Marketing to Millennials – Germany – 2020
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Loneliness is a widespread issue
Young adults in Germany spend more time online and are more likely to replace physical interactions with digital updates. Consequences are loneliness and worsening mental health issues among Millennials (b. 1980-99). Brands need to explore how to create events and activities that nurture socialisation and bring people together.
Millennials embrace their individuality
Diversity and individuality is a key characteristic of the Millennial generation and expectations towards brands to showcase their dedication to these values in a genuine way are high.
Millennials take adulting slowly
German Millennials are finding their very own definition of what being an adult means and when to become an adult. Traditional life stages aren't mandatory anymore or are being postponed, which reflects changing social attitudes.
Despite a reputation to the contrary, Mintel research shows that Millennials still aspire to traditional life goals, but need help from brands to achieve them.
Mainga Hachibiti, Research Analyst - Consumer Lifestyles, Germany
WHAT CONSUMERS WANT AND WHY
This report will give you a complete 360-degree view of your market. Rooted in robust proprietary and high-quality third-party data, our local experts then put that data into context and you’ll understand:
What they want. Why they want it.
Who’s winning. How to stay ahead.
Size, segments, shares and forecasts: How it all adds up.
New ideas. New products. New potential.
Where the white space is. How to make it yours.
What’s shaping demand – today and tomorrow.