top 10 trends of 2013
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Capabilities Overview What We Do & How We Do It
01.15.12
Top 10 Trends of 2013
What Millennials Will Be Thinking and Doing This Year
Who was Involved? Buzz Marketing Group’s Top 10 Trends of 2013 are based on qualitative and quantitative research conducted with more than 9,000 buzzSpotters® throughout 2012. Reports mentioned in this trend briefing are available for download at www.buzzmg.com/reports.
Composed based on data from 1.1.2012 – 12.15.2012
6,802 Participants 30,000 Panelists
55% Female 45% Male
Surveys fielded online Ethnogaphies
Immersion experiences
Top 10 Trends of 2012
1
Social Voice When it comes to their privacy, Millennials will demand to be heard even more in 2013. SOPA, PIPA, and other grassroots campaigns against privacy policies at companies like Facebook are only the beginning. As it becomes easier for individuals to rally against big companies, they will continue to do so.
Alexis Ohanian, Founder of Reddit
What Millennials Will Be Thinking and Doing This Year
Top 10 Trends of 2012
2
Single Minglers In a recent relationship study, 46% of our Millennial respondents said that they were in a relationship. However, of this 46%, 94% said that their relationships did not hold them back in any way. In other words, even Millennials in relationships operate like single people.
What Millennials Will Be Thinking and Doing This Year
Top 10 Trends of 2012
3
Spirit Junkies Gabrielle Bernstein, known as the “Dalai Lama for the Gossip Girl set,” is leading a new generation in all things spiritual. In our annual faith and religion study, 43% of respondents indicated that they worship alone whereas 50% still attend some sort of worship experience. Look for Millennials to engage even more with their spiritual side in 2013 through online churches and social media.
What Millennials Will Be Thinking and Doing This Year
Original Spirit Junkie Gabrielle Bernstein
Top 10 Trends of 2012
4
Center Wingers Can’t we all just get along? Millennials are fed up with both political parties and are most interested in bipartisan government. They’re more likely to define themselves as “centrist” or “moderate” than previous generations. In our recent politics study, only 47% of Millennials defined themselves as Democrats. This is a generation that is demanding change by working together.
What Millennials Will Be Thinking and Doing This Year
Top 10 Trends of 2012
5
Edutainment Millennials still believe in the value of a traditional education, but that’s not the only vehicle in which they’re interested. Online learning through companies like 2U and interesting talks from sources like TED are expanding the traditional definition of education. What Millennials really want is TED-style edutainment. This trend is already evident among tweens and their younger siblings, who grew up being entertained by Dora the Explorer’s reading and writing games.
What Millennials Will Be Thinking and Doing This Year
Explorer Ben Saunders
Top 10 Trends of 2012
6
Quality Controllers Millennials are looking for quality and value, not just the best price, and they are well aware of how to get everything they want. With tweens listing eBay and Amazon.com as their favorite shopping destinations, it’s evident that this is a trend that is only getting younger. Retailers must continue to address these trends as well as Massclusivity (a mass produced item that is customized). Is there really even a “last call” anymore? Sites like Gilt and Rue La La have taken the idea of a final sale to a whole new level.
What Millennials Will Be Thinking and Doing This Year
Top 10 Trends of 2012
7
Entrepreneurment Millennials are still fighting the idea of traditional employment. They don’t believe that “safe jobs” exist, and this generation has been taught that they’re good at everything and that everyone wins. They are going to define a new hybrid of entrepreneurship and traditional employment even more in 2013.
What Millennials Will Be Thinking and Doing This Year
Top 10 Trends of 2012
8
BYOD (Bring Your Own Device) While Gen Xers and Boomers rotate between work and home devices, Millennials are more focused on combining the best of both worlds in one work environment. At times, their personal technology might be more advanced than what they have at work or school. In 2013 we’ll see more apps that help you separate work and play—on the same device.
What Millennials Will Be Thinking and Doing This Year
Top 10 Trends of 2012
9
Brand-ish Brand still matter to Millennials, just not as much as they used to. In our recent brand study, 79% of Millennial respondents ranked Amazon.com as their favorite retailer. The site offers thousands of brands—both known and unknown—at all kinds of prices. What matters most to Millennials is choice and a recognizable place to get the value they want.
What Millennials Will Be Thinking and Doing This Year
Top 10 Trends of 2012
10
Tabbies (Tabloid Celebrities) In our celebrity study, 88% of Millennials admitted to following every celebrity’s move in weeklies and online. However, they don’t want to be these celebrities; they only want to be entertained by them. Brands must understand the role of celebrities with Millennials. They’re not just the ones to watch, they’re the ones to watch come tumbling down. Tabloids represent both the worst of celebrity culture and a roadmap for Millennials, who believe that they too can be stars (Wharholism). Tabloids and weeklies present just the right mix of consumer products and entertaining info to keep Millennials happy. They also cater to Instanity (our insane obsession with having everything now) by providing weekly editions and daily downloads.
What Millennials Will Be Thinking and Doing This Year
