Millenial Powerpoint final

Telling Our Sustainability Story to MillennialsKevin Walters

Aug 6-7, 2014

• Kevin Walters

• Quinnipiac University- Rising senior

• Public Relations Major/Political Science Minor

• Ridgefield CT/ Originally Mount Vernon New York

• 2nd year Intern. Brand Communications/Strategic Communications

About Me

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Agenda

• Who are millennials?

• Millennial Mindset

• Millennial Media Habits

• Food and Beverage: Millennial Insights

• Millennials and Environment Sustainability

• Millennials and Talent Sustainability

• How our Brands are Targeting Millennials

• Challenges

• Q&A

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Mission/Project Overview

Better understand millennials and how PepsiCo can better engage them in our sustainability initiatives

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Who are Millennials?

• Millennials (aka Generation Y) are people born between 1980 and the early

2000s

• 2025: Millennials will make up 50% of the U.S. workforce (Forbes)

• 2030 : Millennials will make up 75% of the global workforce(Forbes)

• They are more educated than past generations, with 23% having a bachelors

degree or higher

• Most racially and ethnically diverse group ever in the U.S.

Millennial Mindset

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Millennial Mindset

Brand Loyalty:

• Millennials have no particular brand loyalty. Millennials switch to different brands once

they move out of their parent’s house

• More millennials will choose the lower priced product rather than any particular brand

loyalty

Brand Expectations:

• Millennial consumers want to support corporations that are transparent about their

products

• 81% of millennials expect companies to make a public commitment to good corporate

citizenship

Brand Behaviors:

• Saving money is one of their top priorities

• 60% of young adults aged 18-35 will choose lower priced items rather than their usual

brand (Packaging World)

Expectations of Employers

• Millennials are interested in an organization that conducts its business ethically. A large

group of millennials are attached to socially responsible companies.

Millennial Media Habits

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How Millennials Interact with Brands via Social Media

• Social media platforms that millennials are using to follow brands

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Millennial Digital Habits

• About 34% of millennials watch

more online video than

television (New York Times

Survey)

• Only 16% of millennials watch

their shows live 100% of the

time

• 65% report watching TV on a

device other than a television

(millenialmarketing.com)

New York Times Survey

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Food and Beverage: Millennial Insights

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Food and Beverage: Millennial Insights

• 35% of meals consumed by millennials are snacks (Trendwatchers.com)

• Millennials like to combine breakfast, lunch, and dinner foods

• Companies and restaurants providing smaller portion sizes. Foods that are

convenient, on-the-go, and cheap

• Gluten-free and protein trends on the rise

• More influenced by friends, family or online recommendations than older

consumers

Millennials and Environmental Sustainability

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Millennials and Environmental Sustainability

• 76% of millennials will choose a product if they know it will benefit the

environment (Forbes)

• 53% of millennials say they make an effort to recycle as much as they

possibly can (DDB)

• Millennials have more knowledge about what is better for the environment

than previous generations

Millennials and Talent Sustainability

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Millennials and Talent Sustainability

• Millennials want to work for a company that…

– Treats its employees well and has a positive reputation

– Provides an opportunity for a mentor and/or work coach

– Makes people feel like they have a purpose and they are helping to

change the world

– Offers a collaborative work environment

– Offers up to date technology

– Discovering Possibilities -- Jessica Garcia - YouTube

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Communicating: Insights from Conn3ct

• PepsiCo realizes that millennials like a hands-off management style

• Visual Representation of Ideas

• Instant Messaging/Text Messaging

• Making a difference in their communities

• Challenges/Learning and Development

• Experience all aspects of the corporate world

• Work/Life Balance

• Summer holidays

• Fair/competitive compensation

How PepsiCo Brands Are Targeting Millennials

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How Are Our Brands Reaching Millennials Externally

• Nostalgic Marketing-Pepsi Throwback Facebook page

• Do the Dew Campaign

• Brisk Bodega

• Doritos Loaded

• Lays “Do us a Flavor”

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Aspen Ideas Festival

“Performance with Purpose is about how we make our money, not how

we spend the money we make.”

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Recommendations

Co-Creation- Is there a way we can engage millennials in our

sustainability story much the way that Do us a Flavor has engaged

consumers?

Human - More robust Communication about Gluten-Free and High

Protein products (e.g., stories, photos, packaging)

Environmental- Expand and internationalize PepsiCo’s on-the-go

recycling options (gas stations, parks, sporting venues)

Talent

• De-emphasize the Corporate nature of the Company

Example: Google

• Formalized mentor program

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Recommendations Continued

Digital, Mobile, and Social Recommendations

• Explore New Social Media Outlets to Display our Sustainability

Initiatives: Snapchat, Vine, Pinterest

• Enable seamless integration and transition between different

devices

Challenges

Q&A

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Sources

1. Are Millennials Really 'Greener' Than Boomers." DDB.com. N.p., n.d. Web. 24 July 2014.

<http://www.ddb.com/blog/community/are-millennials-really-greener-than-boomers/>.

2."Here's What You Need To Know About Millennials." Forbes.com. N.p., n.d. Web. 7 July 2014.

<http://www.forbes.com/sites/shamakabani/2014/03/04/here-is-what-you-need-to-know-about-

millennials/>.

3. Karsh, Jennifer. "Reaching millennials through packaging." www.packworld.com. N.p., n.d. Web.

24 July 2014. <http://www.packworld.com/package-design/strategy/reaching-millennials-through-

packaging>.

4. Nanji, Anaz. "How (and Why) Millennials interact With Social Networks." marketingprofs.com. N.p.,

n.d. Web. 24 July 2014. <http://www.marketingprofs.com/charts/2014/24336/how-and-why-

millennials-interact-with-brands-on-social-networks>.

5. Wagner, Meg. "34% of Millennials Watch More Online Video that TV." mashable.com. N.p., n.d.

Web. 24 July 2014. <http://mashable.com/2013/10/11/millennials-online-videos/