United Digital & Associates handle a wide range of clients and projects. Several projects focus on millennials.
Yes, sometimes Millennial culture can be confusing, misunderstood, event looked down upon. First, we need convince corporate America — and really, all brands and companies — that Millennials are a powerful market force. Not just in buying power, but as serious cultural influencers as well.
Second, once this power is made abundantly clear, our strategy is to help businesses understand how to engage this generation effectively. The teenagers and 20-somethings of today are adept at certain skills and have unique access to information and technology, and are particularly outspoken. These and other factors mean that not involving the millennial generation isn’t just missing out on a potential market, but could in fact be detrimental to the livelihood of your company.
Be In The Loop
No one wants to be told they’re old, even though conventional wisdom is age brings experience. But acknowledging age gaps tend to distance folks from innovation and “the cutting edge.” With the speed at which culture and trends change these days, it can be hard to stay on top of things unless you were, well, “born that way.” While the most generational discourse seems to come between Millennial teens and 20-somethings, it’s Gen Z (40-somethings)that are the first true “digital native” cohort, meaning that they were born into the age of the internet, digital communication, and connected devices. Ultimately, teens these days have access to information and cultural conversations that were hitherto restricted to adults. It’s time that the old guard—corporations, executive leaders, thought leaders, and the like—realize that they’re going to have to listen to Millennials.
As of March 2019, Millennials make up about 25% of the American
population. By 2020, they will make up about 40% of consumers. In terms
of hard dollar numbers, they influence an estimated $600 billion per year
in family spending. That means that today’s teens are uniquely capable
of convincing their families to, well, buy things for them and to support
certain businesses over others. And before you huff and puff about entitled
teens, think about this: these teens have had smartphones since early
grade school; they have been consuming large-scale public discourse AND
advertising and marketing campaigns constantly, all their lives. They have
naturally been exposed to MORE information and products as a market,
and they therefore formulate strong, serious opinions and desires, quickly.
Therefore, you must listen to the teens, test your products and ideas with
them, and make sure your brand is in the loop.
Apps: Purpose, Integration, Simplicity
Another byproduct of practically being born with a smartphone in your
hand (most Millennials say they can’t remember life when they didn’t own one) is extremely early habit formation. Teens have become accustomed to using certain apps to fulfill their core needs —- to do things that are ultimately quite simple, yet quintessential. For instance, Millennails are particularly devout fans of Snapchat, Netflix, and Instagram. They aren’t too fond of Facebook.
According to Millennial reports, Netflix is their main source of entertainment, Snapchat is how they communicate, and Instagram is a tool for developing community. Facebook on the other hand, while it seeks to —- and can -— do each of these things, is simply too encompassing to engross teens and 20-somethings.
When they encounter a new app, they are generally able to decide whether
it’s worth using within a matter of seconds. Literally, seconds. If it fits neatly
in their lives’ routines, is very easy to use, and performs an essential service, it may have a chance. So, it all comes down to purpose, integration, and simplicity. If you’re creating an app or a product, of course you should know your core “why.” For Millennials, that why has to be really simple. Like one-sentence simple. And it must integrate into their daily lives and
routines. Early habit formation means that Snapchat, Netflix, and Instagram are important parts of their lives and identities. If you can’t find a way to facilitate the use of one of these things, or to offer an even more simple solution to one of those core needs, you may have trouble with the Millennials.
We have several clients that successfully deliver results to Millennial audiences based on our strategies.
For more information, contact me directly: Joe@UD-a.com