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Millennials want to collect experiences rather than be the accumulators of things


Businesses should know which or how many of the four tribes they’re targeting


riding the wave of materialism. They have been relatively unscathed by the recent economic downturn and are keen for success and all the material status markers that come along with it. Predictably, this segment is more likely to be found in fast-growing emerging markets such as China and India.


Steppers This group is cautious and treading carefully. The economic downturn affected them strongly, leaving them price-conscious and less optimistic about their future. They’re taking things step-by-step, considering each purchase decision with care and trying to choose wisely. This tribe is much more likely to be found in recessionary markets such as Spain and France, where many young people have seen their opportunities narrow in recent years.


Satellites Millennials in this tribe are all about number one for the moment. They are technology-mad and always keen to have the latest gadgets and shiniest software. Their world-view is both narrow and performance-focused. Green issues simply don’t float their boat – they’re


March 2014 © Cybertrek 2014


“FOR MILLENNIALS, HEALTH AND WELLNESS, AND PERSONAL RESPONSIBILITY FOR THESE, ARE AT THE FOREFRONT OF THEIR AWARENESS”


flying solo and tend to have few responsibilities. Our segmentation shows that the Satellite tribe is important in the UK and is also well represented in China. In China, we can explain this by


the high pressure on young people to perform and strive for economic prosperity. This also drives a more single-minded pursuit of the technologies that both facilitate and express the achievement of these priorities. In the UK, the story behind Satellites


is different. UK millennials face tough economic times in a previously prosperous economy. With a squeeze on jobs and rising prices just as they’re coming of age, ‘looking out for myself’ becomes important to a greater number of people, as well as their need for getting things done both faster and safer.


Spirits Spirits are poster children of the millennial generation. They are open,


connected and socially conscious, directing their attention and purchasing power towards the things they’re interested in. They move through different spheres comfortably and are more likely to seek out fluid lifestyles that enable them to succeed in life while also exposing them to a variety of experiences and personal passions. This tribe is important in the Americas – in the US and Brazil in particular. It’s also significant in Europe, where the recent rise in a tempered economic optimism is likely to help the Spirit mindset come more to the forefront.


CONNECTING WITH THE FOUR TRIBES


The four tribes have different needs and aspirations – a ‘one size fits all approach’ will not be enough. However, there are opportunities to appeal to all four, and successful millennial brands have the ability to combine marketing modes that resonate with each segment differently.


Read Health Club Management online at healthclubmanagement.co.uk/digital 41


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