Daymon Worldwide Releases “The Next World: How Millennials Will Shape Retail”

PORTO SALVO, Portugal–(BUSINESS WIRE)–#DaymonWorldwide–Global consumer retail leader and private brand pioneer, Daymon
, today released “The
Next World: How Millennials Will Shape Retail
,” a worldwide
Millennials market research study. The research explores the nuances and
values of this generation to gain a better understanding of how they
will shape the future of retail. Conducted in April 2016, the global
research project surveyed more than 7,000 Millennials and Generation
Xers in five continents and 14 countries across the globe.

“By the year 2030, there will be more Millennials than any other
generation, including Baby Boomers, in the United States,” said Daymon
Worldwide Vice President Vasco Brinca. “We have never experienced a
generation like this, in large part because they have grown up with
economic uncertainty, high unemployment, and are always-on digitally. It
is critically important to study this generation and their culture today
to discover the impact they’ll have on the world’s future.”

Daymon Worldwide’s Millennial research assesses Millennials in three
major areas: their attitudes and beliefs, their shopping missions and
consumption behavior, and their perception of brand and private labels.

Impact Findings

Shopping Missions and Consumption Behavior

Millennials are found to be unstructured shoppers that shop frequently
and for a long period of time. When shopping for groceries, Millennials
shopping missions are for immediate needs compared to Gen X who shops in
order to stock up for a few days.

Brand and Private Brand Perception

Millennials are less loyal to and are disaffected by brands compared to
Gen X. Twenty-nine percent of Millennials and 35 percent of Gen X say
they “usually buy the same brand, but will try others on occasion” and
26 percent of Millennials say they are likely to “buy whatever brand
they feel like at the time.”

The study also reveals impactful data around Millennials’ attitudes and
beliefs, their online habits, parenting and family trends, work/life
balance and health and wellness behaviors.

To learn more about “The Next World: How Millennials Will Shape Retail”

About Daymon Worldwide:

Daymon Worldwide provides expert global retail strategies and services
that make the cash register ring. We are global leaders in building
successful private brands, and delivering high-impact experiential
consumer marketing and in-store services. For more information, please


For Daymon Worldwide
Emily Roy, 212-279-3115 x232