American Millenials: Deciphering the Enigma Generation
10th Nov 2011 Posted in: YAYA Wire 0
Barkley/Service Management Group and the Boston Consulting Group | August 2011

“It is a riddle, wrapped in a mystery, inside an enigma, but perhaps there is a key.” When Winston Churchill broadcast this statement over radio in October 1939, he was referring to Russia. But something similar could be said about the YAYA generation of today. Barkley released a study in August of this year titled “American Millennials: Deciphering the Enigma Generation.” For the study, Barkley distributed a survey with a sample size of other 5,000 respondents. The research is on digital and social media habits and feelings about grocery, restaurant, clothing, travel and cause marketing techniques.

  • YAYA individuals grocery shop in groups. This may be because we are in a transitional period: some of us watched how our parents grocery shopped growing up, now we’re doing it on our own and it’s nice to be able to compare and contrast how our friends bargain-hunt, stay brand loyal, and pick out produce. Also, YAYA individuals often live with roommates and car pool lots of places.
  • 18 – 24 year olds watch almost half of their TV online. For advertisers, these means shifting traditional TV ad spots to online spaces like Hulu.
  • Cause-related marketing does get our attention. This generation has spending power and doesn’t quite know what to do with it yet. Campaigns like Gap RED and Dove Real Beauty are successful in reaching this age demographic because they communicate to us in a way that resonates. This does not mean pair up any cause with your product or service; it has to make sense for what you’re selling.

To read a Barkley blog post about the study, click here.