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Series - Millenniums Portrait - part1

Millenniums + Brands

Is your brand ready for the next spending boom?

Millenniums wealth of knowledge, highly
networked nature & immediate access
to information has created a network of
savvy discerning shoppers.

In just 10 years, Millenniums will be the biggest consumers of

products and services in Australia. We need to create brands and
experiences that resonate with this group NOW! Building loyalty
with millennium customers will drive brand revenue into the future.

born
between

1998

Not since the

boomers has there
been a generation
so large!

GENERATION Y

1980

Who are they?

6.2

Characteristics
million
millenniums
in Australia

Key Values

curious
tolerant
sharing
flexible
optimistic
enthusiastic
confident
tech-savvy
shoppers
global
well-informed
authentic

Why theyre important

Australians spend the most money in their mid-forties. In
just 10 years the first of the millennials will hit their spending
peak. The sheer number of millennials will provide a huge
market. They are highly brand conscious, but they do not
derive their opinions on brands from what marketing and
advertising tells them. Millennials dig deeper, researching
and most importantly listening to peers to form opinions.

a bigger cause
friendship
commerce with
a conscience
family
happiness
helping others
health & wellbeing
fashion
trends
brand relationships

Advocacy is king

Why theyre different

Millennial brains are actually physically different due
to the use of technology. The human brain is not
fully developed until the early twenties. Growing up
multitasking and as primarily digital natives, they are
native speakers of digital language.
Their multitasking and networked world means their
tastes and preferences can be fleeting. They have been closely monitored
and cared for by their boomers and gen x parents, creating a generation
with structured, organised lives. As a result they are family orientated, highly
educated with an optimistic view of the world.

Theyre a very demanding generation. They want to be involved

with brands and business, they want to collaborate, crowd
source and co-create. The sharing economy is being powered
by the millennium. They want organizations to reduce customer
effort. Technology allows them to curate their own content, share,
recreate and customize their media. They expect rapid-fire responses.

Australias Generational Profile

BE NEWSWORTHY brands must have a reason to exist with

milleniums. Develop a clear brand vision.

MAKE THEM AMBASSADORS the biggest brand opportunity

is to get them to deliver your brand message through selfexpression and their own content. Allow millennials to continue
the conversation without you to propel brand engagement.

6.2m

Millenniums

Population (millions)

BE RELEVANT maintaining relevance amongst millenniums will

involve more. Possess a concrete understanding of how a brand
vision can be aligned with millennial values.

experiences rather
transactions.

than

If you align your brand vision and

customer experiences, millennials will be
valuable brand ambassadors.

What should brands do?

WORK WITH THEM Millenniums want to be involved, and they

talk to each other, not you. Co-create, consult, converse, and
collaborate to create the brand and customer experience.

They seek

They rely on each other for

validation of their brand and
product choices.

What do they want from brands?

DELIVER EXPERIENCES - positive product/brand experience

is paramount to maintaining a positive image amongst the
millennium community. Develop a strong customer experience
strategy.

They are the first completely

connected generation.

3.2m

3
2
1

1.5m
Gen Alpha
<4 years

Gen Z
5-15 years

Millenniums
16-34 years

4.7m

5.1m

2.4m

Gen X
35-49 years

Generations

We are experts in brand growth and shaping customer experience. Our philosophy is to use insights as inputs
rather than outputs. If you would like to know more please contact Sprout Research on
07 3635 8800 or hello@sproutresearch.com.au.

Baby Boomers
50-68 years

Builders
69+ years