The generation born between 1981 and 1997 initiates its decade of greater level of cost with some criteria of consumption never seen.
From the night of the times, the human being has felt fascination by the adolescence. More ago than 500 years, the Spanish explorer Juan Ponce of Leon looked for the source of eternal youth in territories just discovered of Florida. Of course it failed in the persistence, but spent the centuries the American investment bank Goldman Sachs warns that other young people, these real ones, millennials (been born between 1981 and 1997), initiate in 2015 its decade of maximum level of cost, which will bring about “an enormous impact on the economy”. After all she is one of the concurred generations more of history. In the United States it only adds 66 million people, with some criteria of consumption never seen.
The entrance of these young people in its ceiling of cost promises not to make hostages. Infinity of studies portrays the characteristics and the contradictions with which these boys arrive. It is the generation of which they inhabit the world that less interested is in the policy and the religion (Millennials in Adulthood. Pew Research Center); one feels asphyxiated by the debts that have contracted to be able to study (2014 Millennial Study. Wells Fargo); it confronts unemployment and a labor uncertainty without precedents in the last decades and before the lack of economic means postpones vital decisions as the marriage or the purchase of houses (15 Economic Facts About Millennials. President's Council of Economic Advisers). All these tracks lead to us to some young that they defend that the companies must improve the society at the same time as they generate wealth (Mind The Gaps: The 2015 Deloitte Millennial Survey. Deloitte).
LACK OF UNDERSTANDING
They are people who give the back to the greed of Wall Street and which “they ask in the work interviews” — as Javier Vello remembers, expert partner in consumption of the PwC- consultant “if the company has policies of integration or corporative social responsibility”. It would be possible to be thought that they respond to the being against having. But it is not either thus. “Because they buy an iPhone 6 although they do not have money to go away of vacation”, it assures Javier Vello. “Before one began by the basic thing to arrive at the accessory, now that way has become broken”. Between stockings also many companies become lost that do not know to understand them nor to enlist them in their causes.
Perhaps we are before the dawn of a profound change or perhaps it is only an exaggeration to which they have contributed consulting, expert in marketing and mass media. Because the American association of potato producers (USPB, by its abbreviations in English) has been asked even which are the tastes of millennials in front of the tubercle. Excessive? It maintains the Accenture consultant who in 2020 this generation will only spend in the United States 1.4 trillions of dollars to the year (1.2 trillions of Euros) and will inherit of her parents and grandparents about 300,000 million in next the three decades. Some imposing numbers. But, how it is possible to catch the interest of a so contradictory group?
“Unlike other generations, millennials hopes that you approach them under his own conditions. This can mean to use the social networks, the text messages or to offer electronic systems to them of payment”, describes Jason Dorsey, 36 years, founder of The for Center Generational Kinetics, a consultant with headquarters in Texas (the United States) that this so inasible social group analyzes for the companies. “The conclusion is that millennials hopes that you are who adapt them if you want to make businesses. But something exists that definitively does not work: the proposals standard”. Perhaps for that reason a change in the real estate market has taken place also. Where? In the percentage of people who rent. Every time one rents due “to the closing of the faucet of the financing and the economic crisis”, relates Luis Corral, Real estate Consulting delegated advisor of Forum. Although there are other foundations.
We are coexisting with a unique generation. It is native digitalis, it embraces the collaborative economy and it sleeps with the smartphone or the tablet near the bed. When one awakes does in an era of technological change, globalisation and economic disruption. It is inevitable that the behavior as consuming of millennials is different from the one from their parents. The companies know it and try to read his you rule. Because the ribbon of the exigency walks high. “They look for transparent, honest brands and that maintains policies of corporative social responsibility”, it observes Jesús Melero, brand strategy director of the publicity agency dommo.x. On the principle of light and stenographers, “millennials is customary to live outside the anonymity and shares in the social networks their tastes and criteria”, it comments José Luis Sancho, managing Digital director of Accenture, that warns, in addition, of his “infidelity towards the brands”. Faced a generation so blurred criteria, how can the companies attract their glance?
Gerard Costa, professor of the department of Direction of Marketing of Esade, also has considered that question. “Strategies exist tactical and”, it assures. At heart it is the call to a new world in which there is to rent and not only to sell (apartments, technology); to harness the distribution to allow the impulsivas purchases and to separate the products that are based on the intelligent price against which they are name brand. Perhaps everything is condensed in “appealing to the globalisation of the proposal. That is, that is available and it is consumed anywhere in the world”, it describes the expert of Esade.
In the coming of this different time, millennials has ended the idea of the “client of by life”, and the box of Pandora has been opened. “The competition in the landscape of the retail commerce is major that never, mainly in the United States. The country has more stores per capita than no other nation of the planet. In 2014 already there was almost the double of physical establishments that during 2002”, precise Sucharita Mulpuru, analyst of the American consultant Forrester Research. This expert one signs an interesting work (the boys are overvalued: They do not worry about millennials) that it demystifies the impact of these young on the purchases and consumption. “After all this group is not the only generation that has undergone a radical transformation”, it summarizes Sucharita Mulpuru.
Perhaps no, but it is unquestionable that the technological irruption has changed the surroundings of how it is consumed and what. Even at home. “Millennials is mainly responsible for which Spain is the European country with greater rate (75%) of penetration of smartphones”, it emphasizes Íñigo García, analyst of Nielsen. And it advances: “The habits of these young people more are related to the mobility that the previous generations and their rate is very next to the present time”. They begin to pierce the services of click & collect (gathered in automatic slogans of orders online), the purchase from codes QR or the applications that compare prices. Because millennials does not marry with anybody. Not even with its own destiny. “It is a generation that has not worried to know the market work nor to think in terms of professional race”, Gerard Costa affects.