Millennials Expect Conversation; Over the Sales PitchDecember 5, 2010
The subject of some recent debate in the media, the Millennial generation (Gen Y, to some; “young people aged 12-29,” to others) is seen as one of the most significant consumer groups around as our economy emerges from its recent slump. With new insights about this group emerging every day, Tribune Media Group’s market insights team thought it would be good to set the baseline for what works – and what doesn’t – with this “controversial” audience.
- The parent/Millennial relationship is closer than one might assume. Research conducted for the book “Gen Buy: How Tweens, Teens and Twenty-Somethings are Revolutionizing Retail” shows Millennials view their parental relationship as a “mental safety net.”
- Millennials are among the most enthusiastic shoppers, but are discerning about where they spend their hard-earned cash. Brands that reinforce their worldview, such as those that appeal to a desire to be seen as unique or can be customized to personal tastes, are those poised for greatest success.
- Given the tools to reciprocate a conversation, Millennials have proven to be among the strongest advocates – making it easy to share their good experiences, or being responsive to bad ones, are simple ways to secure the endorsement of an innately influential generation.
Raised completely in the Internet Age, most Millennials have a highly evolved marketing sense. Emboldened by access to technology that lets them live life “on demand,” they often appreciate messages that are delivered on their terms: short, highly digestible and framed in the context of a dialog. If you want your message to impact this audience, expect to hear back and make that two-way communication a way to hone your offering to match their expectations.
Win over this group with your attention to detail, however, and they will sing your praises throughout their networks, both online and IRL*.
(*Millennial-speak for “in real life.”)