There is no question that Millennials, born between 1980 and 2000, will shape, color and change the world we live in dramatically. Marketers want to tap into the potential of this large consumer group. However, most Millennial Marketers are failing because they are missing a deeper understanding of the differences between Millennial sub-groups.

Beyond the Millennial stereotype

Millennials are often described as a single generation, but our research shows a more varied picture. We compare 18,066 Millennials with older generations across 19 countries, looking beyond Western stereotypes to understand how values and behavior differ within this generation.

A generation marked by ambition and imagination

Compared with older generations, Millennials are relatively more cosmopolitan, consumption-oriented, competitive, open-minded, flexible, culturally active and imaginative. They are also more worried about the future, illustrating why a one-dimensional picture of this generation misses important differences.

Global and local orientations

Some Millennials identify more as world citizens, combining active consumer behavior with a strong online presence and cultural participation. Others are more nationally or locally oriented, with different lifestyles and perceptions of culture.

Five values-based profiles

We use the Glocalities segmentation model to explore five groups: Creatives, Challengers, Achievers, Conservatives and Socializers. Their underlying values shape distinct lifestyles, aspirations, brand preferences and approaches to change.

Millennials and disruptive change

Millennials are more receptive to new technologies than older generations, but this openness varies across the five segments. Our analysis explores the potential of Achievers and Challengers to adopt disruptive platforms, including new approaches to personal finance. Download the full report to explore the segment profiles and what they mean for engaging Millennial audiences around the world.