Millennials, also known as Generation Y or digital natives, are people born between the early 1980s and the late 1990s (to be more exact, Generation Y spans from 1984 to 1996 according to the Harvard Business Review). They are the successors of generation X and precede generation Z.
The expression "generation" should always be taken with a pinch of salt because it does not correspond to a homogeneous class of individuals with the same consumption patterns, the same passions and the same desires. We are trying to define general trends here. They were born during the Internet's infancy, played Tekken 3 on Playstation 1, experienced the dislocation of the USSR, the release of Michael Jackson's album History and the movie Forrest Gump in 1994. It is an ultra-connected generation, rocked by the pop-culture of the 90s. 98% of digital natives in developed countries use their mobile to go online at least once a day. Moreover, their purchases are mainly made on the web. Half of the active population in the world are from this generation. Because of their numbers and their voice on social networks, millennials are forcing brands to reinvent themselves. Knowing their mindset, their expectations and their behavior is essential for companies in order to survive over time, but also for investors who want to keep up with consumer trends. With most of their business years ahead of them, companies that cater to millennials should be better positioned to benefit from their growing purchasing power than their peers. But there's more to these new generations than just their skills in front of a screen. They have different tastes, habits and worldviews that influence their economic behavior and, in particular, the way they consume. Millennials are looking for meaning in a complex world. They want to consume better, seek pleasure, value authenticity and transparency, and attach more importance to novelty. Meaningful, committed brands with distinct personalities and positioning have the advantage. They are also more defiant of speeches and more discerning in their consumption. The companies in this thematic list span a wide range of industries and are expected to generate significant revenue in entertainment, social networking, health, fitness, fashion, food and beverage, travel, leisure, housing and household goods, and next-generation financial services. These companies were selected based on their industry, the percentage of their revenue generated by Generation Y, and the appeal of their favorite brands to digital natives.
