HOW ONE COMPANY IS RECYCLING
CARS MAKE LUXURY WATCHES COMING
UP THIS MORNING.
MILLENNIAL LADIES ARE TAKING
THEIR AVOCADO TOAST AND
INSTAGRAM POSTS TO THE BANK.
MILLENNIAL WOMEN ARE
REPRESENTING A $170 BILLION
MARKET.
GREAT TO SEE YOU, LADIES.
THANK YOU FOR JOINING US.
IMPORTANT REPORT BECAUSE WE HAVE
BEEN TALKING ABOUT MILLENNIALS
AND THE POTENTIAL, WHAT THEY
REPRESENT IN THIS OVERALL
ECONOMY BUT THIS STUDY REALLY
PINPOINTS DOLLARS AND CENTS.
>> WHAT WE WANTED TO HIGHLIGHT
IN THE STUDY IN PARTNERSHIP WITH
MERKEL IS THE FINANCIAL ACENT OF
MERKEL IS THE FINANCIAL ACENT OA
MERKEL IS THE FINANCIAL ACENT OC
MERKEL IS THE FINANCIAL ACENT ON
MERKEL IS THE FINANCIAL ACENT OT
OF THIS DEMOGRAPHIC.
WE TALKED ABOUT MILLEN YALS
WE TALKED ABOUT MILL O YALS
WE TALKED ABOUT MILL OPEALS
WE TALKED ABOUT MILL OPENLS
WE TALKED ABOUT MILL OPEN Y'ALLS
-- MILLEN YALS
-- MILLENNYALS
-- MILLENNIALS AND THEIR TALENT.
MILLENNIAL WOMEN REPRESENT 85%
OF THE $200 BILLION THAT
MILLENNIALS OVERALL SPEND.
IT'S ABSOLUTELY ASTRONOMICAL.
>> MARIA: THAT'S A BIG NUMBER.
THEY'RE NOT JUST SPENDING A LOT
OF MONEY.
THEY'RE ACTUALLY WORKING AND
HOST LINK.
>>
HUSTLING.
>> 42% OF THE MILLENNIAL WOMEN
ARE HOUSEHOLD BREAD WINNERS AND
40% HAVE A SIDE HUSTLE, THEY
HAVE A SIDE PROJECT THAT IS
ENABLING THEM TO PURSUE THEIR
PASSION ALSO GENERATE EXTRA
INCOME.
>> MARIA: WHAT'S THE IMPACT?
>> BRANDS NEED TO CONTEND WITH
THIS TESTIMONY GRAPH I THINK --
DEMOGRAPHIC.
THEY NEED TO UNDERSTAND HOW TO
EVIDENCE EBBING
EFIDENCE EBBING
EFFEENCE EBBING
EFFECTCE EBBING
EFFECTIV EBBING
EFFECTIVELBBING
EFFECTIVELYBING
EFFECTIVELY PNG
EFFECTIVELY POSITION THEIR
PRODUCTS TOWARDS THIS
DEMOGRAPHIC.
>> MARIA: 42% OF MILLENNIALS ARE
THE PRIMARY BREAD WINNERS, WHICH
IS DIFFERENT THAN WE'VE SEEN IN
OTHER GENERATIONS, IS THAT
RIGHT?
>> ABSOLUTELY.
MILLENNIAL WOMEN ARE THE RISING
ECONOMIC POWER.
THIS IS THE GENERATION AND THE
COHORT TO PAY ATTENTION TO.
IF YOU'RE A BRAND THAT WANTS TO
WIN WITH THESE WOMEN, IT COMES
TO TRUST, DIVERSITY,
AUTHENTICITY, THAT'S HOW YOU WIN
WITH THIS GROUP.
>> MARIA: YOU SAID THE JOURNAL
ARTICLE GOT IT RIGHT.
THEY FIND MILLENNIAL MEN AND
WOMEN ARE DITCHING DRINKING AND
COMFORT FOODS IN FAVOR OF
CLEANER LIVES AND BALANCED DIET.
DO YOU AGREE WITH THAT?
>> I STOPPED EATING MEAT.
I DON'T DRINK ALCOHOL.
I MEDITATE EVERY DAY.
WE SEE A SHIFT TOWARDS -- THE
SAME WAY WE'VE SEEN MILLENNIALS
SHIFT TOWARD THEIR CAREER
PURPOSE AND ALIGN WITH BRANDS
THAT ALIGN WITH THEIR VALUES
WE'VE SEEN MILLENNIALS TAKE A
LOOK INWARD.
WHAT I FOUND FASCINATING ABOUT
THE ARTICLE WAS THE NATURAL
EVOLUTION OF THIS TREND.
>> MARIA: THEY'RE COMMITTED TO
HOBBIES AND INTERESTS OUTSIDE OF
WORK ACCORDING TO THE JOURNAL
AND THEY'RE LEARNING TO KNIT AND
CROCHET.
>> THIS IS A CONSCIOUS CONSUMER
GENERATION AND THEY'RE CONSCIOUS
ABOUT THEIR WORK, THE ACTIVITIES
THEY PURSUE.
72% OF MILLENNIAL WOMEN
PRIORITIZE SPENDING MONEY ON
EXPERIENCES VERSUS THINGS.
AND THAT'S WHAT MAKES THEM THE
HAPPIEST.
THINGS LIKE KNITTING, TAKING
CLASS, PERSONAL GROWTH AND
DEVELOPMENT.
THEY
WEEY
WE SEE THAT IN THEIR CAREERS ON
WHAT THEY SPEND THEIR MONEY ON.
>> MARIA: THE JOURNAL SAYS THE
MILLENNIAL GROUP MEDITATES THREE
TIMES A DAY.
>> I HAVE A BAR THAT I HAVE TO
BEAT NOW.
>> MARIA: TELL ME WHAT THEY
SPEND THEIR MONEY ON LARGELY,
FROM YOUR STUDY.
>> SO TO LISA'S POINT, THE MONEY
THAT THEY'RE SPENDING ON THEIR
EXPERIENCES IS MAKING THEM
HAPPIEST WHICH IS A SURPRISING
COMPONENT OF THE STUDY.
ANOTHER THING WE FIND
INTERESTING IS THAT 62% OF
MILLENNIALS SPEND MONEY, WILL
PURCHASE SOMETHING THAT HAS BEEN
RECOMMENDED ON SOCIAL MEDIA BY
AN INFLUENCER WHO THEY TRUST.
WHAT WE'RE FINDING IS THAT
BUILDING THAT NETWORK OF TRUSTED
EXPERTS AND BUILDING THAT
NETWORK OF PEOPLE WHO THESE
MILLENNIALS LOOK UP TO IS REALLY
IMPORTANT FOR BRANDS BECAUSE
THEY'RE WILLING TO EXPERIMENT IF
THEY TRUST THE PERSON WHO IS
SHOWING THEM THE PRODUCT ON
SOCIAL.
>> MARIA: THEY ALSO WANT MORE OF
A WORK/LIFE BALANCE.
>> ABSOLUTELY.
WE THINK OF IT AS WORK SLASH
LIFE BLURRING.
THERE'S NOT A LOT OF BLURRING.
IT'S FINDING THE HARMONY BETWEEN
CAREER AND LIFE.
THAT'S WHY WE SEE THEM SPENDING
MORE OF THEIR HARD-EARNED CASH
ON EXPERIENCES, ON PERSONAL
GROWTH AND DEVELOPMENT AND ON
BRANDS THAT REFLECT THEIR
VALUES.
57% OF MILLENNIAL WOMEN SAID HOW
A BRAND VALUES THINGS LIKE
SUSTAINABILITY, DIVERSITY
IMPACTS MY PURCHASE DECISION.
>> MARIA: ARE THEY INVESTING?
>> THAT'S ANOTHER CONVERSATION
WE'LL HAVE TO HAVE.
OUR NEXT STUDY WILL FOCUS ON
MILLENNIAL WOMEN AND INVESTING
AND THE FINANCIAL DECISIONS THEY
MAKE.
WE'RE TESTING A FEW HYPOTHESES
AROUND THEIR LEVEL OF INVESTING.
WE'RE FINDING THEY'RE NOT
NECESSARILY INVESTING IN THE
SAME WAY AS THEIR MALE
COUNTERPARTS.
>> MARIA: IN TERMS OF WHERE THIS
IS GOING, I MEAN BRANDS THAT ARE
ACTUALLY RECOGNIZING THIS,
WHAT'S RESONATING WITH THIS
GENERATION?
IN TERMS OF BRANDS AND
COMPANIES?
>> SO WHAT WE'RE SEEING IS THAT
IMPACT ORIENTED BRANDS WHO ARE
ABLE TO ALIGN THEIR COMPANY WITH
SOCIAL VALUES THAT MATTER TO
MILLENNIALS ARE REALLY WINNING.
IT'S A DIFFICULT TIME RIGHT NOW
I'D SAY TO BE A CMO WITH THIS
DEMOGRAPHIC.
IT'S NOT AN EASY JOB, ESPECIALLY
RIGHT NOW, BECAUSE YOU BASICALLY
NEED TO BE REALLY, REALLY VOCAL
ABOUT THE STORIES YOU'RE TELLING
AND ABOUT WHAT YOUR BRAND STANDS
FOR AND THE BAR HAS RISEN ON