Demographic series: How to make meaningful connections with Millennials.

Having looked at what Gen Z expect from brands in our previous blog, it's now time to turn our attention to another key audience: Millennials.

Although many people still confuse Millennials with Gen Z's and still think of them as being in their early twenties, the generation is steadily maturing. Born between 1981 and 1996, even the youngest Millennials in the demographic have left formal education and are kickstarting their careers. At the upper end, the generation is approaching middle-aged and is likely to already have young families of their own.

You can't just bundle Millennials and Gen Z together. For all the similarities they share, there are tons of differences between them. A word to the wise: have an individual target strategy for each. 

Read on for our top tips on reaching Millennials. 

1. Understand their pain points.

Millennial diversity is one of the biggest reasons they're so difficult to target. Stretching from their mid-20s to late-30s, younger Millennials likely have different stresses and pressure points in their life compared to those at the older end. So, you've got to consider each of their needs and tweak your marketing message to suit them.

One of the main issues affecting many Millennials? Rising house prices. Many have struggled to step onto the housing ladder, leading to the label 'Generation Rent'. Trying to buy homes, raise families, and clear student debt while costs keep rising in the background means saving is a massive part of many Millennial lives.

A huge chunk of Millennials won't pay out for stuff they don't actually need. Because of this, your marketing messages should talk about financial security, responsibility, value for money, and self-reliance. You've got to make them aware that investing in your brand will improve their lives and be worth spending their hard-earned cash on.

Achieving social change is impacting Millennials too. Things like protecting the environment and avoiding professional burnout. You need to show that your brand notices and responds to these challenges at any appropriate moment.

2. Create engaging content.

Millennials don't tend to impulse buy and usually educate themselves before purchasing something. This means you've got to give them lots of info on your products or services to help them make informed decisions.

However, you don't want your communications to be too sales-led; this can lead to a lack of trust in your brand. Instead, create content that naturally introduces them to and makes them want to engage with your brand – informative and educational content such as blogs, e-books, and videos are an easy option. If you provide Millennials with information that helps them learn more about a topic or idea, they're more likely to think positively about your brand and keep coming back for more.

Brands should also consider making the most of Millennials' social savvy nature. Creating shareable social content helps build an online brand presence that Millennials will want to engage with.

Expert and peer reviews are also crucial. Did you know that 73% of Millennials say they're influenced by the opinions of others before making a purchase? If Millennials hear about your brand from a friend or colleague, they're likelier to try or buy from you than if they see your brand through traditional advertising methods.

3. Focus on experiences.

While Gen Z prefers to spend their free time online, Millennials value experiences and spend an average of six days a month participating in activities like live events, eating out and going to the cinema. 50% of all their disposable income is splashed on leisure.

As a result, your marketing strategy should cater to Millennials' desire for stimulation. A whopping 78% of Millennials would rather spend cash on experiences than coveted goods, and 72% want to spend even more on experiences in the next 12 months. To adjust to this, you should focus more on the experiences associated with your brand rather than just the products and services themselves.

Creating engaging experiences helps you to build trust with Millennials. It brings them closer to your brand and makes them more likely to stay loyal. Vans 'House of Vans' event spaces in London, New York, Brooklyn, and Chicago are good examples. They're held in high regard by many communities. From skateboarding to live gigs, these branded spaces are a breeding ground for shared passions like music, film, and extreme sports.

Similarly, and probably something very tricky for Millennials, guests at Desperados 'Epic Parties Imagined by You' series had to hand over their mobile phones in exchange for a beer on entry. Desperados then linked the phones to play synchronized lighting animations in time with the music. Not only did it create an immersive brand experience, but it also did a pretty good job of highlighting the wider issue of people's phone dependency bringing the mood down at social events.

From innovative event spaces to immersive parties – providing a positive experience that consumers can embrace, explore, and share will help to create an emotional connection and put your brand in front of mind.

Make the most of Millennials.

With many brands confusing Millennials and Gen Z, tweaking your strategy to focus on them individually is key. It'll supply a positive customer experience all-round. Adapting and aligning your products and services with Millennials' preferences won't just increase brand engagement, but it'll also teach you more and more about them as time goes on.

To sum up, you need to get under the skin of Millennials' major pressure points so that your messaging resonates with them. You've also got to focus on experiences and create engaging content that sets your brand apart; it'll help you build strong relationships with this key target audience for years to come.

If you're after more info or advice on targeting Millennials or Gen Z, or if you're interested in developing a loyalty and customer experience tailored to your customers, get in touch today.