Free report

The Modern Millennial.

Meet the Modern Millennial: 8 Codes That Drive Their Consumer Behaviour

Millennials are more than a generation—they are a powerful force reshaping industries and consumer behaviour across the globe. Our detailed report uncovers the eight codes that define how millennials live, work, and engage with brands. From how they shop to what values they hold, this report offers invaluable insights for brands ready to thrive in the millennial era.

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Unlock the Future of Consumer Behaviour: Insights and Strategies for Engaging Millennials

Code 1: Work Hard, Live Better
Millennials prioritise a balanced life, where work is flexible, and personal well-being is valued. They expect employers and brands alike to support this lifestyle with offerings that allow them to work smarter, not harder.

Code 2: Everyday Changemakers
This generation doesn’t just want to buy a product—they want to make a difference with every purchase. Millennials expect brands to take action on social justice, sustainability, and ethical practices, rewarding those that align with their values.

Code 3: Equality Champions
Diversity, equity, and inclusion are non-negotiable. Millennials demand brands lead by example and ensure representation in everything from leadership to advertising. Authenticity in this area builds lasting trust.

Code 4: Smart Spenders
Frugality meets purpose with millennials. They are selective with their purchases, opting for value-driven choices that align with their financial goals and ethical considerations. They will switch brands if they find better quality or more affordable options that support their ideals.

Code 5: Brand Besties, Not Loyalists
Traditional brand loyalty is a thing of the past. Millennials want deeper connections with brands that share their beliefs and engage them meaningfully. Their loyalty is earned through transparency, shared values, and engagement—not just rewards programs.

Code 6: Always Online, Always Ahead
As digital natives, millennials expect seamless integration of online and offline experiences. Brands must innovate continuously, from super apps to personalised digital services, to meet millennials where they are—always connected.

Code 7: Craving Meaningful Content
Millennials aren’t interested in superficial marketing. They engage with stories that resonate with their personal experiences and values. Brands that prioritize authentic, thoughtful content over flashy ads will earn their attention and respect.

Code 8: Love a Good Throwback
Nostalgia is a powerful force for millennials, but they want it with a twist. Brands that can blend retro vibes with modern innovation create a winning combination that taps into both sentimentality and forward-thinking trends.