1. Top 10 Trends of 2014
What Millennials Will Be Doing and Thinking This Year
01.30.14

2. Top 10 Trends of 2014
What Millennials Will Be Thinking and Doing This Year
Who was Involved?
Buzz Marketing Group’s Top 10 Trends of
2014 are based on qualitative and
quantitative research conducted with more
than 30,000 buzzSpotters® throughout
2013. Reports mentioned in this trend
briefing are available for download at
www.buzzmg.com/reports.
Composed based on data
from 1.1.2013 – 12.15.2013
3,449 Participants
30,000 Panelists
55% Female
45% Male
Surveys fielded online
Ethnogaphies
Immersion experiences

3. Top 10 Trends of 2014
What Millennials Will Be Thinking and Doing This Year
1
Generation C
We have seen Generation X and
Generation Y; now be prepared to
witness the rise of Generation C.
They are today’s pre-teens, tweens,
and young teenagers, best defined
by their status as digital natives. Why
“C”? Because they’re connected,
conscious, creative consumers, and
curators. This generation will
become a new powerful target
demographic for companies and
marketers.

4. Top 10 Trends of 2014
What Millennials Will Be Thinking and Doing This Year
2
The Mighty Mobile
To ensure that a website is successful
today, it must be fully functional on
mobile devices as well as on
traditional desktop computers and
laptops. Although desktops and
laptops are still being used on a
regular basis, Millennials are spending
increasingly more time on their
smartphones and tablets – especially
when they’re on the go. The majority
of today’s Millennials use their
smartphones and tablets on a day-today basis for Internet usage more
than on their laptops.

5. Top 10 Trends of 2014
What Millennials Will Be Thinking and Doing This Year
3
Upping The Upworthiness
Sites
like
Upworthy
are
becoming
more
and
more
popular
among
Millennials,
because
such
sites
sa:sfy
Genera:on
Y’s
craving
for
meaningful
messages
while
catering
to
the
need
for
interes:ng,
visual
content.
There
is
a
steady
movement
among
Millennials
to
engage
in
sincere
and
serious
discourse
about
important
issues
they
have
encountered.
Since
76%
of
twenty-­‐somethings
are
not
afraid
to
discuss
and
share
their
beliefs,
there
is
a
greater
feeling
of
openness
and
freedom
within
this
genera:on
when
it
comes
to
talking
about
problems
and
solu:ons.

6. Top 10 Trends of 2014
What Millennials Will Be Thinking and Doing This Year
Causeaholics
4
As we’ve pointed out previously, companies
like American Eagle Outfitters and Keds are
on the decline, while companies such as
TOMS and Warby Parker are experiencing
immense success – especially among the
Millennial generation. Consumers are
seeking a true value proposition when they
purchase products; they won't settle for
anything less. Our research shows that 74%
of Millennials are much more likely to
purchase an item if the proceeds go to
charity or if the company employs a buy
one/give one system (such as the system at
Warby Parker). The successful companies
will be the ones that encourage
transparency and allow Millennials to both
give and receive.

7. Top 10 Trends of 2014
What Millennials Will Be Thinking and Doing This Year
5
Tantalizingly Temporary
After hearing stories about leaked photos that
damage reputations and Facebook posts that
damage job opportunities, it is not surprising that
“temporary” media platforms are on the rise.
Snapchat paved the way when it allowed users to
send pictures and messages that would disappear
after an allotted time. Apps like Erodr have
followed up on this trend, and there are definitely
more to come. This rising trend of temporary
media provides users a way to contact friends and
use social media without the fear of future
backlash based on a silly picture or an
inappropriate message. Temporary media also
emphasizes the authenticity of the present rather
than the nostalgia of the past (which is what
Instagram and its faux-vintage filters aim to
provide).

8. Top 10 Trends of 2014
What Millennials Will Be Thinking and Doing This Year
6
Capitalizing on Crowdfunding
Crowdfunding is definitely on the
rise. Although Kickstarter and
IndieGoGo are the most
recognizable names within this
business genre, more than 600 sites
are dedicated to crowdfunding.
Innovative minds and entrepreneurs
from every corner of the world
utilize these sites to cross borders
and raise money for projects that
donors believe to be worthy. This
facilitates funding for projects and
helps individuals to get more
involved in causes that they believe

9. Top 10 Trends of 2014
What Millennials Will Be Thinking and Doing This Year
7
Creative Commerce
The economy has still not fully
bounced back from the recession, so
people are finding other activities
that not only serve as a source of
extra income but also as a creative
outlet. The surging popularity of Etsy
is an example of such focus. People
are using their creative skills to
create beautiful jewelry, clothing, and
even food. Another interesting
example of this trend is the string of
new gluten-free bakeries that have
been started by individuals or
families from their homes.

10. Top 10 Trends of 2014
What Millennials Will Be Thinking and Doing This Year
8
Omnimedia
Omnimedia involves the combination of media
and the utilization of various forms of mass
communication. Brands aren’t just on paper
anymore – they’re branching out across
different platforms and through different
methods. Take a look at Esquire Magazine. It
decided to partner up with NBC Universal and
start a new network, the Esquire Network,
through which it would use its own brand and
cater to the same audience, but through the
new medium of television rather than just
through the magazine. Other companies are
taking similar actions by launching mobile apps,
hosting live events, etc., in order to better cater
to their existing customers and entice new
ones.

11. Top 10 Trends of 2014
What Millennials Will Be Thinking and Doing This Year
9
Creative Native
Today, everyone can make everything
look perfect in pictures. Not only are
we documenting the majority of our
lives and sharing with those around
us, but we are also focusing on
aesthetic quality. We use tools like
Studio Design, PicsArt Photo Studio,
Polamatic, Pic Stitch, and Instagram to
show off details of our lives, ourselves,
and our experiences. The same
creativity is extended to videos, in
which we use tools available at our
fingertips to make creative decisions
about how to record and share the
precious moments of our lives.

12. Top 10 Trends of 2014
What Millennials Will Be Thinking and Doing This Year
10
Brandamonium
This will be a big year for brands. We have seen and will
continue to see a lot of brand comebacks, because many
brands are investing time, effort, and money into
developing the right ideas and reaching the right people.
Over the last couple of years, Gap and Old Navy have
made a huge comeback, and now that they are hiring
former Nike, Calvin Klein, and J Crew staff members to
their creative and merchandising teams, they will
probably continue to revitalize themselves. Such
companies also have a slight advantage in the game
because they can classify themselves as “retro” and tug at
consumers’ heartstrings through their branding.
Brandamonium could also easily hit T-Mobil, which is
working hard to compete with bigger companies,
especially by offering great deals (such as paying
customers' fees for breaking contracts with Verizon and
AT&T) and a new advertising campaign.

13. Contact Us
In Summary...®
Buzz Marketing Group
1515 Market St.
Suite 1810
Philadelphia, PA 19102
215.399.5679
www.buzzmg.com
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