Millennial Diversity

Posted On April 26, 2012

Millennial Diversity ImageMillennials share a few common characteristics but can’t all be lumped together and stereotyped, according to study by the Boston Consulting Group. “The Millennial Consumer: Debunking Stereotypes” is based on a survey of 4,000 Millennials and 1,000 from older generations.

The study found a few shared traits, most notably an affinity for technology, that confirmed existing stereotypes. Millennials are significantly more likely, in some cases by a margin of 2-to1 to use various tech devices than non-Millennials. Other well-known traits that showed up in the survey include Millennials’ preference for convenience and efficiency, for peer input and social interaction, and for altruistic causes.

On the other hand, the survey also found some substantial divergence among Millennials from both stereotypes and from one another. The study identifies 6 distinct Millennial personalities: the Hip-ennial (“I can make the world a better place,” 29%), the Millennial Mom (“I love to work out, travel, and pamper my baby,” 22%), the Anti-Millennial (“I’m too busy taking care of my business and my family to worry about much else,” 16%), the Gadget Guru (It’s a great day to be me,” 13%), the Clean and Green (“I take care of myself and the world around me,” 10%), and the Old-School (“Facebook is too impersonal, let’s meet up for coffee!” 10%). Details about each type and about the study are available at the study’s home page (free registration).

https://www.bcgperspectives.com/content/articles/consumer_insight_marketing_millennial_consumer/#chapter1

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