Why is Euro RSCG studying the millennial generation?
In terms of their sheer numbers and economic and cultural impact, millennials are the biggest generation we’ve seen since the baby boomers entered the world following World War II. In 2010, Gen Buy called the more than 1.7 billion people worldwide between the ages of 15 and 30 the “most affluent and influential shoppers on the planet.” The first generation to grow up as digital natives, millennials are more connected, more socially active, and more plugged into brands and brand experiences than any other age group. Euro RSCG’s study of millennials offers valuable lessons to marketers looking to connect with this vital demographic.
What topics are covered in the white paper and presentation deck?
- Defining influences on the generation, including growing up in an ultra-connected, digital environment; being born into a post-communist, one-model world; and living in a time of uncertainty and free-floating anxiety
- Why stereotypes of youth, cemented during the baby boomer era, are no longer relevant
- Millennials’ relationship with—and attitudes toward—older generations
- Millennials’ rejection of revolution and desire to strike a compromise between continuity and change
- The move away from politics and toward personal—and consumer—empowerment as a driver of social change
- The power of social media and conscious consumption
- How millennials are changing the workplace—and what today’s managers need to know about tomorrow’s leaders
- What millennials want from their brand partners
Who are Prosumers?
In this survey, as in every survey, Euro RSCG used its proprietary algorithm to break the sample into two groups: mainstream consumers (86%) and Prosumers (14%). These breakouts are included in the report and presentation. Why do Prosumers matter? These proactive and informed consumers are today’s leading influencers and market drivers. They have always been important, but they have grown even more powerful thanks to their skillful embrace of new technologies and, especially, social media. Euro RSCG has been tracking Prosumers for more than a decade and in that time has interviewed thousands of them. They are important to us because, beyond their own economic impact, they influence the brand choices and consumption behaviors of others. Simply put, what Prosumers are doing today, mainstream consumers are likely to be doing six to 18 months from now. We invite you to learn more about Prosumers and our Prosumer studies at our central study website.
Who created the study?
Prosumer Report is a series of thought leadership publications by Euro RSCG Worldwide—part of a global initiative to share information and insights, including our own proprietary research, across the Euro RSCG network of agencies and client companies. Euro RSCG Worldwide is a leading integrated marketing communications agency and was the first agency to be named Global Agency of the Year by both Advertising Age and Campaign in the same year. Euro RSCG is made up of 233 offices in 75 countries and provides advertising, marketing, corporate communications, and digital and social media solutions to clients, including Air France, BNP Paribas, Charles Schwab, Citigroup, Danone Group, Heineken USA, IBM, Kraft Foods, Lacoste, Merck, PSA Peugeot Citroën, Pernod Ricard, Reckitt Benckiser, sanofi-aventis, and Volvo. Headquartered in New York, Euro RSCG Worldwide is the largest unit of Havas, a world leader in communications (Euronext Paris SA:HAV.PA).
For more information, please visit www.prosumer-report.com or contact Naomi Troni, global chief marketing officer, at naomi.troni@eurorscg.com.
How was the Millennials study fielded?
Working with our research partners at MicroDialogue, Euro RSCG Worldwide fielded an online survey in five countries—China, France, India, the United Kingdom, and the United States—in summer 2010. In each country, we questioned 600 respondents, equally split between men and women and divided between two age cohorts: 500 millennials aged 18 to 25 (average age 22.4) and 100 adults aged 40 to 55 (average age 47.1). Total sample: 3,004.
Where can I get complete findings?
Complete findings of the Millennials: The Challenger Generation study and all our earlier studies—including data for each market—are available to employees and clients of Euro RSCG Worldwide by contacting alicia.scuoch@eurorscg.com. Key findings from the Millennials study, along with select data, are available to the public on this site.
What other millennials-focused studies are available from Euro RSCG?
“Gender Shift: Are Women the New Men?” (U.S., U.K., France) looks at the millennial generation through the prism of gender and explores how male-female dynamics are evolving in the so-called “postfeminist” world. It’s available for download at http://www.prosumer-report.com/gender/.
“Millennials and Social Media” (U.S., U.K., France, China, India) examines the first generation of digital natives and how they are using social media to change the world. The white paper is available at http://eurorscgsocial.com/millennials-and-social-media/.
I want to learn more about how Euro RSCG can help my brand.
For new-business inquiries, please contact:
Naomi Troni
Global Chief Marketing Officer
Euro RSCG Worldwide
T +1 212.886.2009
E naomi.troni@eurorscg.com
I am a member of the media. How can I get more information?
For inquiries regarding Euro RSCG Worldwide’s Millennials study or earlier studies, please contact:
Lisa Gruber
Global Communications Manager
Euro RSCG Worldwide
T +1 212.886.2018
lisa.gruber@eurorscg.com
