With insight from expert psychologists, sociologists and behavioural analysts, we’re able to pin down exactly why certain Generation Y consumer trends are so influential, and how brands can position themselves to appeal to this audience.
Our research into Generation Y consumer behaviour gives us the knowledge of how this generation thinks, and more importantly, how they act upon this way of thought. It provides us with a well-informed platform for us to delve deeper into their motivations.
With 50% of Gen Yers describing themselves as ‘political independents’ and only 29% ascribing to a religion, this cohort are questioning, and totally dismissing the institutions and milestones that previous generations revered. Taking longer to tie the knot, casual dating is on the up – proving successful for brands like Tinder and Grindr which are cashing in on Gen Y consumer trends for hookup culture.
Beyond the trends, our Canvas8 Library delves deeper into Gen Y beliefs, in order to understand how brands can connect with millennial values. In a world where they were raised to believe they were ‘snowflakes’, and where every aspect of life is shared on an saturated social media platforms, Gen Yers prioritise and celebrate their own individualism and the uniqueness they can offer – 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.
By understanding their motivations, we can identify the key millennial consumer trends shaping this generation’s behaviour. So whether it’s brands offering personalised makeup alternatives, or exploring Gen Y’ers attitudes towards key issues - like the ethical practices of fashion brands or standing up for what’s right - our behavioural analysis combines strategic thinking with trend analysis to help businesses understand what this generation cares about, how they think, and how to target this generation better.