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Did you know there are more millennials worldwide today than any other generation? In the UK, 2021 figures put millennials at 14.4 million, a 21.5% slice of the population and a powerful market segment (Statista.com). A generation with very different needs and wants than any other generation before. Here at Spring, we’re well-versed in marketing to millennials – after all, a good chunk of our team are millennials. And, as we’ve run plenty of brand campaigns aimed at this market sector, we wanted to share what we know and learned.
What is a millennial?
Yeah, first things first, let’s get this one straight. Also known as Generation Y, Millennials were the first generation to reach adulthood in the new millennium. We were typically born from 1981 – 1996 (when Generation X was dancing around in neon/raving/watching Top of the Pops). Now entering our 30s and 40s, we are establishing our careers and buying houses. Some of us have a student loan or young children; whatever our responsibilities, our buying power outbids other generations, making us currently the most lucrative generation in the market.
Why is marketing to millennials different?
In a word, “technology.” We’ve grown up in an era of online shopping, social media (‘TheFacebook’ launched in 2004), and rapid change. We are experts at staying connected through smartphones, tablets, and other mobile devices. As a result, we’re recognised as being highly educated (nice), super slick regarding anything tech (always helping our parents out), deal-conscious, and pretty good at researching.
What works for a millennial?
- Mobile-friendly online content: 62% of us search from a handheld device, and a whopping 80% of Gen Z are doing the same; this trend isn’t going anywhere. (Blog.Hubspot.com)
- Video: 54% of us check YouTube daily; yep, we know! Surprising. (Freshworks.com)
- Convenience: we love it! And we love a deal, invariably plumping for value-based decisions over brand loyalty (although we do have a social conscience – see below, and we do our research before parting with our cash; that’s an important one).
- An experience: we love an experience—travel, meals, and anything focusing on emotional connections. We love building long-term relationships.
- Third-party endorsement: Influencers have significant power over shaping our purchasing decisions, enlisting more trust than the brands themselves. Likewise, we’re hot on product reviews and ratings, and the majority of us will research before buying.
- Sustainability: 63% of us expect our employer to contribute to a social cause, too (Spring contributes to EOCA). To throw another stat at you, globally, the majority of us are willing to pay more for sustainable brands (KPMG)
- Facebook and Instagram over TikTok: We love a bit of social media, and 94% of us use it (Statista). We prefer Facebook, with 87% of us using it vs 36% of Gen Z (WifiTalents). Instagram comes a close second, and TikTok sits at 49% (although personally, I've just got into TikTok and now I'm an avid follower so this is moving all the time). (eMarketer). Instagram is popular because of its focus on visuals, which is why we at Spring often use it when working with influencers. It’s also an excellent platform for user-generated content.
- Direct mail campaigns are super popular. A cuppa and a beautifully curated booklet on the latest AW24/25 collection, what’s not to like?
- Email is the most preferred channel, and we’re not alone. All demographics prefer to receive brand communications via email.
- WhatsApp is one of our favourites, and millennials account for a whopping 54% of its entire user base (FinancesOnline). Here at Spring, we successfully created a WhatsApp platform for Elliot Brown Watches’ Ambassadors, a place for them to connect and form relationships. The result was a positive connection to the brand and an invested bunch of ambassadors and influencers willing to go the extra mile for the Elliot Brown family.
What to avoid
While speed, efficiency, cost, and authenticity rank high, the following rank low:
- Traditional advertising: with 1 in 10 millennials using ad blockers, it’s no surprise that 84% of us don’t trust traditional advertising (Sam Crocker, impact.com).
- Flashy ads and big promises: we’re just not interested. We want to connect with brands—we want social insight, to see the responsibility, and to connect on a more personal level.
- Greenwashing won’t wash: Almost a third of us will research whether a company’s claims match its sustainability certifications before we buy.
And to sum up like a millennial (i.e., short and punchy!):
- It’s about authenticity and personalisation
- Influencer marketing can deliver fantastic results
- Use PR for third-party endorsements and independent reviews
- Lever social media platforms, especially WhatsApp and Facebook
- Use videos in your marketing
- Build emotional relationships, meet your audience
- Shout about your sustainable credentials