centennials: unlocking global youth insights
TRANSCRIPT
CENTENNIALS: UNLOCKING GLOBAL YOUTH INSIGHTS
MILLENNIALS CENTENNIALS
THINK MILLENNIALS WERE A BIG DEAL? JUST WAIT FOR CENTENNIALS …
3
STARTING POINTS MATTER
A COHORT RAISED TO DIAL … … WILL HAVE A DIFFERENT
OUTLOOK ON THE WORLD
FROM A COHORT BORN TO SWIPE
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KANTAR FUTURES’ GENERATIONAL FRAMEWORK
VALUES
VIEW OF THE FUTURE
DEFINITION OF SUCCESS
LIFE SKILLS
DRIVERS OF CHANGE
LIVING IN A VUCA WORLDAN AGING GLOBAL POPULATIONTHE FIRST MOBILE NATIVES
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LIVING IN A VUCA WORLD
VOLATILITY UNCERTAINTY COMPLEXITY AMBIGUITY
6SOURCE: World Bank
SLOWER GROWTH IS THE NEW NORMALGlobal GDP growth per capita (annual %)
MILLENNIAL FORMATIVE YEARS CENTENNIAL FORMATIVE YEARS
1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014
-2
-1
0
1
2
3
%
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AN AGING GLOBAL POPULATION
http://www.census.gov/population/international/data/idb/informationGateway.php
0-45-9
10-1415-1920-2425-2930-3435-3940-4445-4950-5455-5960-6465-6970-7475-7980-8485-8990-9495-99100+
20500-45-9
10-1415-1920-2425-2930-3435-3940-4445-4950-5455-5960-6465-6970-7475-7980-8485-8990-9495-99100+
MORE developed countries
LESS developed countries
2010
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THE WORLD’S FIRST MOBILE NATIVES
Source: gs.statcounter.com. Shows % of page views by platform
Worldwide platform comparison
2010 2011 2012 2013 2014 2015 20160%
50%
100%
Desktop
Mobile
Tablet
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KANTAR FUTURES’ GENERATIONAL FRAMEWORK
VALUES
VIEW OF THE FUTURE
DEFINITION OF SUCCESS
LIFE SKILLS
DRIVERS OF CHANGE
LIVING IN A VUCA WORLDAN AGING GLOBAL POPULATIONTHE FIRST MOBILE NATIVES
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Canada 81%Brazil 76%Spain 77%Philippines 72%Poland 72%Turkey 72%Mexico 70%Australia 68%Argentina 66%China 63%
IMPACT ON BRAND CHOICES
C A T E G O R Y U P H E A V A L :Spending priorities are shifting from pre-recession days as Centennials and their parents determine the categories and brands that really matter to them.
In the U.S., teen spending has decreased 23% overall since 2008, with priorities shifting from categories like apparel to snacks and going out to eat.
16-19 year-olds in a variety of MARKETS agree:
“I like to try new products and services” (vs. “I prefer to stick with the same products and services”)
Sources: 2016 TRU Youth MONITOR, 2016 Global MONITOR
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IMPACT ON BRAND CHOICES
A N A L Y S I S P A R A L Y S I S :Growing access to mobile shopping and to better shipping options means Centennials have countless brand options from which to choose. They appreciate the choice, but want and need to leverage technology to simplify their experiences and help them make the best decision.
SK COMMUNICATIONS, a large telecom in SOUTH
KOREA, launched SYRUP ORDER. This beacon-enabled mobile ordering app allows consumers to explore hyper-locally and preorder for pickup, as well as pay via mobile and receive special rewards and loyalty points via another of SK’s already popular apps. Within in a month of launching, the service was available in more than 10,000 stores. Ultimately, it packages all mobile services into one convenient platform that finds the consumers via location so they don’t have to rifle though a lot of apps to receive maximum benefit.
BUZZFEED’S food video channel TASTY has launched a BRITISH incarnation which shows more classic British recipes and ingredients and uses British measurements. Quick videos of sophisticated-looking meals with simple instructions allow anyone to make a gourmet meal at home.
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IMPACT ON BRAND CHOICES
N E W S T A T U S S Y M B O L S : Given the high-stakes environment in which Centennials live, they understand that the need for developing a strong level of expertise is higher than ever before, and are looking to actively share their perspectives about what is going on in the world.
At the Y20 SUMMIT in CHINA this July, youth from all over the world came together to discuss key issues facing the planet and potential ways their countries can make a difference. The output of the summit fed directly into G20 talks immediately following.
A team of experts from SOUTH AFRICA and the U.S. led 14 girls from
Cape Town in an intensive week long SPACE CAMP. The girls were involved in workshops and talks conducted by an all-female team, and on the last day presented their findings to their parents and experts in attendance from mini satellites they had built.
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IMPACT ON BRAND CHOICES
F A S T P A C E D V S . B I G I M P A C T : Marketers looking for the next big thing in both slow- and high-growth markets need to ensure they are truly appealing to Centennials’ values first, before connecting at the surface level.
Source: http://timesofindia.indiatimes.com/city/delhi/Jabong-launches-brand-campaign-Be-You-in-collaboration-with-Harvey-Brown/articleshow/52553192.cms
NIKE released a campaign in SOUTH KOREA targeted to youth, encouraging young people to ignore their parents, teachers and elders who tell them they should be focusing on other things besides their passion and training in sport, and “Just Do It”. Nike directly appeals to Centennials’ values with this messaging, and provides an inclusive angle by featuring young women as much as young men.
JABONG is an online retailer from INDIA, with a “Be You” mantra. Their aim is to help people celebrate themselves by giving them as many fashion options as possible. Creative directory Harvey B Brown says “Youth today are confident, comfortable in their skin and ready to make bold choices. They want to be fashionable, yet not be slave to a trend. You could be skinny, plus-sized, bold, meek, short or tall—but you are who you are—and fashion helps you Be You … Beauty in advertising is usually defined to fit set criteria. I wanted our styling to be contrarian and inspirational."
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IMPACT ON BRAND CHOICES
D E M O G R A P H I C D E S I G N : Centennials will face countless product options, including those designed specifically for youth vs. those designed to appeal to all generations. As they face choices about brands and entertainment, Centennials are deciding if they want to fully embrace their lifestage or shift towards more mature choices at a younger age.
Image source: http://veganboxen.se/
VEGAN CANDY BOXES (VEGAN BOXEN) in Sweden allow Centennials to indulge in a typically youthful category, but with a mindfulness about health normally reserved for adults.
In the U.S., Centennials report having very mature taste in television,
with content like THE WALKING DEAD topping their list of favorite shows.
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APPLYING TO YOUR CATEGORY: Key questions we can answer
W I D E N A R R O W
S H O R T T E R M
L O N G T E R M
How have economic
factors shaped Centennials’ real
and perceived possibilities?
What else do we need to do to meet
our longer-term growth targets, given how Centennials are
approaching the market?
We need to create an innovation strategy and pipeline
that will grow our category.
How does a market’s culture impact what Centennials see as
status symbols?
How can we future-proof our business strategy by better
understanding Centennials?
How can we unlock disruptive, game-
changing opportunities and
ideas that appeal to global Centennials?
How has spending among teens shifted
in recent years? What categories are
more or less important than they
were before?
How are Centennials
shopping and ultimately buying products? Who is paying for those
purchases?
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North America (Chapel Hill, New York,Chicago, San Francisco)
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EMEA (London – Global HQ)
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Latin America (Buenos Aires,São Paulo)
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Asia-Pacific (Singapore)
+65 6597 [email protected]