Live from #MediaInsight: Understanding Consumer Behavior, Culture and Generational Nuances

Joseph Kessler, President, THE INTELLIGENCE GROUP walks us through the changing tide of consumer behavior

The generation in which one lives is key to understanding behavior

80% of 2-year olds in the US have access to a mobile device.  What are the implications of this type of access?  In a focus group, kids were trying to “swipe” the pages of a hard copy book  

Change = the new normal

Edward Snowden: how is it that people over the age of 50 see him as a criminal, while younger folks tout him as a hero?  This signals a new type of “climate change” in terms of our behavior

Battle of the sexes has evolved into war of the generations.  Official Comedy video provides guidelines for dealing with Millennials in the workplace.  How could a day possibly start before 10:30AM?  You mean doing your job as asked doesn’t equal an automatic promotion and pay raise?
Understanding the "why" drives new thinking

Generational traits are influenced by six sources:
  • Parenting styles
  • Socio-economic conditions
  • Popular culture
  • Game-changing events
  • Tech advances
  • Shifting social mores

There are 80 to 90 million Millennials in the US today.  They are group oriented, need to be heard and feel special, idealistic, and tech junkies

48% say the new reality is NOT following the traditional path

Young people are driving innovation today, from app development to shaping music (i.e. the 17-year old Lorde) to delivering the comedy that often defines their lives (and certainly their use of YouTube, where comedy is the top category)


Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy

Ben Proctor

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