YOUTH

= M IL L E N N IA LS + C E N T E N N IAL S
MILLENNIALS CENTENNIALS
BORN: 1979 - 1996 BORN: 1997 - PRESENT

AGES: 21-38 IN 2017 AGES: 0-20 IN 2017

GLOBAL GLOBAL
POPULATION POPULATION

2.01 2.57
BILLION BILLION
• Aged 21-38
• Aged 13 - 20
• Discoverers of technology where
• Born with technology
options appeared limitless
• Mobile-native generation
• Pioneers of social media
• High expectations for information –
• High expectations for information
instantly
• Average access to 3 screens
• Average access to 5 screens
• Technology provides millennials
• Equipped with tools to seek out
with a wider spectrum of options,
answers and make informed
encouraging less brand loyalty
decisions
 CENTENNIALS ARE GROWING UP IN A WORLD
CHARACTERIZED BY

VOLATILITY UNCERTAINTY COMPLEXITY AMBIGUITY


Complexity
Characteristics: The situation has many interconnected parts and
HOW WELL CAN YOU PREDICT THE RESULTS OF YOUR ACTIONS?
variables. Some information is available or can be predicted, but the
volume or nature of it can be overwhelming to process.
Example: You are doing business in many countries, all with unique
regulatory environments, tariffs, and cultural values.
Approach: Restructure, bring on or develop specialists, and build up
resources adequate to address the complexity.
Ambiguity
Characteristics: Causal relationships are completely unclear. No
precedents exist; you face "unknown unknowns."
Example: You decide to move into immature or emerging markets or to
launch products outside your core competencies.
Approach: Experiment. Understanding cause and effect requires
generating hypotheses and testing them. Design your experiments so
that lessons learned can be broadly applied.
HOW MUCH DO YOU KNOW ABOUT THE SITUATION?
Harvard Business Review.
Volatility
Characteristics: The challenge is unexpected or unstable and may be of
unknown duration but it's not necessarily hard to understand;
knowledge about it is often available.
Example: prices fluctuate after a natural disaster takes a supplier off-
line.
Approach: Build in slack and devote resources to preparedness—for
instance, stockpile inventory or overbuy talent. These steps are typically
expensive; your investment should match the risk.
Uncertainty
Characteristics: Despite a lack of other information, the event's basic
cause and effects are known. Change is possible but not a given.
Example: A competitor's pending product launch muddies the future Of
the business and the market.
Approach: Invest in information—collect, interpret, and share it. This
works best in conjunction with structural changes, such as adding
information analysis networks, that can reduce ongoing uncertainty.
AN AGING MORE DEVELOPED
2010
LESS DEVELOPED

GLOBAL COUNTRIES COUNTRIES

POPULATION 100+
95-99
90-94
85-89
80-84
75-79
70-74
65-69
60-64
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
15-19
10-14
5-9
0-4
AN AGING
MORE DEVELOPED LESS DEVELOPED
GLOBAL COUNTRIES 2050 COUNTRIES

POPULATION 100+
95-99
90-94
85-89
80-84
75-79
70-74
65-69
60-64
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
15-19
10-14
5-9
0-4
THE WORLD’S FIRST DIGITAL NATIVES
Worldwide platform comparison
100%
Desktop

Mobile

Tablet

50%

0%
2010 2011 2012 2013 2014 2015 2016
Source: gs.statcounter.com. Shows % of page views by platform
DRIVERS OF CHANGE VALUES

LIVING IN A VUCA VIEW OF THE FUTURE

WORLD

AN AGING GLOBAL DEFINITION OF

POPULATION SUCCESS

THE FIRST DIGITAL LIFE SKILLS

NATIVES
 87% of Centennials
would prefer to live in a
society where people
accept different beliefs
and values

OPENNESS

Centennials learn that

hard work and grit are
the keys to success in
today’s world – 87% Centennials have
agree that they enjoy grounded, realistic
and celebrate life expectations – 70%
despite its many RESILIENCE REALISM agree that it’s really
obstacles & hard to get ahead in
challenges. life without a degree.
IMPACT ON
BRAND
CHOICES
CATEGORY UPHEAVAL

Spending priorities are shifting from pre-recession days as Centennials and their parents determine the
categories and brands that really matter to them

• In the U.S., teen spending has decreased 23% overall since 2008, with priorities shifting from categories
like apparel to snacks and going out to eat.
• 16-19 year-olds in a variety of MARKETS agree: “I like to try new products and services” vs. “I prefer to
stick with the same products and services”
• Many Centennials and their parents are forced to make tough choices about what to buy, prioritizing the
categories that really matter to them, and choosing the brands that truly resonate
ANALYSIS PARALYSIS
Growing access to mobile shopping and to better shipping options means Centennials have countless
brand options from which to choose. They appreciate the choice, but want and need to leverage technology
to simplify their experiences and help them make the best decision
• SK COMMUNICATIONS, a large telecom in SOUTH KOREA, launched SYRUP ORDER. This beacon-enabled
mobile ordering app allows consumers to explore hyper-locally and preorder for pickup, as well as pay via
mobile and receive special rewards and loyalty points via another of SK’s already popular apps. Within a
month of launching, the service was available in more than 10,000 stores. Ultimately, it packages all
mobile services into one convenient platform that finds the consumers via location so they don’t have to
rifle though a lot of apps to receive maximum benefit.
• BUZZFEED’S food video channel TASTY has launched a series of quick videos of sophisticated-looking
meals from various cuisines with simple instructions that allow anyone to make a gourmet meal at home.
NEW STATUS SYMBOLS

Given the high-stakes environment in which Centennials live, they understand that the need for developing
a strong level of expertise is higher than ever before, and are looking to actively share their perspectives
about what is going on in the world.
• At the Y20 SUMMIT in CHINA this July, youth from all over the world came together to discuss key issues
facing the planet and potential ways their countries can make a difference. The output of the summit fed
directly into G20 talks immediately following.
• A team of experts from SOUTH AFRICA and the U.S. led 14 girls from Cape Town in an intensive week long
SPACE CAMP. The girls were involved in workshops and talks conducted by an all-female team, and on
the last day presented their findings to their parents and experts in attendance from mini satellites they
had built.
FAST PACED VS. BIG IMPACT
Marketers looking for the next big thing in both slow- and high-growth markets need to ensure they are truly
appealing to Centennials’ values first, before connecting at the surface level.
• NIKE released a campaign in SOUTH KOREA targeted to youth, encouraging young people to ignore their
parents, teachers and elders who tell them they should be focusing on other things besides their passion
and training in sport, and “Just Do It”. Nike directly appeals to Centennials’ values with this messaging,
and provides an inclusive angle by featuring young women as much as young men.
• JABONG is an online retailer from INDIA, with a “Be You” mantra. Their aim is to help people celebrate
themselves by giving them as many fashion options as possible. Creative directory Harvey B Brown says
“Youth today are confident, comfortable in their skin and ready to make bold choices. They want to be
fashionable, yet not be slave to a trend. You could be skinny, plus-sized, bold, meek, short or tall—but you
are who you are—and fashion helps you Be You … Beauty in advertising is usually defined to fit set
criteria. I wanted our styling to be contrarian and inspirational."

Source: http://timesofindia.indiatimes.com/city/delhi/Jabong-launches-brand-campaign-Be-You-in-collaboration-with-Harvey-Brown/articleshow/52553192.cms
DEMOGRAPHIC DESIGN

Centennials will face countless product options, including those designed specifically for youth vs. those
designed to appeal to all generations. As they face choices about brands and entertainment, Centennials
are deciding if they want to fully embrace their life stage or shift towards more mature choices at a younger
age.
• VEGAN CANDY BOXES (VEGAN BOXEN) in Sweden allow Centennials to indulge in a typically youthful
category, but with a mindfulness about health normally reserved for adults.
• In the U.S., Centennials report having very mature taste in television, with content like THE WALKING
DEAD topping their list of favorite shows.
A NEW BREED OF CELEBRITIES

The rise of social media, the dwindling popularity of TV and people’s distaste for advertising are prompting
a redefinition of the word, “celebrity.”
• Millennials are currently the largest consumer demographic with about $1.3 trillion in buying power as at
the end of 2015. While Centennials have about $44 billion
• This powerful demographic is a choice target for brands, but millennials in large part don’t
watch TV and don’t care much what mainstream celebrities have to say about products or services.
They trust their social media tribes and peer-to-peer advice the most.
• Today, “influencers” accounts for anyone with more than 3000 Facebook, Instagram, or Twitter followers.
THE INDIAN
SOCIAL MEDIA
SCENE
 SOCIAL MEDIA INFLUENCERS
Apoorv Sood @Trendulkar Biswa Kalyan Rath Kanan Gill
Abhishek Asthana @gabbbarsingh Rahul Khanna Gaurav Gera
Sudipto Chakravarty @Roflindian Anuya Jakatdar Milind Soman
Neeraj Badhwar @khabarbaazi Gursimran Khamba Kritika Khurana
Vivek Tejuja @Vivekisms Sonam Kapoor Sumukhi Suresh
Pankaj Sinha @askthepankazzz Tanmay Bhat Nargis Fakhri
Anisha Sharma @Ghaatidancer Jose Covaco Abish Matthew
Ashish Misra @kataaksh Bani J Varun Thakur
Srinivas Rao @14_yr_old_Etard Kenny Sebastian Miss Malini
Mallika Dua Ssumeir Pasrich
MEDIA &
E N T E R TA I N M E N T
A LOOK AT TRENDS ACROSS THE MEDIA & ENTERTAINMENT
INDUSTRY GLOBALLY
GLOBAL TRENDS IN MEDIA &
ENTERTAINMENT 2017
• Skinny bundles, pared-down, less costly subscriptions are becoming a popular offering by a select group
of channels, i.e. traditional cable and satellite companies, as well as by over-the-top (OTT) providers like
Netflix or Amazon
• We are seeing—especially with Millennials—an interest in shorter forms of content such as serialized web
and YouTube segments that are a mere six to ten minutes in length
• Advertisers are experimenting. Ads can blast out a brief message, or longer, creating a sense of drama
and telling a story. More sponsorships or product placements within content are evident
• Content creators have a relationship with the end consumer like never before and derived insights about
users allow for content and ads to be more personalized
• Companies that can figure out how to push discovery of their content to consumers or help them discover
it for themselves will have a leg up in this competitive space

Source: Deloitte
GLOBAL TRENDS IN MEDIA &
ENTERTAINMENT 2017

• With companies like Netflix and Hulu creating original content, they also need to explore innovative
platforms such as virtual reality (VR) or 360 video to keep audiences engaged
• The success of the leading OTT services has led to an influx of new players, and a shakeout is inevitable
• As bandwidth improves, companies will be able to deliver immersive content to mobile headsets, paving
the way for VR applications that are not tied to a physical location
• Wearables are poised to become important participants in the Internet of Things, interacting seamlessly
with other screens and devices and creating ever-more personalized experiences for their owners
• Customizable viewing options will open up new opportunities for companies able to leverage
personalized data to hyper-target their content, advertising, and brands

Source: Deloitte
CASE STUDIES
HOW TO MARKET EFFECTIVELY TO
CENTENNIALS
• Engaging Centennials, young people aged between 0 and 19, who already occupy one third of the global
population and who have decidedly different attitudes than their predecessors - Millennials
• Unlike their predecessors, Centennials have a less idealistic and more pragmatic outlook, realising that
choices are limited and success is harder to achieve, which makes this cohort an extremely savvy
generation
• Although they are willing and able to spend, Centennials are not the consumption-positive shoppers that
Millennials were as teens, and it is important for brands to understand their mindset in order to
effectively communicate with them
• Being inclusive and open, and showing genuine purpose and passion for your market will be key for
brands who want to appeal to Centennials
MONDELEZ + 7-ELEVEN
• Sour Patch Watermelon Slurpee, Effie Worldwide, Silver, North America Effies, 2016
Mondelez partnered with 7-Eleven, the convenience retailer, to reignite sales of its Sour Patch Kids
sweets. The two brands joined forces to produce one unique limited edition watermelon flavour Slurpee
drink. The campaign capitalised on Centennials' aversion to maintaining the status quo and challenged
teen shoppers to "Catch Them While You Can". Research showed that Centennials value fun, friendship,
and individuality in their lifestyles and actively seek out experiences that are authentic, fresh, and on
trend all at the same time. The full-scale integrated campaign inspired teens to "run wild" over 7-Eleven
stores nationwide, while a major media outreach push and social campaign had teens sharing their Sour
Patch Slurpee selfies all summer.
• The strategic challenge was to bring together two iconic brands – SLURPEE and SOUR PATCH KIDS – to
create one sweet and sour cultural craze at 7-Eleven, and appeal to Gen Z.
MONDELEZ + 7-ELEVEN

• Research showed Gen Z-ers value fun, friendship, and individuality in their lifestyles and actively seek out
experiences that are authentic, fresh, and on trend all at the same time.
• Social listening revealed that kids were already combining the two products and sharing their creations
on social media; the two brands were loved together.
• Using in store signage, combined with social media excitement through a teaser and an earned media PR
campaign; snapchat integration on the 'discover' page told the story.
• Overall, the program secured 524 placements that generated over 900 million impressions; 82.6% sales
growth; for the first time ever, at a 7-Eleven, a limited offer became the #1 Slurpee seller.
TACO BELL
• Taco Bell, the US restaurant chain, wants to reward teens who have pursued their passions. It's Live Más
Scholarship will provide $1 million in scholarships to 220 young adults in 2016 to help Centennials move
further down the road of independence, leveraging the skills they've pursued along the way.
• This event report discusses how Taco Bell, the restaurant chain, has leveraged storytelling based around
its brand purpose to engage consumers.
• As a brand that has long been popular with young consumers, Taco Bell has traditionally been a
“constructive rebel” – a status lending itself to innovative marketing initiatives.
• Television remains the most effective way for the brand to spread “big” messages, but digital marketing
offers unique opportunities for smaller, more targeted engagement.
• Taco Bell has used digital for various reasons, like starting a movement in the breakfast category,
campaigning for a taco emoji and tapping the trend for adult colouring books via Snapchat.
 CHEVROLET

• Chevrolet, the automotive brand, put teens first in its 2016 Malibu state-of-the-art "Teen Driver"
technology, including warnings and safety precautions while the teen is driving, as well as a report card
for parents to review after a drive.
• Its purpose isn't to allow parents to spy on their Centennial drivers or to inspire punishment, but to
provide information that allows teens to prove what responsible drivers they are – or to inspire dialogue
about where improvements can be made.

Source: http://media.chevrolet.com/media/us/en/chevrolet/bcportal.html/currentVideoId/4121928431001/pnId/3/typeId/c/currentChannelId/Most%20Recent.html
SPRITE

• Sprite, the soft drinks brand, developed an ad campaign, "Ambition," that features a teen who rejects a
winding route to success by asserting his own individuality in remaking the world. Sprite emphasises that
teens refuse to accept the current state of things and instead take charge in redoing them in their own
ways, aligning with Sprite's new tagline, "Born to rfrsh."

Source: http://mandmglobal.com/is-this-the-first-ad-campaign-to-target-centennials/
VOLKSWAGEN POLO

• Volkswagen was a relatively unknown automotive brand in India with awareness of only 22%. But for the
launch of its flagship Polo supermini model into the highly competitive hatchback segment, it was
seeking an awareness of 40% and an ambitious sales target of 14,000 units
• The challenge was to make Polo stand out in its market and become India's most talked-about car
among its target audience of young males. The resulting campaign took an innovative approach across
multiple touchpoints, including a car-shaped hole in a newspaper, a reality show on MTV shot inside a car
and stunt drive events at malls.
• Sales exceeded 18,000 and awareness targets were met

Source: WARC
VOLKSWAGEN POLO
• Based on Volkswagen research on identifying the target audience's likes, behaviour and media
consumption patterns, we established the insight that the ad-avoiding young person connected much
better with fast-paced content, loved speed and thrills and did not like to be told what to do. They were
also very well informed and were always up to date with all the latest launches for cars, bikes and
gadgets.
• Another critical aspect to the target audience was that they looked for functional benefits in the products
they buy, especially in cars, and were sceptical of advertisers' claims, unless their own first-hand
experience proved otherwise .
• Secondary research via TGI demonstrated that young people were spending a lot of time in malls and
multiplexes. They were also very receptive to reality shows and absolutely loved motor racing. In fact,
motor racing was one of the sports that showed the highest affinity among young men. Research on
target audience media showed that MTV had a very high affinity with this group.

Source: WARC
MISCELLANEOUS
THANK
YOU