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How do millennials and Gen Z-ers relate to brands? And how can marketers best reach them? This presentation contains insights from a 2014 Havas Worldwide survey of more than 10,500 people aged 16+ in 29 markets around the world. Includes breakouts for Prosumers and by age.
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2014 Havas Worldwide Global Prosumer Study!
29 markets n=10,574
Who are Prosumers? For more than a decade, Havas Worldwide has been tracking the roughly 15–20% of consumers who are influencing trends and shaping markets around the globe
Key characteristics:
* Embrace innovation
* Constantly seek out information and new experiences
* Enthusiastic adopters of new media and technologies
* “Human media” who transport attitudes and ideas
* Marketing savvy and demanding of brand partners
* Highly influential and sought-after for opinions and recommendations
In this study, 20% of the sample qualify as Prosumers
Image credit: Kamal [email protected]
Young: What are we talking about?
Aged 16‒34, with 3 distinct subgroups:
o 16‒20: high school + first years of university
o 21‒25: end of studies + beginning of work
o 26‒34: active people with more purchasing power and now truly independent
Image credit: Matthew [email protected]
Questions explored • How do members of the millennial and
Gen Z genera5ons relate to brands? • How should brands seek to engage
them? • What triggers and contexts are most vital
to marke5ng to them? • What tac5cs successfully employed
among earlier genera5ons need to be reimagined—or re5red?
Image credit: Stefan [email protected]
Key learning
• Young people are the age group most plugged in to brands • Rebellion and revolu5on have given way to maker culture • U5lity outweighs age-‐specific values • Digital strategic arsenals help youth navigate the social waters • Every brand can—and should—be a tech brand
Image credit: Luke [email protected]
Youth are highly brand-focused
45% 35%
16‒34 55+ 35‒54
25%
“Brands play an essential role in my life”
48% 35%
PROSUMER MAINSTREAM
Image credit: [email protected]
68% 49%
PROSUMER MAINSTREAM
“It makes me feel good when I see someone I admire using the same brand I use”
60% 51%
16‒34 55+ 35‒54
38%
16‒20 31‒35 26‒30 21‒25
62% 59% 58% 60%
Too many advertisers have no idea how to talk to teens and young adults
“Brands don’t take young people seriously enough”
41% 30%
16‒34 55+ 35‒54
22%
“Progress is not about consuming more but consuming better”
And as much as youth rely on brands, they’re questioning society’s entire approach to consumption
76% Ages 16‒34
Image credit: Aga [email protected]
“We would have a better society if people shared more and owned less”
Sharing is their new having…
68% Ages 16‒34
…so don’t expect them to buy as much as their parents
“I prefer to share things rather than own them” 51%
Ages 16‒34
Image credit: Ed [email protected]
Result: a more equal balance of power “I have the power to help a brand succeed or fail”
“Brands play an essential role in my life”
45%! 45%!
45% 35%
16‒34 55+ 35‒54
25% 45% 38%
16‒34 55+ 35‒54
29%
Image credits: [email protected]; José María Pérez Nuñ[email protected]
IT’S TIME FOR BRANDS !TO REDEFINE THEIR
RELATIONSHIP WITH YOUNG PEOPLE
Image credit: Thomas [email protected]
Yesterday, brands connected with youth by playing up the generation gap Broadcasting messages that were anti-establishment and pro-rebellion
Levi’s condom commercial (1995)
Levi’s: hUps://www.youtube.com/watch?v=0pgwqitGcCc
“‘Live fast and die young’ is a good way to live”
27% 15%
16‒34 55+ 35‒54
8%
The generation gap is not so clear
Image credit: ATOMIC Hot [email protected]
The new reality: Youth aren’t revolutionaries anymore
Image credit: [email protected]
17% “I don’t have any common values with the previous generations”
92% “It is very important to me that my parents trust me”
61% “Social media is the new power of youth”
% aged 18‒25 agreeing strongly or somewhat
Source: Havas Worldwide Millennials Study, 2011
FREEDOM
FUN
REBELLION
PROVOCATION
FRIENDSHIP
PARTY
SEDUCTION HUMOR
CHILL OUT CREATIVITY
INDIVIDUALITY
And what used to be considered “youth” values are now mainstream societal values
Boomers invented youth culture—and never let go
Result: Brands standing for “youth” values can now appeal to anyone
What does this mean for marketers?
Talking to young people is no longer about values; it’s about engagement and u+lity
Image credit: Nan [email protected]
Because what sets youth apart today is less what they think and more the tools they use
vs.
To be successful, brands must stay plugged in to young people’s ways of life and preferred communications channels
Even the pope gets it!
Image credit: Huffington Post
The vital components of adolescent identity building in this new era:
#1 SOCIAL SPHERE #2 POP ROCKS #3 DIGIDENTITY
145 million pictures posted under hashtag #selfie on Instagram as of 7/22/14
Internet 2.0 has reinforced young people’s obsession with self-‐image
A constant search for feedback and reinforcement (for better or worse)
“Bri%sh Teen Fools Soccer Players and Fans, Gains 20k
Twi;er Followers”
16-year-old Samuel Gardiner pretended he was a freelance football journalist writing for the UK’s Daily Telegraph and Financial Times. Tweeting transfer rumors, he progressively gained credibility among soccer fans and pros. After one of his rumors came true, he had more than 20,000 followers. Finally recognized as a fake in January 2014, he declared: !!
I’m followed, therefore I am
“It was the only way to get big.”
Sharing unlimited
Every day… Facebook: 350MM photos shared WhatsApp: 700MM photos 50BN messages Snapchat: 500MM snaps Twitter: 500MM tweets
Image credit: [email protected]
Intimacy becomes “extimacy”
80% of young people in US have received a “sext” at least once
67% have sent erotic messages at least once
Source: University of Indiana, 2013 Image credit: Pro [email protected]
Image credit: [email protected]
The more intense the emotion, the more likely the post will be shared
Being constantly looked at and judged in this new social sphere puts enormous pressure on youth…
Image credit: Quinn [email protected]
And so social networks become a strategic arsenal
FACEBOOK: Official ID card for family and friends
TWITTER: Become popular beyond your immediate peer group
SNAPCHAT: Short-lived & instantaneous intimacy with friends
INSTAGRAM: Turn your daily life into a beautiful picture
WHATSAPP: Send instant messages
ASK.FM: Ask provocative questions of people you know
VINE: Show how creative & fun you are
SECRET: Share your darkest secrets anonymously
And new ones all the +me….
Personal brands beget personal marketing
#AcceptBernieUCLA High school student Bernie Zak turned Twitter into a tool to enter the university of his dreams. Each day he posted a reason UCLA should accept him, and it ultimately worked.
Young women (primarily) create tutorials in which they discuss makeup or hairdressing and provide personal tips and advice
How should brands take part in this social universe?
Image credit: [email protected]
Find smart ways to help young people navigate their daily lives—while also standing out among their peers
“I encourage my friends to use the brands I really like”
The good news: Brands already have an “in”
63% 55%
16‒34 55+ 35‒54
37% 75% 51%
PROSUMER MAINSTREAM
Image credit: Fredrik [email protected]
“Brands are an important part of the creative content online”
And they’re valued as sources of shareable content
60% 52%
16‒34 55+ 35‒54
39%
Give them unique experiences they’ll want to share
Jameson’s “Fight Club”: hUps://www.youtube.com/watch?v=B4cWDp5BsTE
Provide fun and low-pressure ways to meet people
Help them develop their personal styles
“I like it when brands ask consumers to get involved through crowdsourcing,
creating brand videos, etc.”
54% 44%
16‒34 55+ 35‒54
28%
61% 42%
PROSUMER MAINSTREAM
Give them plenty of opportunities to connect
700,000 “Mad Men”-‐style avatars created in lead-‐up to 3rd season— premiere viewership +273%
Pop culture is central to defining who young people are—and want to be
From the way they dress…
RAD Jean-Charles de Castelbajac
Urban Outfitters
…to the language they speak…
…and the allegiances they maintain
Star Trek vs. Star Wars DC vs. Marvel
Disney vs. Warner Bros
Image credit: Pat [email protected]
54% 38%
PROSUMER MAINSTREAM
“My personality has been influenced by the pop culture I watch/listen to”
51% 38%
16‒34 55+ 35‒54
25%
16‒20 31‒35 26‒30 21‒25
52% 52% 54% 46% 48% 34%
EMERGING DEVELOPED
Image credit: erin [email protected]
53% 38%
PROSUMER MAINSTREAM
“My attitudes have been formed in large part by the pop culture I watch/listen to”
50% 37%
16‒34 55+ 35‒54
28%
16‒20 31‒35 26‒30 21‒25
50% 51% 54% 46% 47% 34%
EMERGING DEVELOPED
Image credit: [email protected]
“In general, I spend more time consuming global pop culture (e.g., music, movies, TV shows) than I do my local pop culture”
57% 44%
16‒34 55+ 35‒54
30%
52% 42%
EMERGING DEVELOPED
Global pop culture
Image credit: Kevin [email protected]
And for now, “global” still means American/Anglo-Saxon
10.9 3.6
2.4 1.7 1.6 1.5 1.4 1.4 1.3 1.1
USA
China
Japan
UK
France
India
Sth Korea
Russia
Germany
Australia
Leading movie markets worldwide in 2013, by revenue
In billion $
Source: Statista
Title Studios WW gross
1 Frozen BV $1,259.1
2 Iron Man 3 BV $1,215.4
3 Despicable Me 2 Univ. $970.8
4 The Hobbit: The Desolation of Smaug WB $958.4
5 The Hunger Games: Catching Fire LGF $864.6
6 Fast & Furious 6 Univ. $788.7
7 Monsters University BV $743.6
8 Gravity WB $716.4
9 Man of Steel WB $668.0
10 Thor BV $644.8
Source: Box Office Mojo
2013 Worldwide Box Office
In billion $
US productions rank first
But breakouts can come from anywhere
For movies and TV series, Netflix is as pop-cultural as Spiderman
+
In music, Spotify is as pop-cultural as Beyoncé
+
YouTube is web culture
+
... is not so much content…
2009 2011 2014
… as the way we consume it…
Image credit: Ars Thanea
…how…
…and by whom
New delivery channels mean pop culture is divided into increasingly specific genres—opening up the possibility of more targeted engagement by brands
Dieselpunk Trance
Shoegaze
Latin rap Industrial
J-ska
Breakbeat
Neo-soul B-boy
Metalcore
Image credit: [email protected]
What does it mean for brands?
Image credit: Cristóbal Alvarado Minic @flickr.com
“I feel more connected to brands that are involved in pop culture”
48% 36%
16‒34 55+ 35‒54
22%
16‒20 31‒34 26‒30 21‒25
49% 48% 51% 42%
Be part of the pop scene
General Mills partners with DC Comics
Cereal boxes redesigned by DC Comics artists
Pop culture can inject new life into old brands…
Though it’s been around since 1765, Hennessy cognac has been embraced by a younger audience thanks to frequent men5ons by rap ar5sts
Image credit: Cathy [email protected]
…and bring new ones to prominence
MaUhew Inman, creator of popular online comic strip The Oatmeal, turned Huy Fong Sriracha into a pop-‐culture phenomenon—with its image now emblazoned on everything from posters and T-‐shirts to lip balm and air fresheners
Peugeot created a digital thriller to introduce the technological advances of its Hybrid4 to a new audience
BEATS MUSIC Turning streaming music into something personal
Smartphones are young people’s first tools
51
77 85
46
82 86
74
84
23 23
69
82
52 56
60
84
51 59
91 84 86
54 54
91
75
27
0
25
50
75
100
18-24 All
Source: Google “Our Mobile Planet,” 2014
Penetration rate
And tech brands follow them anywhere, anytime, for everything
Tech brands reinvent social bonds…
…symbolize the future…
…and embody innovation
The world’s most innova5ve companies (according to Mintel)
Young people’s most beloved brands
1 Samsung 2 Google 3 YouTube
4 PayPal 5 Facebook 6 Apple
7 Twitter 8 Visa 9 Instagram 10 Sony
Millennials’ Top 10 Brands (dynamism ranking)
Source: Havas Worldwide Brand Momentum Study, 2014 Image credit: Kārlis Dambrāns @flickr.com
What does it mean for businesses?
Image credit: [email protected]
Think about smarter ways to put technology at the core of products and services
“Uniqlo is not a fashion company, it’s a technology company.” —Tadashi Yanai, founder and CEO
Adidas Neo, window shopping Interactive digital window enables people to shop after hours using smartphone, an app, and QR codes
Adidas pop-up store (London) Lets visitors customize Stan Smiths with 3D printing
Red Bull Skate Arcade A social videogame available
worldwide in which you “Skate. Record. Upload and Win” to unlock
levels and make it to (real) national and international finals
Heineken Starplayer A double-screen game that allowed players watching UEFA Champions League matches to predict what would happen at key moments
Asos An online fashion store in tune with young people’s fashion trends and consumption habits
Can you imagine anything less techy than mineral water and bacon?
And yet…
Perrier Secret Place An immersive experience (online and mobile) that took participants to a secret party where they could become one of 60 characters as they searched through the full-screen interactive video experience to find the treasure, ultimately unlocking the chance to win a trip to the Carnival in Rio, Ibiza in Spain, St. Tropez in France, Art Basel in Miami, or New Year’s Eve in Sydney.
Oscar Mayer “Wake up and smell the bacon” An alarm clock device and app that let users awaken to the sound and scent of sizzling bacon. More than 300,000 people applied to win the limited-‐edi5on product, and the companion campaign garnered more than 450MM earned media impressions.
CONCLUSION:!!How young people’s modes of socialization and relationship to pop culture and technology impact their consumption
Image credit: Roger [email protected]
To understand what’s happening, we must put this learning in the context of New
Consumerism
Image credit: Seth [email protected]
“I belong to a sharing service or expect to join one within the next year”
36% 28%
16‒34 55+ 35‒54
15%
Young people are driving the sharing economy
“In the future, I expect to belong to a number of sharing services”
49% 43%
16‒34 55+ 35‒54
27%
“I could happily live without most of the things I own”
53% 52%
16‒34 55+ 35‒54
50%
Ownership is less important than access
51% 45%
16‒34 55+ 35‒54
37%
“I prefer to share things rather than own them”
Image credit: rethinkcanada.com
“I have already contributed to a crowdfunding project or expect to do so within the next year”
41% 33%
16‒34 55+ 35‒54
18%
And they are helping to create the products and services they desire
Which aspects of New Consumerism appeal most to youth?
Image credit: Joris Louwes@@flickr.com
Which aspects of the sharing economy appeal to you?
69
54
47
45
42
42
37
6
Saving money
Feeling active and useful
Reducing my consumption/carbon footprint
Meeting new people
Supporting individuals and/or small independent companies
Having an interesting experience/doing something most people haven't yet
tried Contributing to the broader movement
away from hyperconsumption
I have no interest in the sharing economy
16-34
35-54
55+
Not so much altruism as self-interest
“When considering buying an item, I often factor in how much money I
could resell it for”
43% 33%
16‒34 55+ 35‒54
19%
Young people are smart buyers—and builders of the circular economy
“I only follow brands on social media to get discounts/special deals”
50% 38%
16‒34 55+ 35‒54
23%
They look for savings from their brand partners
“I should not have to pay to listen to music or to watch a movie/TV show”
54% 51%
16‒34 55+ 35‒54
49%
They might even refuse to pay
Provide affordable offers that are cool and compelling
TAKE AWAY:
4‒6x less expensive than the iPod Nano and iPod Classic, yet as chic as any Apple product
The immediate success of Free on the French telecom market has forced other operators to develop more generous Internet access offers. And so it is now for the mobile, with Sosh (Orange), B&You (Bouygues), and Joe mobile (SFR).
Airbnb, Couchsurfing, VRBO, et al. have turned inexpensive alternatives to traditional hotels into something cool, not cheap
Image credit: Effie [email protected]
Tiered services such as Deezer, Pandora, Hulu, and Vimeo succeed by offering basic access at no cost, plus tiered subscription rates for additional features
IMG_0691
Image credit: yXeLLe ~@[email protected]
#2 MEETING PEOPLE AND ACCUMULATING EXPERIENCES Image credit: SparkFun [email protected]
Which aspects of the sharing economy appeal to you?
69
54
47
45
42
42
37
6
Saving money
Feeling active and useful
Reducing my consumption/carbon footprint
Meeting new people
Supporting individuals and/or small independent companies
Having an interesting experience/doing something most people haven't yet
tried Contributing to the broader movement
away from hyperconsumption
I have no interest in the sharing economy
16-34
35-54
55+
Sharing brings unexpected moments
“I would rather spend money on an experience (concert, travel, etc.) than on a product (clothes, game, etc.)”
47% 41%
16‒34 55+ 35‒54
41%
Experience is more valuable than possession
Image credit: Santi [email protected]
Again, help youth connect to others and share experiences worth boasting about
TAKE AWAY
BlaBlaCar has made car sharing popular not only for financial or ecological reasons, but also for its social dimension. Thanks to detailed profiles, you can travel with people with similar preferences (e.g., chatterbox nonsmoker who loves jazz).
Red Bull has become a specialist in organizing sensational events, from xtreme sports to music. In 2013, Red Bull Music organized an exclusive night of parties entitled “Red Bull revolutions in sound” within the 30 cabins of the London eye.
Vans ups its skateboarder cred with House of Vans London, an underground skate park (and event des5na5on) beneath Waterloo Sta5on The site will host free house par5es featuring live music, art, and film screenings
Closing Thoughts
It’s no longer sufficient to provide products and services to young people; brands must be partners in building lifestyles and developing personas It’s not about telling youth who/what to be, but about helping them to be a better version of their authentic selves The most vital brands will infuse themselves throughout daily life—by contributing to the social experience online, by being a vibrant component of pop culture, by interacting through technology in helpful and imaginative ways The goal is no longer to be a brand for everyone, but to be a brand for each one
Image credit: Victor Dubiller@@flickr.com
For more insights from Havas Worldwide research—and to download the “Hashtag Nation: Marketing to the Selfie Generation” white paper—visit http://www.prosumer-report.com/blog/ And follow us on Twitter (@prosumer_report)
HAVAS WORLDWIDE
