Case Studies

Case Study: Elite Daily

We worked with Elite Daily on a “Millennial Consumer Study“ in order to find out if millennials are brand loyal, their consumer behavior, whether they intend to buy or rent cars and homes, and their media consumption preferences. On October 26th, 2014, 1,300 millennials from Elite Daily’s database of readers and contributors were surveyed on various consumer related topics.

Reference

“Millennial Branding are a group of thorough professionals who have an expansive knowledge of millennials and their behavioral trends. They execute in a timely manner and manage expectations to a key. I thoroughly recommend anyone wanting to work with them, to do so.”

– Luis Navia, Director of Innovation & Culture at Elite Daily


Key findings

  • Fewer than 3% of millennials rank TV news, magazines and books (traditional media sources) as influencing their purchases.
  • The majority of millennials surveyed (77%) agree that the bad economy has impacted their ability to save and spend money, and believe that they won’t get social security at age 66 (62%).
  • 71% of millennials would rather buy than rent a car and 43% are either very or completely likely to purchase a car in the next five years.
  • 59% would rather rent a house than buy one and only one in every four millennials are either very or completely likely to purchase a house in the next five years.
  • 60% said that they are often or always loyal to brands that they currently purchase.

Business results

Mainstream media coverage: The research report was launched on January 20th, 2015 and received coverage in 13 major media outlets, including Entrepreneur Magazine, TIME, Forbes, MainStreet.com, TheStreet.com, MediaPost, The Christian Times, Yahoo! Finance, Fortune, Inc., MarketWatch, CMO.com, and Business Insider.

Case Study: Randstad

We worked with Randstad on the first worldwide study comparing Gen Y and Gen Z workplace expectations in order to understand the upcoming generations and their impact on the world of work. The research gave insight into the work incentives that would best attract these generations, the types of technology they use, their preferred leadership styles and how they evaluate each other.


Reference

“This was our first time partnering with Millennial Branding and we couldn’t be more pleased with the buzz surrounding the first worldwide study comparing Gen Y and Gen Z in terms of workplace expectations. As one of the largest HR services and staffing organizations in the world, we firmly believe in the power behind research to better understand the various needs and preferences of the multiple generations sitting next to one another in the workplace. We look forward to utilizing this information to for many years to come and help guide employers on what is truly needed to attract and retain this up and coming generation.”

- Lesly Cardec, Sr. Director, PR & Content Marketing, Randstad


Key findings

  • Gen Z respondents say they prefer in-person communications with managers (51%), as opposed to emailing (16%) or instant messaging (11%).
  • Only 28% of Gen Z said money would motivate them to work harder and stay with their employer longer, as opposed to 42% of Gen Y.
  • 17% of Gen Z vs. 11% of Gen Y wants to start a business and hire others.

Business results

Mainstream media coverage: The research report was launched on September 3rd, 2013 and received coverage in over 15 media outlets, including CNBC “Closing Bell”, TIME, Business Insider, Inc., Fox Business, AOL Jobs, Human Resource Executive, SHRM, CBS News, The Globe And Mail, Entrepreneur, Forbes, Business News Daily, San Francisco Chronicle,  Marketing Profs, HR Magazine UK, CIO.com, Metro US, and Yahoo! Finance.

Case Study: American Express

We worked with American Express on the “Gen Y Workplace Expectations Study” in order to compare how Gen Y’s and their managers (Gen X and boomers) view workplace success. The research gave insight into what managers are looking for when promoting, generational relationships on social media, how they stereotype each other and more. On March 12th, 2012, Lightspeed Research collected survey responses from 1,000 Gen Y employees (22 to 29 year olds) and 1,000 managers across American companies of all sizes, in various industries.

Reference

“Understanding your millennial workforce will better position companies for success, as this generation represents our future leaders and customers”. American Express has a vested interest in the career advancement and development of our millennial talent because of their capabilities to drive workplace innovation and help move our business forward. This is why we partnered with Dan Schawbel on research for his new book, “Promote Yourself”, which explores how millennials can be primed for career success.

– Valerie Grillo, Chief Diversity Officer at American Express


Key findings

  • Gen Y workers have a positive view of their managers, believing that their managers can offer experience (59%), wisdom (41%), and a willingness to mentor (33%), while managers have an overall negative view of their Gen Y employees. They feel said employees have unrealistic compensation expectations (51%), a poor work ethic (47%), and are easily distracted (46%).
  • 61% of managers and 65% of Gen Y’s believe that soft skills are the most important when promoting.
  • 58% of managers are either very willing or extremely willing in supporting Gen Y’s who want to be intrapreneurs.

Business results

Mainstream media coverage: The research report was launched on September 3rd, 2013 and received coverage in over 50 media outlets, including NBC’s “The Today Show”, The Wall Street Journal,  The Harvard Business Review, TIME, Business Insider, Tech Republic, AllFacebook.com, Inc., Fox Business, LA Times, MainStreet.com, Motley Fool, Human Resource Executive, NextAvenue.org, SHRM, CBS News, Miami Herald, US News, Upstart Business Journal, The Huffington Post, The Globe And Mail, Vault.com, Monster.com, The Daily Beast, BusinessWeek, The Houston Chronicle, Oracle’s “Profit Magazine”, Entrepreneur, Recruiter.com, Switch And Shift, Forbes, Levo League, Hubspot, Pando Daily, Web Strategist, The Guardian, ASTD, Boston Globe, Business News Daily, CMO.com, YPulse.com, Brian Solis’s Blog, ReadWrite.com, Gretchen Rubin’s Blog, Mashable, and Human Capital Online.

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