When looking at generation marketing we have seen a very strong focus on millennials over the last years, slowly shifting towards the even younger generation Z. Because well, these are the generations of the future right? While it is true that the values that are present in these generations have a very strong influence on current and future business landscapes and society in general, it would be a missed opportunity to only focus on the youngsters. Our extensive research on Babyboomers shows that this target group is aging but will surely remain a highly relevant market segment for a few more decades – they are big in numbers, have a lot of spending power and besides that, a very inspiring mindset. Being the creators of youth culture, Babyboomers are now inventing the third age; once their children have left the house and they retire they enter a new era. Not one of slowly contemplating and reminiscing like ‘older’ people are often portrayed. Instead, Babyboomers live an active life where they are looking for new experiences and ways to develop themselves. During our recent large-scale segmentation project with Vodafone we helped them understand the Babyboomers needs and as our knowledge is getting deeper into the organization we see it reflected in their newest commercial: Thats what we call TrendsACTIVE!
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News / Inspiration
Love for millennials
During our millennial research we found a lot of articles leading up to the idea that millennials are postponing adulthood – they are job hoppers, they are traveling instead of saving, they don’t buy houses and they don’t get married. Millennials are stereotyped as the Tinder generation or swipe generation, dismissing love at the first sign of imperfection.
While we do see a trend in millennials getting married later than previous generations, there’s a lot of factors that contribute to this generation being less traditional in ticking off these typical milestones – it would be a mistake to automatically assume millennials don’t care about traditional values or don’t want to commit to anything. They embrace a more diverse idea of what adulthood can be like and break out of traditional patterns. We know that millennials have been raised to believe they can grow up to be whoever they want. They have a strong sense of self and their me-centric attitude inspires them to find the best version of themselves and keep developing their skills – in a job, they value the opportunity to grow, and the same applies for relationships. When they are truly convinced the relationship is not contributing to them reaching their full potential they are less afraid to let go of each other compared to previous generations.
Happy Valentines everyone, celebrate love in whatever shape or size you see fit.
Image credit: BXXLGHT / Aakash Nalani
We have a winner!
On the 1st and 2nd of February the Marketing Insights Event took place in Utrecht, the Netherlands. About 2400 visitors were attracted over the two days, soaking up knowledge and looking for inspiration. With over a hundred speakers taking the stage there were plenty of insights to be found. Our Keynote speaker Aljan de Boer presented on both days and on the second day he won the price for best speaker of the day (with an 8.7/10 score) with his presentation on millennials. Millennials are is the most researched generation and there’s tons of marketing articles out there on how to target the millennial. Despite that, Aljan still managed to surprise and inspire the crowd. TrendsActive has a lot of experience in applying trends based on social sciences, spurring innovation in business from a human centered point of view.
Awareness and action
On February the 4th photographer Cigdem Yuksel won the Canon Silver Camera, a Dutch contest for innovative photo journalism. She received the price for her photo series about refugee child labour; her work portrays Syrian children working in shoe and textile factories in Turkey. The pictures capture the effect of the Syrian war and the refugee crisis while also addressing the still very pressing issue of child labour. It invites the audience to reflect on and be more aware of the effects of our consumer behavior in a globalized world.
Our research shows that Millennials are aware while at the same time, due to their upbringing, staying optimistic. Being digital natives, they use technology to stay informed about current events – they have access to unlimited articles, images and videos from different sources offering them a broad perspective on societal issues. And while the news itself doesn’t provide them with a lot reasons to be optimistic, their positive mindset spurs them to look for opportunities to make the world a better place, both on a global and local level. One way millennials like to contribute is through their purchasing decisions. For example, we see this generation is willing to pay a little extra for fair trade products like Tony Chocolonely – aiming for ‘slave-free’ chocolate – or G-star clothes made out of recycled plastics from the ocean. They support brands and institutions that do good, putting their trust in them to champion their values for them.
It would be interesting to see how the next generation will deal with these issues, as we see Generation Z taking a more self-reliant and independent position in making thinks happen.
image credit: cigdemyuksel.com, Cigdem Yuksel