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Millennials & youth

Millennials (or Generation Y) were born between the early 1980s and late 1990s. They are the first digital-native generation so their media consumption differs from older generations – more online, more mobile, more fragmented, more on-demand. Millennials are also generally seen as favouring purpose-driven or ‘authentic’ brands – though some argue that it is hard to define such a broad age group in such sweeping terms.

Key Reading

Important papers from across the Warc database

This article offers best practice advice about how marketers can engage and impress the elusive Millennial demographic. To ensure an optimal response, brands should try to communicate a more meaningful underlying purpose to their business, be authentic and leverage digital content and social media effectively.
Practical tips, examples and recommended reading on reaching young people aged between 0 and 19.
Viacom research showing how to understand better the lives and needs of millennials.
Five insights brands should use in mobile campaigns for teens, based on research from Orange.
Global research into the media consumption habits of teens, and advice for brands that want to engage.

Case Study

This case study describes how Latin American boyband CNCO used geo-location technology for a mobile campaign in Latin America, Spain and the US, to build excitement and social media buzz around the release of its debut album.

Case Study

This case study describes how the app Spott was launched in Belgium, offering retail inspiration for viewers and increasing the relevance and attractiveness of content.

Case Study

This case study describes how cider brand Orchard Thieves Cider used a multichannel approach to appeal to Millennials to launch into the market in Ireland.

Case Study

This case study describes how Telefonica mobile brand O2 created a new advertising medium to position itself as a digital innovator to get in touch with a young, and digitally savvy, target audience in the German market.

Case Study

This case study describes how ING, a Dutch national bank, re-energised its sponsorship of art and culture in the Netherlands and strengthened its image as an innovative bank, using data and technology to create The Next Rembrandt.

Case Study

This case study describes how Nike, the US sportswear manufacturer, motivated young athletes to visit for their annual "Gear Up Day" that equips people for the upcoming season.
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This article surveys the habits of Generation Z, a cohort that spends an average of 30 hours per week on their smartphones with much higher shopping on mobile than older generations - as well as being aspirational and much more trusting of both people and brands.


This article shows how Honda US employed a wide range of social media strategies to reach Millennials through timely and relevant videos, finding them where they predominantly go to research car purchases.


This event report looks at how brands prepare for technological and cultural change; the BBC, the UK's public broadcaster looks to its audience, while PepsiCo's fruit and veg division looks beyond juice toward health and wellbeing.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.


This event report describes how Ribena, a blackcurrant fruit drink brand, used colouring to reposition itself towards an older demographic in the UK market.


This report explores the online behaviour of students through a survey of 5,198 students - defined as those who responded that their current working status was 'in education'.
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  1. Article

    This annual report by J Walter Thompson Intelligence investigates the trends and emerging consumer behaviours set to shape marketing globally in 2017.

  2. Article

    This article provides marketers with guidance on how to engage Centennials, young people aged between 0 and 19, who already occupy one third of the global population and who have decidedly different attitudes than their predecessors, Millennials.

  3. Article

    This article offers best practice advice about how marketers can engage and impress the elusive Millennial demographic.

  4. Article

    This article summarises Warc's Toolkit 2016, a guide to six key challenges for brands in the coming year.

  5. Article

    This article, taken from the Warc Toolkit 2016 report, looks at the influence of the demographic known as Generation Z (generally defined as those under 18), or Gen Z.

  6. Article

    This article highlights topline trends in young women's approach to fitness and health across the world.

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