Empowering Growth, the Green Way, with Apple Mac Products

Apple's target group in Asia Pacific, much like in many other regions, tends to focus on affluent consumers who value premium technology products and are willing to pay a premium for them.

However, 苹果 also targets a broad range of consumers across different demographics, including professionals, students, creatives, and tech enthusiasts. They often emphasize their products' design, performance, and ecosystem integration to appeal to a diverse audience.

Additionally, 苹果 has been making efforts to expand its reach to more price-sensitive segments through initiatives like offering installment plans and trade-in options.

Mac is the Company’s line of personal computers based on its macOS operating system.

Meet the millennials

For the first time in history, many workplaces span six generations: from the?octogenarians?of the Silent Generation who are still working — and in many cases still holding onto key?global leadership roles?— to the teenagers of the emerging Generation Alpha who are eagerly pursuing their first summer jobs and high school internships. In between are the Baby Boomers, Generation X, Generation Y (often called the Millennials), and Generation Z.

Over the last 8 years, millennials have developed from budding youngsters into full blown adults, with the relationships and responsibilities that come with growing up. In 2015, millennials who had started a family were firmly in the minority. Now, aged 27-40, they’re now a big part of the workforce.

Over three-quarters of millennials are in full-time employment, a 32% increase since 2015.

Let's focus on Gen Y(Millennials) for the campaign.

Like most consumers, millennials would typically rather buy products online than in-store. But when we think about online shopping, that often means services like 亚马逊 or eBay , instead of Facebook or Instagram.

Millennials seemingly prefer researching about products through reading. Brands who can nail a balance of informative, but creative, tone will sit well with this generation.

The portrait of Millennials in 2024 is one of complexity, resilience, and transformation.

According to a study by 德勤 , Millennials now prioritize “societal impact, innovation, and employee well-being” above traditional metrics like profit and revenue when choosing companies to support.

Yet, the real story of Millennials in 2024 transcends borders, reaching into markets around the globe, from the tech hubs of India to the bustling streets of Vietnam. Each market reveals a facet of the Millennial identity, shaped by cultural nuances, economic challenges, and technological advancements.

From Pink to Green: The Sustainability Shift

The true color that defines Millennials in 2024 is green—not the hue, but the ethos. Research shows that 73% of Millennials are willing to pay extra for sustainable offerings, a stark contrast to the frivolous spending on trendy items that many assume defines this group.

A Generation of Digital Natives: Beyond Social Media Obsession

While it’s true that Millennials are the first generation of digital natives, the stereotype that they’re obsessed with social media to the detriment of real-world connections misses the mark. Instead, Millennials use technology as a tool to foster community, pursue lifelong learning, and advocate for change.

Social Consciousness: Activism and Advocacy

The narrative that Millennials are disengaged from societal issues has been thoroughly debunked. As digital natives, they have harnessed the power of technology not just for connectivity but as a tool for global activism. From climate change to social justice, Millennials are at the forefront of advocating for change.

The Digital Lifestyle: Beyond Connectivity

This generation leverages technology for personal growth, learning, and environmental sustainability. They are pioneers in the gig economy, embrace remote work, and are avid consumers of digital education platforms. Their digital lifestyle is a blend of productivity, creativity, and a commitment to reducing their carbon footprint, showcasing a generation that uses technology as a means to an end, not an end in itself.

What do they want from brands?

Nothing matters more to a consumer than a brand that’s reliable – all generations say this, and millennials are no different. This means offering support after a purchase too

This feeds into their desire for authentic brands too. It’s just good practice for brands to be upfront about any hidden costs, data collection, or warranty at the time of purchase.

苹果 as a brand is synonyms with Brand Innovation, Emotional Resonance(Reliability). It's brand positioning relies on three fundamental elements: innovation, design, and the customer experience.

Presenting - Green is the New Black: Transforming Tech with 苹果 Mac.

Empower growth sustainably with 苹果 's Mac products, pioneering eco-friendly technology. From energy-efficient designs to recycled materials, each Mac device minimizes environmental impact without compromising performance. With renewable energy powering production and innovative recycling programs, 苹果 leads the way towards a greener future, proving that progress can be both powerful and planet-friendly.

I'm eager to hear your thoughts and feedback!

*Some Insights from GWI on Millennials are based on global data and are not particularly tailored to the APAC audience.

**Ads created are mock up for the purpose of demonstrating the campaign visually.

Source: Kadence, GWI , 德勤