Bexy Cameron, head of insight at Amplify, said the agency has become a bit of a go-to for the millennial market, due to the work it has done for clients including Converse, Red Bull and Innocent.
However the agency believed there was a gap in the market in research when it came to millennials, with seemingly several stereotypes, so it wanted to find out the nuances behind the behaviour patterns.
It interviewed 2,506 people aged 13-25 as well as nine key influencers, and gained some surprising feedback. Among its key statistics were that 44% said success equalled happiness.
"We felt that one of the reasons that might have come to be was technology, said Cameron. "Young people are also scaling back a lot of what they expect from life to try and find a balance, looking at better friendship groups and connections with their peers."
Another key take out from the research was the dissolution of tradition. "The younger the people we spoke to, the more open they were to the sharing culture, for example Airbnb and Borrowmydoggy," she said.
And while some millennials could be seen as a self-curated brand themselves, 36% want brands to talk to them about their lifestyle.
Cameron added that although young people may have strong opinions and values, they don’t feel they have power when it comes to politics, she explains. "Where they do feel they have power is with brands. Therefore it is a delicate line for brands to walk when it comes to communicating with this generation," added Cameron.
"What we also have is the death of brand loyalty," she says. "Forty-two per cent would try a new brand through a discount and promotion."
On the subject of technology, Cameron questioned whether is was a force for good or evil. "I feel there is a job to be done on how we view technology. It can be a portal to creativity for example." Those interviewed also felt they were more tolerant than generations before them due to their exposure to people from all walks of life and persuasions from all over the planet, through technology.
One thing from the research was certain: "This generation is evolving, and evolving fast," she said.
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