Millennials & Gen Z
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Transcript of Millennials & Gen Z
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Youth Pulse
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Official distinctions …
1960 1970 1980 1990 2000
X Generation Y GenerationMillennials
Digital NativesPaparazzi Generation
Z GenerationGenEdge
Silent Generation
1989
The fall of the Berlin Wall
2001
The 9/11 attacks
1969
Woodstock
… but the states of mind overcome the age brackets
X : 35 - 55 y.o.Y : 20 - 35 y.o.Z : under 20 y.o.
x. y. z. generations
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Millennials
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Fundamentally different from the previous generations
Different vision of the world.
They were born and grew up with the economic crisis,
the digital and the globalization
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1 A lucid generation
2 A « narcis » generation
3 A global generation
4 A creative generation
5 A Hedonist generation
5 key values and behaviors
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Despite their financial issues(student loan debt, poverty and
unemployment),
and their mistrust about institutions
70% of 18-24 y.o pessimistic about
the evolution of the society
* Pew Research Center, 2014http://www.fastcompany.com/3046989/what-millennial-employees-really-want
1. A lucid generation - but self confident
Millennials remain optimistic
about their own future
66% are optimistic about their life
85% say they would have enough money
to lead their way
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What they value most in a job :
- They want to learn and build their skills
- They want to spent time with their family with
work from home and flexible hour options
- This is a relationship - oriented generation
that expects mutual respect
- They want to work in a tech friendly environment
1. A lucid generation - different values at work
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75%of millennials believe
business are to fixated on
their own agendas an not
enough on helping to
improve society.
1. A lucid generation - different expectations
from companies
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#FOMO
From the Fear of Missing Out to the Focus On Multitasking Opportunities.
The Millennial « sickness » : the “fear of missing out” refers to the feeling of anxiety
that an exciting or interesting event may currently be happening elsewhere.
- The tension & desire to stay continually
connected with what others are doing
- They have the tools : the smartphone
increases the addiction for the Paparazzi
Generation
- New technologies provide the power of
ubiquity through multi-screens and networks.
2. A « narcis » generation - #fomo
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« Starification » of their life : they use the social networks everyday and all day
long to express and show a life in which they are the main actor.
- The You(th)niverse is the personal world where
the Millennial promotes his/her personality and
preferences.
- The digital world and the social networks enhance
the trend with profile customization and likes
accumulation.
- In real life, the 3D printing is a new way for mass
customization by creating personalized items from
scratch.
2. A « narcis » generation - you(th)
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empowertheself expression
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It’s no more about individuals but about micro-communities of passion
points and influence without borders.
- # = the symbol of the micro-
community : behind a sign and a
few words, individuals from the
world are together.
- As many micro-communities as
passion points, and not exclusive.
#beliebers#lovewins#got
3. A global generation - tribes
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3. A global generation - global projects
Crowdfunding and crowdsourcing are participative ways in which
the youth vox pop’s got the power.
- Half of Millenials prefer be a part of a project that look like
them rather than just buy.
- More than collaboration, it’s about self expression in
music, fashion, sport…
- Millenials = actors - and not just spectators - by building a
global culture without borders.
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The Millennials mix bits from different universes, they value unusual collaboration.
3. A global generation - mash up
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Millenials value entrepreneurship, creativity and start-up culture.
- Start-up is a perfect work place for a generation of
rapid learners with a strong ability to adapt
- Everything is made to be creative and it’s a great
place to grow personally and professionally
- Being able to work closely with the innovators, the
founders, is something you rarely get to do if you’re
working for a corporation - not a start-up
4. A creative generation - ideas
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4. A creative generation - language64% of Millennials regularly communicate using only emojis instead of words.
- Emojis are a powerful tool for humanizing mobile
messaging, which can often feel impersonal and
expressionless.
- A second & specific language representing visually a
part of who they are.
McDonald's has brought "Emojis" to life in this last spot
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5. And hedonist generation - gamificationHalf of Millennials say “they see real life as a video game” and almost 6 out of
10 say “#winning is the slogan of my generation”.
- Hedonism : pleasure, fun, excitement, sensations…. remain
key drivers for Millenials. Gaming is an expression of this
Hedonism.
- Video games have transcended pure entertainment, and
evolved into places where players can learn, build
communities, and explore aspects of their identity they can't
express in the real world.
- Millennials love video games so much that they've turned
watching other people play into a multi-million dollar industry.The most subscribed-to channel on YouTube, PewDiePie, is run bya Swedish gamer who has gathered his 35 million followers and 10billion vues by posting reviews, run-throughs, and live-streams ofnearly every new game to hit the market.
* Gravity Media, 2015
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Life steps
Average age
Start university
Move out of parental home
Move in with partner
Birth of the first child
22 y.o. 26 y.o. 31 y.o. 33 y.o.
* SIMM TGI, filtre 22-35 ans, octobre 2015
Same values but different life cycles
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z generation
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And evolution, more than a revolutionMore or less the same values
Just more highlighted
THE FIRST TRULY DIGITAL NATIVE
GENERATION
THE FIRST TRULY GLOBAL
GENERATION
70% say the world became smaller thanks to new technologies
74% say that it’s easy to learn about other cultures
* Cassandra Report 2014
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Hannah from
Girls:Selfish, failing financially
and professionaly
Alex from Modern Family:Conscientious, hard-worker
and future oriented
Concretely what does it mean ?
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Ungendered is the new gender
Extreme mash-up
The brand has introduced a range of gender-neutral clothing to its vast inventory.
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The most motivated and eager ones …
… but their stories are unusual !
Joshua Wong
Joshua Wong, a co-founder of the student-activist group Scholarism,was one of the most compelling figures in Hong Kong’s pro-democracy “Umbrella Revolution” in 2014. His nonviolent protestmessage and energetic idealism galvanized crowds that, over months,numbered in the hundreds of thousands.
Marie Lopez dite EnjoyPhoenix
EnjoyPhoenix is a 20 y.o. French beauty guru as well as a fashion,lifestyle, and teenage advice vlogger. She uploads videos to herYouTube channel EnjoyPhoenix with more than 2 million subscribers.She has a second channel called EnjoyVlogging which had more than 1million subscribers.
Tavi Gevinson
Tavi Gevinson is the Founder and Editor-In-Chief of the RookieMagazine, aimed primarily at teenage girls. Gevinson, who becamean online sensation at 11-years-old for her blog StyleRookie, shiftedfocus to pop culture and feminist discussion and in 2011, Gevinsonfounded Rookie at only 15 years old.
Generation ambassadors
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WORK FAMILY
72% say an interesting job is the most important thing for the future
35% want to found an happy family
HEALTH
46% want to be healthy
* Junior Connect 2015
More active, more alternative
Even if they still need points of references
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Often compared to the silent generation
who rebuilt the world after the second ww
Born between :
The Great Depression
World War II
1925 1945
Children from this generation worked very hard and kept quiet.In 1951, Time Magazine introduced the name « Silent Generation »to refer to those individuals described as cautious and unadventurous.