MILLENNIALS: ULTRA-CONNECTED “GEN Z”! A NEW WORLD TO DISCOVER!

9 July 2018

THIS SEASON, EUROVET IS LAUNCHING NEW “MILLENIALS” AREA TO MEET THE NEW NEEDS AND TRACK THE PIONEERING BEHAVIORS OF THIS KEY GENERATION

Millenials, or digital natives, represent, now more than ever, a generation that counts. Representing nearly 30% of the global population, 24% of the population in the European Union, and 21% of the French population, they have numerically surpassed baby boomers in the United States. In 2025, Millenials will represent 75% of the active population throughout the world. (INSEE and Kantar Worldpanel)

Millenials are strutting their stuff on social media, communicating via messaging apps, and deserting traditional television. This ultra-connected generation is looking for authenticity and meaning. It expects brands to be transparent and real. More important than seduction is construction! According to a Yougov survey for GT Nexus published in 2017, 72% of 18-34-year-olds are prepared to change brands if a brand doesn’t suit their values: product provenance, working conditions for employees, and, more than anything, a sustainable approach, are becoming increasingly important criteria. Far from wanting a 100% digital world, they’re seeking a collaborative experience. They are veritable customer/designers that brands must include in their business model to offer customized products and new in-store services: sensory experiences, product testing, retailtainment, or a warm, friendly mood.

Millenials have a more sustainable consumption ideology. On the other hand, the reality of their financial situation leads them to be pragmatic. Even if price remains the crucial factor in their consumer choices, they are highly adaptable in order to increase their purchasing power, using collaborative services and the sharing economy (good deals, second-hand, online price comparison, ride-sharing, rental, etc.). Sensitive to value for money, they primarily seek desirable brands and a story they share the same values with. For Millenials, shopping is part of taking a stand! It means supporting a brand’s activities.

According to an Olapic survey, 75% of under-35s have already posted photos with a brand’s hashtag, and 43% of French people prefer to view user-generated content. These new types of production and sharing are now emerging: a chance for brands to create empathy and an alliance with this target audience, while the power of influencers, opinion leaders, bloggers, and YouTubers continues to evolve. Examining, analyzing, providing answers and innovative ideas, such are the challenges for Eurovet in supporting market stakeholders through this Millenial revolution.

 

RVCA
United States
Founded in 2001 by designer and surf-lover Pat M. Tenore, with the support of surfer Conan Hayes, RVCA is a California-based brand, purchased in 2010 by Billabong International Limited. Right from its first collections, this brand surprised everyone and stood out with its strong interest in contemporary art and for designs featuring graphic motifs. RVCA launched the Artist Network Program (ANP), giving carte blanche to young artists. This brand offers a complete lifestyle universe for men and women, blending cultures and lifestyles.

 

SOUTHBEACH
United Kingdom
Founded in 2013, Southbeach is a complete brand offering beachwear, swimwear, sleepwear, activewear, and accessories for liberated, fun young women who are never far from the water’s edge. Their swimsuit collections offer a wide range of mix & match pieces: neon colors, floral and geometric prints… all types of combinations are possible! For 2019, Southbeach is taking its sustainable approach a step further with collection made from recycled polyamide. Awaiting your discovery: LOUNGEABLE, their loungewear range with fun, offbeat prints, real Itproducts for pajama parties!

 

PILLERT
Switzerland
This Swiss swimsuit and beachwear brand for women and children combines modernity with elegance. Their high manufacturing and design standards mean that they offer on-trend product of the highest quality, making all women look and feel truly beautiful.

 

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