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Engaging Millennials
Emily Arbour,
General Manager of Brand Strategy
Community Coffee
While financial donations are up, volunteerism rates decline to historic lows
Source: US Census Current Population Survey (CPS)/Bureau of Labor Statistics/Mintel 2016
Millennials (those 18-34) are more likely than average adult to support charitable causes
Source: Attitudes Toward Charities and Non-Profits, Mintel 2016
Who are they?
Source: Mintel 2016
Source: Bridging the Generation Gap, Mintel 2017
GenZ / iGen
Source: Bridging the Generation Gap, Mintel 2017
2013
Source: Bridging the Generation Gap, Mintel 2017
1999
Source: Bridging the Generation Gap, Mintel 2017
1969
26% of the U.S. adult population (21% of total U.S. spending) – 80MM 42% are married or living together 36% are parents (vs. 78% of GenX, 79% of Boomers)
More Multicultural- 41% of Millennials are Hispanic, African-American or Asian-American
First generation of “digital natives,” having grown up with Internet access
More millennials in US work force than GenX or Boomers
QuickFacts
Source: The Futures Company, 2014, Pew Research Center, 2014
Who are Millennials?
Source: The Futures Company, 2014; CMI, 2015; Mintel, 2016
Millennial Core Values
Millennials are experience-driven ◦ Value the experience over the product
◦ Drawn to brands that promote a lifestyle rather than just a product
Millennials expect more meaningful brand relationships◦ See customer-brand relationship as two-way street
◦ Want to get to know their brands and want brands to get to know them
Transparency and authenticity are key◦ Aware and concerned with company beliefs and behaviors
◦ Tend to be skeptical of claims
◦ Choose to purchase from companies they can respect and relate to
◦ 50% are more likely to buy a brand they know supports a cause
Overeducated and Underemployed
Over half have college degree but jobs that don’t require it
4 in 10 households led by an adult < 40 still have student debt
Entrepreneurial generation - 5th most popular job title is ‘owner’
50%+ of US workforce by 2030
◦ 85% say they want to work somewhere improving society
◦ Expect to be able to work remotely and have flexible hours
Source: The Futures Company, 2014; CMI, 2015; Mintel, 2016
• “Digital natives” - born and raised in the age of fast-paced digital technology
• 80% sleep with their phones next to their bed
• Early adopters, content users and creators
• 60% upload content to the web vs. 29% of non-Millennials
• More likely to seek entertainment online (games, TV, music, books &
magazines)
Immersed In Technology
Source: The Futures Company, 2014; CMI, 2015; Mintel, 2016
Source: Mintel, 2014
Tech is redefining the rules of engagement
Retweets or “Likes” Can be more relevant than an email
Texts Can carry the weight of a phone
Emoticons and emojis Are just as impactful as the real thing
Millennial Media Habits
- Internet is the most trusted medium
- Highly engaged in email and social
- Use radio to keep up-to-date on latest styles & trends
- Mobile, out of home and events that align with shared values resonate well
Digital is an
integral part of
their life. Always on the go.
They rely heavily
on the radio for
their news.
Source: Media In Mind 2016, MRI Doublebase 2016
Social Media is a channel for information and connection
Social Media Fun Facts
53% would give up their sense of smell
instead of their social networks
Source: McCann Worldgroup research
27% prioritize keeping up-to-date on Facebook above dating, listening to music and going to parties
56% would refuse to work at a company that bans social media
Ways to Connect
Connection Tactic: Speak to my Conscience
Affiliation with a cause is more important to the Millennial generation than any previous generation
Source: Attitudes Toward Charities and Non-Profits, Mintel 2016
Q: For which, if any, of the following sources have you learned about a charity or non-profit organization?
0
5
10
15
20
25
30
35
40
45
50
Social Media Email Charity/Non-Profit Website Company Website Blog/Fourm
%
Sources Used to Learn about Charity/Non-Profit: Digital Media
Baby Boomers GenX Millennials
Millennials more likely to show their support of charities/non-profits digitally
Goal: Fund research to find a cure for ALS
Result: Engaged more than 17 Million Americans
$115 million was raised, in total, for the ALS Association.
$77 million specifically for funding research
Utilizing Social Media: The Ice Bucket Challenge
Connection Tactic: Be Transparent
Lead with a clear purpose
Create a personality, not just policies/jargon
Create and participate in a conversation, not a monologue
Provide accessible and deeper data for those who want it
Charity scams following tragedies may lead to more skeptical donors
Connection Tactic: Make a Connection
Connect on shared values
Give me a chance to comment/participate/lead
Let me use your organization to express myself
Non-profit support can be mutually beneficial for younger generations
Source: Attitudes Toward Charities and Non-Profits, Mintel 2016
19
11
42
24
11
8
3
32
25
21
14
0
5
10
15
20
25
30
35
40
45
50
More Well RoundedPerson
Meet New People/MakeConnections
Aquire a New Skill Resume/Job Application
%
Reasons for Supporting Charities
Baby Boomers Gen X Millennials
Opportunities
Millennials look to your online presence to get to know your company, what you sell, and what others think of you.
• Ensure your website is up to date with relevant information• Create and keep social pages updated- especially Facebook and Instagram
Reach out to social and digitally savvy Millennials by meeting them where they’re already at – online and social media
• Keep donors informed • Leverage peer-to-peer fundraising
Encouraging supporters to post information on their personal social media pages may be one way to bridge family and friend word-of-mouth recommendations with the digital.
Be Where They Are
Diverse perspectives provide more well-rounded programming
Input leads to ownership/sense of accountability
When supporters feel encouraged and appreciated, their experience with the organization will be a positive one
• Drives loyalty and passion• Increases likelihood of positive WOM- both offline and online• Leads to more donors/supporters
Let Them Participate