10 Interesting Millennial Marketing Notes

Ben
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You can’t stroll around the Internet these days without hearing about the impact of Millennials on everything from advertising to zoos. As a Gen-Xer, this gets a little tiresome after a while, but I get it — Millennials are an 80 million-strong swath of 18-to-34-year-old Americans whose purchasing habits, work routines and (eventually) voting patterns will transform the shape of this nation in the years to come.

With that in mind, here are 10 quick notes about the Millennial generation (apologies for stereotyping a massive sociological demographic in advance) to keep in mind as you craft content and campaigns:

Millennial men and women: 10 notes for marketers to remember

  1. Millennials are an ethnically diverse group.
    From NPR: “‘Forty-three percent of millennials are nonwhite,’ says Eileen Patten, a research analyst at the Pew Research Center (and a millennial herself). ‘When we look at older generations — boomers and silents — less than 3 in 10 were nonwhite.'”
  2. Millennials are less interested in fighting the power than fixing the problem.
    “Millennials ‘have less of an interest in rebellion and revolution’ and tend more toward problem-solving,” according to a recent study by Havas.
  3. Millennials respond poorly to low-quality, high-quantity messaging.
    A study by Moosylvania (great name!) CEO Norty Cohen told Ad Week that, in years past,  “marketing was all based on sort of this militaristic approach: Here is your target, blitz them with media. And now what we’re finding is they don’t want to be blitzed.  … The tonality has to be in the zone of what’s on this page making people look good, keeping them entertained. It’s all about this friendship piece.”
  4. Millennials live their digital lives on their phone.
    No big surprise, right? What is a bit more eyebrow-raising is that nearly 20 percent of Millennials access the web on their mobile phone exclusively, according to comScore.
  5. Millennials have fewer hang-ups about sharing with brands.
    From Entrepreneur.com: “According to a study from Mintel, 60 percent of millennials said that they were willing to share details about their personal preferences and habits with advertisers.”Millennials infographic
  6. Millennials are have a social conscience.
    Angelia Davis of GreenvilleOnline.com writes that “The 2014 Millennial Impact report by consulting firm Achieve found that 87 percent of millennials donated to a nonprofit last year, up 4 percent from the 2012 report.”
  7. Millennials, however, don’t see social good and making money as paradoxical.
    As Wharton School of Business Americus Reed explains, “(previous generations felt) a conflict between doing good and making money. This generation, this younger crowd, feels that those two things are not in conflict with each other. It is perfectly OK to do good and to be socially aware, [and] also to pursue business-related activities and profits.”
  8. Millennials think the government should back off.
    Or their “creepy Uncle Sam,” as Evan Feinberg hilariously notes in his Oct. 6 post “Millennials to government: Back off, we’ve got this” on The Hill.com. “A recent poll by the Reason Foundation found that only 5 percent of young Americans support the ban on selling sugary drinks,” Feinberg writes. “The same poll found that Millennials oppose efforts to prohibit trans fats, food trucks, alcohol, and plastic bags in grocery stores.”
  9. Millennials are optimistic and confident about their prospects.
    If you’re wringing your hands over the thought of losing your job because you assume that penury is a legit option, you’re probably not a Millennial. “Nearly two in three millennial employees say they are confident they could find a job matched to their experience and current compensation levels within the next six months, compared with less than half of 35-54 year olds and less than one in four seniors,” MarketWatch reports in a post entitled, humorously enough, “Are Millennials Delusional About Their Job Prospects?”
  10. Millennials are growing up.
    “Millennials are expected to spend $1.6 trillion on home purchases over the next five years,” Diana Olick of CNBC writes. “In fact, 74 percent of millennials surveyed by the institute last summer said they expect to move in the next five years and nearly half of those said they expect to buy, not rent.” That gust of wind that just swept the nation was the sigh of relief of millions of boomerang parents.

What have you, in your experience, learned about the Millennials you work with or market to? Feel free to share your thoughts in the Comments section or tweet us @QuinlanCompany.

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