The Millennial Annual Breakdown Publication
A note from Trend Visionary We hope that this publication takes you on an educational yet inspiring voyage to a better understanding of your consumer. For us it is important to tell you the facts, analyse these and then to use an array of abstract imagery that will spark a realm of innovation, which leaves room for your own identity to come through. We are delighted that you are a part of our first published demographic breakdown publication and we hope that this is just the beginning of your relationship with Trend Visionary. For further enquires: enquiries@trendvisionary.com All primary sourced data is available upon request. Insights & trend prediction are for 2019.
Part 1: Key Drivers
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Politics
1-14
Relationships
15-22
Heirarchy of Needs
23-28
Escapism
29-34
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01. Politics.
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Brexit Britain The Overview:
On the 23rd June 2016 the UK voted to leave the European Union in the Referendum. It is paramount to understand why Britons favoured a potentially perilous decision into the unknown over residing in a union they have been a part of since 1973 (formally known as the European Economic Community) (Gov. UK, 2017) in order to forecast forthcoming trends. The foundations the leave vote has been based on came down to three main factors as identified by Friedman as economic, sovereignty and political elitism (Friedman, 2017). It is also important to note that the referendum was placed at a time when populist’s revolts against elites were gaining momentum e.g. Trump’s brand of Republicanism in the US. This rebellion portrayed the EU and Brussels officials as “unaccountable political elites who were not democratically voted by the British people” (Mason, 2016). Thus, leaving the UK feeling dissatisfied with the economic
benefits they have received in the 5 decades of their EU involvement. Despite the warnings given from leaders including the Prime Minister at the time, David Cameron, 51.9% of the British public opted to vote leave in the EU Referendum (Hunt and Wheeler, 2017). This ignored cautions over the plummet of the pound, the rise of unemployment and also rejected Obama’s trade warning that it could take up to a decade to strike a trade deal with the US if they leave the EU (Stewart and Khomami). The vote has left Britain in a state of unease, confusion and anxiety as to what is to come and has resulted in a realm of systematic distrust which forms a macro trend that the Millennial generation carry.
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Systematic Distrust: Britain’s were left feeling betrayed just minutes after the announcement that they had voted to leave the EU. The promise of £350 million extra per week funding that could be used for the NHS as a result of leaving the EU was broken. Farage stepped back from this pledge and almost one year later in 2017, the funding is still yet to materialise (Piccaver, 2016). This has formed one of many arguments to call for another referendum as the whole campaign can be seen to have been based on a lie. David Cameron resigned as Prime Minister after the result which further pressed doubt in the decision as how are Millennials meant to trust in something that forced the leader of their country to step down (Wright, 2016). Britain has been described as a “broken nation” (Brinded, 2016) and has resulted in a state of disorder. Millennials in particular have been left feeling let down and ignored by institutions in the UK and this has only built up tension from the nation as to whether it was the correct decision to make.
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Intergenerational Divide: Millennials took to social media to express their concern over the referendum result as a YouGov poll showed 72% of 18-24 year olds were in favour of the remain vote (Boult, 2016). In comparison to only 39% of over 65’s that backed remain (Ridley, 2016). This has left anger and animosity across generations as it is the Millennials future that is left in a state of uncertainty due to something they were against. Newspaper headlines included “Young ‘screwed by the older generations’” (Ridley, 2016) and “Millennials’’ fury’ over baby boomers’ vote for Brexit” (Boult, 2016), which affirms the divide.
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The Effects: Since the Brexit vote the top contributor to economic growth is retail and wholesale traders (Giles, 2017). This has been driving the economy for the past 6 months, as consumers have increased their spending faster than their incomes have been rising. However, Sir Charlie Bean, responsible for overseeing the chancellor’s economic forecast at the Office for Budget Responsibility, has warned of a “significant slowing” in consumer spending over the next couple of years (Giles, 2017). The predicted slowing of consumer spending, ties in with the rising inflation and unemployment rates. Wage growth is also slowing which is set to cause even more distress as ONS figures show that the Consumer Price Index (CPI) rose to 1.6% in December 2016, up from 1.2% in November. This is the highest level of inflation seen since July 2014 and has been driven by rise in food prices, air fares and the cost of fuel. The rise of inflation is expected to increase further due to the fall in the value of the pound which was been fuelled by uncertainty over Brexit (Mintel, 2017). This has resulted in the commercial and retail world being an unstable and unknown entity. Fears of inflation became apparent in consumer shopping behaviour towards the end of 2016 where when asked upon the reasoning for purchases it came down to fears of prices rising in 2017 (Mintelb, 2017). Despite Brexit challenges there was a 3.0% market growth for womenswear and 4.4% for sales of menswear in 2016. This correlates with 87% of Millennial shoppers being interested in buying clothes made in Britain (Dover, 2017) and the rise in patriotism. This supports room for growth in the British fashion market. However, it is likely that the recent controversy surrounding underpayment of garment factory workers has eroded the people’s perception and trust of clothing made in Britain, particularly in the high-street sector (Dover, 2017). This was supported by 82% of Millennials responding to Trend Visionary’s ‘Brexit Britain’ survey with their main concerns when purchasing goods coming from ethics in manufacturing, stable work conditions and equality.
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Therefore, in order to connect with Millennial consumer’s transparency from retailers is an essential. There is a huge opportunity for retailers to highlight their good practice and ethics during this unstable time to help ease the systematic distrust that they carry. Not only do retailers need to connect with consumers and convince them of their product it is now more important than ever to promote their brand ethos and establish a key identity. Millennials need to be convinced through experience and a personalised level of service of their value to brands. This distrust combined with rising unemployment rates, inflation and the slowing wage growth suggests there will be higher wage demands that employers will be unable to meet due to uncertainty of job stability and revenue. Millennials operate intuitively with technological advances and this opens the opportunity for retailers to further push omnichannel promotion. Over the next decade advances in retail are set to soar with the introduction of concept stores, augmented reality and tactile technology which all present opportunities for retailers to appeal to consumer’s personal preferences by operating on an omnichannel scale. Data collected from these innovations also allows retailers to gain a rich understanding of their consumers and in turn means that they can treat them as individuals. This need for this is supported by 67% of Millennials in the ‘Brexit Britain’ agreeing that they want to build trust with a brand before they purchase. 8
Donald Trump The Overview:
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Trump defied all odds by winning the election in 2016 as he has been accused of being narrow minded and having backward policies. He also has not come from a political background and has been seen to be racist, sexist and vulgar in conversation. This has contributed to the rise of awareness of feminism, the Women’s Marches and equal rights. Trump and his team were branded with a long list of names throughout the campaigning process. However, the worst came once his presidency began, including The Huffington Post leaving this as an editor’s note on their articles “Donald Trump is a serial liar, rampant xenophobe, racist, misogynist, birther and bully who has repeatedly pledged to ban all Muslims.” (Desmond-Harris, 2016). His victory was followed by a wave of “hate crime attacks against minorities across US” (Dearden, 2016). 9
Intergenerational Divide: According to exit polls Millennials are far more liberal than other demographics, with Trump gaining just 31% of their vote (Sachs, 2017). In a 2014 survey Pew Research Center found that 31% of Millennials identified as liberals compared to 21% of Baby Boomers (Pew Research, 2014). Trumps main campaign is to have stricter immigration laws and this is one of many factors causing the intergenerational divide. Milllennials, relative to Boomers are less alarmed by immigration by a 5 to 2 margin. Millennial’s believe that the diversity brought from immigrants “strengthens society� rather than threatens it which is more the belief of Boomers (Dunning, 2016) who tend to side more with nationalists.
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The Effects: Millennials are generally more accepting of liberal values for example, they endorse same-sex marriage, diversity and therefore struggle to comprehend how their views are so different to the political elite. This combined with Brexit and other political movements have branded Millennials with systematic distrust. How are they meant to trust in those in charge when the world is full of such controversy and ambiguity? The general election called in the UK by Theresa May adds to this as she has recognised the struggle to strike trade deals as a result of Brexit because there is such insecurity of what will happen to the economy once Brexit proceedings have been completed. She has also faced accusations of having dishonest tendencies as she has called for the general election in a time where her opposing party (labour) are weakened after she originally said she would not.
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We believe that these unexpected political outcomes and doubt are effecting consumer behaviour and their trust in the world as a whole. 12
Trust issues mean that it is of upmost importance that retailers stick to their brand ethos and DNA and continue to build and nourish relationships with their consumers. Evidence suggests that consumers sharing an experience with retailers results in brand loyalty and therefore this is an area we will encourage our clients to delve into the experience economy and digital storytelling. This is further supported by primary research which found that 89% of millennial consumers would feel more connected and trusting of a brand if they shared an experience with them. Additionally, it is likely that as a result of these unexpected changes, the public are going to come together and form unity. This has already started to be demonstrated by the sheer number of those that attended the Women’s Marches in the US this year (2017). 4.2 million people across 600 US cities came together to stand for their rights and equality (Forsdike, 2017), which may have made it the largest demonstration in US history. Anti-Trump protests have also taken place globally showing that the union is not country or culture specific and that potential borders caused by Brexit have not effected the public and their views. The heavy use of social media and the advances in Virtual Reality (VR) are showing promise that global communication and understanding will soar. This could result in communities forming and people coming together to create an ideal world where their voices are heard. VR is beginning to allow an escape. In the past this escape may have been explored by digital games, users can now fully immerse themselves in these outlets with projections and headsets. Retailers could use this tool to regain trust from consumers by allowing them to experience the brand via new realms and digital dimensions and become a part of their community.
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Relationships.
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Relationships The Overview:
Relationship dynamics have changed significantly over the past two decades as a result of the development of social media. With the idea of being constantly connected in mind it is no wonder relationships move a lot faster than they used to with so many different communication tools being available. Millennials seem to be more afraid to committing to a relationship which correlates with the rising choice of potential partners that social media presents. Other issues include the vanity of social media, the authenticity of what is being presented and loneliness. These all have a knock on effect on consumer behaviour in the retail world.
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FOMO: ‘FOMO’ or fear of missing out derives from the anxiety that an exciting event is happening elsewhere and is usually triggered by social media posts. It is the fear that everyone else is having more fun without you and is referred to as a toxic modern-syndrome for the communications obsessed age – the Millennials (Cohen, 2013). Millennials can feel consumed by the need to check up on what others are doing, with the insecurity of being left out travelling from childhood into adulthood and becoming more potent than ever. It is resulting in the inability of Millennials to enjoy the present as they are constantly wondering if something more exciting is happening elsewhere. Trend Visionary’s 2017 Social Media survey found that 72% of Millennials are guilty of cancelling plans when they see something they deem better happening on social media. This constant connection can also lead to both relationships and friendships suffering because Millennials are being made aware of what their peers are doing at all times. 82% in the Social Media survey admitted that they have felt left out as a result of this and that it had a negative impact on their mood. With 64% of Millennials who took part in the survey utilising apps to track their friend’s locations such as ‘Find My Friends’. It suggests that this adds to the obsession of constantly being connected.
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For retailers this means that Millennials are likely to be more accepting of the use of technologies such as iBeacon that pushes notifications to consumers with offers available in the area they are in. With the FOMO playing a large factor it also means that retailers will be appealing to their wants of being constantly connected and thus not missing out on offers. However, it does also mean that brands must engage with Millennials in ways that appeal to their social media audience and profile. Concept stores such as Missguided are becoming centred around their aesthetic appeal to social media e.g. displays that encourage Snapchats and Instagram pictures to be taken that in turn boost the company’s profile and their status amongst their peers (Shields, 2015). This also boosts the need for Millennials to visit in order to upload the specific feature to their social media profile.
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Social media-self versus actual-self: 14.
Social media gives users the chance to present an enhanced version of themselves over their actual self. Extreme cases of this have resulted in ‘catfishing’, which is where users create a fake profile in order to start an online romance. Although, Millennials are tech-savvy by nature and are aware of these potential dangers online dating fraud victims have reached a record high (Rees, 2017). Wired World researcher, Rachel Botsman (Botsman, 2016), stated how technology is making it easier to trust strangers online. The constant connection and the ability to access the history of someone’s online profile by the touch of a button can make the person seem more real and transparent. However, in 2017, we are already seeing a trust-shift with online profiles and scams. Millennials are warier of people’s online presence and 90% of Millennials asked in the Social Media survey said that they struggle to trust a stranger if their online presence is weak as opposed to having a larger following and regular posts over a long period of time.
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Relating this level of trust Millennials place in the hands of social media presence back to retailers, it is paramount that they have a strong brand identity that is conveyed through their online platforms. In an interview with a 22-year-old Millennial, Phoebe, we found that fraud is also an issue Millennials take caution to when it comes to online shopping. “Me and my friends always check out a brands social media following and regularity of posts before purchasing just in case it is a scam�. This heavy reliance on social media channels for credibility is mostly an issue for newer retailers or those operating independently or on a smaller scale. The use of online influencers is of a great importance for the boosting of social media profiles. Trend Visionary found that 85% of Millennials said they would be more likely to purchase online from a new retailer if they had seen the clothing on an influencer i.e. blogger/YouTuber. This supports the high reliance Millennials have on acceptance from peers.
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Comparison & self-loathing: Not only has social media effected Millennials relationships with others but it is also tarnishing the relationships they have with themselves. The constant comparison of their own life to the life others choose to share on social media can result in self-loathing. Epidemiological research has shown a consistent increase in levels of depression for each succeeding generation of teenagers, correlating to the growth of excessive use of social media (Wilcox, 2012). As a result of this comparison Millennials are likely to become more driven and motivated to succeed because they are constantly exposed to luxury lifestyles. This can form a toxic relationship for Millennials with themselves as often these lifestyles and images they aspire to are not authentic. As supported by Wilcox study, issues with body image and not feeling good enough are continuing to emerge leaving the Millennials a demographic that are insecure in themselves and their abilities. 21
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The Effects: Retailers must step in to reassure Millennials of their importance to them and operate as a stable entity in this current world consumed by uncertainty. Therefore, brand identity is more important than ever if they want to succeed, as Millennials want something they can rely on and trust. The utilisation of social media by retailers is essential in order to form these connections and to show their understanding of the demographic. Trend Visionary suspect that social shopping is set to continue to rise and by 2019 it will become the norm. This allows Millennials to scroll through social media and click on immediate links of an item of clothing or product that they like and they will be able to purchase it instantly. This affirms the necessity to have a strong social media presence in order to survive and capture the needs of Millennials.
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Hierarchy of Needs
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Hierarchy of Needs The Overview: Millennials have come of age during a time of technological change, globalization and economic disruption. That’s given them a different set of behaviors and experiences than their parents. They are said to have rewritten Maslow’s Hierarchy of Needs (Maslow, 1943), that are a theory for human motivation. 56% of Millennials who took part in Trend Visionary’s 2017 Millennial Motivation survey stated that they were “reluctant to settle down”, “reluctant to purchase luxury goods” and “value equality and giving back”. Physical items are also declining in importance.
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Fluid Living: Fluid living has derived from Millennials being “reluctant to settle down” as they no longer hold the same importance for ‘must-haves’ that the previous generation did. Millennials are either putting off major purchases or are potentially even avoiding them completely. Only 15% of Millennials rate the ownership of a car as ‘extremely important’ (Goldman Sachs, 2013). For them it is about access instead of ownership, this method grants Millennials with access to services without the burden of being tied down with ownership. This is contributing to the rise in the ‘sharing economy’ (Goldman Sachs, 2013). With incentives to encourage this such as 2+ only lanes during rush hour traffic. Within the next decade car sharing will become expected by this generation. Uber taxi service taps into the sharing economy and allows users to opt to pick up other riders nearby to reduce the fare (Uber, 2017). Furthermore, only 40% believe that purchasing a house is ‘extremely important’, as opposed to this being an essential for Boomers (Goldman Sachs, 2013). This level of accessibility again is driving change to their spending power. Millennials are still making impulse purchases and like to put their own identity on their living space however, instead of having a whole house the younger Millennials are comfortable with communal sharing. This may be due to the rise in unemployment, inflation and the slowing of wage growth, making ownership even harder. The percentage of Millennials that are married and living on their own has dropped by over 50% with only 23% of Millennials doing so in 2012 as opposed to 56% in 1968 (Pew Research Center, 2013). Although, it is uncertain as to whether Millennials have accepted a lacking ability of ownership due to the economic crisis’ they have experienced or whether it has come down to their huge desire of flexibility. Trend Visionary’s Millennial Motivation survey found that 81% of Millennials rated flexibility as a top 3 essential for their lifestyle which supports fluid living. 25
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The Effects: The decline in importance of ownership means that retailers need to convince Millennials not only with their product but also with an experience. 74% of participants in the Millennials Motivation survey said that they value meaningful and unique experiences over purchases. A combination of them both will increase brand loyalty. These experiences should tap into the sharing economy, allowing Millennials to share an experience with friends personally or via social media. These experiences could be something as little as a photo booth to more innovative ideas such as interactive installations with puzzles to work out in order to gain incentives. Millennials also expect the service or shopping experience to be tailored to their specific wants in order to gain their custom. Social media is a tool with immense power for personalisation and retailers should personally converse and connect with their target consumers in this way. Looking at Millennials’ social media also allows their behaviour to be monitored in a non-invasive fashion to identify their needs, before they are comprehensively aware themselves. It can also be used to ‘test the
waters’ with existing customers as retailers should ask for their opinion on new concepts. This not only ensures retailers are meeting the ever changing criteria Millennials set but also echoes their importance to the brand. Gender fluidity is also a trend for Millennials showing the importance of esteem and self-actualisation to them. Recognising that gender is not a single binary will gain respect from Millennials and is likely to increase their investment in a brand. Selfridges tested this out with a concept store in 2015 called Agender (Selfridges, 2015) which gained a realm of praise. In the coming decades retailers should expect that gender boundaries will be abolished and gender ambiguity will become the marketing norm. Therefore, in order to stay on top and be admired by Millennials, adapting to fluid living is an essential. However, these marketing techniques must still be authentic to the retailer’s ethos as Millennials are quick to recognise inauthenticity for the sake of campaign coverage. 27
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04. Escapism.
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Escapism The Overview: Stemming from the state of disorder in the world with political happenings, the crashing economy and inhumane living conditions for refugees to name a few, Millennials are more desperate than ever to escape. This driver leads on from fluid living mentioned in The Hierarchy of Needs as this gives Millennials the leverage to escape as they are not tied down with ownership. Social pressures such as the heavy consumption of technology and the obsession with being connected makes it hard for Millennials to switch off. This is resulting in crippling levels of anxiety (Cosslett, Bretécher and Joice, 2016). The global awareness of crisis going on in the world combined with the connectivity social media and technology provides it is not surprising that Millennials feel a wealth of empathy and compassion towards those suffering. In Trend Visionary’s 2017 Millennial Escapism survey 84% agreed that they think having access to global happenings and tragedies at their fingertips has being in a factor in why they feel so much compassion. Other generations reported feelings of compassion but felt that it was harder to put themselves in the other person’s shoes as it felt as if it was happening in another world. A study of more than one million 18-34 year-olds from 35 European countries, led by German broadcasters ZDF, SWR and Bayerischer Rundfunk, revealed that most young people have no confidence in their countries’ governments and religious institutions (Legraien, 2017). This is leaving them feeling helpless especially in times of tragedy for example with the current refugee crisis. Trend Visionary found that 67% of participants in the Millennial Escapism survey feel guilty that they “consume much” and are not grateful for what they have. This combined is a factor for fluid living and escapism as Millennials are feeling the urge to pack up and experience different cultures firsthand, that they have been previously exposed to online. 30
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Technology & Travel: Millennials are utilising advances in technology and the communications economy to strike the best deals for travelling and to experience other people’s lifestyles before settling on their own. Revolutionary app ‘Air BnB’ allows for the experiential travel Millennials desire by allowing users to interact with local cultures and to live as a local by renting their homes. An Air BnB report (Airbnb, 2016), found that Millennials are looking for something new when they travel – more adventurous, local and personal. Inquisitively, they want to learn how other cultures are used as a form of escapism from their own and allows Millennials to make more culturally informed decisions about their future. The number of Millennials using Air Bnb has risen by 120% from 2015 to 2016 and is predicted to continue to rise. 75% of Millennials say that they want to travel abroad as much as possible and 69% more Millennials have more weekend trips than in past generations (Price, 2016). This suggests how easily Millennials find it to adapt in new environments. This could also be
as a result of less Millennials having a solid base and feeling settled due to a lack of ownership in comparison to older demographics. Despite the pressures that social media and technology adds for the strife for perfection it also is a key tool in educating Millennials on the world. As past generations would ‘escape’ in a book, Millennials can use blogs and vlogs to escape and experience someone else’s life over the internet. Trend Visionary’s Millennial Escapism survey found that 54% of Millennials use vlogs as a method to relax and that 68% feel as though they are more interested in travelling and experiencing different cultures as a result of seeing them online. This emphasises Millennials demand for culture. Advances in virtual reality (VR) could enhance this education of culture and enable Millennials to experience different destinations and to gain a better understanding. This may help them to escape and unwind from the pressures of the world they live in. 31
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The Effects: Retailers have an opportunity to tap into escapism and the experience economy by creating a community of their consumers. This may be online through social media competitions or through brand events, giving consumers an outlet to escape into with like-minded individuals. Immersive shopping experiences and the utilisation of VR are shaping the future for the retail industry and are letting consumers travel to new realms and dimensions through a headset. Technology is already being developed to transform online retail with the use of VR allowing users to feel fabrics using special tactile gloves and to have the store projected in front of them (Shah, 2016). These technological advances can be used to form unique experiences to encapsulate a brands entity and join it with Millennials to form long lasting, loyal relationships.
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Part 2: Trends
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We:topia
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Digital Wanderlust
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Enhanced Explorium
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We:topia
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We:topia Utopia is a Greek word defined as an imagined place or state of things in which everything is perfect. As Millennials wake up to the threatened economy, instability and systematic distrust arising from political proceedings they are renewing a sense of unity amongst the world. 2017 saw 4.2 million people across 600 US cities come together to stand for equality and the feminism movement as a result of Donald Trump’s inauguration. Further protest demonstrations over other political issues like Brexit and closing the borders are also contributing to the formation of a community. A community that ignores cultural differences and stands for global rights and equality. A community that strives to create a collective utopia – We:topia. Diversity defines Millennials with their strong liberal viewpoints acting to cause global conversation and understanding. They are inquisitive of each other’s differing backgrounds and customs and aim to only enhance the acceptance. In a time ruled by systematic distrust and political elitism Millennials are chasing transparency in order to invest again. They are finding a sense of comfort in each other, a sense of escape that is enabling them to continue to aspire. This convergence of ideas and intellect will lead to a new renaissance in design and retail. The sharing economy will boom because Millennials value making meaningful experiences together over purchasing goods. Retailers will make their own communities with Millennials placed centre stage. They will give them the leverage to escape and build memories through the shopping experience with like-minded individuals. This trend is the refusal to stay silent and the responsibility to take on each other’s anxieties in order to stand together and to defeat. It is the rebellious and romantic journey Millennials embark on to trust again. It is the sheer determination they hold as a united tribe to assemble a safer and more reliable future. Think liberating yellows mixed with idealistic and loving pinks, purples and white juxtaposed with clashing red and bold patterns. It’s the caring and empathetic Millennial views contrasted with chaotic marches and contest. They are fighting for their ideals; they are fighting for a united utopia. They are fighting for We:topia.
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ABOVE: Together, women can conquer all
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BELOW: The imagined state of utopia
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ABOVE & OPPOSITE: A united tribe of Millennials will succeed, they are the revolution
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BELOW: The rebirth of liberal movements and the beginning of We:topia
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We want a relationship. We want to share.
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ABOVE: The juxtaposition of romanticism and rebellion
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BELOW: Romanticism and the protective bubble We:topia provides
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OPPOSITE & BELOW: The rumbling of We:topia stemming from political elitism
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OPPOSITE & BELOW: Think about political and social happenings, use your voice
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OPPOSITE & BELOW: Think again
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ABOVE: Where does your brand stand in political movements?
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STAND TOGETHER.
ABOVE: Stand together as a united force with your consumers, gain their respect
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Digital Wanderlust
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Digital Wanderlust It is no secret that Millennials are intuitively motivated by advances in technology and as of 2017, the Millennial generation compromise the largest online audience. They also occupy more buying power than any other previous generation. Therefore, it is essential for retailers to fascinate them. Traditional methods of advertising have failed to capture the imaginations of Millennials due to a lack of creativity but a study conducted by Harris found that 72% of Millennials plan to improve their expenditure on experience in coming years. This affirms the need for retailers to tap into the experience economy in order to sustain their appeal and to ensure sales. Digital Wanderlust delves into escapism and offers an immersive distraction from the ever rising anxieties Millennials are experiencing. With advances in virtual reality (VR) and augmented reality (AR), retailers can now submerge consumers in new realms and digital dimensions. Experiences will encapsulate the brands identity, offering transparency and sharing their values through virtual worlds and experiences. Experiences should encourage interaction with
others which follows on from We:topia and taps into the sharing economy and the need for a sense of unity. This fresh and honest approach will build a relationship with Millennials and result in brand loyalty and memorable experiences. The use of projection will additionally make the buying process more accessible for consumers as they will be able to see what products look in their homes and on themselves virtually, before committing to a purchase. This makes retailers more relatable and will significantly increase sales. This trend will revolutionise the retail world by adding another dimension to the shopping experience. Colour palettes will be centred with bright hues and shiny silvers representing the innovation of entering new realms. Seamless geometric patterns and layering will convey differing dimensions and will blur the lines of reality and illusion. Millennials are destined for the Digital Wanderlust and retailers need to be there to guide them on their voyage of discovery. It’s time to join the revolution.
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ABOVE: The virtual pilot
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OPPOSITE: The social media traveller
ABOVE: Where would your consumers choose to go?
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ABOVE: What use is an experience to Millennials if they can’t share it?
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ABOVE: The revolutionary wave of another dimension is coming
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ABOVE: Old meets new in the virtual world of experience
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BELOW: The new goggled eyed, headset consumer
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OPPOSITE: Virtual world transforming retail & home environments for entertainment
ABOVE: Fly on the wings of tech, fly baby fly
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ABOVE: VR projections transforming interior spaces
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Projection & colour exploration with layering
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Immersion is key.
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Enhanced Explorium Enhanced Explorium explores an emerging era of enlightenment where ideas of compassion and appreciation merge to provide a new sense of global perspective amongst Millennials. The constantly connected generation are being exposed to crisis across the world via the touch of a button 24/7. With technology forming a universal link between polar opposite cultures, Millennials can envisage what life is like for those less fortunate. This has left them feeling powerless and guilty for their impulsive purchases and their lack of gratitude for the simple things that are seen as luxuries to others. Millennials are the first generation to grow up alongside corporate social responsibility (CSR) which has resulted in strong social minded characteristics. They are primed to do well by doing good, with 70% of Millennials saying that “giving back and being civically engaged are their highest priorities�. The accountability Millennials feel for disasters in the world are beginning to overshadow the narcissism Millennials are branded with. This is evolving into Millennials seeing their world through rose tinted glasses. Their new found
appreciation in everything they have will aid the abolishment of overindulgence and aesthetically consumed diligence. Therefore, the importance of retailers embracing their ethical values and weaving them in to their identity is becoming more and more prevalent. This is not about going back to basics, but instead about revisiting key brand values and enhancing them to involve consumers. This trend aims to inspire the reduction of overconsumption and frivolous waste and encourages retailers to share beneficial experiences. This is minimalism in a new light. Forget the cold, lifeless and tame blank spaces operated by monochrome and say hello to the revitalised minimalism. Picture basic living spaces pulsating with vibrant hues, capturing the beauty in the world and enhancing the present. Imagine disconnecting from the hectic hustle and valuing the mundane. This is about being content and hopeful of the future. It is about gaining satisfaction from experience rather than the continued consumption of goods leaving Millennials feeling deflated. This is the Enhanced Explorium of the world as we know it.
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ABOVE: The glamorisation of the small things
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ABOVE: How can you enhance your existing products and retail spaces?
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ABOVE & OPPOSITE: The enhancement and appreciation in the mundane
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ABOVE: Millennials guilt
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ABOVE: Millennials absorbing crisis and feeling helpless
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BELOW: Stop the frivolous wastage & appreciate
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ABOVE: Overconsumption is over
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ABOVE: Millennials seeing things from a different perspective, how will you encourage this?
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ABOVE: It’s time for you to join the Millennial movement
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Part 3: References
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In-text References for the Key Drivers: Airbnb (2016) Airbnb and The Rise of Millennial Travel. Available at: https://www.airbnbcitizen.com/ wp-content/uploads/2016/08/MillennialReport.pdf (Accessed: 9 April 2017). Botsman, R. (2016) Technology is making it easier to trust strangers, WIRED UK. Available at: http://www. wired.co.uk/article/trust-networks (Accessed: 8 April 2017). Boult, A. (2016) Millennials’ ‘fury’ over baby boomers’ vote for Brexit, The Telegraph. Available at: http:// www.telegraph.co.uk/news/2016/06/24/millenials-fury-over-baby-boomers-vote-for-brexit/ (Accessed: 6 April 2017). Brinded, L. (2016) Britain is broken beyond repair -- and the worst is yet to come, Business Insider Australia. Available at: https://www.businessinsider.com.au/brexit-eu-referendum-result-political-economic-and-social-analysis-and-whats-next-2016-6 (Accessed: 6 April 2017). Cohen, C. (2017) FoMo: Do you have a Fear of Missing Out?, Telegraph.co.uk. Available at: http://www. telegraph.co.uk/women/womens-life/10061863/FoMo-Do-you-have-a-Fear-of-Missing-Out.html (Accessed: 8 April 2013). Cosslett, R., Bretécher, R. and Joice, R. (2016) Why are millennials so anxious? | Rose Bretécher, Ronnie Joice and Rhiannon Lucy Cosslett, the Guardian. Available at: https://www.theguardian.com/commentisfree/2016/mar/15/millennials-anxiety-generation-y-housing-careers (Accessed: 10 April 2017). Dearden, L. (2016) Wave of hate crimes against Muslims, Hispanics and black people reported since Donald Trump’s win, The Independent. Available at: http://www.independent.co.uk/news/world/americas/us-elections/donald-trump-president-supporters-attack-muslims-hijab-hispanics-lgbt-hate-crime-wave-us-election-a7410166.html (Accessed: 6 April 2017). Desmond-Harris, J. (2016) If Donald Trump becomes the face of American racism, racism wins, Vox. Available at: https://www.vox.com/policy-and-politics/2016/11/7/13520690/donald-trump-wins-loses-racism-bigotry-islamophobia-election (Accessed: 6 April 2017). Dover, S. (2017) All eyes on British fashion at London Fashion Week, Academic.mintel.com. Available at: http://academic.mintel.com/insight_zones/22/ (Accessed: 6 April 2017). Dunning, D. (2016) At this rate, Gen X might never get to be president of the United States of America, Quartz. Available at: https://qz.com/836658/donald-trumps-age-how-baby-boomer-generation-x-and-millennial-presidents-would-change-the-course-of-america/ (Accessed: 6 April 2017). Forsdike, J. (2017) Women’s marches around the world – in pictures, The Guardian. Available at: https:// www.theguardian.com/lifeandstyle/gallery/2017/jan/21/womens-marches-around-the-world-in-pictures (Accessed: 6 April 2017). Friedman, G. (2016) 3 Reasons Brits Voted For Brexit, Forbes.com. Available at: https://www.forbes.com/ sites/johnmauldin/2016/07/05/3-reasons-brits-voted-for-brexit/2/#b727220672ec (Accessed: 6 April 2017). Giles, C. (2017) UK shopping habits boost economic growth after Brexit vote, Ft.com. Available at: https:// www.ft.com/content/833b7384-fcf0-11e6-96f8-3700c5664d30 (Accessed: 6 April 2017). Goldman Sachs (2017) Millennials Infographic - The Hierarchy of Needs, Goldman Sachs. Available at: http://www.goldmansachs.com/our-thinking/pages/millennials/index.html (Accessed: 8 April 2017). 106
Gov.uk (2017) UK leaving the EU: what you need to know - GOV.UK, Gov.uk. Available at: https://www. gov.uk/government/collections/uk-leaving-the-eu-what-you-need-to-know (Accessed: 6 April 2017). Gross, N. and Richmond, E. (2016) How the Youth Voted, The Atlantic. Available at: https://www.theatlantic.com/education/archive/2016/11/dissecting-the-youth-vote/507416/ (Accessed: 6 April 2017). Hunt, A. and Wheeler, B. (2017) Brexit: All you need to know about the UK leaving the EU - BBC News, BBC News. Available at: http://www.bbc.co.uk/news/uk-politics-32810887 (Accessed: 6 April 2017). Legraien, L. (2017) German millennials ‘most welcoming’ of immigrants in all of Europe, The Independent. Available at: http://www.independent.co.uk/student/german-millennials-most-welcoming-immigration-friendly-study-angela-merkel-a7672771.html (Accessed: 4 May 2017). Maslow (1943) A Theory of Human Motivation. Available at: http://www.researchhistory.org/2012/06/16/ maslows-hierarchy-of-needs/ (Accessed: 10 April 2017). Mason, R. (2016) How did UK end up voting to leave the European Union?, the Guardian. Available at: https://www.theguardian.com/politics/2016/jun/24/how-did-uk-end-up-voting-leave-european-union (Accessed: 6 April 2017). Mintelb (2017) Consumers and the Economic Outlook: Quarterly Update - UK - March 2017, Mintel. Available at: http://academic.mintel.com/display/823183/ (Accessed: 6 April 2017). Mintel (2017) Inflation reached a two-year high in December, Academic.mintel.com. Available at: http://academic.mintel.com/sinatra/oxygen_academic/display/id=812021 (Accessed: 6 April 2017). Pew Research (2014) Millennials In Adulthood, Pew Social Trends. Available at: http://www.pewsocialtrends.org/files/2014/03/2014-03-07_generations-report-version-for-web.pdf (Accessed: 6 April 2017). Piccaver, M. (2016) The biggest political decision for a generation was based on a lie – I’ll never see that £350m a day for the NHS, The Independent. Available at: http://www.independent.co.uk/voices/brexit-latest-nigel-farage-nhs-pledge-350-million-pounds-eu-referendum-vote-leave-lie-a7100706.html (Accessed: 6 April 2017). Price, W. (2016) Millennial Travel Trends: A Look at the Largest Generations’ Habits - Internet Marketing Inc, Internet Marketing Inc. Available at: http://www.internetmarketinginc.com/blog/millennial-travel-trends/ (Accessed: 9 April 2017). Rees, N. (2017) Online dating fraud victim numbers at record high - BBC News, BBC News. Available at: http://www.bbc.co.uk/news/uk-38678089 (Accessed: 6 April 2017). Ridley, L. (2016) EU Referendum Data Shows Youth ‘Screwed By Votes Of Older Generations’, HuffPost UK. Available at: http://www.huffingtonpost.co.uk/entry/eu-referendum-results-age-data-young_uk_576cd7d6e4b0232d331dac8f (Accessed: 6 April 2017). Sachs, J. (2017) Why Millennials Will Reject Trump, Project Syndicate. Available at: https://www.project-syndicate.org/commentary/america-generational-divide-over-trump-by-jeffrey-d-sachs-2017-02?barrier=accessreg (Accessed: 6 April 2017). Selfridges (2015) Agender - The Concept Store, Selfridges.com. Available at: http://www.selfridges.com/ GB/en/content/agender-concept-store (Accessed: 9 April 2017). 107
Shah, S. (2016) Personalisation: How retailers can become ever more relevant to consumers, Retail Week. Available at: https://www.retail-week.com/technology/personalisation-how-retailers-can-become-ever-more-relevant-to-consumers/7011489.article (Accessed: 10 April 2017). Shields, M. (2015) Retailers Are Getting Snapchat Users To Put Their Brand Images in Videos, WSJ. Available at: https://blogs.wsj.com/cmo/2015/09/11/retailers-are-getting-snapchat-users-to-put-their-brand-imagesin-videos/ (Accessed: 8 April 2017). Stewart, H. and Khomami, N. (2016) Barack Obama issues Brexit trade warning, the Guardian. Available at: https://www.theguardian.com/politics/2016/apr/24/leave-campaign-obama-trade-warning-eu-referendum (Accessed: 6 April 2017). Uber (2017) Sign Up to Drive or Tap and Ride, Uber.com. Available at: https://www.uber.com/en-GB/ (Accessed: 9 April 2017). Vronay, D. (2016) Cite a Website - Cite This For Me, Wired.com. Available at: https://www.wired.com/insights/2014/11/the-online-identity-crisis/ (Accessed: 8 April 2017). When did Britain decide to join the European Union? – UK in a changing Europe (2017) Ukandeu.ac.uk. Available at: http://ukandeu.ac.uk/fact-figures/when-did-britain-decide-to-join-the-european-union/ (Accessed: 6 April 2017). Wilcox, K. (2012) Are Close Friends the Enemy? Online Social Networks, Self-Esteem, and Self-Control. Available at: https://www.researchgate.net/profile/Keith_Wilcox/publication/256035785_Are_Close_ Friends_the_Enemy_Online_Social_Networks_Self-Esteem_and_Self-Control/links/56eab85708ae95fa33c84c68.pdf (Accessed: 8 April 2017). Wright, O. (2016) David Cameron announces his resignation after EU referendum result, The Independent. Available at: http://www.independent.co.uk/news/uk/politics/david-cameron-resigns-resignation-brexit-eu-referendum-result-live-latest-prime-minister-general-a7099936.html (Accessed: 6 April 2017).
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Image References for the Key Drivers: 1. https://www.dezeen.com/2016/06/24/illustrators-creatives-react-uk-brexit-vote-eu-referendum/ 2. https://altpick.com/news/10366 3. http://www.dailymail.co.uk/news/article-4130034/Theresa-s-Brexit-speech-puts-Cameron-shame. html 4. https://images.businessoffashion.com/site/uploads/2016/05/brexit_A.jpg?crop=top&fit=crop&h=573 &ixlib=js-1.0.5&w=1024 5. http://de1162lucybarker.tumblr.com/post/132968097649 6. http://stomp.tumblr.com/post/99484100162 7.
http://az616578.vo.msecnd.net/files/2016/07/23/6360489455192162291563850737_Trump.jpg
8. http://www.telegraph.co.uk/news/2017/01/31/23-genius-signs-standuptotrump-protest-marches/ 9. http://www.conradcrispin.com/portfolio-items/newsprint/ 10. https://uk.pinterest.com/pin/156007574565672965/ 11. http://stylebubble.co.uk/style_bubble/2012/02/white-out.html?:+StyleBubble+(Style+Bubble) 12. https://uk.pinterest.com/pin/AclppUfeECb1p48zGUVLPYWfCzGP6RZvnJeZ859BaOxbR78ej_Tc2g/ 13. http://adamangelides.com/usc-christmas-campaign-london-fashion-photographer/ 14. https://uk.pinterest.com/pin/636977941016053888/ 15. http://www.malefashiontrends.com/2016/05/exclusive-matheus-plantz-photoshoot-hudson-rennanmale-fashion-trends-06.html?m=1#undefined & http://starcasm.net/wp-content/uploads/2012/11/catfish.jpg 16. http://mymodernmet.com/rosanna-jones-skin/ 17. http://mymodernmet.com/rosanna-jones-skin/ 18. http://img01.thedrum.com/s3fs-public/bauer_infographic_link.pdf 19. http://www.thecornwallcampercompany.co.uk/wp-content/uploads/2013/05/Camper_190413_ mjn_000111.jpg 20. http://stylebubble.co.uk/style_bubble/2015/04/agendering.html?utm_source=feedburner&utm_ medium=email&utm_campaign=Feed:+StyleBubble+(Style+Bubble) 21. http://fuckingyoung.es/brain-beast-springsummer-2016/ 22. http://www.newmanagement.com/tips/png/kcon_balloon.png 109
23. https://uk.pinterest.com/pin/792141021927526854/ 24.
Own photography
25. https://www.frameweb.com/news/discover-the-shape-of-creation-through-an-otherworldlyaudiovisual-vr-experience
Image Reference in Trend: 1.
https://www.creativereview.co.uk/teamlab-creates-digital-wonderland-pace-london/
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