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BizReport : Advertising archives : April 01, 2015


Brands: Why You Need Millennials

The Millennial demographic is quickly surpassing other demo's on the most wanted chart - not because Millennials have more money, but because they have another kind of power. They are self confident - they know how to move in a digital environment by nature and they are eager to express themselves. They ask brands to be sincere, straightforward, fast in their answers, real and, most importantly relevant to their needs and interests.

by Kristina Knight

Kristina: For quite a few years Boomers have been the 'most important' demographic - what is causing this pendulum swing into Millennial territory?

Anna Cappellini, Head of Strategy, Vizy: They are the generation of influencers. A conversation with a Millennial is a conversation with his huge network. They are not just influencing each-other by sharing their impressions and opinions on social media, but they are also a resourceful adviser for "older generations". They are the first line, and the others, Boomers included, most of the times follow and "count on them" to light up information in this new technological world.

Kristina: What does the Millennial demographic offer brands that other demographics aren't?

Anna: Hope and creativity. They believe in themselves and they believe in cooperation. Because of this attitude towards collaborative create content, they are therefore redefining the possession of the content itself. Thanks to digital cameras, cheap editing software, design programmes, blogging platform...they are the rehashing, remashing, remixing generation.

In the Millennials' global village, work and play have an incredibly subtle distinction... they need to believe in what they do, and enjoy it. Who wouldn't want to engage with them?

Kristina: Are brands doing a good job of engaging Millennials?

Anna: The brands that engage people in a human conversation that is relevant to both sides are doing a great job. "Engaging an audience" today means talking directly to a community. Your content needs to evoke an emotional reaction that evolves with the conversation between the brand and the consumer. This is co-creation.

In a world where everything is sharable, Millennials are always looking for something that is worth sharing. The top 3 Human Motivations for Millennials are Commune, Justice, Authenticity... if you want them by your side, you need to engage and gain their loyalty; and what do they want in return? Experiences, being part of something bigger. Being part of something important. Something that's more important than just money itself.

The biggest mistake some brands are still making is looking for an easy way to make their brand and product "millennial-friendly".






Image via Shutterstock

Tags: millennial demographic, millennial shoppers, millennial trends, Vizy








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  • FLAMANKO

    "...if you want them by your side, you need to engage and gain their loyalty; and what do they want in return? Experiences, being part of something bigger. Being part of something important. Something that's more important than just money itself."

    Could relate to just about any age demographic?





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