Every generation has its challenges and its defining moments, usually underscored by the times they live in. Today’s young adults are no different. As they come into their own, the Millennial generation – ages 18-31 for this study – faces a set of challenges that reflects the new realities of our economy and technology.
It seems hard to get away from the word ‘Millennial’ these days.
Everywhere you look there are new articles, studies, findings and revelations about how brands can better engage with and tap into this group of consumers. And why wouldn’t they want to? Millennials are on the cusp of having more spending power than any other generation in history: an estimated $200 billion annually by 2017. Understanding this group of consumers is critical for marketers — what motivates them, keeps them up at night, shapes their behavior and attitudes, and so on. To answer these questions, we have to know how to engage them in research.
The economic and political situation caused Brazil to face difficulties.
When it comes to marketing to the Millennial generation across Asia, brands must be authentic and relevant. This was the consensus from a recent panel session on understanding young people in the region, held by the American Chamber of Commerce in Singapore.
What is the difference between luxury and mass market today? As premium brands grow and deliver constantly new experiences and personalised services, they are redefining the frontier between the two worlds, which is now more blurred than ever.
This first edition of the newsletter tells you all about the interests and leisure activities of the upper layer of the European population.
A year ago who would have believed it—Trump the presumptive nominee for the Republican party! For the longest time, most expected Trump would implode. But to the prognosticators chagrin this did not happen.
There is nothing average about Europe’s Affluent. Understanding the behaviour of Europe’s Affluent is crucial to marketers, not only do they have the majority of disposable income in the region but as early adopters and opinion formers, where they lead others follow. However, it would be a mistake to think of them as in anyway average.
Is Brexit just the tip of the iceberg, a foretelling of the potential for significant social and political upheaval in the short and medium-term? Our latest Public Perspectives report examines this possibility, with recent Ipsos data showing a majority of citizens in almost all countries believing that their current government/leadership should be replaced.
“Contrary to popular opinion, Americans are not all about the Benjamins. Most respondents are unable to answer the role Ben Franklin played as a founding father.”