thinkLA Motor City West 2012 - Jamie Gutfreund

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thinkLA Motor City West

Senior Executive

The Intelligence Group

@jamiecentral

CASSANDRA

GENERATIONAL INSIGHTS WHAT DRIVES MILLENNIALS? Presented to: thinkLA

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OPERATE IN THE CULTURE,

NOT IN THE CATEGORY

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55% Feel that that their generation is

SCREWED right now

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THE CONSUMERS HAVE SPOKEN

44% of Facebook users said

the company’s IPO made them

view Facebook less favorably

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WE HAVE SEEN THE HEADLINES…

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UNDERSTANDING

THE “WHY”

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ABOUT IG

CASSANDRAreport CASSANDRAsolutions CASSANDRAdaily CASSANDRAlive

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GENERATION

OVERVIEW

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GEN Y IS DIFFERENT

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• 80 Million strong

• Born 1980-1995

• $200 Billion in spending power

GEN Y

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• Feel special

• Need to be heard

• Idealistic

GEN Y TODAY

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GROUP ORIENTED

84% RELY ON THE OPINIONS OF THEIR

FRIENDS AND FAMILY TO MAKE DECISIONS

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IMPLICATION ENGAGE AND EMPOWER A COMMUNITY

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SOCIAL DNA

“I am what

I share.”

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IMPLICATION BECOME PART OF THE CONVERSATION

28% OF AMERICANS ARE USING SOCIAL MEDIA TO SHOP FOR CARS

Source: Google Constant Consideration: New Vehicle Path to Purchase, Compete/ Polk/ TNS September 2012.

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NEW AMERICAN DREAM

93% GET PARENTAL ASSISTANCE

53% OF COLLEGE GRADUATES ARE

“UNDEREMPLOYED”

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IMPLICATION SPEAK THEIR LANGUAGE,

REFLECT THER WORLD

84% THINK THEIR

DEFINITION OF SUCCESS

IS DIFFERENT THAN THEIR

PARENTS’ GENERATION

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ENTREPRENEURIAL ASPIRATIONS

27% OF MAINSTREAM AND 38% OF

TRENDSETTERS THINK THEY WILL OWN A BUSINESS

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IMPLICATION SUPPORT THEIR DREAMS

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27% HAVE STARTED PURCHASING/SUPPORTING

BRANDS SPECIFICALLY BECAUSE OF SOCIALLY RESPONSIBLE PRACTICES AND ETHICS

SOCIALLY CONSCIOUS

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IMPLICATION SHOPPING IS THE NEW ACTIVISM

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GENERATION OF USE, NOT OWNERSHIP THE URBAN SPIRIT

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IMPLICATION CONNECT THROUGH EXPERIENCES

70% PREFER COOL EXPERIENCES

OVER A COOL PRODUCT

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SPENDING ON MOBILE PHONE USAGE HAS RISEN,

WHILE SPENDING ON FOOD, APPAREL AND

ENTERTAINMENT IS FALLING

DIGITAL SIXTH SENSE

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IMPLICATION MADE FOR THE MEDIUM

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KEY TAKEWAYS

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WHAT IT ALL

• A NEW DEFINITION OF

CONNECTION

• A RECONFIGURATION OF THE

IDEA OF OWNERSHIP &

EXPERIENCE

• A RECONSIDERATION OF THE

IDEA OF ENGAGEMENT

ADDS UP TO

@jamiecentral

CASSANDRA

GENERATIONAL INSIGHTS WHAT DRIVES MILLENNIALS? Presented to: thinkLA

#thinkMotor