THE FACES OF CHANGEMILLENNIALS TELL IT LIKE IT REALLY IS

4. NOTE FROM THE TEAM7. XPLORING

9. WHO WE MET

11. MY STORY

21. ON MY WAY TO BUY

33. CATEGORY TRUTHS43. BRANDS AS PEOPLE

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WELCOME TO “THE FACES OF CHANGE,”. WHERE MILLENNIALS TELL IT LIKE IT REALLY IS.In these pages you’ll find the stories of Millennials from across the globe. From Shanghai to Beijing, LA to NY…we went to their homes, accosted them in shopping malls, chatted them up over Skype and shared loads of laughs along the way.

We listened as these people gave us a glimpse into their everyday lives. Think… Challenge, not crisis. Think Excitement, not fear. Think Tenacity, not tragedy.

This is a group of people who are taking their first significant strides of their adult lives with focus and determination allied to a willingness to roll with the punches, to switch direction where needed and to be the change they want to see in the world.

These are Millennials today. And these are “The faces of change”.

NOTE FROM THE TEAM

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XPLORINGXploring is Saatchi & Saatchi’s unique way of getting to know our audience. From understanding them in retail environments, to having a conversation with them at a bar, we put aside the interview guides and then listen for the real story and how we can better communicate and interact with them.

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WHO WE MET• Hip hop fan• Aspiring chef and

current bus boy• Analyst• Programmer• Start up investor

(angel investor)• Clothing designer

and blogger• Photographers

assistant/waitress • Medical technician• Future law student• Ad sales associate• Dj/analyst • Graphic designer • Stylist/personal shopper

• Retail associate• Nurse• Account executive • Architectural assistant • Prop stylist • Mfa student • Jewelry designer/assistant

account executive • App developer • Assistant coordinator • Event stylist /

wedding planner• Assistant financial advisor• Popcorn entrepreneur • Marketing assistant at

a cosmetics company/Photographer

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MY STORY

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JANE, 27, UKWHERE WE MET HER A bar in London having an after work drink with colleaguesSHE IS an ad sales associate for an online networkShe sits at a bar stool across from me casually sipping a cocktail, telling me what it’s like to work in an ad sales department… “I really hate being bored. If I don’t have enough to do at work, I will find other things to do. Organize an event, catch up with friends, propose a new project to my boss.”

Her boss added in, “I’ve had to get used to the fact that she mixes her social life and her work life. She might be replying to a work email or just as likely be texting with friends seconds after meeting. But that is just as true after work hours as well. She brings lots of energy and works hard.  It’s just a different approach to work and life.  They are naturally mixed together for her and her friends.”

“I REALLY HATE BEING BORED...”

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NICK, 23, GERMANYWHERE WE MET HIM at a bar in BerlinHE IS an analyst/DJI haven’t actually been out much lately. I did 50 days of no-drinking earlier this year. Just wanted to get my shit together after a messy Christmas. Felt so good waking up clear-headed. If I’m going to go out and get on it – then I’m all in. I commit.

Tonight, I’m out. It’s going to be large. I’ll probably go through into tomorrow. I’ve taken the day off work on Monday. I work in finance so I can’t be all over the place but I also DJ. People think it’s an unlikely combination but I like the money I get paid and the girls I meet through DJing. It works for me.

My view is go hard or go home. It’s how I live my life. You never know what is going to happen. My bro has MS. He’d be pissed if he thought I was wasting my life being dull. It’s all about making your own opportunities.

“…What tech brands? (My) Phone is iPhone5S. I think they are going downhill but tried using a Galaxy in a store and didn’t like it. My mate had one and I liked the code entry thingy to unlock it but the rest didn’t work for me. iPad as well. I haven’t got a laptop as work give me some piece of shit but it works fine when I need to type longer stuff.”

“TONIGHT, I’M OUT. IT’S GOING TO BE LARGE. I’LL PROBABLY GO THROUGH INTO TOMORROW. I’VE TAKEN THE DAY OFF WORK ON MONDAY.”

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“…I’M HERE AT THIS BAR BECAUSE THEY SELL OUR POPCORN. I GET FREE DRINKS. GOOD DEAL…”

TOM, 24, UKWHERE WE MET HIM Shoreditch House LondonHE IS Popcorn Entrepreneur Lenovo? I’ve actually got one! I got it through work. It’s fine for work. I’ve got a Mac at home though, as I run my own business and need to design stuff. It’s a popcorn business called ‘Love da popcorn.’ We set up a few years ago and won funding on “Dragon’s Den,” which is a reality show.

I’m interested in technology. I’m an Apple guy. I just love the design and the user experience. That’s not to say I would never consider changing. I like the idea of Android and open source and it feels like it should be cooler but at the end of the day, I stick with what I know.

To make the change, I’d need a game-changing device from someone else. Someone to come up with something that felt like when Apple came out with the iPhone or iPad. Something unexpected…

”I’m here at this bar because they sell our popcorn. I get free drinks. Good deal…”

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“IT’S NOT ENOUGH TO BE ONLY A GOOD STUDENT AND GRADUATE WITH GOOD GRADES.”

GILL, 22, CHINAWHERE WE MET HER In her home in ShanghaiSHE IS Marketing assistant at a cosmetics company/Photographer “Today I’m going shopping for a dress to wear to my friend’s birthday tonight. I know it seems last minute, but that’s how everything is. It doesn’t really bother me.”

“You have to pay attention so that you’re always keeping up. There’s so much that needs to be done if you want to stay ahead and be successful. It’s not enough to be only a good student and graduate with good grades. Now I have to balance a job to help pay for everything I want, but I also make time to pursue my passion, which is photography, and what I really want to do.”

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ON MY WAY TO BUY

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TARIQ, 24, UKWHERE WE MET HIM Walking into Best Buy in NYC HE IS Recent graduate of Fordham, future law student Entertainment is the driver to purchase for him, as he doesn’t want to be on the computer he is on all day when he is relaxing. It’s about changing his device so he really feels like he is relaxing and not just continuing to work.

“It’s really mostly like for entertainment...watching Hulu or just random shit on YouTube. Something with a good screen and that’s good for watching video is really what I’m looking for. I feel like most tablets can handle that.”

“I just know I’m looking for something on Android. I’ve had a Galaxy for two years now so I’m pretty cool with the OS…Yeah, I don’t know about the iPad..it’s just kind of like a big iPhone.

I didn’t really like iOS and it’s too limiting with the App Store. I’d rather have the open source. You can download more stuff. You know...legally…I think Samsung probably has the best tablets...the Galaxy Tab. I’m definitely gonna look at those. Maybe that Google one too...the Nexus? I’ll see what they recommend and which one feels the best.

This is his first trip in to look at tablets and he will most likely go back home after browsing in store to look up reviews and recommendations online. It’s clear that knowing the product attributes he wants, and having a clear idea about what he needs it for leaves his options for brand and device open.

“I don’t really know anything about Lenovo, outside of the one I use for work. That’s ThinkPad right? Yeah, that’s what I have at work. It’s fine for that. I didn’t really know they made tablets. I mean yeah, like I said, if they have one with everything I’m looking for I’d be willing to look at it.”

“…YEAH, I DON’T KNOW ABOUT THE IPAD..IT’S JUST KIND OF LIKE A BIG IPHONE.”

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NICK VAUGHN, 28, USWHERE WE MET HIM Best Buy in NYC HE IS Medical TechnicianNick came to get hands-on with tablets. Previously, he felt tablets were unnecessary because they had neither the portability of a smartphone nor the power of a laptop.

After playing with some of his friends’ products, he decided they were fun and could be useful. So he did some more research, mostly by reading blogs. Today he has a list of products he wants to see in person.

“I’m not here to buy anything. I’m going to get a tablet, but I like to see something in person before I buy it.”

He lifts up several devices examining their weight and feel. He says the apps are never that usable in store so he’s just looking for the product that feels right. A sales associate asks if they can help him with anything but he says he’s just looking.

Nick leaves the store after handling several tablets. He’s selected the Nexus 7, but will look around online to see where he can find the best price before deciding where he’ll buy it.

“I like Google. They always give you a lot for your money.”

CURRENT DEVICESGoogle Nexus, HP Laptop

LOOKING TO BUYTablet – Google, Microsoft, or Samsung

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ZHAO YIXUE, 22, CHINAWHERE WE MET HER IT Malls in Shanghai SHE IS Student and fashion bloggerBefore buying a 3C product*, Yixue usually goes to discussion groups on the website Douban that are dedicated to different brands to decide what she wants to buy. Research is very important as buying a new device is a big investment.

She prefers to buy these products in person, as it isn’t safe to buy them online. Some sellers put Fan xin ji (secondhand products) up for sale, pretending that they’re new. Amazon, Yixun and JingDong are safe websites though.

Since she’s already an Apple user, why is she considering other brands for her next tablet purchase?

“Tablets have simpler systems because they’re used for more basic things. Microsoft and Samsung can do the same things as Apple, but for cheaper.”

What would life be without her 3Cs?

“I’d go crazy if I lost my iPhone. Everything in my life is there. If I lost my MacBook, it’s ok, I can buy a new one. My phone can replace my computer anytime.”

CURRENT DEVICESiPhone 5, Macbook Air

LOOKING TO BUYTablet – Microsoft, Samsung or Apple

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WEI & WANG, 25, CHINAWHERE WE MET THEM IT Malls in Shanghai THEY ARE Friends working in food & beverageWang didn’t do any research prior to coming to the mall – he just knows that he wants a light laptop that he can take on business trips. He’s accompanied by his friend Wei, who knows quite a bit about techie stuff.

Wei himself is an Apple fan, and always buys his Apple products on T Mall, which unlike its parent website Taobao, is a B2C site that sells quality, trusted brand name products.

“Everyone needs a Pad.* It gives you entertainment like movies, games and music. Only the iPad can be called a ‘Pad’ – all the other brands aren’t considered Pads.” Wei

But he doesn’t let his love for Apple get in the way of helping his friend to assess a few ASUS laptops. Though he does seem to have influenced Wang in some way, who says he regrets getting his Samsung phone and wishes he had an iPhone.

“I only got this Samsung phone because it came with my phone plan. China Mobile didn’t have a partnership with Apple at the time.” Wang

*Pad is the typical name Chinese use to call a tablet from any brand.

CURRENT DEVICESWang: Samsung phoneWei: Apple suite (iPhone, Mac, iPad)

LOOKING TO BUYWang: No particular brand, just wants a thin/light laptop for work

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WANG BO, 27, CHINAWHERE WE MET HIM IT Malls in ShanghaiHE IS Events coordinator/Fixie enthusiast “This isn’t really my phone – it’s just a temporary one. I lost my iPhone 5s a few weeks ago.”

Bo picks up his Motorola phone briefly but makes sure it’s out of our sight. He wants us to understand that this isn’t his usual phone.

“I was in grief when I lost my iPhone, which I won at my company’s annual party. The feeling is like breaking up with your girlfriend.”

He’s going to ask his friends to get him a new iPhone from Hong Kong, as it’s cheaper there. Or he may compare prices online and then bargain at the IT malls.

He bought his Lenovo laptop about 5-6 years ago, when he didn’t have much money. The good thing about Lenovo is that they have a broad range that can go from very cheap to expensive, so there’s something for everyone. In general, he thinks Lenovo suits university students who are looking for a good brand name, but are on a budget.

CURRENT DEVICESLenovo laptop, Motorola phone

LOOKING TO BUYiPhone 5s to replace his lost phone

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CATEGORY TRUTHSThroughout the Xploring process, themes and trends emerge around our specific category technology. We call these category truths. These give us big insights that we can hang our hat on, insights that have emerged in a natural way.

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THE INCREMENTAL DIFFERENCES YEAR OVER YEAR ARE GETTING SMALLER BETWEEN PRODUCT LAUNCHES. THEY DON’T FEEL LIKE THEY NEED TO UPGRADE EACH TIME IN ORDER TO STAY ON TOP OF THEIR GAME.“It’s not that the new tools are not better, they are a little better, but it just doesn’t matter that much.” Tom, 19, UK

THE LATEST IS NOT NECESSARILY THE GREATEST

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IT’S ALL ABOUT PRODUCTIVITY, AND THEY’RE NOT AFRAID TO USE MASHUP’S OF DIFFERENT BRANDS AND GADGETS TO GET IT DONE. BEING MESSY ABOUT IT GIVES YOU CREDS.“My dance with technology is a hodge-podge. At times, I’m cutting-edge and at other times, I feel so archaic, I might as well be using microfiche.” Dennis, 32, USA

“It’s like fashion…I wear a sequined t-shirt, vintage skirt, combat boots and a Prada bag, nothing is a set” Claire, 26, UK

IT’S MESSY, AND NOT GOING TO GET TIDY ANY TIME SOON

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THEY’RE ARMORED WITH UPDATES AND STAY CLOSE TO THEIR SOURCES OF INFORMATION. THEY’RE PIONEERS WHO CARE MORE ABOUT CAPABILITY THAN THEY CARE ABOUT CACHET.“I believe that it is what I know how to do that will make me successful.” Sam, 24, USA

IN A WORLD THAT’S ALL ABOUT ACCUMULATING CONNECTIONS…IT’S NOT WHO YOU KNOW, IT’S WHAT YOU KNOW

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THE DESIRE TO EXPLORE AND TO TRY NEW TOOLS IS ABOUT THE PLEASURE OF DISCOVERY. NO ONE EXPECTS TO STAY COMMITTED FOR VERY LONG AND THAT’S OK.“I’ve had over 20 phones in the last 6 years. Looks great in the store, and I think, ‘this is it’…then I use it for a few months and trade it in. It’s the experience that makes it for me.” Martin, 30, UK

“I would rather switch devices and understand that they have different strengths and functions, rather than use one device where the functions get compromised.” Erin, 25, USA

“I love it to pieces…for three months.” Claire, 27, UK

“I don’t want to be known as the dinosaur. I’d rather be known as a Curious George. Dennis, 32, USA

IT’S SNACK CULTURE

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BRANDS AS PEOPLEThroughout this process we have finished our Xploring interviews with a series of questions asking our audience how they would describe Technology brands if they were people. It’s important to ask this question as it helps uncover how people speak about the brands they love, without directly asking them.

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LENOVO“Like a salesman. He says a lot of good things but it’s hard to believe. You buy Lenovo if you’re on a budget, but don’t want people to think you’re using something crappy and feel embarrassed.” Qu Weibin, 25

“Lenovo is a serious 40+ year old man. He most likely works in a bank or the government, wears a suit and tie and leather shoes.” Wang Bo, 27

“Local. He’s a rich Chinese person buying international stuff. He has a lot of ambition, but is still learning.” Lijing, 18

“A ‘hai gui’* who went overseas to study, but it didn’t work out, so he came back. He’s in his 30s and has an international image, but is still local on the inside. He’s not really sure where he wants to go.” Xue Yujun, 26

*Hai gui is a sea turtle, slang to describe Chinese people who studied abroad and returned to China again.

“Old fashioned, local and not dependable. It feels really aged. It only knows how to copy others and won’t innovate.” Ricki, 24

“’Gao duan, da qi, shang dang ci.** If you use Lenovo it gives people the impression that you’re really high up.” Yoga teacher, 26

**Gao duan, da qi, shang dang ci, meaning high end, big and high quality. Used to describe something that is of a very high standard.

“A young boy who’s a bit immature and naughty.” Zhao Yixue, 22

“I don’t know who Lenovo is – Chinese, maybe? Possibly in their 20s” Tilly, 25

“He’s a Chinese or Asian kid who’s smart and kind of quirky but in a cool way that’s a little mysterious. He wants to make more friends. You know he’s smarter than you but he’s too nice to prove it.” Kevin, 19

“I don’t really know them. I guess he’s the new kid, the transfer student. He’s trying to get in with the cool crowd, but has yet to prove himself” Courtney, 29

“I don’t have a clear picture of the Lenovo person. I guess they’re your parents. They probably live in the suburbs. A little older and people who aren’t particular about the next big thing. They probably live in the suburbs.” Cassidy, 28

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MICROSOFT“Typical IT image, very geeky and nerdy. A boring person!” Lijing, 38

“A stubborn man who used to be a leader but not anymore. He’s getting old and still thinks he’s great, but in fact he’s never progressed. Somehow he lost his way.” Xue Yujun, 36

“A trustworthy, 40-50 year old man. He’s a safe choice.” Ricki, 24

“A serious, middle-aged uncle with glasses.” Zhao Yixue, 22

“An uncle with white hair. He was smart before but didn’t go with the times. He’s wearing a 1960s suit and has a hunched back. He’s stuck in his past glory and didn’t listen to others’ opinions.” Qu Weibin, 25

“Middle-aged, a bit nerdy. He’s a bit staid.” Tass, 30

“He’s a nerd. He’s socially awkward, but is trying to fit in. For some reason I feel like he grew up on a farm. He wears plaid” Kate, 18

“Microsoft is nerdier than the rest. Not as cool, but is still into their technology. They seem to be a little older” Carr, 21

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APPLE“He’s not older than 30, is passionate about life and wants to do his best at everything. And he seems to be good at no matter what he does.” Qu Weibin, 25

“Young man who’s fashionable, but professional. He has a very casual personality.” Zhao Yixue, 22

“A very deep person who’s on a different level from the rest.” Yoga teacher, 26

“A capable young person who’s full of potential.” Li, 30

“He’s cutting-edge, trendy, well-dressed and charming. I’d say he’s mid 30s and slick.” Tass, 30

“She’s always there. She was cool and is still at the cool party, but you’re starting to realize she’s not as flawless as you thought she was. She’s been overexposed and you’re kind of over her. She’s a pretty thing, but with no substance. Her father dying really hurt her.” Cristina, 17

“Apple is cool. He’s a techie and is sleek. It’s someone who works in Silicon Valley. He’s more intelligent than everyone else, but he’s nice so he won’t show it.” Kevin, 29

“They could be male or female. They’re hipsters and obsessed with themselves to the point it’s almost annoying. They’re city people. With new technology they’re on the front end of things.” Cassidy, 22

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SAMSUNG“A typical Korean person, about the same age as Lenovo. He has a clear direction in life and looks good.” Xue Yujun, 26

“A woman who’s pretty and fashionable. She’s not that professional but her looks and lively personality make up for it.” – Zhao Yixue, 22

“’Hua er bu shi’ – looks flashy, but without substance.” Ricki, 24

“He’s an up and comer, kind of a trendy nerd. He works at a start-up that used to be lame but is now cool because it just got bought, so he just got invited to the cool party. He’s slightly older, like a cool Brooklyn dad.” Cat, 22

“Samsung is trashy, like someone from Jersey. A bridge and tunnel guy. He’s unfashionable and unclassy. He wears all the obvious stuff like he’s trying too hard. You find him in Meatpacking on a Friday night.” Tom, 19

“Samsung is cool, more normal. You feel like you can chill with him. He just gets it and is on the same page as you. He’s more honest. He’s a little bit of a bro, but not too douchey. He’s attractive, but approachable.” Steph, 30

“Younger, like a teenager. Could be male or female. They’re Asian and into social networking.” Cassidy, 22

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