Millenials – Tagline goes here 1

Millennials&

Why They’re Important to the BSA

Millenials – Tagline goes here 2

Marketing Intelligence

We have contracted with a world class marketing intelligence company called Forrester. We will leverage Forrester’s breadth and depth of proprietary data and world-class research, data-driven insights, and pulse on best practices to make strategic decisions to move Scouting forward.

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Current Industry-leading secondary market research

Tailored primary

market research

On-going market analyst consultation

Access to proprietary strategic playbooks and best practices

Millenials – Tagline goes here 3

Get to Know The Millennials• Describes those born between 1977 and 1995, ages 18 to 36

• Represent 25% of the US population – 80+ million people

• Many agree it’s the largest generations in history at a time of the greatest change in history

• More likely than any other generation before them to:

– Have more than 250 friends on Facebook

– Take a selfie

– Sleep with ‘one eye open’

– Get a tattoo

– Live with their parents after college

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7 Key Insights on Millennials

One.The most racially

diverse generation in

American History.

Three.Their fluency and comfort with technology distinguish them from previous generations.

Two.The lack of a values

gap between Millennial

parents their children

is very unique

Four.In general, they are

less trusting than

previous generations.

Five.More burdened by

financial hardships than

past generations, but

they’re optimistic about

the future.

Six.Have fewer attachments

to traditional political

and religious institutions

than past generations.

Seven.Singlehood sets them

apart from other

generations.

Millenials – Tagline goes here 4

The most racially diverse

Generation in American HistoryOne.

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The lack of values gap between

Millennial parents and their children is very unique

• Many Millennial parents buy the same

clothes as their kids.

• Commonly, Millennial parents share iTunes

and Spotify playlists with their kids.

• Often, Millennial parents enjoy the same

movies as their kids.

Two.

Millenials – Tagline goes here 6

Their fluency and comfort with technology

distinguishes them from previous generations.Three.

Please indicate how much each statement describes your

attitude towards technology and your lifestyle.Which of the following devices do you personally use

(including any supplied by an employer)?

Millenials – Tagline goes here 7

In general, they’re less trusting

than previous generations.Four.

26%

27%

28%

28%

71%

19%

21%

24%

23%

66%

0% 10% 20% 30% 40% 50% 60% 70% 80%

ADS ON THE RADIO

ADS IN MAGAZINES

ADS IN NEWSPAPERS

ADS ON TV

RECOMMENDATIONS FROM FRIEND AND FAMILY

To what extent do you trust each of the following types of advertising/promotions?

Non-Millennials Millennials (25-34)

Millenials – Tagline goes here 8

More burdened by financial hardships than

Previous generations, but they’re optimistic

about the future

Five.

• Millennials are the first in the modern era to have higher levels of student loan debt, poverty and unemployment, and lower levels of wealth and personal income than their two immediate predecessor generations had at the same age.

• Interestingly, though, 2014 data indicates that more than 80% say they currently have enough money to lead the lives they want or expect to in the future.

Millenials – Tagline goes here 9

Have fewer attachments to traditional

political and religious institutions than past generations.Six.

• 50% of Millennials now describe themselves as political independents and 29% are not affiliated with any religion—numbers that are at or near the highest levels of political and religious disaffiliation recorded for any generation in the last quarter-century.

• Millennials’ mobile tendency shapes their religious and political views.

Millenials – Tagline goes here 10

Singlehood sets them

apart from other generations

• Just 26% of Millennials are married.

• When they were the age that Millennials are now, 36%

of Gen Xers, 48% of Baby Boomers and 65% of the

members of the Silent Generation were married.

Seven.