Rudy Bozas - Marketing to Multicultural Millennials

Marketing to Multicultural Millennials

A Brave New World

MILLENNIALS ARE ABOUT

77 MILLIONSTRONG

Source: Nielsen Pop. Facts 2013

They are the most racially and ethnically diverse generation

Nearly20%

Hispanic

Nearly15% African

American

5%Asian

Source: Nielsen Millennials – Breaking the Myths 2/14

71% of Millennials say they appreciate the influence of other

cultures on the American way of life

(compared with 62 percent of Boomer)

They live primarily in theWest and SW but with concentration in Urban

Areas

1. Austin, TX (16%, 120)2. Salt Lake City, UT (15%, 117)3. San Diego, CA (15%, 117)4. Los Angeles, CA (14%, 109)5. Denver, CO (14%, 109)6. Washington, DC (14%, 109)7. Houston, TX (14%, 108)8. Las Vegas, NV (14%, 108)9. San Francisco, CA (14%, 107)10. D/FW, TX (14%, 106)

They won’t leave the nest!

• Nearly 31% still live with parents

• Hispanics are even higher at 45%

• 2/3s are not planning to move out

“until they are ready”

Source: Nielsen Millennials – Breaking the Myths 2/14 & Pew Hispanic Center

Multicultural Millennials put importance in taking care of family.

• Being a good parent is most important goal in life – 63%

• 55% it’s their responsibility to take care of and elderly parent

Source: Nielsen: Newswire 2.18.14

Millennials care about programs that help them manage their well-being & make healthier choices.

Source: Nielsen: Newswire 2.18.14

9

MIllennialSHOPPERS

They are savvy shoppers always on the lookout for a good deal –

never compromising in quality.

BUT

They also want

the latest and

greatest

products and

tend to make

impulse

purchases.

Millennials are less committed to traditional grocery channels for acquiring food; more

open to specialty, online & big box channels.

-10

+5

+3

Millennials

Good-Doer

Generation

“Millennials who got burned by the recession feel a resentment to

consumerism” – Robbie Blinkoff,

Consumer anthropologist

Source: USA Today – 3/26/13

47% say that they buy a brand every month because they

support a cause.

M-Ms are more likely to spend more for goods and

services from companies that implement programs to give back to society.

Over 60 % are also willing to pay more for a product if it’s good for the environment.

Source: Nielsen: Newswire 2.18.14

connecting

&Hispanic Millennials are 66% more likely to connect via mobile than non-Hispanic white Millennials  

Twice as likely to own a tablet

Source: Pew Hispanic Center’s Latinos and Digital Tech. Study

The top 20 apps among M-M are either retail or discount focused.

Social media also impacts their relationship with brands:

• They are more engaged in activities such as ratings of products & services.

• Millennials are far more likely to favor brands that have Facebook pages and mobile devices.

Millennials are avid users of technology.

When interacting with companies via social media, they want to feel like they have a

personal, direct interaction with the brand.

In return, they will advocate and endorse that brand.

M-M’sare “Foodies”

5 out of 10 refer to themselves as “FOODIES”

They want stay on top of current food trends and seek out new places with unique flavors & great atmosphere

Source: Nielsen. Millennials – Breaking the Myths. February 2014

14% of Millennials are 1st generation12% are 2nd generation

strong ties to their family’s home country recipes

Source: Nielsen. Millennials – Breaking the Myths. Feb. 2014

Multigenerational households are also

more prominent in these cultures,

making moms and grandmas big

influencers.

Food is not just about nourishment for M-Ms:

• It’s about self-expression and entertainment

• It’s about personal storytelling

• They publish pictures of what they eat

• They follow food celebrities on Twitter, & discover new places and brands to eat

Source: Nielsen. Millennials – Breaking the Myths. February 2014

Multicultural Millennials are informed consumers who actively look at the ingredients and nutritional information of the products they eat.

Ingredient Tracing

Transparency

“Facts do not cease to exist because they are ignored.”

-- Aldous Huxley 

In short - Multicultural Millennials are:

• The fastest growing segment of the population

• With cultural differentiations that make them

unique

• Consumers with a conscience

• They look for authentic relations with brands

• But they want you to provide it in a convenient

way

• Remember – technology is at their fingertips

Q&A

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