MERCADEO Versión en español
IPG Mediabrands and Initiative present the results of The Reset Generation where Latino markets were included
Cristian Vergara| 17 de septiembre de 2014
Según el informe solo el 28% de los Millennials salió de la recesión sin grandes contratiempos
Initiative recently released an update to the ongoing study on Millennials, group the agency calls The Reset Generation, due to the discontinuity generated by the technology in their lives. This study examines in depth how Millennials are experiencing their life after the recession and how far relate to brands and marketing across multiple regions in the world.In the nearly 10,000 interviews with Millennials over 19 markets, including the participation of several Latin American, was consulted about how this generation is making purchasing decisions and several findings were made. According to the report, the ability to adapt is an essential skill for life for this generation as more than two-thirds of Millennials have come out of the recession with serious economic difficulties. As such, this group shows a significant affinity for those brands that demonstrate the ability to understand the circumstances of their lives. Only 28% of Millennials emerged from recession without major setbacks. Although Colombians have a more optimistic attitude, for example, in crisis levels are higher than the global average.On the other hand, the study concluded that smartphones are the main breaker of the buying cycle; they continue to replace influencers who have traditionally been strong, as the reviews in magazines, vendors and even recommendations from family and friends.
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