndings and views expressed in this report
do not necessarily refect the views of the sponsor. The author was Rebecca
Lau. Beth Ling edited the repor t and Katherine Lechleiter was responsible
for layout. We would like to thank the countless others that participated
in the research, information gathering and insights sessions.
January 2015A New Perspective
on Millennials
Executive Summary
Loosely defned as the generation born between 1980 and 1996, it is estimated
that there are 79 million Millennials in the United States. Representing
25% of the population, Millennials exceed their Baby Boomer parents by
about 3 million. Lighthear tedly referred to as the “everyone gets a trophy”
generation, this group has just begun to venture out on its own. This means
moving out of mom and dad’s house, starting their frst jobs and even buying
their frst homes. Along with this comes the responsibility of making all of
their own purchasing decisions. Our research shows about 75% of Millennials
stated they were primarily responsible for most of these household decisions.
Accenture estimates that Millennials hold over $600 billion in spending power.
With this kind of purchasing power the generation is quickly becoming the
focus for more and more retailers and consumer goods. But, does this large
generation really have more similarities than diferences specifcally when it
comes to shopping habits Do all of them really shop at Target, connect on
Facebook and expect free shipping
A New Perspective on Millennials: Segmenting a
Generation for Actionable Insights
, an Interbrand report sponsored by Oracle, takes
a closer look at segmenting the Millennial generation to understand distinct
diferences in purchasing behaviors, preferred brands and attitudes across
consumer goods and retail. The fnal output takes a closer look at each defned
segment in more detail. It is our hope that this research will better inform
retailers and manufacturers alike to more efectively target and communicate
within the Millennial generation. Key fndings in our research include:
Five distinct segments emerged from the research and analysis. The
segment break-out includes the Up & Comers, a diverse group of males
that tend to be the life of the party. With a high income and elevated
education levels, this group has money to spend, but low awareness
of even the most common brands. The Mavens are the Millennial mom
segment. These 30-somethings tend to be high income earners with
a baby in tow. The next segment is the Eclectics. Primarily comprised
of female free spirits looking for the perfect deal, this group had an 100%
awareness rate of Amazon. The fourth segment, the Skeptics, seemed
to be the quintessential video gamers. The research showed their priorities
focused on social media, sci–f flms and fast food. Finally, our youngest
segment within the population, are the Trendsetters. As the name。。。以上简介无排版格式，详细内容请下载查看