George P. Johnson marketing manager Laura Clemesha (pictured below) may well be a Millennial herself but she argues she doesn’t fit any of the stereotypes or cliches that get peddled about her generation…
Millennials really aren’t the impatient, narcissistic and entitled generation that many say we are.
As one myself, I feel like I have a duty to debunk some of these misconceptions to help people understand us better, because if we’re not understood, then how can we be marketed to effectively? And, as the biggest consumer group in the world, marketers really need to be reaching us.
Right, brace yourself for a bit of a rant.
Firstly, we aren’t impatient; we have just become accustomed to things being fast and functional. The Iconic can deliver my new clothes within three hours of placing the order. This is the world we live in and non-Millennials need to keep up with the pace
Secondly, narcissism is a personality disorder, not simply someone who posts photos on social media. And even so, who’s to say that previous generations wouldn’t have done the same if they had the option. I feel like we are being blamed for technology that happens to exist right now.
Thirdly, just because our goals are different to yours doesn’t mean we are entitled. We seek out meaningful work, valuing this over job security and money. We like to feel involved and that we are contributing to something bigger than ourselves because, as you told us when we were young, “the world is our oyster” and we should “reach for the stars”.
So now that’s off my chest and you hopefully understand us a little better, here are my tips for marketing to us:
We respond to authenticity:
User generated content, the digital version of word of mouth marketing, is so effective because Millennials are more likely to trust their friends and networks about a product claim than the actual brand. This is why influencer marketing has taken off. Influencers aren’t celebrities, they are regular people who have built a following around their passion which feels far more authentic. TIP: collaborate with an influencer who aligns with your brand.
We value experiences:
Blame social media but we are a ‘memories over materialism generation’ with three in four Millennials choosing to spend their money on an experience over buying something. Marketers can tap into this by engaging in experiential marketing, particularly as an overwhelming some 78% of Millennials are more inclined to become part of a brand if they have face-to-face interaction with it. This is why more and more we are seeing brands integrating into millennial environments, like festivals, sporting events and malls. TIP: invest in an engaging and shareable public activation.
We like to feel engaged:
We want the opportunity to connect with a brand, 62 per cent of Millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer. Social media should be used to not only talk at us, but to have conversations with us. How do you know what we want if you don’t speak to us? This is a mutually beneficial strategy as you gain valuable insights while making us feel valued in the process. TIP: ask us what we want, we won’t be afraid to tell you.
Millennials have a high level of ethics with more than 50 per cent of Millennials making an effort to buy products from companies that support the causes they care about, in addition to this, 81 per cent expect their favourite companies to make public declarations of their corporate citizenship. This shows the importance of corporate social responsibility (CSR) initiatives and Mexican fast food chain, Zambrero is a company who are dominating this space. Their plate 4 plate initiative means that for every meal sold a meal is donated to someone in need, and they promote this initiative throughout their stores and online platforms. TIP: do something that contributes to the greater good, and promote it.
Millennials aren’t unreachable, you just need to know where to find us. So, stop buying into the stereotypes and telling us how we should behave and start adapting your methods to appeal to us, because at the moment you’re holding us to expectations of a world that no longer exists.
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]