What defines a millennial?<\/h2>\n\n\n\n
Most agree that a millennial must be born between 1981 and 1996, but the exact age range slightly varies. <\/p>\n<\/div>\n\n\n\n
What do millennials value?<\/h2>\n\n\n\n
With some in their mid-20s and others entering their 40s, millennials represent one of the most diverse generations when it comes to interests, priorities, and economic status. That said, there are several values that they nearly all share.<\/p>\n\n\n\n
- Transparency<\/li>
- Durable, long-lasting products<\/li>
- Sustainability<\/li>
- Convenience<\/li>
- Personalized shopping<\/li><\/ul><\/div>\n<\/div>\n\n\n\n
Transparency<\/h3>\n\n\n\n
Millennials want to hear from real people with real opinions, not institutions pushing a narrative. When it comes to marketing, millennials prefer to take advice from someone who actually uses the product and believes in its benefits. But brands that use these tactics should be upfront about them so as not to seem deceptive. <\/p>\n\n\n\n
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\u201cThe millennial consumer thinks about transparency and credibility as more top-of-mind brand values than others. Some millennial consumers care about formal authority sources, but many are skeptical as they are aware that some brands pay for those formal authority sources.\u201d<\/em> <\/p>\n\u2014 Katie Spies, founder and CEO at Maev<\/a><\/cite><\/blockquote>\n\n\n\n
Durable, long-lasting products<\/h3>\n\n\n\n
Buyers worldwide are beginning to prioritize purchasing longer-lasting products, and millennials are leading the charge. As a result, 63% of millennial consumers<\/a> say they purchased a well-made, luxury item in 2021 compared to 46% of Gen X and 18% of baby boomers. <\/p>\n\n\n\n
Sustainability<\/h3>\n\n\n\n
Millennials pay more attention to sustainability than any other generation. Roughly 50% of millennials<\/a> say sustainable practices are a must, followed by Gen Z at 38%. This creates an interesting opportunity for retail brands to experiment with resale\u2014an industry expected to double between 2022 and 2025. <\/p>\n\n\n\n
![\"Millennial](\"https:\/\/grin.co\/wp-content\/uploads\/2022\/07\/IM_Millennial_Influencers_2022-Q3-07_featured2.webp\")
<\/figure>\n\n\n\nConvenience<\/h3>\n\n\n\n
Despite a growing emphasis on sustainability, millennials still crave convenience. Roughly 67% say<\/a> they would pay at least $10 for same-day delivery, while 81% claim an unacceptable delivery experience would affect their decision to order from a company in the future. <\/p>\n\n\n\n
Personalized shopping<\/h3>\n\n\n\n
Contrary to popular belief, many people actually don\u2019t mind sharing their data with companies\u2014especially millennials<\/a>. The younger generations are far more likely to give up their data than their older counterparts if it means a company will have a better chance of anticipating their needs. <\/p>\n\n\n\n
Why should brands care about millennials?<\/h2>\n\n\n\n
The largest generation<\/h3>\n\n\n\n
Millennials recently overtook baby boomers<\/a> for the largest share of the U.S. population. <\/p>\n\n\n\n
Here\u2019s the breakdown:<\/p>\n\n\n\n
- Millennials<\/strong> – 73.2 million<\/li>
- Baby boomers <\/strong>– 70.4 million<\/li>
- Gen Z <\/strong>– 67.8 million<\/li>
- Gen X <\/strong>– 65.2 million<\/li>
- Gen A (youngest)<\/strong> – 36.7 million<\/li>
- The silent generation (oldest)<\/strong> – 21.7 million<\/li><\/ul><\/div>\n\n\n\n
A dominant workforce<\/h3>\n\n\n\n
Not only are there more millennials in the U.S. than ever before, but there are also more in the workforce<\/em> than ever before<\/a>. Researchers predict that by 2025, millennials will make up 75% of all working adults<\/a>. <\/p>\n\n\n\n
Most time spent online<\/h3>\n\n\n\n
Millennials spend more time online (7.5 hours per day<\/a>) than any other generation and purchase an average of 15 products from the internet annually. Additionally, most millennials (77%) say they spend time researching products online. <\/p>\n\n\n\n
The most diverse generation<\/h3>\n\n\n\n
Today, more than 44% of millennials<\/a> identify as a minority. This means markers have a chance to market to a variety of people with different backgrounds and experiences. It also means brands should invite as many different voices and perspectives as possible into the strategic process of their marketing campaigns. <\/p>\n\n\n\n
See Also: Diversity & Inclusion With Influencer Marketing<\/a><\/p><\/div>\n\n\n\n
A mix of in-store and online shopping<\/h3>\n\n\n\n
Millennials are the most balanced generation<\/a> when it comes to shopping preferences. A recent survey revealed that 38% of millennials still prefer to shop in-store, 32% would rather shop online, and 30% want a combination. This gives marketers plenty of options when deciding the best way to reach them. <\/p>\n\n\n\n
Millennial online trends to watch out for<\/h2>\n\n\n\n
Social video over streaming video<\/h3>\n\n\n\n
Social video isn\u2019t close to challenging streaming services for viewers yet, but that could soon change. According to Deloitte\u2019s March 2022 Digital Media Trends survey<\/a>, 60% of millennials spend more time with user-generated video than streaming services\u2014more than any other generation. Gen Z is next at 47%, followed by Gen X at 45%. <\/p>\n\n\n\n
Facebook exodus<\/h3>\n\n\n\n
Facebook usage is declining across the board. In fact, the only group seeing meaningful growth on the platform is seniors, who expect to add about 1 million<\/a> new users by the end of the year. <\/p>\n\n\n\n
Alternatively, experts predict about 1 million Facebook users between the ages of 24 and 35 will leave the platform by the end of 2022. And those who stay won’t be nearly as active as they were in the past. <\/p>\n\n\n\n
Pinterest love<\/h3>\n\n\n\n
Roughly 70% of millennials say they use social media as a source for product information, and Pinterest has capitalized<\/a> as well as anyone. The platform recently rolled out several new social commerce features, including augmented reality and an in-app checkout tool. <\/p>\n\n\n\n
Nostalgia<\/h3>\n\n\n\n
You can’t get through half-a-dozen TikToks without running across a 90s challenge. The trend of nostalgia for the 80s and 90s among millennials has thrived in recent years. Now in their 30s and 40s, millennials are embracing the cultural artifacts and iconic elements from their childhoods and teen years. From fashion, music, and toys to television and weird childhood snacks, the decades of their childhood have become a symbol of comfort and a way for millennials to reconnect with their past while expressing individuality. <\/p>\n\n\n\n
See Also: Nostalgia Marketing: How to Leverage the \u2018Good Ol\u2019 Days\u2019 for More Authentic Influencer Campaigns<\/a><\/p><\/div>\n\n\n\n
Buy-now-pay-later (BNPL) options<\/h3>\n\n\n\n
As the demand for higher ticket items rises, many millennials have turned to buy-now-pay-later models. Data shows that roughly 30% of digital buyers will use BNPL as a payment method, with roughly one-third of those buyers being millennials. <\/p>\n\n\n\n
Less time on social media overall<\/h3>\n\n\n\n
Millennials are the most likely to claim they’ve started spending less time<\/a> using social media. As they work to scale back their scrolling, digital marketers must prioritize quick conversions to capitalize on a demographic trying to cut back on screen time. <\/p>\n\n\n\n
How to market to millennials<\/h2>\n\n\n\n
Advertise more than just your products<\/h3>\n\n\n\n
Millennials want to see more than just the latest and greatest product. They also want to hear about your brand and what makes it special. <\/p>\n\n\n\n
As such, companies should take the time to share their brand story and the story of their employees. Doing so will create a human element with which millennials can connect, leading to more long-term relationships.<\/p>\n\n\n\n
Offer an experience<\/h3>\n\n\n\n
Have you ever tried to buy a gift for that person who “doesn’t need any more stuff?” Well, consider that person a millennial. <\/p>\n\n\n\n
As sustainability becomes more popular, brands should consider selling an “experience” rather than a product. For example, an outdoor company might primarily focus on selling its customers the idea of returning to nature and having a good time with friends. Meanwhile, the secondary focus can be offering the products that enable them to do so. <\/p>\n\n\n\n
See Also: How to Use Influencers in Experiential Marketing\n\n<\/a><\/p><\/div>\n\n\n\n
Stand for something<\/h3>\n\n\n\n
A recent study<\/a> found consumers are four to six times more likely to purchase, protect, and champion purpose-driven companies. As the taboo around companies becoming \u201ctoo political\u201d starts to fade, brands can (and should) make their voices heard about where they stand on certain social issues. <\/p>\n\n\n\n
Implement a mix of social media channels<\/h3>\n\n\n\n
According to a report from GWI, millennials regularly use about nine different social media channels<\/a>. Although Instagram and TikTok lead the charge for social commerce, marketers should expand their reach to trending platforms like LinkedIn<\/a> and Pinterest<\/a> to diversify their marketing mix. <\/p>\n\n\n\n
Create video content<\/h3>\n\n\n\n
Nothing inspires purchases for millennials on social media like video content. Without physically holding something, video is by far the best way to learn about a product and discover its capabilities. Live video is a bonus because it gives viewers a chance to ask questions in real-time.<\/p>\n\n\n\n
How millennials view influencer marketing<\/h2>\n\n\n\n
Millennials generally aren’t fans of ads\u2014unless they come from their favorite content creators. In fact, nearly 60%<\/a> say they’re fine with seeing advertisements from influencers they trust when it comes to product recommendations. <\/p>\n\n\n\n
Overall, millennials’ attitudes toward influencers are overwhelmingly positive<\/a>. Roughly 53% say influencers regularly expose them to new and interesting products, while 40% say influencers make them more likely to buy a product. Just 14% of millennials say they don’t interact with influencers at all. <\/p>\n\n\n\n
5 millennial influencers to inspire your influencer marketing efforts<\/h2>\n\n\n\n
1. Kathryn Kellogg<\/a><\/h3>\n\n\n\n
- Baby boomers <\/strong>– 70.4 million<\/li>
- Millennials<\/strong> – 73.2 million<\/li>