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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 shows how Ikea, a furniture brand, successfully launched its new catalogue by filming a renowned German literary critic reviewing it.

Case Study

This case study explains how The Sun, the British newspaper, successfully introduced charges for a previously free fantasy football platform by using influencers and social media ads.

Case Study

This case study shows how the Bergen International Festival (FiB), a Norwegian music and theatre festival, reengaged with its audience by rebranding itself.

Case Study

This case study describes how Postobón, the soft drinks company, launched a new musician to then launch a grapefruit soft drink in Colombia.

Case Study

This case study explains how the Danish travel agent Spies Travel used a provocative online film and PR to increase sales.

Case Study

This case study shows how DB Export, a beer brand, increased sales by asking New Zealanders to drink more beer as a way to help produce biofuel and save the environment.
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Article

This event report looks at research into the mobile behaviours of Gen Z in the UK, a group termed 'mobile prodigies'.

Article

This article provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

Article

This infographic is based on research from GlobalWebIndex, created with data from a survey of more than 5,871 consumers from Generation Z - defined here as internet users aged 16–20.

Research Paper

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.

Article

This article explores Johnson & Johnson's 'CIA' – context, impact, action – approach to content, including campaigns using KOLs and Snapchat in Asia.

Article

This article explores the relationship of Asia's millennials to motherhood, and how these new perceptions affect their relationships with brands.
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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 advice from VICE Media, the digital and media publisher, on how brands can create content that engages millennials across digital, social media and television.

  3. 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.

  4. Article

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

  5. Article

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

  6. 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.

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