Millennials
The late achievers
Born between 1980 and 1996, Millennials are a highly influential demographic, known for their tech-savviness, social consciousness, and growing purchasing power.
Key characteristics
- Late achievers, often still relying on parental support
- A generation facing middle age with unique challenges compared to previous generations
- Most educated generation, starting careers later and postponing life milestones
- The first social media savvy generation, optimistic about technology's impact
- Gen Y is moving out of expensive cities to suburbs and rural areas for better quality of life
- They appear confident and optimistic, but are experiencing increased burn-out and mental health issues
Top 5 Millennial parent x Gen Alpha kid conversations
Top 3 boxes of a 10 point scale: “I talk with my kids about…”
1. Nutrition - Dangers of the Internet
2. Body positivity
3. Use of social media - Physical bullying
4. Money & savings - Mental health
5. Racism
Source: Joeri Van den Bergh
CASE STUDY
Nike x Dove
The #KeepHerConfident campaign, a collaboration between Nike and Dove, champions body positivity and self-esteem for young girls, sparking an important conversation between Millennial parents and Gen Alpha. By promoting confidence and self-love, this initiative empowers the next generation to embrace their unique bodies and challenges societal beauty standards.
Consumer behavior
Value time as a primary currency
of European Millennials report a very busy lifestyle.
Source: Human8
Highest valuation of personal time among generations.
Source: Empower
Prioritize work-life balance
believe hybrid working positively impacts mental health.
Source: Deloitte
CASE STUDY
Coors Light
Coors Light's "Cheers to Parenthood" campaign celebrates the often-overlooked moments of parenting, highlighting the humor and resilience required to tackle everyday tasks. By acknowledging the busy, on-the-go lifestyle of Millennial parents, the campaign resonates with those who value work-life balance, offering a refreshing toast to the small but significant victories in the midst of their hectic schedules.
CASE STUDY
Pressed Juicery
Pressed Juicery’s subscription model with VIP pricing offers a convenient solution for busy Millennials seeking quick access to healthy options. With the flexibility of pick-up or delivery, this service caters to their fast-paced lifestyle while tapping into the growing demand for subscription-based offerings that bring ease and value to everyday routines.
Millennials are more likely to make impulse purchases to cope with stress
UK Millennials are
27%
more likely than the average impulse buyer to make ‘spur of the moment’ purchases to cope with stress.
Source: GWI
of Millennials would be more loyal to an employer when granted more flexibility.
Source: Harris Poll
would consider a 20% pay cut for a slower pace and more focus on self-care.
Source: Ford
CASE STUDY
Heineken Working Late
Heineken's "Working Late" campaign takes a bold approach to promoting work-life balance by projecting ads onto late-night offices, encouraging employees to disconnect and unwind. By responding to Millennials' growing demand for workplace flexibility, a slower pace, and self-care, the campaign emphasizes the importance of setting boundaries and prioritizing personal time, even in the midst of busy workdays.
"We turned working late into ads about work-life balance"
CASE STUDY
Kraft Mac and Cheese
Kraft Mac & Cheese's "Help Yourself" campaign celebrates the comforting power of food, acknowledging how simple, familiar meals provide a sense of relief and joy. In tune with Millennials' busy, stress-filled lives, the campaign encourages taking time for self-care, embracing the comfort of indulging in a nostalgic favorite when it's needed most.
Marketing implications
- Parenting support: Position brands as allies in raising children, with 64% of parents seeking such partnerships
- Time-saving solutions: Offer products and services that help manage busy lifestyles
- Health and wellness: Cater to health-conscious consumers, with 54% using free time for health improvement
- Nostalgia marketing: Leverage comfort in familiar things from the past (48% of European Millennials)
- Work-life balance: Emphasize flexible working arrangements and time-saving benefits
- Subscription models: Capitalize on Millennials' preference for convenience and regular deliveries