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Why theyre importantAustralians spend the most money in their mid-forties. In just 10 years the first of the millennials will hit their spending peak. The sheer number of millennials will provide a huge market. They are highly brand conscious, but they do not derive their opinions on brands from what marketing and advertising tells them. Millennials dig deeper, researching and most importantly listening to peers to form opinions.

Advocacy is king

Is your brand ready for the next spending boom?Millenniums + Brands

Series - Millenniums Portrait - part1

We are experts in brand growth and shaping customer experience. Our philosophy is to use insights as inputs rather than outputs. If you would like to know more please contact Sprout Research on 07 3635 8800 or hello@sproutresearch.com.au.

In just 10 years, Millenniums will be the biggest consumers of products and services in Australia. We need to create brands and experiences that resonate with this group NOW! Building loyalty with millennium customers will drive brand revenue into the future.

GENERATION Y

1980

1998born

between6.2 millionmillenniumsin Australia

Who are they?Not since the boomers has there been a generation so large!

Characteristics curious

tolerant

sharing

flexible

optimistic

enthusiastic

confident

tech-savvy shoppers

global

well-informed

authentic

Key Values a bigger cause

friendship

commerce with a conscience

family

happiness

helping others

health & wellbeing

fashion

trends

brand relationships

Why theyre differentMillennial brains are actually physically different due to the use of technology. The human brain is not fully developed until the early twenties. Growing up multitasking and as primarily digital natives, they are native speakers of digital language.

Their multitasking and networked world means their tastes and preferences can be fleeting. They have been closely monitored and cared for by their boomers and gen x parents, creating a generation with structured, organised lives. As a result they are family orientated, highly educated with an optimistic view of the world.

Theyre a very demanding generation. They want to be involved with brands and business, they want to collaborate, crowd source and co-create. The sharing economy is being powered by the millennium. They want organizations to reduce customer effort. Technology allows them to curate their own content, share, recreate and customize their media. They expect rapid-fire responses.

What do they want from brands?

BE NEWSWORTHY brands must have a reason to exist with milleniums. Develop a clear brand vision.

DELIVER EXPERIENCES - positive product/brand experience is paramount to maintaining a positive image amongst the millennium community. Develop a strong customer experience strategy.

WORK WITH THEM Millenniums want to be involved, and they talk to each other, not you. Co-create, consult, converse, and collaborate to create the brand and customer experience.

BE RELEVANT maintaining relevance amongst millenniums will involve more. Possess a concrete understanding of how a brand vision can be aligned with millennial values.

MAKE THEM AMBASSADORS the biggest brand opportunity is to get them to deliver your brand message through self-expression and their own content. Allow millennials to continue the conversation without you to propel brand engagement.

What should brands do?

Millenniums wealth of knowledge, highly networked nature & immediate access to information has created a network of savvy discerning shoppers.

If you align your brand vision and customer experiences, millennials will be

valuable brand ambassadors.

They are the first completely connected generation.

They seek experiences rather than transactions.

They rely on each other for validation of their brand and product choices.

Popu

lation

(milli

ons)

Gen Alpha