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As if brands didn’t need enough of a reason to build emotional connections with consumers in their 20s, an interesting article titled The Mysteriously Memorable 20s: Why do we remember more from young adulthood than from any other time of our lives?, reminds us of the importance that this meaningful stage of life plays in the construction of our identities and the way that we formulate our personal narratives.
Building brand relationships during this crucial stage of identity formation by having even a small role in one of those integral memories of self-actualization can create extremely meaningful lifelong associations and loyalty. And if the ultimate mark of a successful brand is the ability to become so entwined in a consumer’s life that the brand has become a part of that consumer’s identity, then there is no time better than the 20s to be there with consumers as they define their self-image.
Another interesting issue that this article raises, especially for those that are in or entering their 20s, is that this period of life is not a time to be spent wondering “what if?” Memories, as the foundational aspect of our self-identification, are our most valuable possessions and the 20s are clearly an essential time for creating new and unique memories by exploring and experiencing life to its fullest.
So what are some of your most cherished memories from this formational period of life and are there any brands you associate with those memories? Do those brands play a role in your identity today and do you still have an affinity for those brands?
If you’ve ever designed a PowerPoint presentation or business development tools of any sort you have encountered image powerhouse, Getty Images. And if you are familiar with Getty Images’ Web site, you know there are AMPLE images from which to choose. So many, in fact, that a simple task of finding a man eating an apple can turn into an overwhelming quest for a man with just the right smile-not too flashy, not too teethy-poised to bite into a crisp apple with a pinkish reddish blush (yes, you can be THAT specific with Getty Images).
So hats off to AlmapBBDO, the Brazil-based leg of BBDO charged with illustrating the diversity of Getty’s digital photo archive. Project managers included copywriter Sophie Schoenburg and art director Marcus Kotlhar, who together devoted a total of six months to researching and handpicking images from the archive to illustrate the image bank’s visual narrative building capabilities. The result? A video montage that utilizes 873 still shots to illustrate the narrative arc of life itself including life, love, birth, death, and the hope of happiness. With a nuanced almost symphonic flow, I think AlmapBBDO successfully illustrates Getty’s power to form and feed narratives of all shapes, sizes, and subjects.
What do you think?
I’m not normally one to fly outside of coach, but I may have to change that if I fly Virgin Atlantic. Along with a new and improved bar for the Upper Class passengers, Virgin Atlantic is now offering these passengers a drink with the CEO himself. How is this possible? Sir Richard Branson’s head will be floating in their drinks.
Upper Class passengers are being served very special ice in the shape of Branson’s head. The new cube was created over six weeks by four designers using detailed photographic techniques and laser scanning technology. An interesting use of this technology, but if you’re going to do something big, might as well do it right.
Luke Miles, head of design for Virgin Atlantic Upper Class says, “We’re delighted to be able to offer our Upper Class passengers access to the newest, longest bar in the sky, and what better way to celebrate this than giving passengers the opportunity to share a drink with the face of our business?” Though it’s an odd way to go about it, Virgin Atlantic will definitely be remembered. Though I find it somewhat creepy, I had to add a picture.
Millennials present marketing, advertising, and market research professionals with a unique challenge. A distinct combination of social, cultural, and environmental influences have formed a generation of consumers with very specific needs and touch points.
A force of approximately 80-90 million strong in the US, with an estimated $200 billion in purchasing power, Millennials are not an audience to be taken lightly. Understanding Millennial consumers’ mindsets, values, and purchase patterns and behaviors through creative and innovative Millennial-specific market research methodologies is essential to the success of most mainstream brands and products.
Our white paper, W5 on Millennials, outlines key characteristics which affect their attitudes toward and interaction with products and the marketing surrounding them, as well as how W5 approaches gaining a true understanding of how to effectively communicate and connect with them. Here is a snapshot of this force by the numbers:
24% of Millennials say that ‘Technology use’ is what most makes their generation unique, the #1 answer (Pew Research 2010)
50 median number of text messages teenagers send every day (Pew Research 2010)
48% of Millennials who say word-of-mouth influences their product purchases more than TV ads. Only 17% said a TV ad prompted them to buy (Intrepid Study 2010)
47% of 16-to-24-year-olds are employed, the smallest share since government started recording data in 1948 (Bureau of Labor Statistics 2011)
46% of Millennials say they’ve had vigorous exercise in the past 24 hours
45% of Millennials highly associate their lives with simplicity, compared to 51% of Gen X and 58% of Boomers
44% of Millennials say that marriage is becoming obsolete, compared to 35% of Boomers who feel the same way (Pew Study 2010)
43% of 18-24 year-olds say that texting is just as meaningful as an actual conversation with someone over the phone (eMarketer 2010)
42% of teens say the primary reason they have a cell phone is for texting. Safety was second at 35% (Nielsen Study 2010)
41% of Millennials have made a purchase using their smartphone
40% of Millennials think that blogging about workplace issues is acceptable. Compared to 28% of Boomers (Iconoculture 2011)
39% of Millennials have a tattoo (Pew Study 2010)
38% of Millennials count themselves as Democrats, 28% Independents, 26% Republicans (Brookings Institution Study, March 2011)
35% of employed Millennials have started their own business on the side to supplement their income (Iconoculture 2011)
33% of Millennials live in cities and 14% live in rural environments
32% of Millennials say they don’t like advertising in general, compared to 37% of the general population (Experian Simmons Study)
31 the age of the oldest Millennials in 2011
29% of Millennial workers think work meetings to decide on a course of action are very efficient. Compared to 45% of Boomers (Iconoculture 2011)
28% of Millennials have a gun in their home (Pew Study 2010)
27% approximate decline in email usage among those ages 12-34 over the past year (ComScore Study 2010)
26% of Millennials say they are not affiliated with any religion (Pew Study 2010)
23% of Millennials think they will still be with their first employer after two years (8095 Live survey 2011)
21% of Millennials say helping people in need is one of the most important things in life (Pew Study 2010)
20% of Millennials are Hispanic. Millennials are more racially diverse than any generation before them (U.S. Census Bureau 2011)
19% of Millennials have voted on American Idol (Pew Study 2010)
15% of Americans ages 25-29 who had never been married in 1960, compared to 55% in 2011 (U.S. Census Bureau)
14% of the Millennial population is African-American (Pew Study 2010)
12% (only) of Millennials disagreed that they should pay more for higher quality items (Intrepid Study 2010)
11% of Millennials have boomeranged back to their parents house after graduating from college because of the recession (Pew Study 2010)
8% of 18-29 year-old internet users have used a location sharing service such as FourSquare (Pew Study 2010)
7 average number of jobs a person will have by age 26 (Intrepid Study 2010)
6 # of text message sent by those ages 13-18 every waking hour (Nielsen Study 2010)
4 average number of times that Millennials eat out per week (3.39 per week to be exact), more than any other generation