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Marketing to Millennials - Brazil - December 2014

Published By :

Mintel

Published Date : Dec 2014

Category :

Advertising and Marketing

No. of Pages : 106 Pages

Convenience, sustainability, and customization are important aspects for Millennials, and the main factors that influence their purchasing decisions. Millennials are used to the convenience offered by online activities, and have developed a need for immediate answers and gratification in all aspects of their lives, including professional careers and work environment.
Table of Content

Introduction

Definitions
Abbreviations

Executive Summary

The consumer
Figure 1: Online and offline activities, by age group 20-37, July 2014
Environmentally friendly brands appeal mainly to young women
Figure 2: Brand actions that influence purchasing decisions, by all and Millennials, July 2014
While older Millennials tend to focus on doing what they love, younger Millennials tend to prioritize financial independence
Figure 3: Attitudes toward financial issues and professional career, by groups of Millennials, July 2014
Figure 4: Attitudes toward advertising and promotions of brands, products, and services, by all and selected age groups, July 2014

What we think

Key Points
Older male Millennials still receive financial support from their parents
Brands can benefit from younger men who like giving their opinion about products online
Online payments: more convenience for young couples and those with small children

Trend Application

Make it Mine
FSTR/HYPR
Locavore

The Consumer – Online and Offline Activities

Key points
Offline activities are still predominant among Millennials
Figure 5: Online and offline activities, by age group 20-37, July 2014
Young Millennials tend to prefer online activities
Figure 6: Online activities, by selected age groups, July 2014
Security certificates and advertisements on social media are tools that could encourage young Millennials to shop more online

The Consumer – Brand Actions that Influence Purchasing Decision

Key points
Environmentally friendly brands appeal mainly to young women
Figure 7: Brand actions that influence purchasing decisions, by all and Millennials, July 2014
Brands that communicate through the internet are more likely to attract young female consumers
Figure 8: Agreement with brand action that influences purchasing decision “Brands that regularly communicate via the internet (eg posting current actions on Facebook or Twitter, up-to-date news on their website),” by age group and gender, July 2014
Innovative brands tend to attract more young men with no children
Figure 9: Agreement with brand action that influences purchasing decision “Up-to-date brands that launch the latest innovations in their industries (eg new product formulas),” by age group and gender, July 2014

The Consumer – Attitudes toward Financial Situation and Professional Career

Key points
While older Millennials tend to focus on job satisfaction, younger Millennials strive for financial independence
Figure 10: Attitudes toward financial issues and professional career, by groups of Millennials, July 2014
Female Millennials are more worried about managing their personal finances
Figure 11: Agreement with the statement "I manage my personal finances carefully," by Millennials and gender, July 2014
Older and married Millennials tend to be very dedicated to their work
Figure 12: Agreement by older millennials with selected statements, by gender and marital status, July 2014

The Consumer – Attitudes toward Advertising of Brands, Products, and Services

Key points
TV advertisements and friends’ recommendations are popular among Millennials
Figure 13: Attitudes toward advertising and brand promotion, products, and services, by all and selected age groups, July 2014
Younger men and women react differently to TV and internet campaigns
Figure 14: Agreement by young Millennials with selected statements, by gender, July 2014
Younger women are less influenced by recommendations of brands by friends
Figure 15: Agreement by Millennials with the statement "I trust more in brands recommended by friends," by gender and age group, July 2014
Repetitive advertisements tend to bother younger married Millennials
Figure 16: Agreement by Millennials with the statement “Seeing the advertisement of a product many times during a TV program doesn't encourage me to buy it,” by age group and marital status, July 2014

Appendix – Online and Offline Activities

Figure 17: Online and offline activities, July 2014
Figure 18: Online and offline activities – Online, by demographics, July 2014
Figure 19: Online and offline activities – Online, by demographics, July 2014 (cont.)
Figure 20: Online and offline activities – Offline, by demographics, July 2014
Figure 21: Online and offline activities – Offline, by demographics, July 2014 (cont.)
Figure 22: Online and offline activities – Online only, by demographics, July 2014
Figure 23: Online and offline activities – Online only, by demographics, July 2014 (cont.)
Figure 24: Online and offline activities – Offline only, by demographics, July 2014
Figure 25: Online and offline activities – Offline only, by demographics, July 2014 (cont.)
Figure 26: Online and offline activities – Both online and offline, by demographics, July 2014
Figure 27: Online and offline activities – Both online and offline, by demographics, July 2014 (cont.)
Figure 28: Online and offline activities – Neither online nor offline, by demographics, July 2014
Figure 29: Online and offline activities – Neither online nor offline, by demographics, July 2014 (cont.)

Appendix – Brand Actions that Influence Purchasing Decision

Figure 30: Brand actions that influence purchasing decision, July 2014
Figure 31: Brand actions that influence purchasing decision, by demographics, July 2014
Figure 32: Brand actions that influence purchasing decision, by demographics, July 2014 (cont.)
Repertoire Analysis
Figure 33: Repertoire of marketing actions that influence purchasing decision, July 2014
Figure 34: Repertoire of marketing actions that influence purchasing decision, by demographics, July 2014
Figure 35: Brand actions that influence purchasing decision, by repertoire of marketing actions that influence purchasing decision, July 2014

Appendix – Attitudes toward Financial Issues and Professional Career

Figure 36: Attitudes toward financial issues and professional career, July of 2014
Figure 37: Attitudes toward financial issues and professional career, by demographics, July 2014
Figure 38: Attitudes toward financial issues and professional career, by demographics, July 2014 (cont.)
Repertoire Analysis
Figure 39: Repertoire of attitudes toward financial issues and professional career, July 2014
Figure 40: Repertoire of attitudes toward financial issues and professional career, July 2014
Figure 41: Repertoire of attitudes toward financial issues and professional career, by repertoire of attitudes toward financial issues and professional career, July 2014

Appendix – Attitudes toward Advertising and Promotion of Brands, Products, and Services

Figure 42: Attitudes toward advertising and promotion of brands, products, and services, July 2014
Figure 43: Attitudes toward advertisements and promotion of brands, products, and services, by demographics, July 2014
Figure 44: Attitudes toward advertisements and promotion of brands, products, and services, by demographics, July 2014 (cont.)

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