What’s Important To People During This Time of Uncertainty? Community, Gaming, and More

Many people who took a recent survey say a sense of tribe or community is important right now.

Andrea “Andy” Coville, CEO of public relations firm Brodeur Partners, author, and the guest speaker on today’s PRSA-SV Friday Forum, conveyed findings from a survey of around 2,500 U.S. citizens from Gen Z to Boomers about what’s important to them. 

She offered a few summaries like be authentic and a trusted source of information.

Furthermore when you are posting to social media, Coville added, convey information that people tend to agree upon. For example, no one will complain about a picture of your dog. She also said that sustainability is a smart topic to discuss.

I’ll add that there’s no doubt that a quality PR professional can advise in this regard. By the way I worked with Brodeur when I was in a corporate PR department.

Here are 13 points I found most interesting:

  1. A sense of community is very important. Feeling part of a tribe or community is key.
  2. It’s harder to change people’s perceptions right now.
  3. Society overall cares a lot about kindness, honesty and optimism.
  4. Many are discussing new career directions. It looks like Boomers are the least likely to have done this in 2020 though. People are questioning their values right now.
  5. If you are at a nonprofit and asking people for money, keep in mind that people are preoccupied with saving right now. They are giving, e.g. to colleges, which was the fourth top area of giving.
  6. Mentoring is a good gift to give. People will give you a lot of time right now, e.g. as opposed to 2014.
  7. Reliable information is hard to obtain.
  8. Gen Z folks, e.g. a 20 year old, share opinions and news partially to show that they align with a certain group.
  9. Millennials and Gen Xers share information more as a way to call someone out on a bad opinion.
  10. “Food and drink” is the top consumer category that people are loyal to right now.
  11. People tend to hang out with those who share their views. Why join a tribe or group? Friendship was cited as the top reason by 51%.
  12. Attitudes towards and at businesses have changed. This is happening in a bigger way in government, healthcare, branding and diversity and inclusion.
  13. There’s a rise in gaming among millennials, especially females. This was mentioned several times.

Andy Coville summarized her presentation by saying she looks forward to seeing a return to fun in branding. So do I, Andy. So do I.

Andrea Coville photo: WE Magazine

Community photo credit: Canva

####

Michelle McIntyre who authored this story is a global technology PR consultant, IBM vet and the volunteer media relations lead for the Silicon Valley Monterey Bay Council of Boy Scouts of America which now includes females: They recently celebrated their first female Eagle Scouts. @FromMichelle on Twitter Also follow @prsasv 

A Shocking Statistic about Millennials and Digital Shopping

By Michelle McIntyre

Image

In recent months, business partners and clients have been using the term “Millennials” a lot.

Millennials, also called Generation Y, are young adults who are now around 18 to 34 years old.  They are social. They are mobile. They are a target for those marketing to a group with uber online buying power.

I’ve been wondering why this group of consumers has become so important so I did some research and found one fact that shocked me.

“Hooked on Social Networking” Blogger and mom to two young Millennials, Holly Nielsen said that some have more buying power because they are living at home with their parents longer and therefore have more disposable income because they are not paying rent.

On the other hand, Nielsen says, some have less extra money because they are paying off their student loans. She added that Millennials grew up with social networking and smartphones so they are totally comfortable on-line.

The Chief Marketing Officer Council just published some facts and figures about this category in a story introducing a new initiative called “Turning Social Feeds into Business Leads.”

The description of the program on the council’s website uses the automotive industry as an example.

It says that Millennials are a lucrative target for automobile manufacturers because they make up 40 percent of the total available car buying population, contributing $200 billion to the U.S. economy annually.

It adds that there’s been a massive acceleration of social media usage, with 70 percent of consumers using social media to learn about other customer experiences when making car-buying decisions. Visit this link for more details about this CMO Council initiative.

Lastly, a recent eMarketer story discusses Millennial online buying trends including one that surprised me.

It said that male Millennials were more into mobile shopping than their female counterparts.

I used to think that women beat men in all areas of shopping but it’s just not so.

The report discussed a January 2013 survey of U.S. Internet users and uncovered these facts about male Millennials:

  • They currently earn more* than, and are happier at work, than their female counterparts. 
  • 43% said they typically shop on auction sites, while only 31% of females gave this response
  • 40% said that in a perfect world they would buy everything online while only 33% female said this
  • 24% typically shop and buy using their mobile devices while only 19% of females said they do so

This definitely shows that young men are a hot target for digital marketers.

Feel free to follow the Twitter feeds of people and organizations mentioned in this story including @CMO_Council, @eMarketer, @HollyNielsen, @FromMichelle. 

###

*One part of this is not so surprising. Men have always earned more than women for the same jobs. The ratio is 77 cents to the dollar so that wasn’t overly shocking. By the way, this is unfair and it needs to change.