Table of Contents
Overview
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- What you need to know
- Definitions
Executive Summary
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- The market
- Dominating the workforce
- Millennials drive healthy living boom…
- …but struggle with their mental wellbeing
- The consumer
- Presence on social media platforms
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- Figure 1: Millennials’ usage of social and media networks in the last three months, Younger vs Older, March 2016
- Posts reflect the value of experiences
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- Figure 2: Content typically posted online by Millennials, Younger vs Older, February 2017
- Getting Millennials to seek help for mental health problems
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- Figure 3: Confidence in personal skills amongst Millennials, February 2017
- Older Millennials seek freedom at work
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- Figure 4: Most important factors when choosing a job – Any rank, Older Millennials vs Younger Millennials, February 2017
- Tapping into Millennial nostalgia
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- Figure 5: Millennial agreement with selected statements, February 2017
- Spending time with family
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- Figure 6: Millennial attitudes towards work-life balance, February 2017
- Striking a better work-life balance
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- Figure 7: Millennial attitudes towards hobbies and striking a work-life balance, February 2017
- What we think
Issues and Insights
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- Millennial mental health and social media
- The facts
- The implications
- Tapping into Millennials’ charitable side
- The facts
- The implications
The Market – What You Need to Know
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- Dominating the workforce
- Millennials drive healthy living boom…
- …but struggle with their mental wellbeing
- Millennials stay at home
Market Drivers
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- Millennials now the biggest generation
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- Figure 8: Age structure of the UK population, 2017 (projected)
- Entering the workforce
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- Figure 9: Working status, by generation, February 2017
- Millennials drive healthy living boom…
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- Figure 10: Changes in perceptions of consumer health, by generation, August 2016
- …but struggle with their mental wellbeing
- Financial optimism
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- Figure 11: How respondents would describe their financial situation, by generation, January 2017
- Millennials stay at home
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- Figure 12: Young adults aged 15-34 living with their parents, by age, UK, 1996-2016
- Rising age of parenthood
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- Figure 13: Average age of mothers and fathers at the birth of their first child, 1974-2015
The Consumer – What You Need to Know
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- Exploring alternative social media marketing channels
- Posts reflect the value of experiences
- Selfie culture undermining Millennials’ mental health
- Getting Millennials to seek help for mental health problems
- Millennial women less confident in job interviews
- Tapping into Millennials’ charitable side
- Younger Millennials demand clear career progression…
- …whilst Older Millennials seek freedom at work
- The misunderstood generation
- Spending time with family
Social Media Activity
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- Presence on social media platforms
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- Figure 14: Millennials’ usage of social and media networks in the last three months, Younger vs Older, March 2016
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- Figure 15: Baileys’ ‘When Coffee Met Baileys’ campaign, June 2016
- Comedy posts catch Millennials’ attention
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- Figure 16: Content typically posted online by Millennials, Youngers vs Older, February 2017
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- Figure 17: The Lad Bible Facebook metrics, March 2017
- Posts reflect the value of experiences
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- Figure 18: Experience-related social media posts, by generation of sharer, February 2017
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- Figure 19: Nike+ Basketball Trial Zone, November 2016
- Selfies soar amongst Younger Millennials
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- Figure 20: Proportion of Millennials posting “selfies” in the last three months, by gender, February 2017
Millennial Confidence
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- Independent travellers
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- Figure 21: Confidence in personal skills amongst Millennials, February 2017
- Getting Millennials to seek help for mental health problems
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- Figure 22: Proportion of adults who indicate “any confidence” in seeking help for mental health problems, by generation, February 2017
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- Figure 23: Pebble Smartwatch and mood-monitoring ‘Happiness’ app, August 2016
- Millennial women less confident in job interviews
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- Figure 24: Proportion of Millennials who indicate “any confidence” in going for a job interview, by Millennial group and gender, February 2017
- Tapping into Millennials’ charitable side
Demands of the Millennial Workforce
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- Millennials prepared to travel for work
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- Figure 25: Most important factors when choosing a new job – Any rank, all generations vs all Millennials, February 2017
- Added benefits hold appeal
- Younger Millennials demand clear career progression
- Older Millennials seek job flexibility
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- Figure 26: Most important factors when choosing a job – Any rank, Older Millennials vs Younger Millennials, February 2017
- Striking a better work-life balance
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- Figure 27: Millennial attitudes towards striking a work-life balance, February 2017
How Millennials Perceive their Generation
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- Millennials enjoy largely positive self-perception…
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- Figure 28: How Millennials would describe themselves, February 2017
- …but feel misunderstood by other age groups
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- Figure 29: Perceptions of Millennials by Millennials – Correspondence analysis, February 2017
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- Figure 30: Perceptions of Millennials by Millennials, February 2017
Millennial Attitudes towards Family
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- Tapping into Millennial nostalgia
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- Figure 31: Millennial agreement with statement “I want/would want my children to have the same upbringing that I had”, by household income, February 2017
- Millennials turn to parents for support
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- Figure 32: Millennial attitudes towards getting support from their parents, February 2017
- Spending time with family
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- Figure 33: Millennial attitudes towards families, February 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Correspondence analysis methodology
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