How can a brand get that coveted millennial nod? It’s all about talking to them in their own language.
“Ever since youth culture became a defined concept, marketers have been using the unique values of youth as an ‘in’ to young consumers,” according to a study from Havas. But in the 1950s and ‘60s, that essentially meant being against authority and the establishment. But that, the study says, is no longer true of the younger generation. Millennials “have less of an interest in rebellion and revolution” and tend more toward problem-solving, the study notes.
They also have a different relationship with their products and the brands that create them, said Norty Cohen, founder and CEO of agency Moosylvania. “This is a group that will adopt brands,” he said. “If you can create a friendship with these consumers, you really take it to the next level. They will go to great lengths to support you.”
