Role of Millennials and their Impact on Reputation Management

Role of Millennials
and their Impact
on Reputation
Management
Pascal Beucler
SVP & Chief Strategy Officer,
Global, MSLGROUP,
Publicis Groupe
PRAXIS 2016
Mumbai
23rd September, 2016

Millennials:
A generation that
matters

Millennials
Connected Socially conscious Tech-savvy
Entrepreneurial Experimental
Confident Progressive Purpose-driven

Millennials are a highly influential force.
Source:
1: Youbrand Inc.
2: Pew Research
And their importance is only skyrocketing.
The largest, most
diverse generation in
the world
More than half the
world’s population is
under the age of 30
More spending
power than any
other Generation
The combined global
spending power of
Millennials in 2015 was
$2.45 trillion1
Will influence the
workforce in the
future
Millennials are expected
to make up 50% of the
global workforce by 20202

John F. Brock,
CEO Coca-Cola Enterprises (CCE)
Millennials are not
just obsessed by
themselves, but
concerned by the
world, and they want
business to do more.

We saw it two
years ago with
our “Millennials
& Business
Citizenship”
worldwide survey
In October and November
2015, we engaged with a
community of 270
Millennials, ahead of the
COP21 in Paris, to
understand their views on
climate change.
The circles indicate the number of responses from these countries.
Yes, Millennials expect more from business.
Particularly on Climate Change.

Millennials show strong emotions
about climate change
"This was based on the 3-month long conversation we’ve had with that community of 270 Millennials on
Instagram and Twitter in the fall of 2015: with the words, images, videos they shared to express their
hopes…but mostly their fears, frustration and anger”
SadPowerlessFrustratedScared Hopeful…

It is almost unimaginable
that governments, businesses,
advocacy groups and other
influentials are still denying or
playing down the necessity
that something fundamental
needs to change in order to
deal with this global issue.
Timen,
28, Netherlands
It’s so easy to do
something – so why on
earth do politicians
and companies have
to make it so hard?
Sara,
24, Denmark
Any company that
supports more sustainable
eating habits for the
world’s population
immediately has
my support.
Allie Johnson,
19, USA
Everybody is responsible for
climate change. We can do
every little thing to change the
situation and we have to!
Companies can push
people and I think we need
leverage this to effect more
people to take action.
Shina,
25, China
[Climate change is the]
greatest threat to civilized
human culture and progress.
On the other hand, it is the
greatest potential for
innovation, collaboration
and the establishment of a
real global community.
Asger,
30, Denmark

Millennials think it is possible to mitigate the effects of
climate change.
65%
Business
79%
Government
52%
Me
25%
Non-profits
66%
People
And they want businesses to play a significant role.
Source: A Chance for Change: The Tipping Point for Sustainable Business

Clearly, Millennials are looking at
the world through a shifting lens.
It’s time for businesses to catch up.
If you’re not where
Millennials expect you to
be, you’re nowhere.

http://i.huffpost.com/gen/1761507/images/o-WARREN-BUFFETT-facebook.jpg
It takes
twenty years to build
a reputation and five
minutes to ruin it. If
you think about that,
you’ll do things
differently.
-Warren Buffet

The New
Boundaries of
Reputation
Management

Corporate & Brand Reputation is under pressure…
What’s the link
between Business
and Reputation?
How should we
address Reputational
issues vs. all
stakeholders?
Why and how is the
digital revolution
changing the
game?
Why is Business
Citizenship necessary
for Reputation
Management?
What’s the value
of Corporate
Reputation?

Reputation is a shield for each and
every aspect of a corporation/brand ecosystem
Protects the
company’s
equity
Strengthens
consumers’
confidence in
the company
Nurtures
key opinion
leaders’
appreciation
Helps recruit
and retain the
best talent
Plays a
growing role
in investors’
eyes
Attracts the
best partners

The evolved Reputation Complex
It’s mainly about
four essential pillars:
Purpose
Social
Openness
Employer
Value
Proposition
Corporate
Citizenship
Reputation
Complex

Purpose
what you stand for,
your raison d'être in the
business but also in
society at large

Corporate
Citizenship
putting your commitment to
society and people
at the heart of your business
strategy, in close resonance
with your purpose

Employer Value
Proposition
the value you create for your
staff, thus for their clients, for
the company and for each of
them individually

Social Openness
Being active on social media,
sharing rich content, creatively
engaging with your
audiences, and thus making
your voice matter

The
Reputation
Complex and
Millennials
Performance is great; performance
with purpose is far better.
It has to be local, actionable projects,
with a measurable impact.
And they want to be involved.
Over 75% of Millennials say that they’re
looking for a company with a clear purpose,
and one which delivers on it.1
Millennials want businesses to be part of the
conversation, be vocal, be committed and
take a stand on pressing global issues
Purpose
Corporate
Citizenship
Employer
Value
Proposition
Social
Openness
Source:
1. The Future of Business Citizenship

To conclude, Millennials strongly impact reputation in
their roles as:
consumers
employees
brand
advocates

Millennials
4/5
believe businesses can
make a significant
impact in addressing
societal issues
Millennials have significantly changed the brand-
consumer dynamic
Millennials
69%
want businesses
to make it easier
for consumers to
get involved in
societal issues
Source: The Future of Business Citizenship
Today, Millennials have a relationship with the brands and corporations that goes beyond
the products and services on offer
Millennials want to know that the organizations and brands they endorse and are loyal
to, have principles that align with their own

Align your brand with a cause. Millennials will
align with you.
Who’s doing it right?
Since its inception, TOMS’ One for One has
attracted millennials from around the world
The shoemaker’s business model caters to
millennials’ desire to be active agents of social
change
How do you know the brand has really resonated
with millennials?
In the USA alone, TOMS stands higher in the
Brand Value Index than Nike.

Millennials
62%
Millennials are looking for more
than just a job
who feel they can talk with
their manager about non-
work-related issues plan to
be with their organization
longer 1
Millennials
77%
say flexible work
hours would make the
workplace
more productive
for people their age 2
Source:
1: Gallup
2: Access Perks
Millennials are pushing for change in the world – and the workplace is an important aspect of it
Everything from the work culture to the employer’s stand on societal issues are key when it comes to choice of
workplace for Millennials
Millennials place more importance than any other generation on a work-life balance

…and: Engage with Millennials the way they engage
with their peers.
How have Millennials responded?
Snapchat Grubhub
Taco bell and Grubhub have both successfully used
Snapchat to hire Millennials
Reaching out to Millennials through a platform they
love and use regularly helps establish a positive
employer reputation in the minds of Millennials

Millennials
as BRAND
ADVOCATES

Millennials place their trust in someone they
can relate to
Millennials
89%
trust recommendations from
friends and family more
than claims by the brand 1
It’s no secret that Millennials don’t respond well to blatant advertising
The tech-savvy Millennial generation trusts influencers on social media when they make
product referrals and reviews
Millennials value authenticity, content and the source over pure product promotion
Millennials
44%
are willing to promote
products or services
through social media in
exchange for rewards 2
Source:
1: Kissmetrics
2: AIMIA

Partner with Millennial influencers. Influencers will
partner with you.
How have Millennials responded?
J Crew collaborated with popular YouTuber
Casey Neistat to promote their new
clothing line
The content blended in seamlessly with
Neistat’s existing storytelling style, making it
authentic and familiar for his fan following

Winning in
the Reputation
Economy

It’s the doing and not the talking
that matters
What and how companies
actually do in terms of driving
change is more meaningful
than why they do it
WHYWHAT >

Micro initiatives will lead
to macro credibility
Broad, philosophical promises
without tangible results lack
credibility with this action-
oriented generation
MACROMICRO >

When the time
comes to talk,
do it right

Move from mass
communication to
one on one
conversation

Go VR, AR,
experiential: create
something they
can be a part of

Collaborate with
them for the
development of a
new product

Reach them
where and how
they feel most
comfortable

Develop content
they will want to
share

Merci!
Pascal Beucler
SVP & Chief Strategy Officer,
Global, MSLGROUP,
Publicis Groupe

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