Magazine article Marketing

The Rise of the New Cultural Diplomats: The Cassandra Report

Magazine article Marketing

The Rise of the New Cultural Diplomats: The Cassandra Report

Article excerpt

Generation Y is:

Big 2bn of them globally

Influential worth dollars 2.5tn by 2020

Powerful 52% of the world's population is under 30

Group-oriented/inclusive 69% of UK Generation Ys say it is important for them to have a lot of good friends

Demanding of brands 56% of UK Generation Ys say it is important that a brand communicates directly with them, and 72% say it is important that a brand helps them become happier or better

Green 77% of UK Generation Ys are concerned about the environment as a global issue and are three times as likely to want to use socially conscious brands, rather than luxury ones; 40% would pay more for eco-friendly products

More concerned with meaning than money only 23% of Generation Ys say being very wealthy is a life aspiration and 86% would rather be healthy than wealthy.

Research by Engine, September 2014*

*3044 respondents, between the ages of 18 and 34, across 10 countries, including the UK and US

Pete Edwards, Engine's chief strategy officer, who was involved in the research, says: 'Millennials are much more connected than any cohort before them. …

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