HAVAS Worldwide’s 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.
Why is HAVAS Worldwide 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. HAVAS Worldwides 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, HAVAS Worldwide 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. HAVAS Worldwide 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 HAVAS Worldwide —part of a global initiative to share information and insights, including our own proprietary research, across the HAVAS Worldwide network of agencies and client companies. HAVAS 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. HAVAS Worldwide 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, HAVAS Worldwide is the largest unit of Havas, a world leader in communications (Euronext Paris SA:HAV.PA).
For more information, please visit http://www.havasworldwide.com/prosumer-report or contact Naomi Troni, global chief marketing officer, at email@example.com.
How was the Millennials study fielded?
Working with our research partners at MicroDialogue, HAVAS 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 HAVAS Worldwide by contacting firstname.lastname@example.org. 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 HAVAS Worldwide?
“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.havasworldwide.com/prosumer-report/gender.pdf.
“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://havassocial.com/millennials-and-social-media/.
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HAVAS Worldwide 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.