Millennials’ Mindset Matters

Morley Winograd December 9, 2014 #iMediaSummit

Millennials are NOT Generation X in their Attitudes or Behaviors

July 16, 1990 May 8, 2000

Gen-X Childhood in Movies 1964 Children of the Damned

1967 Rosemary’s Baby

1973 The Exorcist

1974 It’s Alive!

1976 Look What’s Happened to

Rosemary’s Baby

1976 The Omen

1976 Carrie

1977 Exorcist II: The Heretic

1977 Eraserhead

1978 It Lives Again

1978 Damien—Omen II

1978 Halloween

1979 The Brood

1980 The Children

1981 The Final Conflict

1981 Halloween II

1984 Firestarter

1984 Children of the Corn

1988 Child’s Play

There is only one thing wrong with the Davis baby….. It’s Alive

Millennial Childhood in Movies 1982 E.T The Extra-Terrestrial

1986 Aliens

1987 Three Men and a Baby

1987 Raising Arizona

1987 Baby Boom

1989 The Little Mermaid

1989 Look Who’s Talking

1989 Parenthood

1990 Look Who’s Talking Too

1990 Home Alone

1991 Little Man Tate

1993 Three Men and a Little Lady

1993 Searching for Bobby Fisher

1994 The Lion King

1994 Angels in the Outfield

1997 Liar Liar

1998 Rugrats: The Movie

1999 Big Daddy

1999 The Iron Giant

2000 My Dog Skip

2001 The Princess Diaries

2002 Spy Kids

2001 Monsters, Inc.

2001 Harry Potter

2002 Big Fat Liar

2002 About a Boy

They changed her diapers.

She changed their lives . . .

Generation X Behavior

• Action Oriented

• Results Focused

• Self Reliant

• Risk Takers

• Informal

• Skeptical

• Technologically Savvy

July 16, 1990

Millennial Generation Behavior May 8, 2000

• Pragmatic

• Idealistic

• Collective

• Consensus Driven

• Risk Averse

• Optimistic

• Technologically Facile

Millennials are the Most Optimistic Generation in America

The way things are in America, people like me and my family have a good chance of improving our standard of living: Do you agree or disagree?

Millennials’ Parents Are Their Friends • The Baby Boomers chose to become older parents in

the 1980s while Gen X moms reverted back to the earlier birth-age norm, which meant that two generations were having babies.

• Boomers rebelled against the parenting practices of their parents.

• They made conscious decisions not to say “because I told you so” or “because I’m the parent and you’re the child.”

• But discipline was still the order of the day for Millennial parents.

• They became friends with their children.

• They explained things to their children, (actions, consequences, options, etc.) – they wanted them to learn to make informed decisions.

• Media options

• Shared attention

• Consensus

• Customization

Increasing

• Gender gap

• Network TV

• Living on their own

• Risk taking

Millennials Are Different

Decreasing

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2004

2006

2008

2010

2012

2014

33

27

20

13

7

36

36

36

36

36

36

30

37

43

50

57

64

Boomers Gen X Millennials

Millennials Now Dominate Key 18-49 Demographic

*Based on U.S. Census population projections

Millennial Media is Driven by Social Media, Not Broadcast Media

Source: http://mashable.com/2012/06/22/data-created-every-minute/

Social Media is a World Created by Prosumers

Social Media Platforms Serve Role of Publishers

Source: Fusion Millennial Political Poll 2014 *Multiple responses accepted

Which social media platforms do you visit most frequently?*

You Can’t Shout Down a Social Network

• Ads are for Broadcast Media

• Conversations are for Social Media

• Tell a Story to Get People Engaged

Source: Zogby Analytics 2014 © September 2014 The Financial Brand

Millennials Live by Their Mobile Device

For personal use, I no longer use a PC and only use my mobile device.

My smartphone never leaves my side, night or day.

When I wake up, the first thing I do is reach for my smartphone.

I spend more than two hours every day using my smartphone.

For personal use, I prefer to use my mobile device over a laptop/desktop computer.

In the next five years, I believe everything will be done on mobile devices.

Mobile Devices Drive Demand for Short Form Content

The Future of Advertising? What if I told you that it’s possible to do good deeds around the world – simply by walking into a store?

You wouldn’t even have to buy a thing and you could plant a tree, provide a meal for the hungry, or help an injured animal.

By downloading the CauseWorld app, you can donate good deeds and spread the word about your favorite causes.

Check in at stores and earn karmas from sponsors. Sponsors donate real money. We turn their money into 'karmas'. You earn karmas and choose where it goes.

Email: mikeandmorley@gmail.com LinkedIn: Mike Morley Facebook.com/mikeandmorley Twitter: @mikeandmorley www.mikeandmorley.com

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