Marketers must try to understand the nuances of the millennial generation

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 16, 2019, 4:53 AM UTC

This article suggests that brands should focus on millennial’s “true nature” instead.

The author highlights that millennials are a “highly nuanced and often divided” generation and include various sub-segments. They’re often stereotyped and caricaturised. Brands must break these down to understand and empathise with the nuances to reveal the “true nature” of this generation.

Middle-income millennials are burdened with debt and aren’t spending like the middle-class of previous generations. Marketers could capture them by lowering entry barriers and providing tiered product levels.

To capture older millennials (who “came of age” in the late 80s and early 90s), brands must promote simplicity and offer “comforting assurances for the future” by leveraging nostalgia. Increasingly, millennial parents are looking to involve their kids in activities that they themselves prefer. With 58% of millennials now being parents, advertisers can engage them by facilitating “win-win scenarios” for them and their children.

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[3 minute read]