Millennial trends

With insight from expert psychologists, sociologists and behavioural analysts, we’re able to identify the millennial consumer trends that are impacting this generation’s behaviour.

We know that for Gen Y the line between online and offline is blurred. A full 39% of Millennial consumers say they interact with their smartphone more than they do with real people via digital content on social media platforms. But with rise of Snapchat and Tinder along with on-demand services like Netflix mainstreaming diva behaviour - it’s clear the age of instant gratification is upon them.

But how do brands cut through all this noise and instant messaging? Uber, Facebook and Airbnb are united by their unique interfaces; laid out over the top of complex and costly supply systems, they make them accessible to the masses. And no group has embraced these brands more than Gen Y. Furthermore as branch banking has declined 30% in the last four years and 98% of Gen Y prefer online and mobile – we can see this generation is savouring simplicity.

In a world where they were raised to believe they were ‘snowflakes’, and where every aspect of life is shared on saturated social media platforms, millennials prioritise and celebrate their own individualism – and they want this to reflect in their own experiences. Blink by Black Tomato appeals to these non-conformists, providing them with the personalised and truly unique experiences that the fifth of British consumers are willing to pay a 20% premium for.

Our Canvas8 Library delves deeper into millennial consumer behaviour, in order to understand how brands can connect with their values. With 50% of millennials describing themselves as ‘political independents’, the idea of autonomy is a key driving factor that many millennial’s consider when embracing a brand. A full 76% of British Millennials consider the ethical and ecological credentials of a brand before deciding what to buy and brands that fail to consider the feelings and implications of their actions on the wider community, like Uber, are publicly shunned and shamed into changing tact. #Deleteuber.