Rudy Bozas - Marketing to Multicultural Millennials
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Transcript of Rudy Bozas - Marketing to Multicultural Millennials
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Marketing to Multicultural Millennials
A Brave New World
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MILLENNIALS ARE ABOUT
77 MILLIONSTRONG
Source: Nielsen Pop. Facts 2013
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They are the most racially and ethnically diverse generation
Nearly20%
Hispanic
Nearly15% African
American
5%Asian
Source: Nielsen Millennials – Breaking the Myths 2/14
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71% of Millennials say they appreciate the influence of other
cultures on the American way of life
(compared with 62 percent of Boomer)
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They live primarily in theWest and SW but with concentration in Urban
Areas
1. Austin, TX (16%, 120)2. Salt Lake City, UT (15%, 117)3. San Diego, CA (15%, 117)4. Los Angeles, CA (14%, 109)5. Denver, CO (14%, 109)6. Washington, DC (14%, 109)7. Houston, TX (14%, 108)8. Las Vegas, NV (14%, 108)9. San Francisco, CA (14%, 107)10. D/FW, TX (14%, 106)
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They won’t leave the nest!
• Nearly 31% still live with parents
• Hispanics are even higher at 45%
• 2/3s are not planning to move out
“until they are ready”
Source: Nielsen Millennials – Breaking the Myths 2/14 & Pew Hispanic Center
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Multicultural Millennials put importance in taking care of family.
• Being a good parent is most important goal in life – 63%
• 55% it’s their responsibility to take care of and elderly parent
Source: Nielsen: Newswire 2.18.14
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Millennials care about programs that help them manage their well-being & make healthier choices.
Source: Nielsen: Newswire 2.18.14
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9
MIllennialSHOPPERS
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They are savvy shoppers always on the lookout for a good deal –
never compromising in quality.
BUT
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They also want
the latest and
greatest
products and
tend to make
impulse
purchases.
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Millennials are less committed to traditional grocery channels for acquiring food; more
open to specialty, online & big box channels.
-10
+5
+3
Millennials
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Good-Doer
Generation
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“Millennials who got burned by the recession feel a resentment to
consumerism” – Robbie Blinkoff,
Consumer anthropologist
Source: USA Today – 3/26/13
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47% say that they buy a brand every month because they
support a cause.
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M-Ms are more likely to spend more for goods and
services from companies that implement programs to give back to society.
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Over 60 % are also willing to pay more for a product if it’s good for the environment.
Source: Nielsen: Newswire 2.18.14
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connecting
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&Hispanic Millennials are 66% more likely to connect via mobile than non-Hispanic white Millennials
Twice as likely to own a tablet
Source: Pew Hispanic Center’s Latinos and Digital Tech. Study
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The top 20 apps among M-M are either retail or discount focused.
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Social media also impacts their relationship with brands:
• They are more engaged in activities such as ratings of products & services.
• Millennials are far more likely to favor brands that have Facebook pages and mobile devices.
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Millennials are avid users of technology.
When interacting with companies via social media, they want to feel like they have a
personal, direct interaction with the brand.
In return, they will advocate and endorse that brand.
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M-M’sare “Foodies”
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5 out of 10 refer to themselves as “FOODIES”
They want stay on top of current food trends and seek out new places with unique flavors & great atmosphere
Source: Nielsen. Millennials – Breaking the Myths. February 2014
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14% of Millennials are 1st generation12% are 2nd generation
strong ties to their family’s home country recipes
Source: Nielsen. Millennials – Breaking the Myths. Feb. 2014
Multigenerational households are also
more prominent in these cultures,
making moms and grandmas big
influencers.
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Food is not just about nourishment for M-Ms:
• It’s about self-expression and entertainment
• It’s about personal storytelling
• They publish pictures of what they eat
• They follow food celebrities on Twitter, & discover new places and brands to eat
Source: Nielsen. Millennials – Breaking the Myths. February 2014
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Multicultural Millennials are informed consumers who actively look at the ingredients and nutritional information of the products they eat.
Ingredient Tracing
Transparency
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“Facts do not cease to exist because they are ignored.”
-- Aldous Huxley
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In short - Multicultural Millennials are:
• The fastest growing segment of the population
• With cultural differentiations that make them
unique
• Consumers with a conscience
• They look for authentic relations with brands
• But they want you to provide it in a convenient
way
• Remember – technology is at their fingertips
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Q&A
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