Millennials, most simply defined as the group of people born between 1977 and 1995, are larger as a group than the baby boomers and are set to make up 50% of the work force in the coming years. Other than accounting for one third of the retail spending in the coming 5 years they are also an extremely difficult group to market to.
With millennials, the trick is to engage with them. They have grown up ‘hanging out’ on the internet, using peer reviews as the main source of information on brands, sharing opinions and feelings online, and grown up into a recession with huge education debts. All these factors make them very well informed consumers who keep up with current and future trends. They sell the product for you!
They do not feel the need to create an allegiance with a particular brand. They have a point of view and do not hold back in expressing it; thus, preferring brands who listen to them. They create content for the brands.
It is, therefore, brands that will engage beyond just tweeting to them who will survive in the long run. A sense of purpose and responsibility on the brand’s part will make them more interested in the brand. As a brand you need to add value to their brand experience through loyalty programs and give your consumers a voice – a mode to engage with you. Make them a part of your brand, of your product - of your journey! You have to create a mini cosmos for the millennial to exist in. Do not try to market to the millennial. Market WITH the millennial!
Written By: Meghna Verma Meghna Verma is the Content Manager at Captain Dash. You can reach her on Twitter @M3GV3RMa .