Millennials find money to buy what they want, especially the millennial influencers who are driving trends. Money is not the object: an experience is.
There is an old belief that drives most brands’ marketing strategies to Millennials: 18-to 24-year-olds don’t have disposable income. The problem is that this forces a brand to run discounts and gimmicks, or to focus on the cheapest entry-level product within the brand.
However, the belief is not true across the board, and it’s especially not true about the group of Millennials who are driving trends. Whether it’s the first million early adapters of a social media platform, the discoverers of a new band, the amplifiers of a new fashion trend, or the drivers of a political cultural movement, Millennial influencers are driving national cultural trends.
Many of these trends start on college campuses, where many Millennial influencers live in high-end apartments and condos. Some live in fraternity and sorority houses that rival hotels in amenities and services, with late-model luxury car brands parked in out front. USA Today even reported that University of Alabama has over $202 million worth of Greek houses being built.
