Digital natives include Millennials (Generation Y, 19-36 year olds) and Generation Z (kids under 18 years old), they have grown up with the internet, social media and smart devices. According to several studies, their socializing, education, information gleaning and shopping behaviour differ considerably from that of earlier generations.
Five future trend concepts
In order to better understand their relationship with fragrances, Symrise initiated a primary consumer research on digital natives in four US cities - Atlanta, Los Angeles, Freehold NJ and Yorktown NY. The consumers were introduced to several visualized lifestyle concepts, preferences of the concepts and olfactive associations were determined.
The results of this study led to the creation of five future trend concepts, with olfactive pairings, thus helping Symrise and its customers to understand and successfully address this generation.
“Leading this important initiative was exciting. We explored the young consumers’ preferences across a spectrum of categories. They are a fragrance-savvy, fun, yet responsible generation, interacting with each other in ways, much different from the other generations. We are excited to share the process, findings and fragrances from this platform with our clients,” says Doreen Bucher, Vice President, Marketing, Fine Fragrance & Specialty Bath, North America.
“Thanks to technology, young consumers are recalibrating various dimensions of fragrance consumption – purchase behaviour, moments of use, fragrance preferences and commitment to sustainability. Symrise strives to continually understand the consumption behaviour of this important demographic segment,” concludes Usha Vijay, Vice President, Marketing, Symrise, North America.