millvs edge

UNDERSTANDING A NEW GENERATION

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THE WORLD IS ABOUT TO GET GENERATION

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WHO IS THE SOUND?

GEN-EDGE CONTEXT

MILLENNIALS VS. GEN-EDGE

MARKETING TO GEN-EDGE

THE YOUNGEST MILLENNIAL IS NOW 19...A NEW GENERATION ARE COMING AND WE NEED TO UNDERSTAND THEM

THE WORLD OF MARKETING & INNOVATION IS ABOUT TO CHANGE.

...A GENERATION WITH THE BUYING POWER OF $312.3 BILLION & INFLUENCE $600 BILLION IN FAMILY SPENDING

GENERATIONINTRODUCING

...A GENERATION WHO ARE VERY DIFFERENT TO MILLENNIALS BECAUSE THEY’VE GROWN UP IN A DIFFERENT WORLD

MILLENNIALS: BORN BETWEEN 1981 AND 1996, AGED 19-34 YEARS OLD

GEN-EDGE: BORN BETWEEN 1997 TO PRESENT, AGED 18 AND YOUNGERVS.

COMING OF AGE...

MILLENNIALS ARE DEVELOPING THEIR IDENTITY IN A LONGER

YOUTH CONTEXT... WHICH CAN STRESS THEM OUT

DUE TO THEIR CHALLENGING, COMPETITIVE CONTEXT, GEN-EDGE

WON’T HAVE THE LUXURY OF EXPERIENCING AN EXTENDED YOUTH

EXTENDED ADOLESCENCE VS. PREMATURE ADULTHOOD

VS.

MILLENNIALS ARE HIGHLY MOTIVATED TO ACHIEVE MATURITY... AND BE

TAKEN SERIOUSLY

HARDENED BY THE WORLD AROUND THEM, GEN-EDGE ARE FORCED TO

GROW UP FAST

VS.

MATURITY ASPIRANT VS. WELL...MATURE

MILLENNIALS WERE PROMISED THE WORLD BY THEIR BOOMER PARENTS

GEN-EDGE HAVE GROWN UP IN A RECESSION AND BLEAK GROWTH -

UNDERSTAND THE COMPETITIVE NATURE OF THE JOB MARKET

VS.

IDEALIST VS. REALISTS

MILLENNIALS ARE AN ENTITLED GENERATION...

AND EXPECT ALL OF THEIR DREAMS TO COME TRUE

GEN-EDGE ARE A RESOURCEFUL GENERATION... AND SEEK

ALTERNATIVE WAYS TO SURVIVE

VS.

ENTITLED VS. RESOURCEFUL

MILLENNIALS HAVE GROWN UP DURING THE INTERNET

REVOLUTION...EVERY ASPECT OF THEIR LIFE IS ENTWINED WITH TECHNOLOGY.

TECH CAN DO NO WRONG

GEN-EDGE ARE USERS OF TECHNOLOGY... BUT REFUSE TO BE

DEFINED BY IT. TECH IS JUST A TOOL.

VS.

TECHNOLOGY ASPIRANTS VS. TECHNOLOGY USERS

Strategic Research & Brand Consultancy

MILLENNIALS OFTEN COINED AS “GENERATION HERO”... BUT TEND TO

ONLY TALK THE TALK

GEN-EDGE FEEL AN INHERENT RESPONSIBILITY TO MAKE THE WORLD

A BETTER PLACE... AND ACTUALLY DO SOMETHING ABOUT IT

VS.

ALTRUISTIC VS. CHARITABLE

Strategic Research & Brand Consultancy

MILLENNIALS HAVE A CURATED IDENTITY... AND

ARE HAPPY TO REVEAL MOST OF THEIR SECRETS

GEN-EDGE VALUE THEIR PRIVACY... A LOT...AND ARE

CAREFUL OF WHAT THEY DISCLOSE ONLINE

VS.

POPULAR VS. PRIVATE

MILLENNIALS ARE CONFORMISTS... TEND TO FOLLOW THE PACK TO

ENSURE PEER & SOCIETAL ACCEPTANCE

GEN-EDGE ARE REFORMISTS... NOT TO BE MISTAKEN FOR REBELLIONVS.

CONFORMIST VS. REFORMIST

CODDLED VS. SURVIVALIST

MILLENNIALS WERE RAISED BY OPTIMISTIC BOOMERS

GEN-EDGE RAISED BY CYNICAL, REBELLIOUS, HIGHLY INDIVIDUATED GEN-XVS.

MILLENNIALS VALUE STANDARDIZED EDUCATION

GEN-EDGE VALUE APPLIED, PROGRESSIVE EDUCATION

VS.

TRADITIONAL LEARNERS VS. CRITICAL THINKERS

WHAT THIS MEANS FOR BRANDSCONNECTING WITH GENERATION EDGE WILL BE VERY

DIFFERENT TO MILLENNIALS...

“MARKETING TO MILLENNIALS RESULTED IN AN ENDLESS QUEST FOR BRAND AUTHENTICITY. GENERATION EDGE WILL BE ENGAGED BY ANOTHER ‘A’ WORD. THE ALTERNATIVE.”

IAN PIERPOINT, PRESIDENT THE SOUND

THE BRANDS THAT WILL THRIVE WILL BE THE BRANDS THAT APPLY EDGE TO THEIR STRATEGY...

HERE ARE 10 WAYS TO DO IT...

RULE 1: HELP THEM MAKE A DIFFERENCE

Strategic Research & Brand ConsultancyStrategic Research & Brand Consultancy

“They are still young, but I believe we are seeing a shift from the ‘Me’ culture to young

people who are more aware of their environment and how their choices impact the world around them,” he says. “These are young people who are very much looking at how they

can do good in the world.” -‐ Craig Kielburger, co-‐founder of Free the Children,

The Globe and Mail, September 2014

Considering Gen-Edge’s empathetic nature, social causes will become an even more effective means of driving loyalty... if you mean it

“They live in the present, not in the perfect.” -‐ iwmarketing.com, June 2015

RULE 2: BE IN THE NOW


Gen-Edge are focused on living in the now vs. stressing out about the future. So celebrate youth with them.

RULE 3: HELP THEM CELEBRATE THE ALTERNATIVE


“They are giving both their attention and their money to people and companies that are unconventional and that are willing to take

risks and break the rules. They love crowdfunding platforms like Pozible and Kickstarter, which allow them to support creative products and innovative projects.“

– Inc, December 2014

To achieve their goals Gen- Edge look to the alternative, the challenger, the rebel. Brands with alternative positionings will resonate.

RULE 4: HACKING IS INEVITABLE

“McDonald's launched a Twitter campaign using the hashtag #McDStories; it was hoping that the hashtag would inspire heart-‐warming stories about Happy Meals. Instead, it attracted snarky tweeps and McDonald’s detractors who turned

it into a #bashtag to share their #McDHorrorStories.” -‐ Forbes, Jan 2012

Gen-Edge like to own, subvert and change things. Expect them to poke fun and play with your messaging. Consider it a compliment.

http://www.forbes.com/companies/mcdonalds/

http://www.forbes.com/companies/mcdonalds/

“Instagram users...can select their favorite Instagram shot as a background for the Nike Air Max model of their choice, which with the click of a button is customized based on the colors in

the photo. From there, users can either purchase the custom-‐designed shoe or simply share the shot over Instagram, Facebook and Twitter, as well as via an online gallery where

users can browse the designs of other Instagram users.” -‐ ClickZ, Apirl 2013

RULE 5: HELP THEM MICRO MANAGE INDIVIDUALITY


To belong to Gen-Edge means you have to be different. Offer them many interesting means of demonstrating their unique identities.


“Victoria’s Secret modiQied a campaign for its Body by Victoria line on its website from “The Perfect ‘Body’” to “A Body For Every Body.” The controversial slogan sparked a social media uproar and a Change.com petition asking the lingerie company to

apologize and alter the wording.” -‐ NYDailyNews.com, November 2014

RULE 6: DON’T BE A SHITGen-Edge are critical thinkers... which means they’re going to critically think about your brand.

“Artist Adam Harvey's project at cvdazzle.com shows makeup, hairstyling and

fashion techniques that can be used to provide camouQlage to guard against facial recognition technology used by Facebook, store cameras or even Google Glass.”

-‐ LA Times, November 2014

RULE 7: SHH, ITS A SECRET


Gen-Edge are more secretive about their life and culture. Be subtle and respect their boundaries.

“It seems that Gen Z inherits its love of good storytelling from the Millennials, with 67 percent of the respondents saying that they are more interested in narratives and content that have realistic endings. Further, they are nearly twice as likely to want to see “real people” rather than

celebrities endorse products and brands.” -‐ Dididay.com, April 2015

RULE 8: KEEP IT REAL


Gen-Edge are realists. They look for function and efficacy in brands as much as they seek image.

“Watching a YouTube video by an inQluencer is equivalent to chatting candidly with the most popular kids in class, having them recommend their favorite products and ideas for you to then

make your own.“ -‐ CMO.com, October 2014

RULE 9: THEY ARE YOUR CHANNEL


Gen-Edge love to become YouTube stars in their own right. Consider them your target... and your media platform.

"They're constantly on the lookout for something different, fresh and exciting. And they want to share it immediately. It's almost a treasure hunt

for them." -‐Jim Fielding, global head of consumer products and

retail at AwesomenessTV, AdAge, May 2015

RULE 10: YOU’RE GOING TO NEED SOME EDGE


Gen-Edge are distracted. Brands that have big ideas will cut through.

MILLENNIALSv e r s u s

PREPARED BY THE SOUND | 2015 | www.thesoundhq.com

http://www.theoundresearch.com

http://www.theoundresearch.com

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