Decoding Generation Y: A new era of consumer behavior

Decoding Generation Y: A new era of consumer behavior

Portrait of Tobias Göbbel
Senior Partner
Munich Office, Central Europe
+49 160 744-8113

How responsibility of corporations can decide whether a millennial buys a product or not

The global spending power of millennials will soon surpass that of any previous generation. Better understanding their quirks and what sets them apart from their predecessors is a must if you want to connect with this generation of consumers.

Millennials are an ultraconnected generation.
Millennials are an ultraconnected generation.

Our study “Decoding Gen Y. Attract Millennials to your brands. Excite them in your stores” aims to shed light on Generation Y – and help companies and brands better understand the peculiarities of Millennials.

Time to discover the differences

The results show, for example, that in addition to factors such as a broad product range or an attractive price/performance ratio, the responsibility of corporations and brands and specific shopping experiences can also contribute to a millennial – often a synonym for Generation Y – deciding for or against a product, for or against a brand. But: Generation Y in Germany ticks differently to those in the US and those in the US are different to the millennials in China. Even within Generation Y there are big differences – and it’s time to explore them.

Study

Decoding Generation Y: A new era of consumer behavior

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This study sheds new light on millennials – and helps companies and brands to better understand Generation Y.

Published June 2019. Available in
Further reading
Portrait of Tobias Göbbel
Senior Partner
Munich Office, Central Europe
+49 160 744-8113