This Week's Herman Trend Alert

Leadership in Normal 2.0

  The Herman Trend Alert

April 25, 2012

Reaching Millennials

In contrast to their reputation as a lazy, entitled generation, a new study reveals surprising insights about Millennials as consumers. According to a recent survey of Millennials (ages 16 to 34) and non-Millennials (ages 35 to 74), Millennials are actively engaged in consuming and influencing.

Millennials already spend and influence the spending of hundreds of billions of dollars annually---an amount that will only increase as they mature into their peak earning years.

Conducted by The Boston Consulting Group (BCG), the report titled “The Millennial Consumer: Debunking Stereotypes”, reflects that Millennial habits are distinct from those of earlier generations in several important ways.

To a surprising degree, Millennials are actively engaged in consuming and influencing. Unlike other generations, they are optimistic about the ability of business and government to affect global change.

Millennials are true "digital natives" who are extremely comfortable with technology and social media. Millennials are more likely to use the Internet as a platform to broadcast their thoughts and experiences and to contribute user-generated content. Millennials are far more engaged in activities such as rating products and services (60 percent versus 46 percent of non-Millennials); they are more than twice as likely to spend their time online uploading videos, images, and blog entries to the Web.

In all their transactions, Millennials place a premium on speed, ease, efficiency, and convenience. With their high sense of civic duty, they are receptive to cause marketing and are more likely to choose products whose purchase supports a cause (37 percent versus 30 percent).

Using these new tools is a natural, integral part of their life and work. They also consider themselves fast adopters of new technologies and applications. A majority of Millennials use MP3 players (72 percent), gaming platforms (67 percent), smartphones (59 percent), and even basic cellphones (66 percent).

This BCG report confirms what many of us believed about the Millennials. Their dedication to high technology will only intensify, as they age. Look to Millennials to be early adopters of the latest and greatest gadgets and for marketers to invest energy and money to reach this influential market segment.

© Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Joyce Gioia, Strategic Business Futurist. 336-210-3548 or To sign up, visit The Herman Trend Alert is a trademark of The Herman Group, Inc."

Our author Joyce gets quoted in TIME Magazine and other national media on a regular basis. You can, too! Sign up for You will be found by the news media and in Google search: 1. Through your personal search-engine-optimized press room by 39 topics you choose; 2. By news releases pushed out 10 ways including Google News; 3. Be found in the 2020 printed Yearbook of Experts, Authorities & Spokespersons. Save 15% when you register by October 31st @

The Association of Professional Futurists proudly presents its annual online learning experiences on Full Spectrum Futures. Network with leading futurists from all over the world. And best of all, it's free to attend, though contributions are encouraged to help defray costs. For more information, visit here.

Excellent translation services from English, French, or German into Spanish. Especially well-versed in medicine/pharma and automobile industries. 5-year Bachelor Degree in Translation. Also editing and proofreading of all kinds of Spanish language documents. Flexible rates, depending on number of words, degree of difficulty/technicality, and turnaround. For an instant quote email Mariana Campora Lesti at or contact her on SKYPE at marianacampora.

To read this Herman Trend Alert on the web:

Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers.

New subscribers are always welcome. There is no charge for this public service. The Herman Trend Alert is read by over 30,000 people in 90 countries, including other websites and printed periodicals. Click here to sign up for the Herman Trend Alert.

Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Herman Trend Alert service.

Subscribe or Unsubscribe to weekly Herman Trend Alert
View this week's Herman Trend Alert
Archived Weekly Herman Trend Alerts


[ Home · About · Products · Resources · Media ]


7112 Viridian Lane
Austin, TX 78739
Voice: 336-210-3548
Toll Free in US & Canada: 800-227-3566

  © The Herman Group. All rights reserved.

Web site design by WebEditor Design Services, Inc.