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3
80+ MILLION STRONG
25%$1.3
21%
OF US POPULATION
TRILLION OF DIRECT SPENDING POWER
OF CONSUMER DISCRETIONARY PURCHASES
4
HIP-ENNIAL
29%
CLEAN AND GREEN MILLENNIAL
10%MILLENNIAL “MOM”
22%
10% OLD SCHOOL MILLENNIAL
13% GADGET GURU
16% ANTI-MILLENNIALmillennialmarketing.com
7
62% DESCRIBE THEMSELVES AS INNOVATIVE
78%TOP 3
26%
BELIEVE INNOVATION IS ESSENTIAL !FOR BUSINESS GROWTH
PURPOSES OF BUSINESS, AS IMPORTANT AS PROFIT
FEEL THEIR ORGANIZATION ENCOURAGES IDEA GENERATION
66% SAY INNOVATION IS KEY IN AN !EMPLOYER OF CHOICE
Source: Millennial Innovation Survey, Deloitte, 2013
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TOMORROW
UNIQUENESS
REGARD
MEANINGFULNESS
AWARENESS
TODAYCopyright© 2013 by Barkley. All rights reserved.
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INNOVATIVE BRAND TRUTHS1
2
3
4
5
ENGAGE EARLY ADOPTERS
CREATE EXPERIENCES & ADVENTURES
TREAT CONTENT AS BRAND FUEL
JOIN THE ‘PARTICIPATION ECONOMY’
EMBRACE EXPERIMENTATION
STAND FOR MORE THAN YOUR BOTTOM LINE 6
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MILLENNIALSARE 2.5x MORE LIKELY TO BE
EARLY ADOPTERSOF NEW TECHNOLOGY
Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.
20
69% OF
MILLENNIALSSAY THEY CONSIDER THEMSELVES
ADVENTUROUS
Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.
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CREATIVE EXCELLENCE
CREATIVE EXCELLENCE
CONTENT EXCELLENCE™
CREATIVE EXCELLENCE !TO CONTENT EXCELLENCE™
44
6 QUESTIONS YOU HAVE TO ASK
1 WHAT IS YOUR BRAND AUTHORITY? 2 WHAT ARE YOUR BIG UNMET CONSUMER NEEDS?3 WHAT IS THE OPPORTUNITY FOR INNOVATION?
5 HOW ARE YOU CREATING UNIQUENESS? 6 HOW WILL YOU CO-CREATE MEANINGFULNESS?
4 WHAT CAN YOU LEARN BY EXPERIMENTING?