Everybody – myself included – is fascinated by the Millennials and seems to overlook the older generation, the Generation Y – those people now in their 30s. A very thorough study by Proximity Worldwide showed this generation should not be forgotten because they develop very interesting consumerial patterns. The study showed three major groups:
- The cruisers: they enjoy going out and spending money on the latest trends. Generous, they admire the humanitarian icons, such as Nelson Mandela. They don’t trust the international brands (Starbucks) and have no confidence in the major conservative leaders.
- The nesters: they spend a lot of time at home with a selected number of friends and their family. They appreciate brands with aspirational qualities and admire Madonna, Audrey Hepburn, Cameron Diaz and… E.T. They usually enjoy a quiet lifestyle.
- The super-breeders: they are the most complex and most interesting group. They center their life on their family (spouse and children). They want to protect their family from any kind of pollution: junk food, uncertain social values, pornography, violence, etc. They expect brands to be “moral” and ecological. Their icons are Angelina Jolie and Brad Pitt or Vanessa Paradis and Johnny Depp. This category is the rising category that will set the new consumerial trends: respect of nature, the planet and humankind.