wants might be fueled by slow wage growth. According
to the San Francisco Federal Reserve, since 2009 college
graduates’ wages have grown 60% slower than the rest of
NEED FOR USEFULNESS
The need for usefulness and improvement of daily life
often is confused for easy convenience. Because of this,
millennials are quickly stereotyped as lazy for wanting solutions to make life more streamlined. Apps that can provide
fast food delivery and ridesharing are popular not because
millennials are lazy, but because they value apps and services that will improve their daily lives.
Millennials use their smartphones for gaining information more than any other generation before them. When
smartphones aren’t in use, they prefer to use a laptop over
a desktop. Blog articles still reign as the most consumed
piece of digital information. While Facebook is popular, millennials are much more likely to consume and post content
on Twitter than Baby Boomers (70% more likely, according
Connectedness and information accessibility means
millennials are more likely to be cognizant of the current
cultural climate. Almost 75% of millennials believe climate
change is happening, 80% support gay rights, and almost
two-thirds support the Black Lives Matter movement. This
is also evident in their buying habits. Nine in ten Millennials
are more likely to purchase a product if it supports a cause
they believe in (Sustainable Brands). The opposite is also
true - when Uber failed to quickly suspend surge pricing
during the immigration ban protests, the #DeleteUber
movement saw 200,000 accounts deleted. Brands leveraging social awareness in campaigns must be keenly aware of
messaging. As evidenced by the Pepsi misstep, brands not
willing to better understand millennial values will quickly
see themselves facing backlash.
DIVERSITY AND REPRESENTATION
Millennials represent a culturally diverse population
of the company, and expect to be represented positively
in the media they consume. POC (Persons of Color) and
LGBT millennials want to see themselves represented
Do you know an amazing woman?
Want to share her story?
If you have a
story you want
to tell, please
positively and driving the narrative, rather than sidelined to
serve their white counterparts. Advertisers and marketers
should consider underrepresented segments, assessing each
separately to avoid sweeping generalizations. Representation should also be evident in all steps of the creative process. Brands must hire on or consult with diverse creative
teams specializing in those markets to create authentic
messaging that avoids pandering.
Understanding both millennials and the current cultural
climate is paramount when attempting any direct outreach.
Failing to do so can result in negative backlash, which could
permanently damage any brand.
Carly Reeves is the vice president for digital advertising
agency 2930 Creative. Based in Dallas, the agency
specializes in creating insightful content aimed at millennials
and underserved markets.