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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