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MILLENNIALS DECONSTRUCTED How Younger Multicultural Generations Are Reshaping the Media Landscape

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MILLENNIALS DECONSTRUCTED How Younger Multicultural Generations Are Reshaping the Media Landscape MILLENNIALS DECONSTRUCTED How younger multicultural generations are reshaping the media landscape Research By: 1 CONTENTS 4 12 16 CONNECTING WITH MILLENNIALS’ MEDIA AN INACCURATE A NEW MINDSET CONSUMPTION HABITS REPRESENTATION (and what they are expecting) 30 34 42 THE MEDIA AFFINITY THE FACES OF THE NEW MOVING FORWARD: INDEX GAP AMERICA, FROM ADAPTING TO A NEW MINDSET (and how to close it) AMBASSADORS TO INFLUENCERS 44 METHODOLOGY AND SOURCES Cover Photo by Gian Cescon on Unsplash ABSTRACT The media industry is a slow dinosaur unable to keep up with U.S. cultural shifts. Its content is like a rearview mirror that reflects a distorted version of a society long gone. While there is a lot of research around how Millennials consume media – from time spent to favorite devices used to consume it – there is little to no research regarding the accuracy of how Millennial culture is represented in content from their point of view. To tackle this issue, we conducted quantitative research with 1,000 Millennials. Results show that nearly half of the Millennial population (48%) believes the media does not do a good job of representing their culture. The apparition of a new mindset (the Omnicultural Mindset) plays a pivotal role in this disconnection because it raises expectations around media at a faster pace than media has responded. The following dissertation does not attempt to solve the dissonance between media (advertisers, marketing departments and content developers) and Millennials, but rather to identify the correct questions to answer in the interest of diminishing this dissonance. Photo by Shamim Nakhai on Unsplash CONNECTING WITH A NEW MINDSET As society and technology evolve, so does the mindset of a singular maturing generation, and with it, their view of the world and their expectations of media. Photo by Andrew Neel on Unsplash 4 It’s been only 63 years since Rosa Parks took a seat on a bus. Fast forward to now. We live in one of the most diverse and inclusive countries in the world. While racial tensions, racism and those who provoke them still exist, the nation as a whole has moved forward tremendously – with one notable exception: mass media. A largely conservative industry, the media is often criticized for its tone-deaf approach and portrayal of minorities. This is evidenced, for example, by the 2017 Pepsi protest commercial featuring Kendall Jenner and the “white washing” scandal that ended with a boycott of the 2016 Academy Awards. Issues like that have a common thread: the blatant refusal to acknowledge the views of an entire generation, which probes the question, ARE MEDIA, ADVERTISERS AND AGENCIES CONNECTING WITH THE MILLENNIAL GENERATION? 5 Millennials have significant purchasing power and, therefore, have been the focal point of media and advertising for quite some time. Yet despite being the generation that most avidly consumes and has more access to media than ever before, Millennials don’t feel their generation and culture are accurately represented. This phenomenon, the emergence of a new generational mindset referred to as the Omnicultural Mindset, has changed expectations of the content generated by media and advertising. Photo by Sam Manns on Unsplash WHAT IS THE OMNICULTURAL MINDSET? It’s a new pattern of understanding, beliefs and behaviors shared by the majority of the Millennial generation. This perspective begins with a disposition open to cultures other than one’s own, but it extends beyond acceptance to a curiosity and desire to incorporate aspects of various cultures into one’s own life. 6 OUR RESEARCH SHOWS THAT 63% OF THE MILLENNIAL GENERATION POSSESSES THE OMNICULTURAL MINDSET 1. ASIAN MILLENNIALS 68% HISPANIC MILLENNIALS 66% BLACK MILLENNIALS 53% WHITE MILLENNIALS 42% When broken down by ethnicity, 66% of Hispanic Millennials, 68% of Asian Millennials, 53% of African-American Millennials and 42% of White Millennials share this mindset, and we believe this pattern will only continue to increase. In fact, 73% of Hispanic Millennials said they wanted to be more open and embrace other cultures within five years; that is a 7% increase from where we are today. 7 8 THE EMERGENCE AND CONTINUED GROWTH OF THE OMNICULTURAL MINDSET CAN BE EXPLAINED BY THREE MAIN FACTORS: DIVERSITY, ACCESS AND TOLERANCE. Millennials are the most diverse generation in U.S. history; 44% of the total population are minorities, and according to projections by the U.S. Census, WHITE CITIZENS WILL BECOME A MINORITY BY 20442. Diversity, an unstoppable force that grows stronger as each generation passes, brings massive waves of curiosity, open-mindedness and pride in our own cultures. 9 MILLENNIALS ARE ALSO A DIGITALLY NATIVE GENERATION. They were either born or raised connected, living in the midst of social media and the fast-paced evolution of technology in handheld devices and streaming media. All of these advances have shaped them into an “all-access generation.” Many tend to see the negative side of this shift, labeling Millennials as self-centered, egotistical and entitled, but this is consistently proven wrong. Through technological advances, Millennials can connect globally with essentially seven billion lives on a daily basis. This exposure makes them more aware and conscious, and unlike previous generations, they don’t share a centralized point of view. They don’t automatically follow societal norms and instead conduct research to form their own opinions. 10 These revolutionary changes, which manifest in a radically new and cohesive mindset across different ethnicities, are not being addressed in an effective way by media and advertising companies. Instead, they tend to stick to the surface when it comes to relevance, often portraying stereotypes or trying to appeal to Millennial Omniculturals only by appealing to one of their cultures. As a result, there is a significant gap between the content produced for Millennials and what they actually want and expect. Hence, the content often falls short of their expectations. To measure this, we created the Media Affinity Index Gap. Our objective was to explore what all those cultural changes mean for the future of advertising and content development. The intention was not to find all the answers to how to move forward, but instead raise the right questions that can help shape the future of our business. Results were pulled from a recent collaborative research study conducted by Richards/Lerma and The University of Texas, Stan Richards School of Advertising & Public Relations. The purpose was to gain a thorough understanding of the unique media perceptions, perspectives and complexities of today’s highly diverse multicultural Millennial groups. The study, “Millennials Deconstructed,” consisted of a nationally representative online sample (n = 1,000) of White, Hispanic, African-American, and Asian Millennials between the ages of 18-34 and an additional Hispanic 35+ reading for comparison. Photo by Alexis Brown on Unsplash 11 IS FACEBOOK THE NEW CNN? MILLENNIALS’ MEDIA CONSUMPTION HABITS Millennials consume and share a lot of content, but their social preferences and activism are not uniform. Photo by Adam Birkett on Unsplash 12 Millennials don’t have a pre-established pattern for consuming content; they consume media on different occasions, depending on mindset and current life situation3. One thing that is clear is that media penetration and content consumption are higher for this group than any previous generation. MILLENNIALS SPEND AN AVERAGE OF 17.8 HOURS A DAY CONSUMING MEDIA 4 . This doesn’t mean they literally spend 18 out of the 24 hours of the day consuming media, but they spend as much by simultaneously reading texts on their phones, browsing Facebook on their tablets and watching TV. This is a significant shift from a time when the only media people could consume were a few TV channels. MILLENNIALS RACK UP 18 HOURS OF MEDIA PER DAY Average time Millennials in the U.S. spend interacting with media per day (hh:mm) Browse Go To The Internet The Movies Social Listen To Networking The Radio Watch Use Email, Text, Live TV Texting Apps Play Talk About Video Games News/Products/Brands Watch Read Print Timeshifted TV Magazines/Newspapers 13 According to data from the Cassandra Report by Noise, 60% of Millennials surveyed asserted that social media is an important source of news and current affairs5. It is important to note that not only do Millennials consume more and more media through nontraditional channels, but this ever-connected generation is also playing a huge part in disseminating content themselves. They are sharing content they like and relate to within their social circles online. Never before has any generation played such an active and seamless role in the creation and dissemination of content and media the way Millennials do today. Because they are content curators and creators themselves, Millennials expect better representation from the channels they engage with. When left unaddressed, the result is frustration. Millennials look at media as beacons, charged with holding not only their superficial/stereotypical representations, but also the values and beliefs that shape their world. 14 This divide is not only seen between Millennials and older generations; cracks exist among Millennials themselves. Omnicultural individuals who identify with a more progressive and global identity tend to place higher expectations on media than their more traditionally minded peers. This is mostly due to their easier adaptation of newer technologies that allow them to further fractionalize and hyper-personalize content according to background, preference and availability. There seems to be a correlation between participation in and proximity to the production of media and satisfaction with what the content reflects. 15 AN INACCURATE REPRESENTATION (AND WHAT THEY ARE EXPECTING) Regardless of their ethnicity or mindset, Millennials feel they are not accurately represented by media or advertisers. Photo by Elevate on Unsplash 16 NEARLY HALF OF THE MILLENNIAL POPULATION (48%) DOESN’T FEEL LIKE THE MEDIA OR ADVERTISING INDUSTRIES ACCURATELY REPRESENT THEIR CULTURE.
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