Breaking News

Facts About Millennials

April 4, 2013

• Millennials are a demographic group that has been referred to as the darlings and devils of marketers—and just how to influence these masters of customization and self-expression remains a mystery to many firms.

The Hartman Group, however, has revealed several traits to keep in mind when looking to reach this core group of consumers. Here are some of those traits:

• Millennials are brand agnostic. How do you communicate to a generation that has adapted to its environment by learning not to listen? For Millennials, everything is about “real” and “reality,” said Hartman. Raised on technology, Millennials know they can have things when they want them, customizing a lifestyle on their own terms.

• Millennials are seasoned consumers. Overrun with choice, suspicious and non-responsive to traditional advertising, Millennials see brands as their own and their knowledge and information empowers them.

According to Hartman Group, they have a different—less definitive—relationship with brands and products. In general, Millennials care more about brands in categories where there is a significant cost to getting it wrong—think cars, computers.
 

Millennials don’t want to be advertised “to,” they want to be advertised “with,” according to the Hartman Group.
• Millennials tend to follow prevailing trends in personal care. Typical product category use by Millennials does not diverge greatly from other generations—broader fashion trends tend to dictate use of particular products at particular times. According to Hartman, Millennials are showing increased interest in heritage or specialty products and personal care regimens.

For example, some women are experimenting with not washing their hair and replacing their typical shampoo with baking soda and apple cider vinegar once a week. Some are trying 100% shea butter to help with dry skin and using deodorant or tea tree oil in place of antiperspirants, noted the company.

•Millennials don’t want to be advertised “to;” they want to be advertised “with.” How do you communicate with a generation that knows only unbounded choice, finds it challenging to take conventional media seriously, and has adapted to its environment with selective listening?

According to Hartman, there is no one blueprint to help navigate a terrain marked by many voices and a desire for entertainment over information. There is a belief they cannot be “sold” or “convinced” or that there is little need for facts or figures from you as they will seek it elsewhere. Most winning communications simply offer an opportunity for entertainment, whimsy or play.

More info: www.hartman-group.com
blog comments powered by Disqus
  • What's Next for the UK?

    Sarah Boumphrey, Euromonitor International||June 24, 2016
    Euromonitor weighs in on the implications for consumer product companies.

  • Henkel Grabs the Sun

    Henkel Grabs the Sun

    Ian Bell, Euromonitor International||June 24, 2016
    Euromonitor's Ian Bell on the impact the purchase will have on the US detergent industry.

  • To The Max

    To The Max

    Melissa Meisel, Associate Editor||June 20, 2016
    Velvet 59 is on the rise at locations like Ricky’s NYC.

  • Take Notice

    Take Notice

    Melissa Meisel , Associate Editor||June 1, 2016
    Packaging trends revolve around trendy artwork, eco-conscious materials—and portability is a plus too!

  • Virtual Reality

    Virtual Reality

    Christine Esposito, Associate Editor||June 1, 2016
    An update on nature-identical ingredients for cosmetics and personal care products.

  • Shiseido Advances in the US

    Shiseido Advances in the US

    Tom Branna, Editorial Director||June 1, 2016
    New facility in Windsor, NJ demonstrates its dedication to the US and other markets outside Japan.