The word “millennial” gets thrown around a lot these days, but what does it really mean to be a millennial? And more importantly, how can businesses appeal to this elusive demographic?
Contrary to popular belief, millennials are not just a bunch of entitled kids who spend all their time on their phones. In fact, millennials are one of the most powerful and influential consumer groups out there. According to Pew Research, in 2019, the number of millennials reached 72.1 million, exceeding that of baby boomers in the United States making them the largest living generation. With that much buying power, it’s no wonder that businesses are scrambling to figure out how to appeal to this demographic.
Here are a few tips on how to build a millennial-friendly brand.
Have a Purpose
First and foremost, your brand needs to have a purpose. Millennials are highly idealistic, and they want to know that the companies they support are making a difference in the world. So, what is your company doing to make a positive impact?
For example, Crayola’s purpose is to unleash the originality in every child. This purpose guides the company to produce products that encourage kids be creative and also to give back to the community through initiatives like their ColorCycle program. Meanwhile, Dove wants to inspire every woman to develop a positive relationship with their body and help achieve their full potential. This purpose is much more inclusive and empowering, which is something that millennials can get behind.
Figure out your brand’s purpose and make sure that comes across loud and clear in your marketing materials
Millennials can spot inauthenticity from a mile away. They value transparency and want to know that the brands they support are being honest with them.
The fashion retailer Everlane, their entire brand is built on authenticity and transparency. They are very open about where their clothes are made and how much it costs to produce them. This level of transparency is something that millennials can appreciate.
On the other hand, Papa John’s founder John Schnatter was ousted as chairman after it was revealed that he used a racial slur on a conference call. This type of behavior goes against the brand’s purpose. Schnatter’s actions have made it difficult for the company to maintain its image as a millennial-friendly brand.
Make sure that your brand is authentic and transparent with millennials.
Build a Community
Millennials crave connection and belonging. They want to be a part of something larger than themselves. So, one way to appeal to millennials is to build a community around your brand.
Apple has one of the best communities for fans of the brand. The company’s retail stores are more than just a place to buy products, they’re also a gathering place for people who share a common interest. The Apple Support Community online also provides a place for users to ask questions, get help and share their experiences. This sense of community makes Apple’s brand more attractive to millennials.
Another great example of a brand with an active community is GoPro. The company creates content that highlights the amazing experiences that their customers have captured with their products. This content helps to create a sense of community and belonging among GoPro users.
Create Quality Content
Finally, you need to focus on creating content that is actually interesting and useful. If you want to capture their attention, you need to produce content that is relevant and valuable, as well as fun and engaging.
BuzzFeed is a prime example of a brand that does content well. The site is full of engaging listicles, quizzes, and videos that are perfect for the millennial attention span. BuzzFeed’s content is also shareable, which helps to amplify the reach of its brand.
Think outside the box and get creative with your content strategy; your efforts will be rewarded.
Many big brands hire a PR marketing company to handle content creation. Hiring a marketing agency is the best way to produce quality content that will resonate with the intended audience. Agency pros have years of experience crafting content that engages and inspires. They know how to produce material that is both relevant and interesting, which is key when trying to reach this tech-savvy demographic.
Millennial consumers are different from the generations before them. They have different priorities, values, and ways of processing information. So, if you want to reach them, you need to market your brand in a way that resonates with them. Keep the following tips in mind, and you’ll be well on your way to building a millennial-friendly brand.