Millennials Want To Be “Special” & That Spells Bad News For Brands

A Q&A with Australian comedian Chris Lilley, who plays a 17-year-old girl as the title character in the new "Ja'mie: Private School Girl," his fourth mockumentary-type series in which he serves as producer-writer-actor. Illustrates TV-LILLEY (category e), by Rachel Lubitz © The Washington Post. Moved Friday, Nov. 22, 2013. (MUST CREDIT: BEN TIMONY/ We TV)

Just when you thought those dreaded Millennials couldn’t be any more painful comes a new study that shows they want to feel special, too.

The study by research firm Daymon Worldwide found that the Millennials (those born after 1980) want to feel special, unique and want to stand out far more than their parents’ or grandparents’ generations.

This graph shows the Ys desire to be seen different to their peers over the Boomers and the Xers.

Screen Shot 2016-06-22 at 10.27.40 AM

However, Millennials being special means bad news for brands that sell chain, branded stuff (think Gap or Aussie surf brands), but it’s good news for companies that sell “unique” experiences such as travel trips to far off distant (Instagrammable?) places (think Chile).

Other brands that the Millennials love are the new fashion chains such as Zara and H&M that allow them to regularly update their wardrobes for little outlay.

Last week, B&T revealed the latest findings of the Ipsos Mind And Mood Report that revealed (other than travel) the Millennials had little interest in owing much at all really.

The report’s author Laura Demasi said of the Ys: “You only need look at the (low) rate of car ownership (among the Ys) to know it’s not about ‘stuff’ for them. Their drivers in life are personal fulfilment, happiness and experience. And that’s it!”

And if you thought the Millennials represented trouble then the generation after – the Zs – are going to be worse again.

Marcie Merriman, Gen Z expert and executive director of growth strategy and retail innovation at Ernst & Young, has called the Zs “Millennials on steroids”.

In an recent interview with Business Insider, Merriman said that the Ys do have some brand loyalty but the Zs have none.

“So it really is a level of tolerance and what they’re willing to accept, and a degree of brand loyalty. So Millennials still have a little bit of loyalty to different brands or places that they have shopped,” she said.




Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]