This document provides information about marketing to millennials (Gen Y), born between 1981-1997. It discusses millennials' population size, spending power, values around meaningful work and collaboration. It also examines millennials' media consumption habits, preference for social media and video content. The document analyzes characteristics of Thai millennials and provides examples of successful marketing campaigns targeting millennials, including Coca-Cola's "Share a Coke" campaign and Chipotle's web series on wholesome food.

1. Image: Michael Kors Party Time Fashion Shoot
Brandnow.asia presents MILLENNIAL
The up & coming consumer powerhouse
September 2016

2. AGES 19 TO 35 IN 2016
Born 1981 to 1997

3. Table to Content
1. Stats on
millennial (Gen Y)
2. What do Gen Y care
about as a group
3. Characteristics
and traits
4. Millennial in the
work place
5. Media consumption
6. Millennial in
Thailand
7. Tech & Social Media
8. Media & Values
9. Lifestyle stats
10. Gen X versus Gen Y
11.Common trait
12. What motivate
millennial to buy?
13. Case studies

4. Stats on Millennial (Gen Y)
• World population of Gen Y: 2 Billion (nearly
30% of world population, which is 7.4 Billion)
• Largest generation in the world born in the
20th century, after baby boomers
• Most connected and media savvy than any
previous generation
• Most influential generation of consumers. By
2020, Millennial spending power will reach
estimated $1.4 trillion annually – just as they
are reaching key life milestones such
Getting married
Buying a home
Becoming parents
• The successful brands of the future will be
those that capture the attention of this group

5. What do Gen Y care about
• Meaningful Work
• Collaboration: 88% prefer a collaborative
work culture rather than a competitive
• Freedom of choice, at work and at play
• New lifestyles demand less ownership
‘Sharing economy’ (more likely to rent out
or lease – Airbnb, Uber)
• They value authenticity more than
content, i.e. Tom’s one for one CSR
program

6. Characteristics and Traits
• Multitaskers
• tech-savvy
• Entrepreneur mind set
• Family oriented, flexible schedule
• Ambitious (perhaps sometime impatient)
• Communication is key for Generation Y
• Like to be loved: enjoy constant feedback,
gratitude

7. • Millennial want connections,
checkpoints and mentoring
• 80% of millennial say workplace
tech would have an influence
when deciding to take a job
• Feedback and constructive
criticism is important
• Core values:
Sense of belonging
Recognition
Millennial in the workplace

8. US Millennial Media Consumption
Its important to see what kind of media millennial are exposed to daily
In order for businesses to reach and communicate with this target
group effectively
• Millennial are spending an average of 25 hours per week online
(AdAge)
• 73% say it’s important to read other’s opinions before purchasing
(blogs and reviews)
• 35% access the internet via mobile phones
• They are driving the Internet-TV trend (Netflix) therefore video
content may be more effective in conveying a message
• Millennial interact with organizations through social media more
than other generations (Facebook remains the most popular channel)
• As of early 2016, there are 87 million Millennial on LinkedIn globally
by posting articles there businesses can gain credibility and
recognition

9. Millennial in Thailand
• 32% of the Thai 68 MB population
are millennial, approximately 22
Million
• According to National Statistics
Office (NSO), Millennial spend an
average of 8 hours per day online
(US average 3.6 hours/day)
• Feelings of disconnect from Thailand
centuries of tradition and culture
• Under pressure from older
generation to maintain core values
• Shackled by chronic political
problems and ineffective education

10. • 81% of Thai Millennial own a
smartphone compared to only 45%
globally
• 60% use smartphones to make a
decision
• 46% of active Internet users claim to
have been influenced by bloggers and
vloggers (video bloggers)
• Thailand has 1.7 Million Millennial
Instagram users
Millennial in Thailand
Tech & Social Media

11. • 84% of millennial believe that brands should not stick to just selling their
products or services (their values should attract customers also – businesses
should showcase their mission and what they want to achieve by including CSR
and giving back to the society)
Thai Millennial media & values
• Campaigns should be informative and sharable
(70% of Thai millennial share what they
appreciate)
• Thai Cosmopolitan editor, Pim Jaiya, believes
Facebook has become popular again in video
content (live reports on red carpets, hot topic
discussions, and sweepstakes)

12. Millennial in TH – lifestyle stats
• As many as 77% of Thai Millennial claim that
they have more choices of how to live their lives
compared to the global 69%
• Over 52% are still single
• 69% still do not have children
• 23% have two or more jobs
• 12% are likely to pursue higher education
• 52% value new and never-seen-before
experiences

13. Gen X Gen Y
Born between the early 1960s and the early 1980s Born roughly between 1980 and late 90’s
Gen X was shaped by global political events (Cold war,
Berlin Wall, Vietnam War)
Gen Y grew up around technology
Gen X value job security Gen Y want a more flexible schedule
Gen X prefer face to face interactions Gen Y communicate over text and social media
Favors Bank Cards and retail cards for payment less brand loyal and the speed of the Internet makes them
savvy shoppers. Has credit card, co-signed by parent(s)
Gen Y versus Gen X

14. One common trait
• The one thing millennial have in common when it comes purchasing
products or what influences their buying decision is trust

15. What Motivates Millennial
• Company values: Millennial are more
willing to pay extra for sustainable
offerings than past generations (Nielson
Global Online Study)
• 64% say it’s a priority for them to make
the world a better place
• This could encourage millennial to join
your business or support it
• CSR projects can be shown through
videos, infographic, social media story
telling

16. What Motivates Millennial to Buy
• Videos content: Millennial are 1.5 times
more likely to watch videos while
shopping online, it affects the buying
decision
• The message may be even more effective
if an influencer or existing customer is
recommending the product or service
• By sharing video content online, it
creates awareness, credibility and can
help with millennial buying decision

17. What Motivates Millennial to Buy
Personalize the shopping experience: provide
experiences and adventures
• Millennials care more about personal
development and new experiences
therefore campaigns involving new
technology may attract millennial and bring
in new customers
• Memories tend to stick with people,
therefore new experiences can help
millennial remember a business campaign
and share the experience with others

18. Examples of Brand Marketing to Millennial
• Coca Cola ‘ share a coke’ campaign
• Personalized bottles with names or description
• Successful because its share worthy (encourages people
to share the experiences with others) and associates the
brand with friendship and memories (positive brand
association )
• Created a website wrapped around this campaign that
lets customers discover facts about their names, order
customized bottles, and find out event dates for the
Share a Coke tour.
• Everyone wanted to see their names on the bottle
• Result: 7% increase in young adult consumption of Coke,
12 Million media impressions

19. Examples of Brand Marketing to Millennial
• Chipotle focuses on giving their customers free
ranged fresh ingredients
• Released a new comedy series called ‘Farmed and
Dangerous’ which features a Millennial aged farmer
battling a corrupt industrial food production
company.
• Before releasing the series Chipotle released an
iPhone game, “The Scarecrow,” and a short video
with the same title
• Both the game and video were centered on a
scarecrow’s quest to replace processed food with
wholesome food.
• Successful because it incorporates social media
(encourages people experience and share the
series and video game)

20. Examples of Brand Marketing to Millennial
• Gillette “Kiss & Tell” campaign
• YouTube documentary, live demonstrations and
surveys were conducted to show that clean shaven
men received more kisses than men with facial hair
• Kiss & Tell documentary video attracted 2 million
views on YouTube
• Gillette concluded that women prefer a smooth
shaven kiss and announced the launch of its
Sensitive Skin Portfolio.
• Successful because consumers were given the
opportunity to contribute to its marketing and
become part of a new product line (share their
thoughts and feelings)

22. Pacharee Pantoomano
brandnow@brandnowa.sia
Youtube: BrandNowAsia | FB: BrandNowAsia
+662 662 5622 | LINE ID PPantoomano