Kids These DaysSubscribe to Insights
Some might call me an old soul, a cynic, or a realist, but I gotta tell you…kids these days. Blame this old soul on my love for dad’s old ’67 GTO, all things Mel Brooks or my general disdain for all things hurried and impolite.
Kids these days need everything immediately and refuse to wait, they downplay “mainstream,” but are fiercely loyal to trends, and they’re glued to anything with a touchscreen. As much as I wish I could ignore the youngsters, they’re a new group that we have to include in our marketing plans.
According to the Boston Consulting Group, “Fifty percent of U.S. Millennials ages 18 to 24 and 38 percent of those ages 25 to 34 agree that brands ‘say something about who I am, my values, and where I fit in.’”
It seems like a no-brainer when attempting to market to millennials — get your ad online, they’ll see it, and then they’ll buy your product.
WRONG! Millennials desire authenticity and interaction. They want to speak their mind and let brands know what they think. Millennials want to create change (they also want to post a picture of their ramen soup on Instagram #noms #culture #hangry #lunchdatewithbae).
Brands need to tap into the millennial’s insatiable desire to over-share. As advertisers we need to give them that opportunity to be a part of that conversation, wherein they perceive themselves as a voice for the brand. The target audience may be females 18-34, but within that there is a completely separate target of females, 18-24 who need their own strategy.
From a public relations perspective, we must create feel-good opportunities for sharing. According to SocialChorus, 95 percent of millennials say that friends are the most credible source of product information, while only six percent consider online advertising to be credible. Once a millennial tries something they like, they will undoubtedly talk about it via social platforms, messaging and face-to-face with friends.
Kids these days are generally more sensitive and have no problem sharing their feelings with the world. It’s our job as brand representatives to give them something positive to react to. If we can do that, they end up being advocates, continuously passing on those good brand vibes.Subscribe to Insights