youth trends & insights
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Millennial Trends & Insights A Primer on Youth Culture & CommerceJason Newport
an Era of Command, Coercion and Control...
to an Age of Cooperation and Collaboration; driven largely by young adults, or "Millennials"...
we are all part of a massive shift happening across the world that has us moving from
they are moving us from fixed assets in the form of channels, to malleable ecosystems of touch-points
Increasingly, products and services are being consumed as experiences
We must think before and beyond the sale: the Real World Web where brands can add layers of service in the context where their products are used, shared and socialized
The "lifestreaming" video included with this deck was produced in late 2008. Our youth agency, Omnicom's mobileBehavior, specialized in developing a broad
understanding of technology and the client's business -- and a deep understanding of youth culture and the driving forces that create demand among youth
millennials (18-35) represent a fundamental shift in human behavior
conditioned or born with the ability to screen out display advertising
do not consume media.its all about connecting
collecting creating combining contributing collaborating curating communicating
Youth do not clearly divide the offline from the online.
Only the blending of the physical and virtual.
There is no offline.
A Life Connected: Always-on social life, customized information feeds, device agnostic
Participation: Generation C creativity as a status skill. Its all about customization and personalization
Experience trumps all: they want active entertainment wherever they may be
Gratification: I want it now, I want it easily, I want it free, and I want something dope!
Distribution: Shared, automated, decentralized, seamless
this post-PC era presents us with a unique opportunity to understand young adults in a more complete context than a simple two or three-dimensional consumer model
yet we continue to develop and measure for yesterdays destination web rather than todays contextual web
and we remain obsessed with technology itself, rather than exploring how to make it valuable for people
Brands and their products are both part of a unique context
Within this shared context is where brands have the opportunity to create real value
This is where your brand should be and when it should be theregiving your audience something usable that supplements their real-time, real-life experiences.
GENERATIONAL SHIFT + YOUR BRAND = OPPORTUNITY
your job is to CREATE A
LAUNCHPAD where the interests and passions of your
young talent have the opportunity to connect and grow.
Brands Who 'Get It' And How They Do It
marketers who have built content marketing into their product. The two are inextricably connected; one cannot exist without the other.
it is impossible to discuss youth marketing without mentioning Red Bull. Red Bull is the archetype of what a brand who aims to
resonate with young men can achieve through a galvanized commitment to youth culture.
There is no Red Bull without content.Red Bull is not a marketer who dabbles in Content Marketing.
They are first and foremost, a Content Company who happens to sell energy drinks... A lot of energy drinks...
More than 5 billion cans sold each year
Americas chronic surplus of necessary retail space is worsening.
Smaller formats are more suitable for time-conscious millennial shoppers, many of whom may not be willing to experience the store as a destination -- but welcome the store coming to them
It is time for redevelopment at the intersection of culture and commerce. . . taking the store to the consumer in their online, offline and mobile communities of youth interest
Pop-Up Shopping Pods The Nike+ Fuelstations
Scannable Window Shopping John Lewis Virtual Shop Lets People Conveniently Click and Collect
Virtual Subway Supermarkets Homeplus Uses Clever Marketing Campaign to Become Number One
Scannable Product Deliveries Walmart and P&G's PGMobile Trucks Offer Convenience & Accessibility
Real-Life App Stores The Openspace Store is a Physical Retail Shop That Sells Apps
Digital Holiday Donations The eBay Give a Toy Store Lets You Donate Toys by Scanning
Pantyhose Subscriptions Hoseanna Makes Sure That You Never Have Ruined Stockings
Curated Ethical Boxes Monthly Blissmoboxes are Packed With Social Goodness
Global Farmers' Markets Liga Masiva Lets You Buy Coffee Straight from the Source
Beauty Sample Subscriptions The Birchbox Haute Box Bridges Online and In-Store Shopping
Creative Council Packages Artrepreneur Kits Help Artists Transition From School to the Real World
Customized Beef Services Mycow Lets Customers Choose Where Their Meat Comes From
Subscription-Based Food Matches The Turntable Kitchen Pairings Box Delivers New Food and Music
Water Equipment Subscriptions
Book Borrowing E-Readers
Frameworks for Adapting
identify consumer needs your brand can fulfill
evaluate engagement patterns: when, where, & why do consumers engage
determine the mechanics and technology requirements to deliver brand value
understand the unique behaviors of the customer
connected consumer framework
CULTURE ENVIRONMENT ACTIVITYreligion economics language beliefs traditions heritage politics
time place climate sound lights space distractions people
walking listening watching shopping
speed data plan services pricing billing
hardware OS app store
speed reliability coverage
What need is revealed when I consider people and their context together?
what value or service can I offer that will fill that need?
what messages or content must I create to deliver that value or service?
query-based approach to understanding consumer needs that are possible for your brand to fulfill
Reinvent the Brief
66questionsquestions What is remarkable about your brand, the product, offer, or service? Who is the specific target audience within the broad young adult/millennial age-range? Is there another group of people that has the ability to exploit the malleability of perception and persuade the target audience? How can content foster a social experience? Why would someone want to share this content with their peer network? What are the metrics and KPIs?