After a stuttering start to their adult lives, the first generation to use the internet as children are hitting their prime earning years while rebelling against traditional nominated life paths.
What's in the report?
Dive into the topics driving Millennials (born between 1981 and 1996), the key consumer behaviours brands need to know about and speculative future scenarios to 2030.
Drivers
What influences are shaping the future for Millennials? We explore their characterisation as Optimistic Improvisers; how they are Late Achievers when it comes to traditional life stages; and their ongoing Wellbeing Crisis.
Insight
Here we explore the challenges and aspirations defining Millennials.
Success & Achievement: Positive Financial Movers and Work-Flexers
Technology: Tech-Optimists
Health & Wellness: Wellness Boosters and Positive Escapologists
Community & Identity: Upskilled Parenting and Eco-Nesters
Sustainability: Eco-Collectivists
Foresight
Here, we expand on speculative future scenarios to 2030. For Millennials, we explore: the future Restructured Family; the rise of the Neo-Hedonist Spenders; and how Millennial women are becoming the Equity Agitators.
Strategic Implications and Thought-starters
Actions and future considerations for brands and businesses.
Book this macrotrend as a presentation