HAVAS Worldwides Prosumer Report – “Millennials: The Challenger Generation” – offers valuable insights to marketers looking to connect with today’s youth and tomorrow’s leaders. The study incorporates findings from research with 3,000 adults in the U.S., U.K., France, China, and India, and the resultant Prosumer Report examines the sociopolitical and cultural changes we can expect as this new generation comes to power. As we’ve witnessed through One Young World, this generation believes deeply in the power of individuals and collective action. The digital revolution has empowered them to map out the future without regard to generational and geographical divides. Key findings include the following:
The Rise of Soft Power: Purchases Over Politics
- Born into a post-communist, one-model world, Millennials believe in incremental change driven by individuals rather than ideology-based revolution.
- A more sustainable approach to consumption is regarded as vital to progress: 6 in 10 think people should consume less and drive less, and around half believe that what they buy makes a bigger difference than how they vote.
Welcome to the Reconciliation Age
- While their boomer parents and grandparents defined youth as being against -against bourgeois values, against authority figures, against the social mores of older generations—the Millennials share much the same values and views as their elders and count on older generations’ wisdom to shine light on an uncertain world.
- With all the resources available to them, Millennials in every market but France still chose their parents as their most trusted source of information, above the Internet, traditional media, friends, and especially above political and religious leaders.
More Than a Bumper Sticker: Life Really Is Good
- Millennials are keenly aware of the issues the world faces and will continue to face – more than 7 in 10 think the world will be more dangerous, less peaceful, and more polluted in 20 years. Nevertheless, they are optimistic about their own prospects and satisfied overall with the lives they’re leading.
- More than two-thirds (68%) consider themselves happy, and 43% (including a majority in India and the U.S.) think they are even happier than most of their peers.
A Heads-Up to HR
- Despite having grown up in a world of superficiality and instant fame, Millennials consider “hard work” the surest path to success. Yet they are not willing to sacrifice quality of life for a bigger paycheck.
- When asked to choose the single most important factor in accepting a job, just 28% chose “salary,” while 37% cited “the ability to balance work and life.” Another 23% chose “work atmosphere” – further evidence that, for this generation, money is not a sufficient counterbalance to misery.
Three Lessons for Marketers
Build “compass” brands: Nearly 6 in 10 millennials are seeking brands to which they can be loyal; they pay particular attention to those that fit their personalities and offer a means of self-expression.
Boost their social status: Brands need to follow in the footsteps of Apple and Dos Equis and communicate reasons their users sit apart from the mainstream.
Offer multiple points of connectivity: This “always connected” generation needs brands to be where they are, when they are. Best Buy’s 24/7 Twelp Force is one way to do it right.
For complete findings from all of HAVAS Worldwides Prosumer Reports, please go to www.havasworldwide.com/prosumer-report- and get in touch if you’d like additional information.