Creating meaningful brand experiences for Millennials

1. THE PURSUIT OF HAPPINESS
Creating meaningful brand experiences for MILLENNIALS
GUY ABRAHAMS, GLOBAL STRATEGIC PLANNING DIRECTOR

2. HAPPINESS AND
MILLENNIALS
WHAT’S DIFFERENT
ABOUT MILLENNIALS?
THE HAPPINESS
MANIFESTO

3. HAPPINESS AND
MILLENNIALS
WHAT’S DIFFERENT
ABOUT MILLENNIALS?
THE HAPPINESS
MANIFESTO

4. RESEARCH COVERAGE: TEN COUNTRIES 50%+
GLOBAL WEALTH
4
Host City Of ZO Online
Community “The Mug” Event
Total : 300 participants
Quantitative Survey
Total : 5,800 respondents
Shanghai
Sydney
Mexico City
Buenos Aires
New York
Dubai
Moscow
Paris
Barcelona
London

5. GETTING UP CLOSE AND PERSONAL WITH
MILLENNIALS
BOUDOIR CROWDSOURCING SITE
IMMERSION PROJECT
My ‘Live My Life’ Project 2014

6. WHO ARE MILLENNIALS & WHY SHOULD WE
CARE?

7. HAPPINESS IS
ABOUT
MANAGING
EXPECTATIONS

8. FREEDOM
POWERED BY
TECHNOLOGY
“I find technology generally
makes things easier - it has
affected my life for the better.”
Erin, 27, Sydney

9. EXPECTATIONS
HAVE BEEN
LIMITED
“The economy affects
employers’ ability to give
raises. Millions of
Americans are fighting to
get by.”
Ranessa, 27, New York Pierre (Rennes), from Flickr.com

10. GROWING UP IN A PERIOD OF SLOW GROWTH
-6.0
-5.0
-4.0
-3.0
-2.0
-1.0
0.0
1.0
2.0
3.0
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Developed markets (%)
2000-2014 GDP GROWTH VARIATION FROM THE NORM (ACTUAL)
-6.0
-5.0
-4.0
-3.0
-2.0
-1.0
0.0
1.0
2.0
3.0
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Developing markets (%)
1.9%
Av.Growth
5.7%
Av.Growth

11. GLOBALISATION: FOR THE MILLENNIALS THEIR WORLD
IS MORE SIMILAR THAN DIFFERENT
88%
80%
89%
90%
94%
95%
75%
93%
95%
89%
Russia
China
Australia
North America
Latin America
India
Japan
South East Asia
Middle East & Africa
Europe

12. GLOBALISATION: FOR THE MILLENNIALS THEIR WORLD
IS MORE SIMILAR THAN DIFFERENT
86%
35%
76%
86%
93%
91%
77%
89%
90%
84%
Russia
China
Australia
North America
Latin America
India
Japan
South East Asia
Middle East & Africa
Europe

13. GLOBALISATION: FOR THE MILLENNIALS THEIR
WORLD IS MORE SIMILAR THAN DIFFERENT
49%
27%
75%
81%
89%
89%
28%
85%
81%
79%
Russia
China
Australia
North America
Latin America
India
Japan
South East Asia
Middle East & Africa
Europe

14. GLOBALISATION: FOR THE MILLENNIALS THEIR
WORLD IS MORE SIMILAR THAN DIFFERENT
29%
21%
25%
43%
47%
56%
31%
47%
61%
35%
Russia
China
Australia
North America
Latin America
India
Japan
South East Asia
Middle East & Africa
Europe

15. HAPPINESS AND
MILLENNIALS
WHAT’S DIFFERENT
ABOUT MILLENNIALS?
THE HAPPINESS
MANIFESTO

16. THE HAPPINESS FRAMEWORK
ExpressionPotential Adaptable
Self
Reliance
FREEDOM CONTROLHAPPINESS

17. I WILL FULFILL
MY LIFE
POTENTIAL
“I don’t let peers influence
me to do anything because I
am unique and I am my own
person.”
Dora, 30, New York

18. APPROACHING
WORK IN A
NEW WAY
“When the crisis began, I
found myself jobless, and I
reinvented myself.”
Joaquín, 28, Barcelona

19. CREATIVITY AND
SELF-EXPRESSION
FUEL MEANINGFUL
EXPERIENCES

20. SHARING
STORIES
“I share photos of moments
I've spent with friends,
images of thought or
reflection, music videos and
things written by me or
others.”
Julio, 31, Mexico City
martinak15, from Flickr.com

21. ACHIEVE THIS, THEY PUT GREATER VALUE ON
LIFE SKILLS
Source: ZenithOptimedia ‘The Pursuit of Happiness’ Study 2014
REACHING A
CERTAIN AGE
24%
MOVE OUT OF
PARENTS HOUSE
39%
HAVING
CHILDREN
18%
GETTING
MARRIED
20%

22. ACHIEVE THIS, THEY PUT GREATER VALUE ON
LIFE SKILLS
HIGHER
EDUCATION
20%
HAVING
A CAREER
34%
BEING
WELL TRAVELLED
9%
BUYING
A HOUSE
17%
Source: ZenithOptimedia ‘The Pursuit of Happiness’ Study 2014

23. ACHIEVE THIS, THEY PUT GREATER VALUE ON
LIFE SKILLS
BEING
DEPENDABLE
36%
BECOME A
DECISION MAKER
59%
BECOME A
PROBLEM SOLVER
47%
FINANCIAL
INDEPENDENCE
60%
Source: ZenithOptimedia ‘The Pursuit of Happiness’ Study 2014

24. “We complain about working until midnight
but at the same time it’s exciting and fun.
It’s part of the game.”
Aude, 23, Paris
GIVES THEM CONTROL IN WORK TO DELIVER
HAPPINESS
MILLENNIALS WHO
ARE IN CONTROL OF
THEIR CAREER ARE
56% HAPPIER

25. CONTROL TO DELIVER HAPPINESS FROM
EXPERIENCES
“I fell in love with fitness because it gave
me something to work hard on and feel
proud of the results.”
Jonathan, 26, Chicago
MILLENNIALS IN CONTROL
OF PASSIONS AND
INTERESTS ARE
55% HAPPIER

26. “Their friendship makes me feel loved and
secure as I know they will never judge me
for all the stupid things I do.”
Nerys, 21, London
CONTROL SOCIALLY TO MAKE THEM HAPPIER
MILLENNIALS WHO ARE IN
CONTROL OF THEIR SOCIAL
LIFE ARE
35% HAPPIER

27. HAPPINESS AND
MILLENNIALS
WHAT’S DIFFERENT
ABOUT MILLENNIALS?
THE HAPPINESS
MANIFESTO

28. HUMANISE THE BRAND
BRAND PURPOSEUSEFULNESSAUTHENTICITY

29. TOP ATTRIBUTES
DO SOMETHING TO
HELP
SERVE A PURPOSE
EXEMPLIFY THEIR
VALUES
INNOVATE AND ARE
ORIGINAL
OFFER PERSONAL
EXPERIENCE
BRANDS THAT:

30. EDUCATIONAL ENTERTAINMENT
DETERMINE THE VALUE EXCHANGE
UTILITY REWARD
VIA PAID AND OWNED
MEDIA CHANNELS

31. PERFORMANCE WINS – EXPONENTIAL DEMAND
FOR CREATIVE ASSETS
‘VINEERS’
Specialists in ultra-short
form
APP DEVELOPERS
Coding web, mobile, social
USERS THEMSELVES
Nearly everyone self-
publishes now
BLOGGERS
Verticals, Tumblr Stars
YOUTUBE TALENT
Creators with true following
JOURNALISTS
Scaled armies ready to write
SEMI-PROS
Video, Animation, Image
MEDIA PARTNERS
Professional made-for-web
editorial
DATA VISUALISERS
Infographics, Tools
THE NEW CREATIVES

32. SOCIALISE: LET MILLENNIALS SHARE BRAND
STORIES
When you experience
something new, interesting,
funny or exciting, you would…

34. HAPPINESS AND
MILLENNIALS
WHAT’S DIFFERENT
ABOUT MILLENNIALS?
THE HAPPINESS
MANIFESTO

35. THANK YOU