Diverse Millennials find themselves up against a trifecta of pressures... however it is what they do under that pressure that defines who they are and where they are going. Meet the Hyper-Millennial... Visit our site for a free download.

1. THE SOUND OF
DIVERSITY
Prepared by THE SOUND
OCTOBER 2011

2. BOOM! RESEARCH APPROACH
OUR INNOVATIVE APPROACH CONSISTED OF 3 STAGES
DEFINE EXPLORE EXPERIENCE
Expert Interviews 2 day Sounding Board 8 x Self Ethnography
3 x 1hr Depth - 40 respondents in video diaries
Interviews with total
Diversity Experts
Text
Stage Stage Stage
1 2 3

3. WHO ARE THE
DIVERSE MILLENNIALS?
MILLENNIALS ARE THE LARGEST GENERATIONAL
COHORT IN THE US, NEARING 50 MILLION ...
“Wow, the diversity in
About 40% of Millennials are Non-Caucasian, with 19% being this country is amazing.
Hispanic and 14% African American
So many cultures and
No other Millennial cohort has ever experienced such a diverse backgrounds coming
cultural landscape while growing up in America together. Everyone
learning from one
Experts predict that by 2050, 43% of the US population will
another is great! ... it has
be Hispanic or African American
taught me not to read a
book by its cover.”
- Arturo, 22, H
3

4. WHO ARE THE DIVERSE MILLENNIALS?
DIVERSE MILLENNIALS FIND THEMSELVES UP AGAINST A TRIFECTA OF
PRESSURES ... HOWEVER, IT IS WHAT THEY DO UNDER THAT PRESSURE THAT
DEFINES WHO THEY ARE AND WHERE THEY’RE GOING ...
THE HYPER-MILLENNIALS!
Text
CULTURAL MILLENNIAL
EXPECTATIONS VALUES
CONTEXTUAL
CHALLENGES

5. Contextual Challenges
Diverse Millennials
23 % of Hispanics and 28% of African
Americans are living in poverty in the
US with a median household income of
approx. $35,000 ...
Text
“With times being so tough and
the government having so much
deficit you can’t count on
handouts for help.”
- Caroline, 26, H
5

6. Contextual Challenges
Diverse Millennials
Both Hispanics and African Americans are
much less likely than Caucasians to have
health insurance, creating higher incidences
of health issues and lower incidences of
early detection ...
Text
6

7. Contextual Challenges
Diverse Millennials
17 % of Hispanic Millennials and 9% of
African American Millennials drop out
of high school vs. 6 % of Caucasian
Millennials ...
Text “I’m the first one in my family to
graduate college, I feel like my
whole family would graduate with
me.” - Miguel ,19, H
7

8. Contextual Challenges
Diverse Millennials
Hispanic and African American
Millennials are twice as likely to be
pregnant at 19 than their Gen Pop
counterparts ...
Text
8

9. Contextual Challenges
Diverse Millennials
Hispanic and African American Millennials
are more likely to be exposed to gang
activity i.e. 40% of Hispanic Millennials born
in the US claim to have been in a gang or
know someone in a gang ...
Text
“A lot of my friends didn’t get a
chance to live past 18. I’m 28
and I feel blessed.”
- Rodrick, 28, AA
9

10. Cultural Expectations
“No matter what, my blood will
always carry such a strong passion
Text for my people.” - Miguel, 19, H
“It is up to us to guarantee that a positive
Hispanic legacy is embedded in the history of
the United States.” - Tomas, 27, H
THEY’RE DIFFERENT ...
Unlike their Gen Pop counterparts, Diverse Millennials face a series of cultural expectations that have a
profound impact on how they think, feel, behave and grow ...
Such expectations not only hold familial importance but historical importance - feel they have a cultural
legacy to uphold ...
10

11. Cultural Expectations - FAMILY ALWAYS FIRST...
Feel inherent obligation and responsibility to
immediate and extended family “Through thick and thin they are always there.
Without them I wouldn’t be where I am today, as
Expected to put family’s needs before their own, cliché as that sounds. We laugh together and cry
even if this causes individual discomfort
together, and this type of selfless relationship is
Major decisions in life often made as a family the only one truly worth having.”
despite lifestage - Diana, 21, H
‣ I NEED TO SET A GOOD EXAMPLE FOR YOUNGER GENERATIONS
Text
26

12. Cultural Expectations - BE STRONG CARRY ON...
Text
Social struggle is embedded in their history -
“Struggle is something I feel we as African stories of challenge and triumph crucial to
Americans can honestly say still sticks with us ... It’s remember
as if we were built to take on the stress and if we get Resilience is key - no excuse for giving up, feel
knocked down, to know that you can always get they owe it to the generations before them to
right back up. Struggle, yes I think I know well.” continue to push forward
- Rodrick, 28, AA Determined to prove stereotypes wrong
‣ I WILL PROVE TO OTHERS I HAVE WHAT IT TAKES
26

13. Cultural Expectations - DON’T LOSE SIGHT OF YOUR ROOTS...
Expected to engage in cultural traditions, show cultural
pride - older generations worry Millennials will lose their
sense of heritage
“My parents have always told me to remember
where I come from because that is who I truly
Pressured to carry on tradition despite contemporary am and I should never be embarrassed to say
distractions - i.e. speaking native language, visiting home
country, attending cultural gatherings, music, etc.
what my culture and heritage is.”
- Rosa, 23, H
Big shoes to fill - cultural icons achieving power in US
‣ I AM NOT ASHAMED OF MY HISTORY
Text
26

14. Cultural Expectations - DON’T TAKE ANYTHING FOR GRANTED...
Text
Taught from a young age to appreciate what you
“People have a lot to learn, they have a lot have, everything is a ‘blessing’
to be grateful for, but many need help - Don’t exude that sense of entitlement
seen in their Gen Pop counterparts ...
opening their eyes to the beauty of life.”
- Stefanie, 20, H Encouraged by family, community to appreciate
living in the US, the land of opportunity
‣ I MUST OFFER RESPECT AND DIGNITY TO THOSE AROUND ME
26

15. Cultural Expectations - GIVE BACK EVERY WAY YOU CAN...
Want to make a contribution, shape culture ...
Determined to give back to their families “One of my professional goals is to be an
- Support them financially, give them new educator and to help br idge the
opportunities, be a good role model
achievement gap in the inner city.”
Determined to give back to their communities
- Darnel, 23, AA
- Volunteer, help those less fortunate, work in
the neighborhoods they grew up in
‣ I MUST MAKE SURE OTHERS HAVE THE SAME OPPORTUNITIES I HAD
Text
26

16. American Millennial Values
“People my age are starting to
discover who they are and
experimenting with different things,
feeling pressure to know where life is
going to go.” - Melanie, 24, H
Text
... BUT THEY’RE THE SAME
In addition to the cultural expectations Diverse Millennials face, they are living in a contemporary world full of
contemporary expectations ...
It is important to remember that Diverse Millennials are exposed to the same generational values, ideologies and
media messages as their Gen Pop counterparts ...
16

17. ALWAYS STRIVING FOR
MORE ...
‣ Key concern is how to fulfill personal ambitions i.e.
graduating, landing first job, moving out, etc.
‣ But ambitions can turn toxic, worries compounded by
the recession
LIVE LIFE OUT IN THE
OPEN ... Text
• Extremely comfortable leading a public life: make new
connections through expression and shared interests
• Strong desire to showcase identity, creativity, via social
media sites: Youtube, Instagram, Facebook, Twitter
“I expect to meet all the challenges that
“I use Facebook to share experiences
life has in store for me and overcome
with friends and family, and throughout
them ... Others expect greatness from me
the day I post what I am doing like
due to all the opportunities that are
going to the gym, places I visit, etc.”
available to our generation.”
- Richard, 29, H
- Michael, 22, AA

18. OPEN TO CHANGE ...
‣ At a point in their lives where change is inevitable
‣ Understand the need to be flexible in today’s world, adapt
i.e. keep up with changes in communication / technology
‣ As such, this group have become very resourceful
BEING TRUE TO YOURSELF
IS HIGHLY VALUED ...
‣ Being an individual with unique quirks & talents is a positive
Text
‣ Cultural backgrounds and diverse experiences
contribute to sense of individuality
‣ Expect the same level of authenticity from the people and
brands they interact with
“I am at a point in my life where
change has become inevitable ... “I just try to be real and not fake ... I
which is exciting. But it can also be define who I am. I don’t want to be
challenging as I don’t know what to looked at like everyone else.”
expect.” - Ashley, 23, AA - Joseph, 28, AA

19. So, what does this mean?
CULTURAL EXPECTATIONS AMPLIFY
MILLENNIAL VALUES AND PRESSURES ...
- Diverse Millennials set extremely high expectations for themselves
‣ Not only have to prove their ability as young Americans, but they have to prove their family and their culture
CULTURAL MILLENNIAL AMERICAN
EXPECTATIONS VALUES
Text
+
Work hard... ...Work harder!
Be successful... ... Be even more successful!
Make money... ... Make money and be happy
Take care of ... Take care of family and
family ... make something of yourself

20. Meet the Hyper-Millennial
DESPITE THE HEAVY LOAD, DIVERSE MILLENNIALS REFUSE TO FOLD UNDER THE PRESSURE!
‣ More Committed ... to live up to the strength they’ve seen from previous generations
‣ More Resilient ... to any challenge that may come their way
‣ More Optimistic ... about their future, what lies ahead
‣ More Determined ... to achieve success, however they define it
Text
MEET THE HYPER-
MILLENNIAL!
“I am very confident that I will achieve all my
goals because I never quit or give up anything I
start, despite the odds.” - Ryan, 26, AA
26

21. WHAT DOES THIS
MEAN FOR
BRANDS?

22. What does this mean for brands?
THERE ARE SOME KEY POINTS TO CONSIDER WHEN TALKING TO DIVERSE MILLENNIALS ...
IF YOU ARE TARGETING MILLENNIALS ... WELL, YOU’RE ALREADY TARGETING THEM
DIVERSE MILLENNIALS ENGAGE WITH GEN POP MILLENNIAL MESSAGING
- BE YOUR AUTHENTIC SELF
- CREATE YOUR OWN SUCCESS
- MAKE A DIFFERENCE TO SOCIETY
HOWEVER, DIVERSE MILLENNIALS Text
ENGAGE WITH CULTURAL MESSAGING TOO
- PUT FAMILY FIRST
- CELEBRATE CULTURAL PRIDE
- GIVE BACK TO YOUR COMMUNITY
AS AMERICA’S POPULATION CHANGES, THERE IS NO NEED TO TARGET THEM EXCLUSIVELY ...
IT’S JUST NOT NECESSARY ANYMORE
- SUBTLE REFERENCES TO CULTURE ARE APPRECIATED ... OVERT REFERENCES ARE REJECTED
- LET’S JUST PUT IT THIS WAY ... YOU DON’T NEED TO HAVE A DIVERSITY DIVISION IN YOUR COMPANY,
JUST A COMPANY THAT UNDERSTANDS DIVERSE MILLENNIAL CULTURE