How Marketers Can Understand Millennials: Dump the Stereotypes

While perusing MediaBistro earlier today (one of my go-to sites that’s always full of useful and helpful information,) I came across an interesting article: First Step For Marketers to Understand Millennials: Dump the Stereotypes. This headline stuck out to me because defaulting to stereotypes can happen so easily when a demo isn’t understood. But it isn’t actually helpful nor is it a smart way to approach marketing. (It’s also not very fair — I remember a time not too long ago when advertisers were struggling how to market to MY generation!)

It’s something all marketers and advertisers are struggling with: how do we reach/speak to millennials? As the New York Times astutely pointed out in a recent article, millennials are “the consumers that will drive the economy in the decades ahead.” So instead of focusing on the tired stereotypes (entitled, lazy, narcissistic), we’ll learn more by researching their lifestyle–and even more important, “how they’re managing the obstacles the face.”

In an effort to learn more about millennials, specifically millennial moms, MtoM conducted a research survey earlier this year. We spoke directly with more than 250 moms between the ages of 18-34 to determine their online and social network behavior. Our findings were very interesting and we now know where to focus our campaigns targeting that demographic. But the learning and researching is ongoing. Their needs and wants change regularly (like most generations!)

In fact, my favorite nugget from the MediaBistro article was this: “Millennials are now the largest demographic and the most educated. They came up at a time when traditional advertising became less and less effective. Among their most popular brands, according to a survey by Teen Vogue and Goldman Sachs are Target and Louis Vuitton, a mix of high and low. They mostly shop online, according to the Times and will splurge on some items even while they actively seek out a bargain.”

Do you have a campaign that focuses on millennials? Download our research below or contact us today for help with your campaign!

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