You are on page 1of 4

badge brands and the

new millennial identity


A Report

Understanding Millennials is about understanding


the fundamental nature of our institutions, what
businesses are, why they are, and their role in
the 21st century.
David Burstein

@davidburstein

top 5 values

30%
THERE ARE 74.3 MILLION
PEOPLE BETWEEN
THE AGES OF 18-34

THAT IS APPROXIMATELY
30% OF THE adult
U.S. POPULATION

1. Honesty
2. Trustworthiness
3. Responsiblity
4. Love
5. Loyalty

47%
43%
42%
42%
41%

Show
Your Intent
Boomer parenting, an education focused on teamwork, social media, and settling down later in

their 20s & 30s have all increased the importance of friendship values among Millennials. This
means communicating good intentions such as: kindness, generosity, honesty, humility,
and social commitment.
What shows a brand has good intentions?
Puts people
over profits

supportS
employees
followS
through

62%

57%

57%

helpS
people

workS for
better
world

54%

supportS less
fortunate
supportS
modern
lifestyles

HAS A core
set of
morals

52% 50%

workS
with me

41%

35%

34%

Amplify
Empathy
Empathy is a key trait for Millennials, who have grown up and live in a world where friendship
values are more important. This means showing: acceptance of others, no judgments about
lifestyles or behaviors, forgiveness, and being a good listener.

74%

74%

63%

I understand peoples
flaws and accept them

Theres no shame in failure as


long as youve tried hard

I fight for equal rights of


everyone even if my rights
arent being threatened

Enjoy
Yourself
The desire for fun, meaning and happiness distinguishes Millennials from Gen X, and ties into their
desire to show friendship values. This means showing: optimism, sociability, openness to new
experiences, enthusiasm, and an ability to enjoy oneself.

72%

Lifes too short to be uptight

71%

Having fun is a core


aspect of my life

badge brands and the new millennial identity

65%

I like smart and witty humor,


LIKE The Daily Show

21 october 2014

Power
of Intelligence
Millennials are the most educated generation in history. Theyve also grown up in an increasingly
service-based economy requiring brains over brawn. Intelligence is therefore a key value to
communicate, and means showing: creativity, wit, self awareness, curiosity, ability to see through BS,
social intelligence, and cultural knowledge.

What does it mean to be smart?

61% 61% 59% 52%


Being
logical

SEEInG both
sides of
things

BEING
self-aware

BEING
practical

45%

42%

40%

trustING
my own
opinion

seeING
through
bullshit

being
curious

Power
of Pragmatism
Part of being smart is being practical. Experiencing the Great Recession heightened the value of
pragmatism for Millennials. This means showing: ability to problem solve, finding real solutions,
working hard, realism, and innovation.

71%

When I bought my iPhone, Apple was


straight to the point, didnt beat around
the bush, and satisfied my expectations.

agree Im a realist

Top 3 steps for brands


Communicate
Friendship Values

Show How Youre


Intelligent

W
 hat are your principles, and do
consumers understand them?

Be curious (and show your


curiosity) as a brand

If you support your employees,


shout about it

Crossover your products &


communications in unique ways

C
 ommunicate how you put
people above profits

Assume your consumers


are smart

Set up Friendship
Values / Intelligence
as brand KPIs
Build KPI & measurement plan
around the key Millennial values

for more information

Mark Potts

mark.potts@mindshareworld.com

alexis fragale

alexis.fragale@mindshareworld.com

aimee goldfarb

aimee.goldfarb@mindshareworld.com

MINDSHAREUSA.COM

MINDSHAREINTHELOOP.COM