Who is MCCP?
Founded by Kay McCarthy, in 2008, MCCP is a leading strategic planning, insight and research agency.
MCCP collaborates with both clients directly or with agencies to help find ways to create brand value through strongly-differentiated strategies rooted in real consumer insight.
Kay has a proven record as an experienced Strategic Planning Director in markets in Ireland, Europe, the Middle East and Africa where she developed many award-winning, effective, growth-led campaigns for numerous now successful local and international brands.
MCCP unites strategic planning with creativity across all disciplines including communications, branding and digital.
THE 5 ‘SO WHATS’ WHICH IMPACTED CONSUMERS AND BRANDS THIS WEEK
This week blog post focuses on the fascinating cohort known as millennials, people born between the years 1980-2000. So those aged between 12-32 years.
1. Optimism & focus on the dream Growing up millennials were always told that they could do whatever they wanted, the world was our oyster. Then the recession hit & well, everything changed. Getting a job for the majority became the number one goal without losing focus on the dream job (47%) while 39% are just happy to have a job that pays the bills. Despite this, 70% are overall positive about getting the career/job that they want at some point in their life.
So what?
Millennials’ are aware of the economy and its potential effect on them… yet they still remain largely positive buoyed up by the lack of boundaries and encouraged sense of limitless potential that many of today’s youth experienced when growing up. And now they’re taking it to the working world. A sense of everlasting optimism & self-belief is embedded in the millennial generation & one that has the possibility of being tapped into & harnessed for benefit for all parties concerned. Absolut Vodka Lomography project is a live campaign doing something in this vein.
2. Workplace wonderment
Young people see the workplace as somewhere to strive for self-improvement, but they are also often frustrated by the belief that their own potential and creative endeavours are being overlooked: they crave mentors yet also believe themselves capable of taking on their own bosses as mentees! MTV Europe carried out research on a 600 strong youth panel across Europe & the research gave some interesting insights into millennial mind-set.
So what?
Millennials are a persistent cohort with 76% believing that they can teach older colleagues things. However, despite this perceived petulance 90% believe it’s important to make “failures” into positives brands have an
THE 5 ‘SO WHATS’ WHICH IMPACTED CONSUMERS AND BRANDS THIS WEEK
1. The whole package in one go
IKEA announced that they plan to release a completely new line that integrates smart TV and sound systems with furniture. The ‘Uppleva’ features an entertainment unit built into IKEA’s simplistic shelf designs, bringing better aesthetics and functionality to the living room.
So what?
IKEA have been delivering the complete package for consumers’ for years but this new release is a new movement for the brand – offering a complete unit for the family living room. As consumers spend more time in their homes MCCP has uncovered that home harmony is increasingly important as the family unit becomes the “family unIT” with technology being one of the most popular activities that’ll bring the whole family together. Home Utopia is in full affect as & is a personal redefinition of the home. We’ve replaced the urgency of experiences with a requirement for quality. Time spent at home is an experience that rivals even the best of times out on the town.
2. In the Web & Each Other we Trust
Research was published during the week that uncovered Irish people’s engagement with Irish websites, content & social media. The research uncovers that 51% always find what they are looking for on Irish sites, 49% say Irish sites are opinion leaders; 61% believe sites are trustworthy while 70% said they found the content relevant.
So what?
This changing mind-set has affected behaviours which have led to the creation & following of amateurs. Amateur culture has shifted firmly into the mainstream as we curate, act as connoisseurs, and bring viewers while the media looks on. Get ready to say hello to the rise of ‘socially created icons’.
3. Women Are Generals, are you prepared?
This week MCCP released an excerpt of our MCCP Lighthouse Q1 Report which gives a deep-dive insight into what was affecting the lives