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  • Brand Badges and The New Millennial Identity

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    Mindshare North America
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    Millennials. The Makers. The Doers. The Idealists. 18-34 Years Old. 80 million strong. 25 percent of U.S. Population. More than $200 billion in annual buying power. There’s much debate in marketing on whether Millennials care about badge brands any more—a topic that affects our clients and their businesses in major ways. Social media has created a new platform to build and express identities, this is especially true for Millennials. Through our research, we’ve explored the changing ways Millennials are building their identities and what the implications are for how brands succeed over the coming years.

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    Brand Badges and the New Millennial Identity

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    Millennials. The Makers. The Doers. The Idealists. 18-34 Years Old. 80 million strong. 25 percent of U.S. Population. More than $200 billion in annual buying power. There’s much debate in marketing on whether Millennials care about badge brands any more—a topic that affects our clients and their businesses in major ways. Social media has created a new platform to build and express identities, this is especially true for Millennials. Through our research, we’ve explored the changing ways Millennials are building their identities and what the implications are for how brands succeed over the coming years.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    3K views4 pages

    Brand Badges and The New Millennial Identity

    Uploaded by

    Mindshare North America
    Millennials. The Makers. The Doers. The Idealists. 18-34 Years Old. 80 million strong. 25 percent of U.S. Population. More than $200 billion in annual buying power. There’s much debate in marketing on whether Millennials care about badge brands any more—a topic that affects our clients and their businesses in major ways. Social media has created a new platform to build and express identities, this is especially true for Millennials. Through our research, we’ve explored the changing ways Millennials are building their identities and what the implications are for how brands succeed over the coming years.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 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

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