Three Key Facts About Millennials

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.

Market insight company The Hartman Group has revealed a few traits to keep in mind when looking to reach this core group of consumers. Here are three of them:

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,” says 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, 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.

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 and some are trying 100% shea butter to help with dry skin and using deodorant or tea tree oil in place of antiperspirants.

Millennials are also more influenced than older consumers by personal or online recommendations and striking packaging. They pay more attention to recommendations from friends and family, says the group.

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, according to Hartman.

More info: www.hartman-group.com