They’re 80 million strong and they’re rapidly taking over.
Millennials, born between 1980 and 1995, are the most attractive — and business-transformative — customers and employees in play today. From cleaning product makers to mobile phone marketers, companies are scrambling to appeal to these young adults. But getting their attention isn’t easy. They’re very willing to spend, but traditional products and marketing approaches that grabbed baby boomers mean little to millennials.
Who are these all-powerful wallet wielders? They were raised by doting parents who told them they were special — and to most of the nation’s businesses, they are. The most tech-savvy population has every gadget imaginable extending from their bodies. They are connected at every moment, while working, eating and streaming content from Netflix or Hulu. They are great multitaskers.
Connect like never before
Millennials are socially connected on Instagram, Facebook, Twitter and Snapchat, constantly and often simultaneously. Tomorrow, they’ll latch onto another social media platform that is only a germ of an idea today. That’s how they get their information and how they stay in touch with the rest of the world. You’re not talking to them on social media? Then you’re not talking to them.
Millennials want to share their point of view and engage in discussions about current events, their families, their ambitions and, yes, the products they like — and don’t like — with others who share their interests and values. They do that best through social media.
They seek and learn about products and services digitally, through Internet searches and favored websites, and seriously consider others’ personal reviews of products and services posted on social networks. Word-of-mouth — or maybe “word of type and click” — is a powerful persuader, because it’s perceived as authentic.
Forget traditional one-way media, like TV and print, because millennials quickly peg them as paid-for and fabricated. If they feel they are being “sold to,” they turn away.
Not self-absorption
But don’t mistake all this digital and social media activity for self-absorption. They are high on social responsibility. They want to do good things for the environment and for themselves — and they put that same responsibility on the brands they purchase. In short, their purchases reflect their values.
The most powerful messages for attracting millennials are your brand message and business purpose. Consider how they appeal to millennials. How is your company “doing good?” For instance, with TOMS Shoes, the message is “buy a pair and give a pair to someone in need.”
Any effort, however, must be perceived as authentic, not some way to get their business. At Yes To, we created the Yes To Movement to encourage consumers to have a more positive outlook by saying “yes” more often. This has engaged new millennial consumers to the Yes To brand, resulting in increased brand engagement and ultimately sales.
But don’t take just my word for it. The best way to reach millennials is to hire them. They know how they think, where they get information and how they will respond.
