Millennial Disruption – A Four Part Series
Disruption is a human constant throughout the ages however, Millennials are ramping up the phenomenon.
As the largest population segment, Millennials currently control more than $2 trillion in assets, a figure expected to rise to $10 trillion by the end of the decade. All recent disruptions—from digital radio, the rise of social media, Netflix killing video rental stores—were Millennial-charged.
Millennial Money Makeup
According to NPR, the Millennial generation is not only the largest but is the most educated (34 percent having at least a bachelor’s degree), the most diverse (43 percent nonwhite) and the most independent (average first marriage at 27 for females and 29 for males). They are also less likely to own their home than previous generations when at the same age.
Making up 39 percent of the workforce, Millennials are saddled with the greatest level of student debt in history. According to the Brookings Institution, 36 percent of Millennials have a college degree versus 23 percent of Gen Xers. According to a report from Merrill Lynch, more Millennials are contributing to 401k’s than previous generations but their amount of investment isn’t as great as previous generations. A survey from Bankrate.com found that for long-term investments, Millennials prefer cash three times as much as the stock market.
The largest American generation is just beginning to tap into their earning potential. They are more frugal than their parents, but a high value on their work and income and they want to invest.
- The Workforce Future – By 2020 nearly half of the workforce will be Millennials, making it a must for brand to connect and attempt to establish loyalty.
- Loyalty At A Price – Millennials are brand loyal but brands have to earn that loyalty through what they do outside of consumer relationships. Appeals to emotions and niche markets have helped many brands build large Millennial loyalty bases.
- Most Diverse Generation – With the diverse Millennials there is no “one size fits all” approach. Customization of message and approach is key to marketing success for any brand.