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LIFESTYLES OF MILLENNIALS - BRAZIL - MAY 2018

Published By :

Mintel

Published Date : May 2018

Category :

Lifestyle

No. of Pages : N/A

Millennials have been directly impacted by the economic recession and the high levels of unemployment. On the one hand, this situation drives them to live in their parents’ house for longer and to demonstrate a pessimistic perception about the future of the country’s economy. On the other hand, it motivates them to develop an entrepreneurial attitude and to be confident about their individual achievements, regardless of external factors linked to the economy and government actions. Brands and companies could, therefore, help Millennials reach their individual goals, either stimulating entrepreneurial behavior or assisting in everyday tasks they do not feel confident to carry out, such as cooking meals from scratch or doing minor repairs at home. In order to be part of the Millennials’ life, it is important to interact with them online, as well as promote experiences that help them interact with friends and family in person.

Table of contents
OVERVIEW
What You Need to Know
Definition
EXECUTIVE SUMMARY
Challenges
Recession and unemployment affect Millennials’ expectation about the economy but stimulate entrepreneurship and confidence in their individual achievements
As Millennial have taken longer to leave their parents’ house, they may feel more insecure when performing domestic tasks
Brands and companies have the challenge of communicating with Millennials, who despite being more connected, also seek in-person experiences
Opportunities
Video and audio streaming services appeal to Millennials
Gender-neutral products can attract Millennials
Computers can appeal to Millennials interested in technology and games
Offering mechanisms for Millennials to feel safer can be an opportunity
What we think
THE MARKET – WHAT YOU NEED TO KNOW
Young people are the most affected by unemployment
Brazilians have postponed leaving their parents’ house
MARKET DRIVERS
Young people are the most affected by unemployment
Brazilians have postponed leaving their parents’ house
The discrepancy between genders is still great when it comes to household tasks, but young men have been more participative
Brazilians aged 18-24 are those who use the internet the most
KEY PLAYERS – WHAT YOU NEED TO KNOW
Brands and companies invest in extra services and online chats
MARKETING CAMPAIGNS AND ACTIONS
Telecoms launch special plans and promotions to meet demand generated by mobile apps and streaming services
Brands use WhatsApp and chatbots to connect with their customers
Brands help consumers with household tasks
Figure 1: Comgás content portal
THE CONSUMER – WHAT YOU NEED TO KNOW
Subscription music services stand out among Millennials
Millennials are more likely to interact with food and drink brands online
Products advertised as gender-neutral can positively impact Millennials
Helping Millennials to get off-line can be a good opportunity
Housekeeping services can facilitate the routine of Millennials
Millennials are optimistic about their individual achievements
PERSONAL USAGE
Subscription music services stand out among Millennials
Figure 2: Personal usage, by generation, March 2018
Figure 3: Stranger Things + Netflix campaign
Finance and banking services and apps can attract Millennials
Figure 4: Santander Pass tutorial
Millennial men are more likely to consider dating apps indispensable
Figure 5: Personal usage, Millennials, by gender, March 2018
INTERACTION WITH BRANDS
Millennials are more likely interact with food and drink brands online
Figure 6: Interaction with brands, by generation, March 2018
Figure 7: Piece of the Pie Pursuit – Domino's Pizza
Department stores and retailers can offer online services and contact
Figure 8: Forever 21 x Taco Bell collection
Millennials from the DE socioeconomic group interact with fitness and health brands as much as those from the AB socioeconomic group
Figure 9: Interaction with brands, Millennials, by socioeconomic group, March 2018
Figure 10: Motivatormob app
ATTITUDES TOWARD SHOPPING, TRENDS, AND ADVERTISING
Products advertised as gender-neutral can positively impact Millennials
Figure 11: Attitudes toward shopping, trends, and advertising, gender-neutral products, by generation, March 2018
Figure 12: Unisex Line – PUC
Figure 13: Unisex Collection - Selfridge & Co
Premium restaurants can appeal to Millennials
Figure 14: Attitudes toward shopping, trends, and advertising, by Millennials, March 2018
ATTITUDES TOWARD TECH, SOCIAL INTERACTIONS
Helping Millennials to get off-line can be a good opportunity
Figure 15: Attitudes toward tech, social interactions, by Millennials, March 2018
Figure 16: Hold app
Computers still have space as a primary source of entertainment
Figure 17: Attitudes toward tech, social interactions, by Millennials who have interacted with technology brands and companies in the last 3 months, March 2018
Figure 18: Alienware Hotel Room - Hilton Hotel + Alienware (Dell)
CONFIDENCE ADULTING
Food and drink brands can provide shortcuts to help Millennials who feel less confident when cooking meals from scratch
Figure 19: Confidence adulting, cooking meals from scratch, by generation, March 2018
Housekeeping services can facilitate the routine of Millennials
Figure 20: Confidence adulting, personally doing DIY, by generation, March 2018
Millennials feel as confident as Generation X to interact with others, either face-to-face or using technology
Figure 21: Confidence adulting, interacting with other people, by generation, March 2018
Figure 22: The Next door Hello – Nescafé
EXPECTATIONS ABOUT LIFE
Millennials are optimistic about their individual achievements
Figure 23: Expectations about life, by Millennials, March 2018
Regardless of social class, Millennials are pessimistic about crime
Figure 24: Expectations about Millennial generation, by socioeconomic groups, March 2018
Figure 25: 5-star safety – Uber
APPENDIX – ABBREVIATIONS
Abbreviations

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