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.
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.
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.
UK vegan snack brand, The Primal Pantry, has been threatened with legal action by corporate chocolate company Mondelez International over the colour of its packaging. The Primal Pantry recieved a letter from Mondelez asking it to “cease and desist” selling its Cocoa Real Food Bars in the EU, or face legal action. Mondelez, according to […]
Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]
Today Mars Food Australia has announced that Ben’s OriginalTM rice products are available in new packaging at Australian retailers nationally. The arrival of Ben’s OriginalTM on retail shelves will be supported by an integrated campaign to drive awareness of the new brand. The “Everyone’s Original” campaign focuses on the brand’s vision of inclusivity that celebrates […]
Agnes Media has appointed former Qantas marketer Jan Consul as senior performance manager, as the independent Sydney agency continues to record significant client growth. Consul will lead the programmatic trading and social management at Agnes Media and has extensive experience in digital performance marketing gained from a career spanning the Philippines, Singapore and Australia. After […]
OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]
Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion (US$10B). Freshworks, which was founded in India, has strong roots […]
Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]
Awindependent PR Agency Agent99 has added The Distilled Spirits Council of the US (DISCUS) to its client roster, alongside thought leader and commercial property specialist, Helen Tarrant. DISCUS is a national trade association representing U.S. producers, marketers, and exporters of distilled spirits. The account was won following a competitive pitch earlier this year. DISCUS has […]
Melbourne-based independent creative agency, By All Means, has today released limited edition ‘Locktown’ t-shirts to create a positive, artistic commemoration of their city, while shining a spotlight on the significant impact of lockdown on the mental health of Victorians. After 235 days under strict stay-at-home orders, Melbourne today claims the unenviable crown from Buenos Aires […]
Global marketing agency, Komodo, has announced it will be launching a dedicated TikTok arm to the business in Australia, following a series of key industry hires and new creators signed to their roster. The agency, who partners brands with social influencers across the globe, aims to bring a new dimension to influencer marketing by assisting brands […]
According to Fifth Dimension CEO Lyndall Spooner, whether you like roller coasters or not, we have all been riding ‘Dashed Hopes’ the COVID-19 emotional roller coaster for over 18 months and many of us have turned to online retail therapy to cope. Spooner uses the analogy of an emotional roller coaster to depict consumers’ […]