According to the Census Bureau, Millennials are expected to surpass Boomers as the largest living population. But aside from the sheer size of our generation, our behaviors, attitudes and expectations are different than those of any previous generation, sometimes drastically so. Millennials will fundamentally change the landscape of the business world, and no industry is safe from disruption. The following presentation is a narrative on our generation, backed by research and data, with implications for every sector and industry. Millennials are rethinking and reshaping the world. Here's what you need to know.

1. RETHINK MILLENNIALS
DISRUPTION INSIGHTS 2015
• MAY 2015

2. 2
“I HOPE I DIE BEFORE I GET OLD.” — THE WHO (1965)

3. 3
EVERYGENERATIONFEELSMISUNDERSTOOD.
EVERYGENERATIONTHINKSTHEY’RESPECIAL.
MILLENNIALSARENODIFFERENT.

4. 4
BUT CERTAIN CHANGES IN OUR BEHAVIOR, VALUES,
AND ATTITUDES WILL IMPACT THE WORLD
STARTING NOW.

5. 5
HERE’S HOW.

6. 6 Source: Pew Research January 2015
75 MILLION
LARGEST GENERATION
IN AMERICAN HISTORY
OF 2.5 BILLION GLOBALLY

7. 7 Source: Whitehouse.gov Millennial Report 2014
MOST
EDUCATED
IN HISTORY 47%OF25-34YEAROLDS

8. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
8 Source: The Intelligence Group, September 2012 & Deloitte 2014 Millennial Survey; Pew Research May 2015
THE NEXT
SUPERPOWER
WORKFORCE
34% OF THE
WORKFORCE
TODAY
46% OF THE
WORKFORCE
IN 2020

9. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
9 Source: Accenture June 2013
MASSIVE
SPENDING
POWER $600 BILLION
$1.4 TRILLION
2015
2020

10. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
10 Source: Census Population Survey 2011 and Fusion’s Millennial Wealth Calculator 2015
ACCELERATING INEQUALITY
2011
TOP 20%
TOP 20%
EVERYONE ELSE EVERYONE ELSE
4X
8X
2000
MEDIAN NET WORTH

11. 11
NATURALLY, PEOPLE HAVE A LOT
TO SAY ABOUT US.

12. 12 Source: Time Magazine - May 20, 2013
ENTITLED
NARCISSISTIC
LAZY

13. 13
WHEN IN FACT…

14. 14
KEEP UP WITH
THE NEWS85%American Press Institute and the Associated Press-NORC Center for Public Affairs Research, “How Millennials Get News” 2015

15. 15 Source: Center for Research and Information on Civic Learning and Engagement at Tufts University
CIVICALLY
ENGAGED
49%VOTED IN 2012

16. 16 Source: Boston Consulting Group “How Millennials Are Transforming Marketing” 2013
OPTIMISTIC
ABOUT THE
FUTURE 69%

17. 17 Source: The Intelligence Group, September 2012 & Deloitte 2014 Millennial Survey
HUNGRY TO
MAKE AN
IMPACT
56% WOULD TAKE PAY
CUT TO WORK FOR
POSITIVE CHANGE
63% DONATE
TO CHARITIES
43% VOLUNTEER
ACTIVELY

18. 18
SO WHAT DOES ALL THIS MEAN?

19. 19 Source: Pew Research January 2015
MONEY

20. 20
THEGREATRECESSIONHADA
MAJORIMPACTONOUR
PERSONALFINANCES.

21. 21 Source: The Intelligence Group, September 2012 & Deloitte 2014 Millennial Survey
CASH
HOARDERS
MILLENNIALS
KEEP 52% OF
SAVINGS IN CASH
OTHER AGE GROUPS
KEEP 23% OF
SAVINGS IN CASH

22. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
22 Source: Federal Reserve Economic Data, 2014
RECORD
STUDENT
DEBT PERCENTAGE
30%
25%
20%
15%
10%
5%
2006 2008 2010 20142012
STUDENT DEBT AS % OF TOTAL CONSUMER CREDIT

23. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
23 Source: Mic Google Consumer Survey 2015
LAGGINGON
RETIREMENT 59%DON’T HAVE IRA/401K

24. 24 Source: Millennial Disruption Index
PREFER NEW
FINANCE
PRODUCTS
FROM TECH
COMPANIES
73%

25. 25
TECH-FIRSTPRODUCTSMAKE
PERSONALFINANCEEASY.

26. 26
TECHNOLOGY

27. 27
MILLENNIALS RAPIDLY OUTPACE
OLDER GENERATIONS IN THE
ADOPTION OF NEW TECHNOLOGY.

28. 28 Source: Accenture 2014
WILL BUY AN
IN-HOME IOT
PRODUCT IN
NEXT 5 YEARS53%

29. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
29 Source: PwC “The Wearable Future” 2014
EAGER TO INCREASE
PRODUCTIVITY
AT WORK WITH
IOT PRODUCTS66%

30. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
30 Source: PwC 2014 “The Wearable Future”, 2014
WANT EXERCISE
DATA FROM
WEARABLE
DEVICES81%

31. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
31 Source: PwC 2014 “The Wearable Future”
PREFER TO
MANAGE THEIR
HEALTH USING
MOBILE APPS71%

32. 32
TECHNOLOGY IS NATURALLY
EMBEDDED IN OUR LIVES — FROM
HEALTH TO TRANSPORTATION.

33. 33
LIVING

34. 34
MILLENNIALS LEAD THE
MIGRATION FROM SUBURBS
TO CITIES.

35. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
35 Source: PwC “Wearable Futures” 2014
PREFER CITIES
62%

36. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
36 Source: Accenture Retail Industry Report, 2013
HUGE MOMENTUM IN CITIES
CITIES
EVERYWHERE
ELSE
1920S 1930S 2010S1940S 1950S 1960S 1970S 1980S 1990S 2000S 2020S
GREATER POPULATION GROWTH

37. 37
AS OUR LIVING
PREFERENCES SHIFT, SO DO
OUR BEHAVIORS.

38. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
38 Source: Deloitte 2014 Global Automotive Consumer Study; data gathered from 2001 - 2008
-23%+40% +24%
MILES TRAVELED

39. 39
MILLENNIALS PREFER
ACCESS OVER OWNERSHIP.

40. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
40 Source: Nielsen “Millennials – Breaking the Myths” 2014
LIKELY TO RENT
PRODUCTS IN A
SHARED ECONOMY2X+

41. 41
THIS DOESN’T MEAN WE’LL
NEVER DRIVE AGAIN…

42. 42 Source: Deloitte 2014 Global Automotive Consumer Study
BUYINGOR
LEASING
ACARIN
THENEXT
5YEARS
75%

43. 43
BUT COMPANIES LIKE UBER AND
ZIPCAR ARE HUGE THREATS,
AND THEY’RE GROWING.

44. 44
THE CLIMATE OF BUSINESS

45. 45
MILLENNIALS DON’T VIEW CLIMATE
CHANGE AS A HOT-BUTTON POLITICAL
ISSUE. THEY RECOGNIZE IT AS FACT.

46. 46 Source: Boston Consulting Group October 2013
32%DESCRIBE THEMSELVES
AS ENVIRONMENTALISTS
WHILE ONLY

47. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
47 Source: Pew Research, 2014
BELIEVE THAT THE
CLIMATE CHANGE
IS HAPPENING73%

48. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
48 Source: Deloitte 2014 Millennial Survey
BELIEVE
BUSINESS CAN
DO “MUCH MORE”
TO ADDRESS IT
55%

49. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
49 Source: Accenture 2014
PREFER
RENEWABLES71%

50. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
50 Source: Accenture 2014
WILLING TO
SPEND MORE
FOR ENERGY-
EFFICIENT
HOMES
84%

51. 51
CLIMATE CHANGE IS A THREAT
TO OUR FUTURE. AND WE WANT
GOVERNMENT AND BUSINESS
TO ADDRESS IT.

52. 52
VALUES

53. 53
WE’RE A VALUES-DRIVEN
GENERATION, AND EXPECT
BRANDS TO BE THE SAME.

54. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
54 Source: Cone Communication Survey in the Brookings Institution
CONSIDER
BRAND VALUES
BEFORE BUYING84%

55. 55 Source: Boston Consulting Group October 2013
WILLINGTO
TAKEACTION
FORABRAND
THEYRESPECT 50%

56. 56
BUT WE EXPECT BRANDS TO
BACK UP THEIR CLAIMS
WITH ACTION.

57. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
57 Source: Cone Communication Survey in the Brookings Institution
MORE LIKELY THAN
BOOMERS TO CHECK
WHETHER CSR
CLAIMS ARE TRUE2X

58. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
58 Source: Cone Communication Survey in the Brookings Institution
MORE LIKELY TO BUY
FROM COMPANIES THAT
SUPPORT SOLUTIONS
TO SPECIFIC SOCIAL
CAUSES
89%

59. 59
WE’RE MORE LIKELY TO BE
LOYAL TO BRANDS WHO
STAND FOR SOMETHING.

60. 60
MEDIA

61. 61
OUR CONSUMPTION
HABITS HAVE
FUNDAMENTALLY SHIFTED.

62. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
62 Source: Pew Research, “State of the Media” 2015
IN 2014, MOBILE
VISITS OUTPACED
DESKTOP FOR THE
FIRST TIME EVERFOR THE TOP 50 MOST VISITED NEWS SITES
DESKTOP
7 OUT OF 50
NEWS SITES
MOBILE
39 OUT OF 50
NEWS SITES
ROUGHLY EQUAL
2014
4 OUT
OF 30

63. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
63 Source: eMarketer, “Millennials and Social Media”, 2015
57%
MILLENNIALS GET
NEWS FROM
FACEBOOK AT
LEAST ONCE A DAY

64. 64
WE EARNED THE NAME
“CORD-CUTTERS” FOR A
REASON.

65. 65 Source: nScreenMedia, 2014
37%
DO NOT
SUBSCRIBE TO
ANY PAID TV
SERVICE

66. 66 Source: Mic Google Consumer Survey January 2015
SAY THEY
WON’T PAY
FOR CABLE
IN 10 YEARS68%

67. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
67 Source: NBCUniversal Audience Research Chief Alan Wurzel in The NYPost, 2015
22%
TOTAL YEAR-OVER-
YEAR INCREASE IN
SUBSCRIPTION
VIDEO VIEWING

68. 68
WE GREW UP WITH INTRUSIVE
ONLINE ADS, AND WE’RE GOING
OUT OF OUR WAY TO AVOID THEM.

69. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
69 Source: Adobe and PageFair “Adblocking Goes Mainstream” 2014
1.5X
MORE LIKELY
TO USE AD
BLOCKING
SOFTWARE

70. 70
SUCCESSFUL MARKETING
ADDS VALUE AND TELLS A
STORY.

71. 71
DISCOVERY

72. 72
MILLENNIALS FIND BRANDS
ACROSS CHANNELS, PLATFORMS
AND THROUGH PEOPLE.

73. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
73 Source: Boston Consulting Group “How Millennials Are Transforming Marketing” 2013
59%
RELY ON
FRIENDS FOR
PURCHASE
DECISIONS
WORD
OF MOUTH
REMAINS KING

74. 74 Source: BazaarVoice Millennials Whitepaper, 2012
MAKE
PURCHASES
ON THEIR
PHONES
MOBILE MATTERS
73%

75. HTTPS://TWITTER.CO HTTPS://
TWITTER.COM/SOBERLOOK/STATUS/
585646393987051521 M/SOBERLOOK/
STATUS/585646393987051521
75 Source: Accenture Retail Industry Report, 2013
82%
STILL PREFER
TO SHOP IN
BRICK AND
MORTAR STORES
BUT

76. 76
WE EXPECT EXPERIENCES WITH
BRANDS TO BE FAST, CONSISTENT
AND MEMORABLE — NO MATTER
THE PLATFORM OR CHANNEL.

77. RETHINKTHEWORLD.
Contact: Brianna Garcia brianne@mic.com, Director of Brand StrategyMAY 2015