YOUNG ADULT DRINKERS 2015! ! A ROUND-UP!
What is pluralthinking for ? pluralthinking exists to change people’s relationship with brands for the better.! ! We inspire, illuminate and warn, ! so that ! brands can communicate, position and
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grow more effectively ! 15/04/15
What is our offer? !
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We offer! •
consumer insight!
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brand thinking !
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cultural intelligence, !
Based in the UK, we are proud to have worked for world-class brands in over 20 countries. ! !
RTC Creden5als
15/04/15
We thought we’d share !some thoughts. ! We’ve been in 14 countries in the last year. Much of that time has been spent getting under the skin of younger consumers. ! So here’s a brief round-up of some things we hope you’ll find useful. Some are big themes. Others are just things that intrigued or surprised.! Enjoy! ! And of course, if you’d like to know more, just give us a call. ! The pluralthinking team!
RTC Credentials
15/04/15
Who are we talking about?
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In our work this year, we’ve talked to young drinkers in many of the World’s great cities: ! London, Copenhagen, Barcelona, Milan, Warsaw, Moscow, New York, Chicago, Taipei, Saõ Paulo to name a few. ! We’re referring throughout to younger drinkers – LDA – 29. ! The learnings came from groups, depths, expert interviews, market safaris and blogging exercises. ! ! !
RTC Credentials
15/04/15
The Basics! !
CONNECTED
LDA-29 are beginning to dominate drinking occasions, if not yet in spending power. ! ! More alike globally than any previous generation! GLOBAL
• Tech, urbanisation, globalisation make them CONNECTED AND ALIKE! • Greater range, diversity of cultural influences! • UNIFIED by lifestyle, exposure to tech, styles, fashions, designs like never before!
UNIFIED
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• Global friend-network from an early age!
NETWORK THINKING
Team mindset! • Travel in numbers, collaborate, share, crowd source support. ! • On the lookout for team bonding opportunities,
TRUST THE TEAM
‘dear moments’. ! • Love to show off their group to their wider network: Group-selfie moments.! • Friends the new family; dine, shop, travel, drink, LIVE with friends and co-workers. ! ! • Trust their TEAM more than family, institutions, corporates or BRANDS! • NETWORK THINKERS – power in numbers. !
The values they admire! ! ! •
Creative and positive – (creator not outlaw) !
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Consumerist – (fully branded is fine) !
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Commercial – (how to monetise this?)!
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Entrepreneurial – (finding side-hustles)!
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Courageous and agile – to try, to change track. !
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Pragmatic and apolitical (but can change things)!
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Ethical – (but causes not grand theories)! Transparent (don’t do anything you are not proud of)!
They care about….! FAIRNESS
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REPUTATION
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ISSUES
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Success – their own definition – versus wealth or acquisition.! Fairness – versus equality! Reputation – being ‘nice’ – crucial to networking / success. ! Their ‘team’ – maintaining it, ‘giving back’ Boycotts and single issues – tax avoidance, worker rights, corporation taxes! •
Issues versus parties / philosophies!
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Human rights versus environment!
Establishing identity! MULTIPLE PASSIONS
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The ‘and’ generation: Multiple occupations and passions
DO NOT HAVE
Passion points versus occupation!
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Hyper-commitment: give life to a passion!
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Events, experiences, things ‘done’ versus
SKILLING UP
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labels, brands or possessions. ! •
Skilling up – learning to do things ‘above and beyond’. Self-teaching + Talks versus courses. !
CAUSES
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Self-branding causes – liking, wear the
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bracelet, do the charity run.
Learning to live with less! ! DE-‐ CLUTTERING
DE-CLUTTERING & MONETIZING •
All in my computer / phone
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Pinterest versus purchase
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‘Like’ versus buy
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Selling stuff – e-bay, old phones,
NO NEED TO BUY
clothes, CDs •
Monetizing hobbies, finding ‘sidehussles’ !
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Emphasis on experiences v
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accumulation
Tighter focus! HYPER LOCAL
HYPER LOCAL New parochialism – I’m happy here
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Community volunteering
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Local bars
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Local ‘hero’ restaurants / pubs
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Love your area, even if it’s a sh*thole
PICK DON’T MIX
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! PICK AND DON’T MIX •
Specific venues / nights versus areas – worth travelling to
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In and out to that venue – don’t use area
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HUGE influence on social night: expect more in the one venue (drinks, club, great
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food)
From consumer to curator! HYPER LOCAL
DEVELOP A FILTER •
Need help with curation !
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Don’t want to settle for what’s in front of them. !
PICK DON’T MIX
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Constantly editing / curating!
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Love things to be curated for them – a great crowd, people ‘like them’ will be there. !
EXPERIENCES FOR THE TEAM! •
Shared cache of memories!
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Getting friends in / access / tix
Big Experiences! FESTIVAL FOR EVERYTHING
EXPERIENCE FOR THE TEAM
! ON THE LOOKOUT FOR THE UNIQUE •
Learning – master-classes!
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Participation!
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Self-expression!
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A visual – something to capture and share!
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More content – comedy tents, brand tents, talks, great food! !
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Shock factor, memorability, a theme. !
Social Life as endurance! EXPERIENCE BINGEING
EXPERIENCE BINGEING •
All-weekend pubbing / clubbing – same thing every night
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Events with a single idea – eg a Drake night where the DJs only play Drake
ALL NIGHTERS •
‘Box set’ social life – get it ‘out of your system’
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3 festivals in one Bank Holiday.
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Endurance – ‘maxing it’ !
ALL NIGHTERS •
Get home at 4,5,6
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Stay-overs
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Cheap train/tube home in morning (as opposed to expensive cab)
Time shifts! ! TIME SHIFTS
EPHEMERA •
Fixed in time / limited availability versus keynote events More compelling that it’s short (and over)
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Kudos that you ‘got there’
EPHEMERA
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TIME DISPLACEMENT Morning raves
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Night sports
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Afternoon clubbing
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‘Lates’ (V&A / Tate/ London Zoo)
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ROOFTOPS / VIEWS
Get outside, enhance the experience! ! OUTDOORS / ROOFTOPS / VIEWS •
Getting outside = more exciting and better conversations = better value.
PARKS AS LIVING ROOM
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Parks for their ‘community’ hang-outs
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‘Days out’ of the city with the team. !
PARKS THE SUMMER LIVING ROOM! •
Commons, Parks back in fashion. !
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Get a spot and have a ‘party’!
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Games, drinks, carefully-chosen food. !
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Revolving door of ‘visitors’
What this means for brands!
Acknowledge their situation! • Brands can and should speak to them as a single global cohort! ! • Brands must offer work-arounds, experiences and value to counteract their resource gap. ! • Look to opportunities that align with their values and celebrate their definition of success – fresh thinking, ingenuity versus ‘getting’. ! • It’s all about being creative, positive and inventive. Rebellion and tradition feel old. !
Market to the team. ! ! • Trust ‘the team’ versus the corporation / brand to disseminate information! • Communicate with the team, not the individual. ! • An ‘expert’ is anyone with a first-hand experience: Word of their ‘team’ is gospel! • Messages that resonate spread FAST! • Use Facebook as a portal to find experiences, bargains, opportunities !
They want brands that! ! Have a story to tell! ! Help them manage their ‘brand’ and their selfdevelopment.! ! Have an experience, connections, access to offer! ! Offer them fresh ideas, ephemera, ‘can’t get elsewhere’ ! ! Offer them value – through free stories, experiences, offers. !
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Thank You!
About the authors !
! Brett Templeton! Brett Templeton is founder and Managing Partner of pluralthinking. ! Previously Managing Partner of Flamingo London, Brett’s career has taken him to 42 countries and to work on countless brands, from automotive to FMCG to political branding. Brett specialises in brand positioning and strategic communications development. !
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! Cameron Stewart!
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Cameron Stewart, was previously a marketing strategy consultant with brands like Microsoft, Nualight and his own brand Ark, Cameron was working in San Francisco, but got tired of the commute and was talked into joining the pluralthinking team. ! A specialist in brand positioning, insight and innovation, Cameron has a passion for and a track record in new ways of doing things. !
About the authors !
! Garret Cummings! Previously an award-winning planner at Mustoe Merriman in London and later at BBDO Barcelona, Garret has lived and worked in Spain for many years and is fluent in Spanish and Catalan. He has worked and travelled extensively in Latin America.! Now back in London, he’s busy helping brands find media-neutral ideas and defining their brand ‘lore’! ! !
David Hall! With a career spanning television and film production as well as advertising, David Hall is our Head of Creative Services. ! ! David keeps an eye on our creative output – ensuring that we bring learnings to life in new ways. He (half) jokingly refers to himself as “Head of Style and General Appearance” !
Thank You! ! Created by: Brett Templeton, pluralthinking ! ! Email: Brett.Templeton@pluralthinking.com! ! Postal Address: ! ! 50 Nansen Road ! Battersea, ! London SW11! ! Telephone:+44 7725 716820! +44 2890 428996! ! Website: www.pluralthinking.com! !
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Twitter: @pluralthinking!