brand badges and the new millennial identity
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8/10/2019 Brand Badges and the New Millennial Identity
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SHOW YOUR INTENTBoomer parenting, an education focused on teamwork, social media, and settling down later intheir 20s & 30s have all increased the importance of friendship values among Millennials. Thismeans communicating good intentions such as: kindness, generosity, honesty, humility,and social commitment.
AMPLIFY EMPATHYEmpathy is a key trait for Millennials, who have grown up and live in a world where friendshipvalues are more important. This means showing: acceptance of others, no judgments aboutlifestyles or behaviors, forgiveness, and being a good listener.
ENJOY YOURSELFThe desire for fun, meaning and happiness distinguishes Millennials from Gen X, and ties into theirdesire to show friendship values. This means showing: optimism, sociability, openness to newexperiences, enthusiasm, and an ability to enjoy oneself.
BADGE BRANDS AND THE NEW MILLENNIAL IDENTITY 21 OCTOBER 2014
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LIFES TOO SHORT TO BE UPTIGHT72% 71%
HAVING FUN IS A COREASPECT OF MY LIFE
65%I LIKE SMART AND WITTY HUMOR,
LIKE THE DAILY SHOW
SUPPORTSEMPLOYEES
FOLLOWSTHROUGH
SUPPORTS LESSFORTUNATE
HAS A CORESET OFMORALS
WORKS FORBETTERWORLD
SUPPORTSMODERNLIFESTYLES
PUTS PEOPLEOVER PROFITS HELPS
PEOPLE
WORKSWITH ME
62% 57% 57% 54% 52% 50% 41% 35% 34%
WHAT SHOWS A BRAND HAS GOOD INTENTIONS?
I UNDERSTAND PEOPLESFLAWS AND ACCEPT THEM
THERES NO SHAME IN FAILURE ASLONG AS YOUVE TRIED HARD
I FIGHT FOR EQUAL RIGHTS OFEVERYONE EVEN IF MY RIGHTS
ARENT BEING THREATENED
74% 74% 63%
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POWER OF INTELLIGENCEMillennials are the most educated generation in history. Theyve also grown up in an increasinglyservice-based economy requiring brains over brawn. Intelligence is therefore a key value tocommunicate, and means showing: creativity, wit, self awareness, curiosity, ability to see through BS,social intelligence, and cultural knowledge.
POWER OF PRAGMATISMPart of being smart is being practical. Experiencing the Great Recession heightened the value ofpragmatism for Millennials. This means showing: ability to problem solve, nding real solutions,working hard, realism, and innovation.
TOP 3 STEPS FOR BRANDS
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61%
BEINGLOGICAL
61%
SEEING BOTHSIDES OFTHINGS
59%
BEINGSELF AWARE
52%
BEINGPRACTICAL
45%
TRUSTINGMY OWNOPINION
42%
SEEINGTHROUGHBULLSHIT
40%
BEINGCURIOUS
WHAT DOES IT MEAN TO BE SMART?
When I bought my iPhone, Apple was
straight to the point, didnt beat aroundthe bush, and satisfed my expectations.
71%AGREE IM A REALIST
COMMUNICATEFRIENDSHIP VALUES
What are your principles, and doconsumers understand them?
If you support your employees,shout about it
Communicate how you putpeople above profits
SHOW HOW YOUREINTELLIGENT
Be curious (and show yourcuriosity) as a brand
Crossover your products &communications in unique ways
Assume your consumersare smart
SET UP FRIENDSHIPVALUES / INTELLIGENCEAS BRAND KPIs
Build KPI & measurement planaround the key Millennial values
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MARK [email protected]
ALEXIS [email protected]
AIMEE [email protected]
MINDSHAREINTHELOOP.COMMINDSHAREUSA.COM
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