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Posts Tagged ‘millennials’

STUDY: The Public Wants More Information from Food Brands

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It’s no secret that consumers are more concerned with the health benefits, purity, and environmental impacts of the food they buy than ever before.

But a recent Cone Communications survey polled more than 1,000 people to dig a bit deeper for specifics, finding that generational divides exist within these trends and that food brands have a fresh opportunity to define and differentiate themselves via consumer preferences. 74% of participants said that companies need to do a better job of explaining why they stand apart in terms of environmental concerns.

Some more key stats from the “2014 Food Issues Trend Tracker” after the jump.

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Millennial Investors More Focused on CSR as a Value Indicator

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Ever had trouble convincing your clients of the value of CSR efforts? We’re guessing the answer to that question is “yes” because, in most cases, businesses judge the importance of public sentiment on the degree to which it influences investor relations.

We found a recent piece in The Guardian encouraging in that regard, however: as the average age of the investor class goes down, its interest in CSR and “profit with purpose” goes up.

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STUDY: 5% of Millennials Check Their Phones Once a Minute

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Today in Things We Already Knew news: everyone accepts mobile as the future, but a recent British study* performed by “customer experience” brand KANA turned the why into science: the average Euro-Millennial aged 18-24 checks his or her phone every ten minutes…or every nine minutes and fifty seconds, to be precise.

More shocking was our headline stat: 1 in 20 respondents checks the phone an average of sixty times every waking hour.

You’re right to be curious about the generation gap: 25-34-year-olds only check their phones once every nine minutes and fifty-five seconds because 34 is the new 17, spoiled entitlement, blah blah. The number increases to once every 20 minutes or more once we cross the 35 threshold, but the trends still apply across demographics.

It’s almost as fascinating as oh hey, I got a Snapchat!

The key finding for PR, though, relates to customer service:

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The WSJ Tells the Olds How to Work with Those Pesky Millennials

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MIT researcher and aging specialist Joseph Coughlin has a bit more credibility than other Wall Street Journal “experts” like Morgan Fairchild and Suzanne Sommers, but a recent post in which he discusses the challenges of employing “the kids today” (and the very fact that someone titled it “A Survival Guide to Working with Millennials“) is a pretty good example of why this discussion grows so dull. Some “key takeaways”:

“…your younger colleagues…have grown up believing that productive interactions are online, on text and on video”

Because that couldn’t possibly be true.

“Just because there is not a rectangular table with you sitting at the head does not mean that work isn’t being done.”

We hear they make square tables now.

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How Do Millennials Feel About Charity?

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On Giving Tuesday, we thought it would be appropriate to explore the relationship between charities and that most important demographic: Millennials (yes, we dislike the word too, but it seems we’re stuck with it).

Truth be told, we were initially inspired to write this post because of an irritating quote that “The Millennial Whisperer”, aka psych professor Dr. Jean Twinge, offered Digiday last week:

“One common [claim] is that this generation really wants to help people and they want jobs where that’s the No. 1 goal and that they’re very interested in getting along in government. And that’s not true. They’re even less interested in that than previous generations.”

So Gen Y talks a good game on generosity but doesn’t follow up, huh? Other researchers beg to differ.

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‘Big Brands are Coming to the Millennial Game Late’

At TV Week in New York City, MediabistroTV talked to the heads of a couple new TV networks aimed at millennials. Though the thought of starting a new TV network for the generation that famously eschews traditional media seems a little ill-advised, it’s not like brands have this whole millennial thing down either. So what can PR pros learn from these media upstarts about their target demo? “A number of big brands are coming to the millennial game late,” said Evan Shapiro, president of Pivot. “There’s a misperception that [millennials] don’t care about anything but themselves. That’s absolutely incorrect.”

New Target Market Alert! Millennials Have A Taste For The Vino

WineClassyPeopleYoung drinkers (those just above the drinking age) are consuming more wine than previous generations of new wine lovers and, of course, the wine industry is all kinds of happy about that. Fox says companies are responding by creating and marketing wine to Millennials in ways that they hope will keep them hooked. Doesn’t sound like it would be too hard to get people excited about drinking bottles of wine, but hey… kids these days!

Melissa Saunders, the owner of importer Communal Brands, says, “[Millennials] don’t care about the pretentiousness of a wine, they want something that is authentic and speaks to them. This is a huge marketing opportunity.”

Let’s hope they don’t mess up wine by doing something completely lame.

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Study: Young Folks Love to Travel (and Complain About Your Travel Clients)

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Here are some alternately encouraging/frustrating results from the latest Harris Interactive poll on the behavior of those pesky Millennials: they travel a lot and they’re not afraid to spend money, but they’re also far more likely to share their disapproval of less-than-satisfactory hospitality experiences with the rest of the world.

The basic findings:

  • Professionals 30 and under travel significantly more—for both business and pleasure—than their older counterparts. They’re much more likely to turn business trips into personal vacations.
  • While traveling, they spend money freely: 42% of the “Millennial” contingent say they would use company funds to buy “a fancy meal” and 32% said they’d spring for room service.
  • Yet they’re quick to warn the public about bad service: 26% said they’d posted at least one negative review online over the past year.

So they’re liberal with their definition of “business expenses”, but they’re very critical of the service they receive.

You’re probably aware of this, but most travel brands have begun creating campaigns aimed specifically at this demographic: USA Today names Marriott‘s “Travel Brilliantly“, but expect more campaigns that emphasize quality of experience over price point to appear on mobile and social platforms.

Also: those negative reviews will just keep coming. So…yay?

Study: Millennials With Kids Are No Different Than Their Own Parents

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Everyone everywhere is trying to tell us how to better target Millennials. Research says that they want to be rewarded and entertained while making the world a better place all at the same time, but now it’s time for the next question: how do they behave as parents? If you guessed “pretty much the same as their parents and every other generation of parents before them” then you win the prize!

Yes, we young folk have begun to reproduce en masse despite all the things weighing against us: crushing student loans, rising healthcare costs, the end of the Harry Potter series, etc. etc. Now brands have to address us as the semi-responsible adults we are.

In order to let us all know what that means, “fiercely independent” Missouri agency Barkley performed a study by examining “exclusive research records” concerning the 10.8 million Millennials who now have kids and conducting one-on-one surveys with 1000 of them. The agency released the full results of its project at its own ”Share Like Buy” forum in Kansas City last month and began making the media rounds to discuss them this week.

Here are some key points from the study and the follow-up to date:

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The Keys to Winning Millennials: CSR, Humor and Loyalty Rewards

If the number one topic of discussion at Ad Week is content, the Millennial generation ranks a close second—and research presented this week by textbook rental company Chegg should provide everyone in the business with a few more talking points on that front.

The results of this third annual “undercover with college students” survey reinforce some things we already knew about what Chegg is calling the “Made-to-Order” generation. The three conclusions that stood out to us were these: Milliennials love humor when it’s well-done, they want to know all about your brand’s CSR efforts, and they expect to be rewarded for their loyalty.

Some details on media consumption:

  • 33% only watch video content via streaming services and only 59% have a cable or satellite subscription (which means that all those reports about the decline of traditional advertising aren’t completely insane).

On CSR:

  • 88 percent believe it’s important for companies to give back to the community. They want you to actively show them how you’re doing it, because 80% also think it’s important to buy from brands that have “responsible business practices.”

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