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The days of the rebel without a cause are gone. In contrast to the “against” status that defined youth in previous decades, today’s young people are hackers rather than revolutionaries, more interested in driving incremental change than in rejecting authority. How can brands connect with this key audience? New research out today from integrated marketing and communications agency Havas Worldwide examines the evolving relationship between young people and brands in 29 markets.
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2014 Havas Worldwide Global ProsumerStudy
Who are Prosumers? For more than a decade, Havas Worldwide has
been tracking the roughly 15–20% of consumers who are influencing
trends and shaping markets around the globe.
In this study, 20% of the sample of 10,574 people (in 29 markets)
qualify as Prosumers.
And they are young: ages 16-34, with three distinct subgroups:• 16-20: high school + first years of university
• 21-25: end of studies + beginning of work
• 26-34: active people with more purchasing power and now truly
independent
Image credit: Kamal [email protected]
Key learnings
• Young people are the age group most plugged in to brands
• Rebellion and revolution have given way to maker culture
• Utility outweighs age-specific values
• Digital strategic arsenals help youth navigate the social waters
• Every brand can—and should—be a tech brand
Image credit: Luke [email protected]
Youth are highly brand-focused
45% 35%
16‒34 55+35‒54
25%
“Brands play an essential role in my life”
48% 35%
PROSUMER MAINSTREAM
Image credit: [email protected]
But the relationship is fragile…
Too many advertisers have no idea how
to talk to teens and young adults
“Brands don’t take young
people seriously enough”
41% 30%
16‒34 55+35‒54
22%
“Progress is not about consuming more
but consuming better”
And as much as youth rely on brands, they’re questioning society’s entire approach to consumption
76%Ages 16‒34
Image credit: Aga [email protected]
“We would have a better society if people
shared more and owned less”
Sharing is their new having …
68%Ages 16‒34
… so don’t expect them to buy as much as
their parents
“I prefer to share things rather than
own them”51%Ages 16‒34
Image credit: Ed [email protected]
Result: a more equal balance of power
“I have the power to help
a brand succeed or fail”
“Brands play an essential
role in my life”
45% 35%
16‒34 55+35‒54
25% 45% 38%
16‒34 55+35‒54
29%
Image credits: [email protected]; José María Pérez Nuñ[email protected]
#RETHINKNEEDED
Yesterday, brands connected with youth by
playing up the generation gapBroadcasting messages that were anti-establishment and pro-rebellion
Today, the generation gap is not so clear
“‘Live fast and die young’ is a good way to live”
27% 15%
16‒34 55+35‒54
8%
The new reality: Youth aren’t revolutionaries anymore
Image credit: [email protected]
17% “I don’t have any common
values with the previous generations”
92% “It is very important to me that
my parents trust me”
61% “Social media is the new power of youth”
% aged 18‒25 agreeing strongly or somewhat
Source: Havas Worldwide Millennials Study, 2011
Result: Brands standing for “youth” values
can now appeal to anyone
What does this mean for
marketers?
Talking to young people is no longer about
values; it’s about engagement and utility
Because what sets youth apart today is less what
they think and more the tools they use
vs.
To be successful, brands must stay plugged in to young
people’s ways of life and preferred communications channels
#SOCIALPOPTECH(the three vital components of adolescent identity-building in this new
era)
The sharing generation
• A constant search for feedback and reinforcement (for better or worse)• I’m followed, therefore I am• Sharing unlimited, every day:
• Facebook: 350MM photos shared• WhatsApp: 700MM photos, 50BN messages• Snapchat: 500MM snaps• Twitter: 500MM tweets
• 80% of young Americans have received a sext at least once; 67% have sent erotic messages at least once
• The more intense the emotion, the more likely the post will be shared
Being constantly looked at and judged in this new social
sphere puts enormous pressure on youth, so social
networks become a strategic arsenal
Image credit: Quinn [email protected]
How should brands take part in this social universe?
Image credit: [email protected]
Find smart ways to help young people navigate their daily lives—while also
standing out among their peers
“I encourage my friends to
use the brands I really like”
The good news: Brands
already have an “in”
63% 55%
16‒34 55+35‒54
37%75% 51%
PROSUMER MAINSTREAM
Image credit: Fredrik [email protected]
And they’re valued as sources of shareable content
“Brands are an important
part of the creative content
online”
60% 52%
16‒34 55+35‒54
39%
• Give them unique experiences they’ll want to share
• Provide fun and low-pressure ways to meet people
• Help them develop their personal styles
• Give them plenty of opportunities to connect
• “I like it when brands ask consumers to get involved through
crowdsourcing, creating brand videos, etc.”
54% 44%
16‒34 55+35‒54
28%
61% 42%
PROSUMER MAINSTREAM
A few smart moves
Pop culture is central to defining who young
people are (and want to be), from the way they
dress …
RAD Jean-Charles
de CastelbajacUrban
Outfitters
… to the
language they
speak
53% 38%
PROSUMER MAINSTREAM
“My attitudes have been formed in large part by
the pop culture I watch/listen to”
50% 37%
16‒34 55+35‒54
28%
16‒20 31‒3526‒3021‒25
50%51%54% 46%47% 34%
EMERGING DEVELOPED
Image credit: [email protected]
“In general, I spend more time consuming global pop culture
(e.g., music, movies, TV shows) than I do my local pop culture”
57% 44%
16‒34 55+35‒54
30%
52% 42%
EMERGING DEVELOPED
Global pop culture (content + means of delivery)
Image credit: Kevin [email protected]
(And for now, “global” still means American/Anglo-Saxon)
10.9
3.6
2.4
1.7
1.6
1.5
1.4
1.4
1.3
1.1
USA
China
Japan
UK
France
India
Sth Korea
Russia
Germany
Australia
Leading movie markets worldwide in
2013, by revenue (in billion US$)
Source: Statista
But breakouts can come from
anywhere
For movies and TV series, Netflix is as pop-cultural as Spider-Man
In music, Spotify is as pop-cultural as Beyoncé
YouTube is Web culture
So what’s new about pop culture is not so much content
as the way we consume it
New delivery channels mean pop culture is divided into increasingly specific
genres—opening up the possibility of more targeted engagement by brands
“I feel more connected to brands
that are involved in pop culture”
48% 36%
16‒34 55+35‒54
22%
16‒20 31‒3426‒3021‒25
49%48%51% 42%
What does it mean for brands? Be part of the pop scene
Smartphones are young people’s first tools
51
77
85
46
8286
74
84
23 23
69
82
5256
60
84
51
59
91
84 86
54 54
91
75
27
0
25
50
75
100
18-24
All
Source: Google “Our Mobile Planet,” 2014
Penetration rate
And tech brands follow them anywhere, anytime, for everything
Tech brands reinvent social bonds, symbolize the future
and embody innovation
Put this all together, and what do you get?
Young people’s most beloved brands
1 Samsung
2 Google
3 YouTube
4 PayPal
5 Facebook
6 Apple
7 Twitter
8 Visa
9 Instagram
10 Sony
Millennials’ Top 10 Brands(dynamism ranking)
Source: Havas Worldwide Brand Momentum Study, 2014
Image credit: Kārlis Dambrāns @flickr.com
#PARTINGTHOUGHTS
It’s no longer sufficient to provide products and services to young people; brands must
be partners in building lifestyles and developing personas.
It’s not about telling youth who/what to be, but about helping them to be a better version
of their authentic selves.
The most vital brands will infuse themselves throughout daily life—by contributing to the
social experience online, by being a vibrant component of pop culture, by interacting
through technology in helpful and imaginative ways, and by putting technology at the
core of products and services.
The goal is no longer to be a brand for everyone, but to be a brand for each one.
Image credit: Victor Dubiller@@flickr.com
