8095 Report: A Generation Centered On Action And Reverberation About, And With, Brands
Insights and implications about the generation born between 1980 and 1995 from Edelman 8095.
A staggering 1.7 billion people in the world today are aged between 15 and 30 years of age. This generation encompasses the ‘largest, most diverse, educated and influential shoppers on the planet.’ Yet, when you think about the generation born between 1980 and 1995, we call them “8095-ers”, it often seems that marketers and communication professionals define Millennial as a homogenous ‘youth/student’ group rather than exploring their diversity.
Consider this: the first of this group turned 30 this year, they have mortgages, children and careers. And yes, the use of technology is also a way of life for them. In fact, 65% of global 8095-ers in our study said that they are only to be disconnected for one hour a day, if at all. While technology makes this constant connection possible, it brings with it such a significant amount of background noise. As they build their own filters for this, to sort out what’s important to them, it is important for us to remember that their digital media is only one part of the way in which they learn about, respond to and engage with brands.