Thursday 29 September 2016

Edelman presents Gen Y research at Mumbrella 360

Last week I had the pleasure of presenting at the inaugural Mumbrella 360 Conference, hosted by Australian marketing and media trade website Mumbrella.

The event included presentations from across the marketing and media spectrum and was a mix of keynotes, breakout sessions and interactive sessions.

The session I presented was entitled ‘The four ages of Gen Y’ and was created to break down the stereotypes too often labelled on Gen Y and also to highlight the diverse age range within Gen Y brought about primarily by the fact that the first Gen Ys were born in 1980 and the last 1995.

To bring the session to life I was honoured to moderate a discussion between three bona-fide Gen Ys:

  • Samah Hadid – Samah Hadid is a 23 year old human rights advocate and the former Australian Youth Ambassador to the United Nations. Samah serves as the Youth Representative on the Australian National Commission for UNESCO, Action Partner for Oxfam International’s Youth Partnerships. She is also a member of Amnesty International’s Diversity Steering Committee and a member of the UN Expert Group on Youth.

  • Graham Robertson – Graham Robertson is a passionate travel industry blogger and commentator at ProjectWander. Despite being new to the blogging world, Graham has managed get the attention of the industry through his down to earth take on new technologies and their application within the travel sector.
  • Gillian Last – Gillian Last is a 2nd year uni student studying BA in Communication (Public Communication – Advertising) at the University of Technology Sydney.

Sadly there isn’t a recording of the session that I have access to at the moment, though rest assured it was a lot of fun and generated a lot of discussion and debate amongst the panel and audience.

As part of this post I am pleased to share some global Edelman research on Gen Y titled 8095 that was presented during the session. This research was compiled by Edelman research firm StrategyOne following interviews with 3,100 Gen Ys from across the globe.

You can check out the full presentation via the SlideShare at the bottom of this post, or if you’re after it in snack form simply consume these simple excerpts from the report:

  • World events in their lives include the global recession, 9/11, 2004 Asia tsunami, Japanese Earthquake, Google and the Facebook phenomenon.
  • The average age of the world’s population is 28. The oldest Gen Ys turned 30 last year.
  • 1 in 3 depend on brands to learn about new trends.
  • 1 in 3 say they look for brands to make a positive impact on the world.
  • Half of 8095ers use four or more sources of information to help them make brand purchase decisions. 31 percent use seven or more sources of information.
  • 75 percent of 8095ers say they are disconnected for an hour or less every day.
  • 8 in 10 8095ers have joined a brand sponsored online group. 1 in 4 have joined seven or more brand groups online.
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    Deck presented:

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    What do you think about the research? Why not pop a message for us in the comment box, or drop me a mail at matthew.gain@edelman.com