Become in recent years the favorite target of marketing, Millennials are the subject of many clichés: city dwellers, connected, sores, ecologists … The list of stereotypes is long to describe these young people born between 1980 and 1995. It must be said that this Generation has something to interest brands: it represents nearly one in five French people, or more than 12 million consumers. “These are the reservoir of tomorrow’s consumption” recalls Stéphane Petijtean, associate consulting director at GreenFlex. The subsidiary company of Total, which supports companies in the environmental transition, studied the reports of Millennials on sustainable development, based on the study it has carried out every year since 2004 on the French and responsible consumption.
Results? The image of the eco-friendly bobo is shattered. Only one in ten young people regularly frequent an organic store and they are as much to practice sharing as not to practice it, for example. Rather than seeing Millennials as one homogeneous group, GreenFlex identifies six different profiles whose consumption patterns diverge.
Six Millennial Profiles
Millennials “Labels” for example live mainly in big cities, have rather high standards of living and studies. “They are mainly alone in an apartment, go out and spend a lot, but culture and travel are important to them,” explains Stéphane Petitjean. They are the ones, according to GreenFlex, who buy the most sustainable products but they opt for a consumption “trend”. Hence the presence in their shopping bag of products such as organic avocados, fresh smoothies or shea shower foams, according to the fictitious shopping list illustrated by the study.
In the shopping bag “- in organic cotton” slides, for the image, GreenFlex – of the Millennials “Experts”, there are instead nitrite-free ham or ecological household products. These young urbanites and epicureans get information before consuming, consider health a priority and, moreover, 82% find it very important to indicate the presence of risky substances (against 73% for all Millennials) and change their way of life and not just their purchases.