Ad Advice to Target Millennials
Millennials are a by all means, a different breed of consumer. They have drives, interests, and habits that are distinctly different from the generations that came before them, and marketers today are doing their best to hone in on what makes them tick. Why is it so important for the marketing constituency to target millennials in particular? Consider this: Millennials consist of 80 million individual consumers with a buying power that is estimated to be some $1 trillion dollars a year. That’s a lot of potential profit. There is deep opportunity that resides in this new generation of consumer, and the challenge is learning how to target them most effectively.
Likes & Dislikes
NPR took the time to survey a couple dozen of these millennials to gain some perspective on their personal preferences. The results were an interesting mix that illustrated how they stand apart from the consumers of the past. These millennials self-proclaimed to possess the following features:
- Presenting shiny false exteriors
- Seeking recognition
- Being income-apathetic
- Showing sensitivity to subtleties
- Pursuing truth and information
- Appreciating honesty in marketing
- Showing support for varying sexual orientations and gender identities
When it came to their view on advertising campaigns, they expressed that they disliked:
- Ads that seemed to be trying too hard
- Ads that expressed unreasonable comparisons and associations
- Ads that objectified women
- Ads that use only standardized body compositions
They also expressed an affinity for ads that were socially conscious and charitable. Millennials advised advertisers to find ways to show off their genuine, conscientious, heartfelt, and innovative sides.
Ads With Authenticity
Advertisements these days require more than flashy cars and catchy phrases to grasp the attention of this younger generation. Millennials require a deeper, more thoughtful connection to the brands they support. Meaning, the story behind the ad is just as important as the ad itself. And content helps bring this concept to life. Content that offers the right type of message can help instill a loyalty that lasts. Millennials want to be involved, and brands can leverage this desire by focusing on worthy causes and inviting their audience to participate in their efforts.
Considering the connection millennials want to make with a brand, it should come as no surprise that authenticity and truthfulness top the charts on the preference scale of the millennial consumer. Knowing the product and the company behind it paired with a longstanding positive reputation are important for catching the eye of this generation. Millennials exist with heightened social consciences and also have a drive to be seen as individuals in a heavily populated world. In an ecosphere of advertisements that have long been flashy and superficial, the eye of the millennial is finding resting places elsewhere. Ad types today must be authentic, connected, shareable, and eco-conscious in order to reach this new generation.
Today’s world is full of technological connectivity that has created a sea of information. That makes consistent, tailored, relevant, and trustworthy marketing efforts all the more necessary in order to create a successful strategy that can leverage the buying power of this new generation. Millennials these days want more than an ad; they want a shareable, connected experience.