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MILLENNIALS IN MOTION: MILLENNIAL SEGMENTATION INTRO

We are excited to introduce our second report of 2021-Millennials in Motion | The Millennial Segmentation Report.

As the companion report to our January release, Not Monolithic | The Gen Z Segmentation Report, this study dives into our proprietary Millennial segmentation. Each of the generational cohorts—be it Gen Z or Baby Boomers—have key characteristics and cultures, but are also the sum of their individual identities.


It is clear that there is not just “one” standard Millennial, and Cassandra’s segmentation mirrors their diversity and distinctiveness. Millennials in motion also speaks to the fact that Millennials are not stuck in one static box (along with their side parts and skinny jeans!). but are a dynamic, evolving cohort. Both our Gen Z and Millennial segmentations are available exclusively for Cassandra members, along with all of our studies since 2018.


Cassandra’s Segmentation Can Be Used To:

Inform consumer strategy through an aspirational segmentation that not only addresses attitudes and preferences, but also incorporates who young adults are striving to be based on their passion points, success factors, and desires. This is critical for understanding young audiences who are in the process of establishing their personal identities with an eye toward setting themselves up for future happiness.


Contextualize marketing & messaging by identifying the types of content that each segment prefers, their favorite brands and what makes them relevant, as well as their receptiveness to marketing messages. This dovetails with the detailed portrait of their passions and interests, allowing brands to tailor their engagement with modern young consumers.


Define channel strategy by revealing not only where young people spend their time but also where they are most open to hearing from brands. While there has never been more opportunity to reach young people, businesses can find themselves spread thin as they try to deliver on every channel possible rather than maximizing efforts in the channels that deliver the greatest ROI with their target segments.


Identify optimal need states by identifying when and why consumer segments are motivated to make purchases. Along with spending propensity and attitudes toward money, brands will understand the key factors impacting each segment’s brand loyalty, indicating the ultimate potential value of each segment.