Wednesday, June 11, 2014
Millennials: Aren’t we the worst?
Millennials are approaching adulthood differently than their parents did. Why? Well, the economy for one—the milestones of adulthood (getting a job, buying a home, getting married, and having kids) just aren’t as feasible for many Millennials given the ramifications of the recession and also the expanding world of choice and options for everything. Brands need to stop waiting for us to “grow up” and fall in line with what past generations have done. A lot of us already have; it just looks different than it did in the past. Brands and marketers need to shift and adapt to this reality, instead of waiting for one that won’t come true. The real challenge in this is figuring out how exactly to do it. Many brands feel that connecting with Millennials is extremely difficult. But, in reality, connecting with Millennials is pretty straightforward. In fact, Patrick Spenner of Forbes Magazine narrowed it down to three key strategies that brands should be kept in mind when engaging Millennials. First, understand and speak to the values that drive us – happiness, passion, diversity, sharing and discovery. Second, understand our realistic lifestyles and experiences and find ways to amplify our reality. And, finally, make sure we feel informed and involved, not just marketed to.(2) By following these three strategies, brands will find more opportunities available to them to gain this generation’s affinity. We are the future of business, and it’s time to not just “engage” us, but to evolve with us and be a part of the future.
If you would like to learn more about Millennials and the research that is available check out some of the videos below!
Millennials: We suck and we’re sorry
TEDxSF: Scott Hess, Millennials: Who they are and why we hate them
FLG Intern Extraordinaire
1. "Millennials: A Portrait of Generation Next." Pew Research Center (n.d.): n. pag. Pew Social Trends. Pew Research Center, 24 Feb. 2010. Web. 4 June 2014.
2. Spenner, Patrick. "Inside the Millennial Mind: The Do's & Don'ts of Marketing to This Powerful Generation." Forbes. CMO Network, 20 Feb. 2014. Web. 4 June 2014.