What are the Millennials up to?

Luvya Kariro
 ● Difference between gen-z and
millennials
● Why Millennials approach
shopping differently?
● Millennial consumption pattern
● Millennial Fashion Staples
● Brands Millennials are loving

Overview currently
● How they watch Video Content?
● Shows the Millennials are
watching currently
● Millennial Spending Habits
Difference between Gen-z and Millennials:
Gen-z
● A member of Gen Z is anyone born
between 1996 and the early-mid 2000s.
● They don’t pay much attention to it.
● In the wake of the COVID-19 pandemic,
Gen Z’ers are more likely than
Millennials to want new products and
services.
● Gen Z is also more likely than
Millennials to want companies to
translate their existing products and
services into digital experiences.
Millennials
● A Millennial is anyone born between
1980 and 1995.
● Millennials have higher expectations
for customer experience — and they’ll
pony up the cash for it.
● They are comfortable with the old
ways.
● They still believe and trust physical
stores more.
Why Millennials approach shopping differently?
● During their formative years, millennials saw major events like the 9/11 terrorist attacks, the
Global War on Terror and the Great Recession.

● Millennials are different because they grew up in an era of technology, with access to
unlimited amounts of information. This access gave events more publicity, created heightened
awareness, spawned conspiracy theories and distrust, and, resulted in nonstop messages of
doom, gloom and anxiety.

● Many millennials graduated when unemployment was high, jobs were scarce and salaries were
lower (even though the cost of living was higher), all while shouldering massive debt from
student loans.

● Many had to take jobs for which they were over-qualified, move back into their childhood
homes (37% have done this) or delay things like marriage and children for financial reasons.

● Even in the face of this rocky start, the majority of this population is finally reaching increased
buying power and marketplace influence.
Millennial consumption pattern
1. Millennials want their purchases to make them feel
good.
It is found that 60% of millennials tend to gravitate toward purchases that are an expression
of their personality -- the brand must speak to them at this level and make them feel good.
Unlike baby boomers and Gen Xers, who consume based on quantity, millennials value their
dollar more and value products that meet both a logistical and emotional need. One way
brands are satisfying this desire is by giving back in clear ways that consumers understand,
such as “buy one, give one” scenarios by various companies. This kind of model can help
people feel good about their purchases.
2. Millennials place value on experiences.

Half of millennials prefer to spend their money on experiences over material things -- and
they are willing to pay extra for it. In fact, many brands already recognize this and are
turning to experiential marketing to try to connect. Basically, this encompasses setting up
opportunities for interaction, both with the brand and with other consumers, often through
special events. This can include things like meetups in certain cities or virtual reality
experiences.
3. Millennials like sharing with their friends.

Research found that millennials are 13% more likely than Gen Xers to share their purchases
on social media. This provides them with the perfect forum for their opinions to be heard --
good or bad -- as well as a place to hear from others they trust. Brands need to actively
engage with their social media users, really listen to what customers are saying and be ready
to immediately address any pain points.
4. Millennials shop promiscuously.

Millennials have no problem trying new, innovative brands rather than turning to a brand
seen as old and reliable. In fact, research found that they are almost twice as likely to say this
than Gen Xers. Their brand loyalty is low, even if the brand has worked for them in the past.
Brands need to move away from the concept of how to “win” customers from competitors
and, instead, think about “wooing” them, meeting them in the context of their own needs.
The model needs to be reframed not with loyalty as a conclusion, but with the goal of giving
the consumer a reason to connect and return.
5. Millennials trust peer-generated endorsements.

More than one-third of millennials prefer to wait until someone they trust has tried
something. While they like trying new things, they actively avoid paying attention to
company-generated advertisements and place more weight on word of mouth and product
reviews. When planning a marketing strategy, brands need to incorporate practices such as
influencer marketing as part of their strategy to build trust among others.
6. Millennials seek relevancy.

Almost half of the millennials surveyed appreciate when brands make ads and social media
relevant to them. Personalization and relevancy are key for this group, and all brands should
keep this in mind. As part of strategy planning, brands need to incorporate research to delve
deeper into understanding how their brand resonates and connects with its audience.
CONCLUSION

Despite a rather slow and winding path to adulthood, research has found that millennials are
solidly coming into their own. Their purchase behaviors have been shaped by their journey,
wrought by social and economic trials, and clear preferences are emerging that can advise
brands on the communications and connections that will have the most impact. By following
these insights, the brand can craft it’s marketing strategies to improve their reach to the
millennial audience.
Millennial Fashion Staples
Introduction
From a marketing standpoint, the Millennials are a group that the fashion industry, from high-
end to outlet stores, values very highly. This is because they have a decent amount of disposable
income and a large portion of those in this generation are more willing to spend as they are yet
to start a family or save for the future.
Now, when it comes to Millennial fashion trends, this is a different nut to crack all together, but
there are definitely many styles, garments, and accessories that are most commonly considered
to be part of a stereotypical Millennial’s wardrobe.
With a view to laying out items that are sure to be in just about every Millennials wardrobe,
here is a selection of accessories that are like catnip to this generation.
1. Skinny Jeans
If you see anyone, male or female, wearing a pair of painfully tight skinny jeans, then it’s very
likely they are Millennials or deliberately attempt to pass for one. This is a look that still works
but one that you have to make sure you can pull off with confidence. They help to stretch us out
and make us look taller and are, on the whole, a very sexy item to call upon when the need
arises.
2. Aviator Eyeglasses
Millennials can’t get enough of aviator-style eyeglasses, and to be fair to them; it’s a timeless
trend that is followed by many regardless of their generation. They could elect to update
themselves to a nice pair of rimless eyeglasses if they want to stay entirely on-topic, but all in
all, the Millennials can rest easy here.
3. Musical Tees
The band t-shirt fad will never leave us, and it’s a fashion trend that crosses all generations but
is firmly rooted in the Millennial era. It doesn’t matter if the wearer has even a passing interest
or knowledge in the band; it just has to look effortlessly cool. Every Millennial has a number of
these in their armory. Usually, these will involve at least one AC/DC or Led Zeppelin item and
probably Nirvana for the additional cool points.
4. Chelsea Boots
This kind of neatly leads on from the previous item as Chelsea boots have a kind of a classic
rock feel to them. A very British item and one that is versatile enough to be worn with a work
ensemble as well as part of a late-night outfit. They are an item of footwear that is comfortable,
and that in itself is a reason to keep wearing them until they decay. Pair with tight jeans or even
a mini-dress if you want to hedge your bets.
5. Athleisure
Another entry on this list that is more about a state of mind than any specific item. Gen Y likes
to be ready for battle on all fronts, and that means mixing fitness and fashion will always be
welcomed, and that’s led to a boom in athleisure items if these items can come in bright and
even garish colors, even better. This attitude to melding clothing types is, of course, an easy
way to go about your entire day without having to change multiple times.
6. Loungewear
Maybe it’s because we’ve spent much of the past two years stuck at home due to the
coronavirus, but there is something very comforting about loungewear, and the Millennials
know this all too well.
They love and live in loungewear, and the whole concept of the choice to dress in an uber-
informal manner has led to the easy availability of quality items that are in the loungewear
range. Sweatsuits, stylish pajamas, and rompers, there are many ways to dress down while
feeling super comfortable when doing so.
Brands Millennials are loving
currently
Introduction
When millennials want to play dress up, they are most often looking for a way to express
themselves and their sensibilities through their ensembles. Brand names take a backseat and
brand philosophies shine. Body positive, sustainable and timeless pieces rule their wardrobes
but this doesn't mean they aren't keyed in to the trends. Mindless spending however, isn't their
jam, but they are more than willing to splurge on quality. They do after all, make up the biggest
chunk of spenders than any other generation, currently. No wonder fashion brands are always
trying to capture that "millennial aesthetic".
1. Urban Suburban
A millennial could build their whole closet with pieces from Urban Suburban and have
something new to wear each time, thanks to the ability to mix and match every one of their
pieces. Not only does this high street fashion brand ace the balance between minimalistic prints,
solid colours and bold designs (a perfect mix of classics and trends) -- their clothing can
withstand wear. And we all know how much a millennial loves anything durable mixed with
style!
2. Exhale Label
Quality and comfortable athleisure has taken over the hearts of the millennial folk for it's
effortless appearance. It also plays to their mindset of exercising to stay fit and healthy above
anything else. Exhale Label takes this up a notch by also taking a bold stand on social issues
through their athleisure line. Through their comfortable and practical clothing they aim to
empower the mind, body and soul and encourage people to share their stories and start a
conversation around mental health. Sharing the same values as that of a millennial, makes them
a sure shot winner.
3. Tokree Jaipur
Indian or ethnic wear is never a practical buy according to any millennial. Especially occasion
wear that cannot be worn unless, well, it's an occasion. Tokree Jaipur corrects this grave misstep
by many, many brands. Their Indian wear is comfortable, minimal and built for a purpose -- to
be worn as you please and when you please. All of their pieces are free-flowing (beautiful
fabrics), monotoned (in gorgeous pastels) and embellished sparingly. This keeps them timeless
looking and also gives you the opportunity to dress it up or down, depending on where you're
headed. Oh, and all of their kurtas come with pockets!!
4. ISU
To feel empowered by their clothing is all a millennial wants and ISU has that nailed aspect.
Their trendsetting, casual-to-work-to-party catalogue impresses beyond expectations on all
bases. Think variety, versatility and most importantly (to any millennial shopper) size
inclusivity. The stylish label also manages to capture those minute details that take an outfit
from regular to ravishing in everything they create.
5. Leisure Loom
Fun, flirty and fabulously sustainable -- So millennial! -- is all that comes to mind as one
browse’s through Leisure Loom's collection of stunning Western wear. Keeping things
transparent to their buyers, the brand states that only 100% organic cotton and jute goes into
consciously crafting every piece. And since more and more millennials are investing in
sustainable wear, the style too needs to be up there, which Leisure Loom more than delivers
upon. There's a youthful and vibrant aspect to their line that is seldom associated with being
environmentally-friendly.
6. The August Co.
The August Co makes it to this list for many, many reasons. Number one would be that the
brand is by women and for women (of all shapes and sizes). A range starts that starts at an XS
going all the way to a 3XL proves so. Their philosophy is also on the money -- to make
eco/earth friendly pieces of breathable and quality clothing that encourages fewer purchases.
The brand is also committed to staying timeless by staying classic. And the best part is that they
use fabric scraps to make accessories!
7. Ampersand
Everyday power dressing takes on a whole new meaning in Ampersand and this is exactly what
will appeal to the millennial sensibilities. Further, their philosophy of custom designs and
interesting silhouettes on Indian handlooms with a special focus on ethical and sustainable
clothing will only seal the deal with a millennial fashionista. Ampersand also scores big for
their high fashion, runaway detailing. Also, their collection is limited edition.
8. Minimul
A millennial could spend all their day in loungewear and more now, given the present situation
of the world. Sure, cute and trendy prints is where the party is at but a conscious millennial
chooses comfort over fads -- which is why they need Minimul in their lives. This comfortwear
label strives to be fashion neutral and relevant despite changing times. It's all minimal in design
of course, but the sustainably sourced soft cottons and mulmuls and muted monotones is where
their collection's appeal largely lies.
9. Bari
Meaningful products drive many, if not all of the millennials' purchasing decisions today. And
Bari's has this engraved in their clothing and business model. Every outfit is what we would
call bold and experimental without being overbearingly so. To a millennial, their clothing will
add a certain variance and vibrance to everyday dressing. They are also bound to appreciate the
relaxed silhouettes, earthy tones and sustainable nature. Changing fashion trends won't ever kill
this brand's elegant. Their products have an all-season appeal.
10. Lea Clothing Co.
Pushing the millennial's need for individuality, wow-style and uniqueness in overdrive is
Lea Clothing Co. This up and coming couture label that recreates international fashion in their
own way has also locked down everything a millennial looks for in brand value. For one, they
celebrate the Indian body and smash the one-size-fits-all notion we're conditioned to. Aside
from size inclusivity (XS to XXXL and soon introducing upto 5XL), Lea Clothing Co also
practices sustainability. Lastly, their fabulous designs -- iconic corsets and statement sleeves is
the cherry on the cake.
CONCLUSION
● Millennials prefer sustainable fashion over today’s fast fashion powered world.
● They like brands which are more size inclusive rather than the ones that are still stuck on
the older standard ones.
● For them comfort is much more important than style.
● They expect versatility and variety from a brand.
● They want clothes that are unique and go a long way, i.e. are durable.
How they watch Video Content?
Introduction
Millennials, ages 23-36, prefer to watch TV online and on streaming services. They stream
more online TV than any other generation—mainly on streaming services like Netflix, Amazon
Prime Video, Hulu, and Disney Plus.
Social Media Video Habits
Millennials spend a considerable amount of time watching online videos. They prefer Instagram
and YouTube.

In fact, in the past year, 70% of millennials watched YouTube to learn how to do something
new or learn more about something they’re interested in.

45% say a YouTuber inspired them to make a personal change in their life.

And 47% of younger millennials watch their favorite TV shows on social media (when they’re
available).

For millennials, social media is used for entertainment vs. sharing personal information and
updates.
News Media Video Habits
64% of millennials watch news online.

In particular, 33% of people in this group get most of their news from social media outlets.

It is thus advisable to publish videos on platforms millennials spend the most time—streaming
services, Instagram, and YouTube. Since millennials watch news on social media, they’re more
likely to see your brand’s video content.

Create video ads that play during or after the main video ends.
Streaming Habits
For millennials in North America, Netflix is the top streaming service. Amazon Prime Video is
the next popular option.

Overall, millennials spend an average of 1.5 hours a day watching TV online and on streaming
services.

Millennials still watch traditional TV, but numbers are low compared to baby boomers and Gen
X. However, for millennials who watch TV, they’re more likely to stay on one channel vs.
switching during commercial breaks. Thus, they are open to viewing ads during these breaks,
but they have to be unique enough to draw their attention.

Therefore, consider creating video ads for social media and for TV. However, focus on how the
product or service solves a problem vs. being promotional.

66% of millennials are turned off by promotional videos.

Marketing Videos
Millennials have the most buying power compared to other generations. Combined, all
millennials spend $600 billion every year.
Video plays a big role in millennials’ purchase decisions:
● 23% of millennials use video sites to research products and services.
● 85% of millennials go on to buy products after watching videos.
● Compared to baby boomers, millennials are 150% more likely to use video to comparison shop.
● 70% of millennials use videos to make post-purchase buying decisions.
Since millennials spend time researching products before they buy (either in-store or online), brand
can create ads that show products in action.
Also,videos that include product demos and testimonials from previous customers.
Millennials are receptive to information that helps them make decisions and appreciate insights that
come from other customers.
Shows the Millennials are
watching currently
1. Stranger Things

● Coloured Shirts
● High Waisted Pants
● Graphic Tees
2. 13 Reasons Why

● Denim Jackets
● Skinny Jeans
● Blazers
3. The Good Place

● Printed dresses
● Printed tees
● Overshirts / Plaid Shirts
4. Jane the Virgin

● Midi Dresses
● Prints
● A-line dresses
5. Friends

● Overalls
● Skinny Jeans
● Vests
● Solid Coloured Shirts
CONCLUSION
A show can influence its audience fashion sense quite easily. Millennials are one of
those generations that believe in binge watching rather than waiting for a new
episode to come every week. Thus, showing traits of a little impatience.

The brand could use this trait to its advantage by bringing out a specific category of
products in reference to popular shows which the millennials wouldn’t hesitate
buying as they have already seen it on their favourite characters.

Also, a large number of people in this generation love to get inspired and wear if not
same then somewhat similar clothes as many popular shows. The brand can add
such pieces to their collection too to generate profits!
Millennial Spending Habits
Introduction
The millennial generation is often cited as being drastically different from the generations that
came before it. In some ways this is true, as millennials interact very differently with finances,
shopping and companies, preferring to use their dollars to support responsive and socially active
businesses. On the other hand, millennials are now in the midst of growing their careers and
families, so they share many of the same concerns that previous generations had.

Saddled with student loans, millennials are delaying forming families and purchasing homes.
However, these are still aspirations for this generation. Since it is now the largest living
generation, brands must pay close attention to the desires of millennials in order to succeed at
capturing their attention—and their hard-earned dollars.
Purchasing Power

● Millennials spend 21.6% of their income on housing—more than Gen X and baby
boomers.
● Millennials have an average savings rate of 9.8%.
● The average yearly spending for millennials is around $52,000.
● Millennials have a collective net worth of more than $8 trillion.
● Millennial net worth has grown 235% since 2018.
Online Shopping Habits
● 23% of millennials would rather purchase an item online before going to get it at the
store.
● 42% of millennials complete online shopping transactions on their smartphones.
● 67% of millennials are worried about hackers stealing their personal financial
information from online companies.
● 91% of millennials prefer to shop online, with only 9% choosing to shop in-store only.
● 44% of millennials prefer shopping online because of the fast shipping and wider variety
of products available.
● 47% of millennials say they shop on Amazon at least once a week.
● 60% of millennials prefer to purchase generic brands over name brands.
● 40% of millennials check online reviews and testimonials before purchasing a product.
Brand Perception
● 30% of millennial consumers say they feel loyal to brands rather than products.
● 60% of millennials say they’ve been loyal to specific brands for 10 or more years.
● 52% of millennials prefer to shop at retailers that align with their values.
● 44% of millennial parents say they will only shop with brands that share their social or
political views.
● 19% of non-parent millennials say they always research a brand’s views on topics that
are important to them.
● 14% of millennials say that they would visit a brand’s social media to give feedback.
● 96% of millennials say that brands should find new ways to reward loyal customers.
● 81% of millennial consumers say being a member of a rewards program encourages them
to spend more money with a brand.
● 61% of millennials prefer brands that offer unexpected rewards on social media as
opposed to traditional reward points.
Marketing and Advertising
●92% of millennials use an app’s appearance to decide whether or not to provide personal
information.
●30% of millennials are not willing to engage with online advertisements.
●77% of millennials say they worry about companies using their personal data.
●Millennials are 54% more likely than older generations to buy a product that was recommended by a
social media influencer.
●25% of millennials say they are more likely to purchase a product because of an advertisement on
social media.
●Millennials are 25% more likely to engage with online advertisements.
●43% of millennials engage with humorous ads.
●29% of millennials engage with informative ads.
●36% of millennials trust social media advertisements.
●Millennials spend an average of 211 minutes on apps or the internet per day.
CONCLUSION
● As the first generation raised on the internet, millennials are leading the pack in online
purchases.
● In recent years, millennials have become more concerned about security when completing
transactions online.
● Millennials are also using subscription services to replace regular shopping trips to grocery
stores and other brick-and-mortar shops.
● Millennials prefer brands that offer a unique experience, value for their money and great
customer service.
● Millennials are also sensitive to how a company acts beyond its business interests, and they
often prefer brands that are socially or politically active.
● Millennials prefer ads that are relevant, informative or humorous—and they need to feel that the
source is trustworthy.
● In general, the best way to market to millennials seems to be through trusted individuals, like
influencers or other popular personalities, whom millennials already view as thought leaders.