866-997-4948(US-Canada Toll Free)

Marketing to Older and Younger Millennials - UK - April 2017

Published By :

Mintel

Published Date : Apr 2017

Category :

Outsourcing

No. of Pages : N/A

While Millennials have been at the forefront of a physical health revolution in recent years, their mental health has fared less well. A growing number of studies have cited social media as the dominant factor behind the generation’s self-esteem crisis; however, their ardent usage of these platforms suggests that they could be best placed for campaigns designed to educate Millennials about the importance of mental wellbeing and encourage them to seek help.

Table of Content

OVERVIEW
What you need to know
Definitions

EXECUTIVE SUMMARY
The market
Dominating the workforce
Millennials drive healthy living boom…
but struggle with their mental wellbeing
The consumer
Presence on social media platforms
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
Figure 2: Content typically posted online by Millennials, Younger vs Older, February 2017
Getting Millennials to seek help for mental health problems
Figure 3: Confidence in personal skills amongst Millennials, February 2017
Older Millennials seek freedom at work
Figure 4: Most important factors when choosing a job – Any rank, Older Millennials vs Younger Millennials, February 2017
Tapping into Millennial nostalgia
Figure 5: Millennial agreement with selected statements, February 2017
Spending time with family
Figure 6: Millennial attitudes towards work-life balance, February 2017
Striking a better work-life balance
Figure 7: Millennial attitudes towards hobbies and striking a work-life balance, February 2017
What we think

ISSUES AND INSIGHTS
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
Dominating the workforce
Millennials drive healthy living boom…
but struggle with their mental wellbeing
Millennials stay at home

MARKET DRIVERS
Millennials now the biggest generation
Figure 8: Age structure of the UK population, 2017 (projected)
Entering the workforce
Figure 9: Working status, by generation, February 2017
Millennials drive healthy living boom…
Figure 10: Changes in perceptions of consumer health, by generation, August 2016
but struggle with their mental wellbeing
Financial optimism
Figure 11: How respondents would describe their financial situation, by generation, January 2017
Millennials stay at home
Figure 12: Young adults aged 15-34 living with their parents, by age, UK, 1996-2016
Rising age of parenthood
Figure 13: Average age of mothers and fathers at the birth of their first child, 1974-2015

THE CONSUMER – WHAT YOU NEED TO KNOW
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
Presence on social media platforms
Figure 14: Millennials’ usage of social and media networks in the last three months, Younger vs Older, March 2016
Figure 15: Baileys’ ‘When Coffee Met Baileys’ campaign, June 2016
Comedy posts catch Millennials’ attention
Figure 16: Content typically posted online by Millennials, Youngers vs Older, February 2017
Figure 17: The Lad Bible Facebook metrics, March 2017
Posts reflect the value of experiences
Figure 18: Experience-related social media posts, by generation of sharer, February 2017
Figure 19: Nike+ Basketball Trial Zone, November 2016
Selfies soar amongst Younger Millennials
Figure 20: Proportion of Millennials posting “selfies” in the last three months, by gender, February 2017

MILLENNIAL CONFIDENCE
Independent travellers
Figure 21: Confidence in personal skills amongst Millennials, February 2017
Getting Millennials to seek help for mental health problems
Figure 22: Proportion of adults who indicate “any confidence” in seeking help for mental health problems, by generation, February 2017
Figure 23: Pebble Smartwatch and mood-monitoring ‘Happiness’ app, August 2016
Millennial women less confident in job interviews
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
Millennials prepared to travel for work
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
Figure 26: Most important factors when choosing a job – Any rank, Older Millennials vs Younger Millennials, February 2017
Striking a better work-life balance
Figure 27: Millennial attitudes towards striking a work-life balance, February 2017

HOW MILLENNIALS PERCEIVE THEIR GENERATION
Millennials enjoy largely positive self-perception…
Figure 28: How Millennials would describe themselves, February 2017
but feel misunderstood by other age groups
Figure 29: Perceptions of Millennials by Millennials – Correspondence analysis, February 2017
Figure 30: Perceptions of Millennials by Millennials, February 2017

MILLENNIAL ATTITUDES TOWARDS FAMILY
Tapping into Millennial nostalgia
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
Figure 32: Millennial attitudes towards getting support from their parents, February 2017
Spending time with family
Figure 33: Millennial attitudes towards families, February 2017

APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Correspondence analysis methodology

List of Table

NA

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title *
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *