Youth Trends & Insights

Millennial Trends & Insights A Primer on Youth Culture & CommerceJason Newport

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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

secret formula?

+ =

Youth Insights

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

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“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.it’s all about connecting

collecting creating combining contributing collaborating curating communicating

Youth do not clearly divide the offline from the online.

1blended

world

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. It’s 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

5key attributes

Social Insights

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 yesterday’s destination web rather than today’s contextual web

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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

PRODUCT

BRAND

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 there…giving your audience something usable that supplements their real-time, real-life experiences.

#goyankees

Business Insights

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.

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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

Commerce Trends

America’s 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

Distributed Retail

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

Subscription-Based Bakeries

Frameworks for Adapting

technologyneeds

context

person

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

CARRIER

CONNECTIONDEVICE

speed data plan services pricing billing

hardware OS app store

speed reliability coverage

context

needs

“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

immediacy

simplicity

relevance

utility

entertainment

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?