Canadian Retailer - The Marketing Issue - 47

Breaking them down

Even within the research ranks, the divisions
can vary: some are broken down into year of
birth (i.e. millennials born in a pre-internet vs.
post-internet year), others by tribes based on
their social behaviours.
Accenture's 2016 Customer Journey Survey
divides millennials into two major groups: older
millennials aged 28 to 37, and younger aged 21 to
27, with Gen Z (18 to 20) added to the mix.
Environics applies a different lens, categorizing
millennials into tribes based on social values, each
of which interact with and view brands in different ways. "You can't paint them with one big brush
like social media or digital natives," explains Susan Seto, Vice President, Market Strategy, Environics Research Group. "Their underlying mental
postures, perspectives or fundamental beliefs
inform the way they see the world and
interact with it."
"YOU CAN'T PAINT THEM
Those tribes include the lone wolves
WITH ONE BIG BRUSH
who do their own thing and like to keep
LIKE SOCIAL MEDIA OR
it simple; Engaged Idealists that tend to
DIGITAL NATIVES. THEIR
seize the moment and are open minded
UNDERLYING MENTAL
and creative; Bros and Brittanys with
POSTURES, PERSPECclear gender roles who are lifestyle drivTIVES OR FUNDAMENTAL
en; Diverse Strivers who love gadgets
BELIEFS INFORM THE WAY and toys and the appearance of success;
THEY SEE THE WORLD
Critical Counterculturists who are polAND INTERACT WITH IT."
itically and socially engaged; and New
- SUSAN SETO Traditionalists, a group that values reliEnvironics Research Group gion, family and duty.
Different but the same

Despite the differences among them, however, there are some commonalities
worth noting. As an overall group, Seto says millennials tend to be more open
to a wider range of ideas, are always connected, used to choice and immediacy,
and are very savvy-attributes marketers also need to take into account.
Accenture's study revealed some key findings that stand out about millennial shopping habits. One is the continued relevance of brick and mortar.
Three-quarters of millennials surveyed said stores continue to be the preferred channel to make purchases.
The digital experience is an essential part of that experience, Askew says.
"Millennials use digital to better inform their shopping and how they execute the purchase. Having a digital in-store experience is critical to winning
their hearts and minds."
Digital also allows retailers to deliver personalization in store, he adds. "It's
incredibly powerful for a sales associate with a device to be able to show a customer what they like and make suggestions based on their buying history."
Seto notes that millennials are also more experiential and value immediacy. "They expect to have access to everything and anything, when and
where they want it. Even in a physical store, they are looking things up online, comparing prices, or taking pictures to send to friends for their opinions. There are opportunities for retailers to be constantly connected at all
touchpoints and maintain dialogues with them."

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THE MARKETING ISSUE

| CANADIAN RETAILER | 47

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