The top 5 traits that influence Millennials’ shopping behavior—and that retailers and brands must recognize—are:
- Worldwide Sharing Tribe—Millennials crave meaningful experiences they can share via social media.
- Eat to Be Healthy/Social-Driven Diets—Millennials are health conscious and more willing to follow diets based on their beliefs (like animal welfare).
- Eco(nomic) Consumers—Millennials are driven by ecological values (such as sustainability) but also economic factors (such as price).
- Unstructured Shopping—Millennials’ shopping trips are less planned and often tied to immediate needs or moods.
- Brand Disaffected—Millennials are less brand loyal and more willing to try private brands, particularly those with a good price/quality ratio.
Source: The Next World, Daymon Worldwide, 2016