How millennials use technology can be a telltale sign of their passions and needs
this group, understanding how to engage with their passions and needs, The Futures Company created a global segmentation based on two unifying millennial traits. The fi rst is the way they use technology
in their lives. Technology is essential for the way millennials engage with the world. What sets them apart is whether they value its functional aspects or the creative connections digital technology allows. The second dimension is the way they
express their identity and the extent to which they prioritise meaning and experi- ences over material pursuits. Looking at millennials through these paradigms highlights four distinct tribes:
Striders These individuals maintain their confi dence and enthusiasm and are still riding the wave of materialism. They’ve 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.
Millennials have come of age alongside growing concerns about obesity and healthcare costs. Health and wellness, and personal responsibility of these, are at the forefront of their awareness
Steppers Consumers in this group are cautious. The economic downturn aff ected 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. They’re tech-mad and always keen to have the latest gadgets and shini- est software. Their world-view is narrow and performance-focused. Green issues simply don’t fl oat their boat – they’re fl ying solo and 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 with the
high pressure on young people to perform and strive for prosperity. This also drives a more-single minded pursuit of technolo- gies that both facilitate and express the achievement of these priorities. In the UK, the story behind Satellites
is diff erent. UK millennials face tough economic times in a previously fl ourishing economy. With a squeeze on jobs and a rising cost of living 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 faster and safer.
Spirits Spirits are poster children of the millen- nial generation. They’re open, connected and socially-conscious, directing their
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