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Summary of A New Perspective on Millennials

Core Content

This report, A New Perspective on Millennials: Segmenting a Generation for Actionable Insights, explores the diverse purchasing behaviors, attitudes, and preferences of Millennials in the U.S. It segments the generation into five distinct groups to help consumer goods companies and retailers better understand how to target and engage them effectively. The study was conducted by Interbrand and sponsored by Oracle, with insights provided by Rebecca Lau, edited by Beth Ling, and laid out by Katherine Lechleiter.

Main Findings

Demographics and Spending Power

• Millennial Population: Estimated at 79 million in the U.S., representing 25% of the population.
• Spending Power: Millennials hold over $600 billion in spending power, making them a key target for brands.
• Purchasing Decisions: About 75% of Millennials are primarily responsible for household purchasing decisions.

Payment Preferences

• Cash and Debit Cards: 57% use cash, 48% use debit cards, and only 33% use credit cards.
• Mobile Payments: Only 1% use mobile payment options.
• Segment Variations: Trendsetters (62%) prefer cash, while Up & Comers (10%) are more likely to write checks.

Five Millennial Segments

1. Up & Comers

• Demographics: Young males, mostly in urban areas, with higher education and income.
• Behavior: High value seekers, prefer social media for influence, and are less aware of household brands.
• Preferred Brands: Nike, Adidas, Apple.
• Water Preference: Aquafina and Dasani.
• Fun Fact: They prefer casual dress at work.

2. Mavens

• Demographics: 27-35 year-old suburbanites, highest income, often married or in relationships.
• Behavior: High awareness of baby/kids brands, value sales and recommendations.
• Preferred Brands: Walmart, Target, Cheerios, Heinz.
• Fun Fact: They are the most likely to purchase from Walmart and Target.

3. Eclectics

• Demographics: Mostly female, live in housing complexes, less likely to work full-time.
• Behavior: Value deals, prefer online shopping, especially Amazon.
• Preferred Brands: Great Value, Suave, and other budget-friendly options.
• Fun Fact: They are less likely to follow trends and have the lowest awareness of high-end brands.

4. Skeptics

• Demographics: Lowest income, lower education levels, often not aware of major brands.
• Behavior: Prefer familiar, low-priced brands, frequent Walmart and fast food.
• Preferred Brands: McDonald's, Coca-Cola, Frito-Lays.
• Fun Fact: 42% of them do not drink alcohol, compared to 24% of all Millennials.

5. Trendsetters

• Demographics: Youngest segment, mostly female, in school or early careers.
• Behavior: Most likely to start trends, value social media and "what's cool."
• Preferred Brands: Nike, Old Navy, Forever 21, and Evian.
• Fun Fact: They are the most likely to purchase electronics and have the highest purchase rate of beauty brands.

Key Themes for Winning with Millennials

1. Create an Experience

• Millennials value experiences over products.
• Brands like American Express use exclusive events and personalized engagement to build loyalty.
• Technology such as digital behavior tracking and real-time personalization can help deliver unique brand experiences.

2. Make it Frictionless

• Seamless shopping experiences across channels are essential.
• Brands should ensure product availability, easy navigation, and consistent service.
• Technologies like omni-channel commerce and inventory management systems are crucial for maintaining a frictionless experience.

3. Offer Customization

• Customization is expected by Millennials.
• Brands like Nike have successfully implemented customization options (e.g., Nike ID).
• Technologies can help brands create personalized category and product plans.

4. Build Loyalty

• Peer recommendations and social media are key to building loyalty.
• Starbucks exemplifies this with its loyalty app, offering rewards and personalized content.
• Loyalty-building requires actionable insights and consistent engagement.

5. Demonstrate Value

• Value is a key driver for most Millennials.
• Brands must balance quality, price, and convenience to meet expectations.
• Different segments prioritize different aspects of value (e.g., Mavens value information access, Up & Comers value no-hassle returns).

Key Technologies & Solutions

• Track Digital Behavior and Manage Purchasing Triggers
• Deliver Engaging Dynamic Content via Web, Social, Email and Mobile Channels
• Personalize Interactions & Recommend Relevant Products in Real-Time
• Integrate Online and In-Store Experiences
• Offer Consistent and Guided Search and Navigation
• Provide Rich and Personalized Product Recommendations
• Facilitate Omni-Channel Commerce
• Incorporate a Single View of the Consumer for Insights
• Anticipate Demand and Optimize Merchandise and Pricing

Conclusion

This report emphasizes that Millennials are not a monolithic group but a diverse set of segments with distinct preferences and behaviors. Retailers and brands must adopt a nuanced, segment-specific approach to effectively engage with them. Technology plays a vital role in creating personalized, seamless, and meaningful brand experiences that resonate with each segment.