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Millennials & Nostalgia

Design Concept:

There is a sense of comfort in reconnecting with feelings or experiences that millennial remember fondly. Nostalgia makes people more susceptible to feeling emotional about brands. We want to speak to the inner child that we all have inside but merging the old times with the new ones.

When people look back on the past, they tend to focus only on the good memories – as if they were wearing rose-tinted glasses. Nostalgia is about yearning for the past, for a simpler time, even though it may not have been that simple or happy. It evokes feelings of security, comfort, and trust.

In dealing with Millennials, a generation that's more skeptical than ever of marketing, nostalgia is the ideal way to reference a shared culture whose artifacts can be sold. Millennials may seek a simpler lifestyle.

Nostalgia strikes a chord at retail. Remembering these times gone by brings about a strong emotional reaction with measurable positive benefits, experts said. Emotion-based memories, such as those linked to music or clothing, have been reported to be more deeply ingrained than non-emotion-based memories. Campaigns that reference the past can evoke a relationship, a latent bond that ties childhood to adulthood through products.

Millennial Professionals

Design Concept:

Professional millennials are constantly on the move when it comes to the job market, most of them work full time and since they are not satisfied with the pay, many of them have two jobs. The need for an affordable, convenient, practical and environmentally friendly transportation solution for commuting is imminent.

Millennials will represent 75% of the global workforce by 2025 and currently, 35% of the US workforce are millennials. Millennials are one of the hardest working generations. They tend to be excited about their jobs, and they will work hard and efficiently. Millennials are also commonly described as optimistic about the long-term, but uncertain about the shortterm future, which should also be kept in mind when managing them.

They are qualified professionals, 39% of those aged 25-37 have a bachelor’s degree or higher.Regarding gender, the workforce is made up of both men and women, in fact 72% of female millennials are employed.

Over a quarter of them work 2 or more jobs. The number of weekly working hours is also astonishing for this generation, with 73% working more than 40 hours per week, and almost 25% working more than 50 hours.66% of millennials are employed full-time. Gig economy statistics show that just 24% of millennials have earned some money in this way, while the majority still choose traditional work; two-thirds of millennials are working in a full-time position.

Just 57% of millennials are satisfied with their pay and just 29% of millennials are engaged at work. For both reasons, 21% of millennials have changed jobs within a year. More than a fifth of all millennials in the workforce have switched jobs within 12 months. Half of the millennial workers think they’ll be working for the same company within the next 12 months, while 60% of non-millennials think the same.

Millennials & Cities

Design Concept:

Millennials, with their peculiar practices, behavior and lifestyle, are in search of special environments. The recent economic and financial crisis has deeply affected this generation and its lifestyle. Anyway, they seem to show a strong resiliency: they are increasingly price-sensitive and attentive to shared-economy activities. Millennials, too, of course, are growing older: they begin to form their families and have children. This also entails new needs. The needs of this generation have deeply transformed and are still transforming our cities.

We are facing a multi-level, co-creative and often informally carried out urban planning where residents, tourists, policymakers and other-stakeholders are adapting the urban space to the needs of this generation. Important cities, such as Barcelona, Ottawa, Seattle and San Francisco, are implementing urban and tourist policies oriented to attract the Millennials. This helps to create " smart cities " and friendly tourist environments in an international framework of innovative urban competition.

The ultimate goal is for Hiboy to adapt to this dynamic urban transformation process and become an integral part of each city’s culture.

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