Marketing to Millennials

Sometimes known as Gen YBorn between 1980 and 2000

Not all the sameBut share certain characteristics

Millennial themes

The Economy

Globalisation

Connectedness

The Economy

Millennial themesAmbitious go-gettersSeek steady careers - push themselves to get ahead.

Women care about projecting a professional image with the right clothes and makeup

Men tend to embody the "frat boy" culture, and are heavily invested in technology, gaming and sports.

“Economic purgatory"Overeducated, underemployed millennials who haven't achieved their career goals typically avoid risk and economize by living with multiple roommates and using coupons.

The one exception is technology, which even low earners consider a necessity.

Globalisation

Millennial themesNostalgiarefuge from the harsh realities of modern life in either their own childhoods or past decades that they never could have experienced themselves.

interested in crafting and DIY projects, and enjoy using modern technology like photo-editing apps to recreate things from bygone times.

Perennial Gap Yearswant to take in everything the world has to offer, but there are two very distinct ways

Millennial "foodies" go out to restaurants that serve exotic cuisine and view dining out as an event.

Others prefer to actually travel and immerse themselves in foreign cultures to truly experience them.

Millennial themes

Connectedness

the first generation to have grown up in a digital world

"Exuberants," active users who take pictures of and blog about everything and are constantly projecting themselves and their experiences out into the world

“Collectors," the 80-plus percent of social media users who passively take in the vicarious experiences of others. .

Brands reaching UK Millennials

Their secret?

Either brands with longevity (back story, meant something to their parents) or online brands.

Authentic: brands that are telling this generation they really care about something.

Something more than making money.

Meaningful brands.

Millennial MothersMillennials (aged up to 34) not only include ‘mums’…

…mums represent nearly half the women in the generation.

Millennial Mothers are a growing and impactful force. With an enormousamount of purchase power and influence, these mums are a combination ofprogress and tradition –

reflecting their being raised by Baby Boomer parents in adigitally immersive world.

Millennial Mothers

Even more online than Gen X

Millennial Mothers

UK Millennial Mums on mobile…

Millennial Mothers

44% admitted buying something for their child after seeing someone in their social media network following a particular brand

64% of millennial mothers made regular purchases using their smartphone or tablet computer.

79% admitted to using social media on their phone on a daily basis

60% shared daily pictures on social media through this method

Millennial Mothers

Not all Millennial Mums are in two-parent families with dual-incomes.

Many Millennial Mums may have difficulty identifying with images of the traditional two-parent family.

‘One World’ storiesof caring / giving /ethical sourcing

Millennial brand stories

Millennial brand stories

Reassuring stories of nostalgia for ‘New Traditionalists’

Millennial brand stories

User-generated picture-sharing for brand engagement

The same rules apply:

Offer a connection between your brand’s meaning and the values of your consumer

The difference:

Their values are not the same as Gen X & Baby Boomers

They want to share and engage

Social media / online / digital is simply a channel to reach – and engage – consumers

But, it is an essential channel for Millennials, and Millennial Mothers

Reaching Millennials