Marketing to the Younger Generation

It’s official – millennials have taken over baby boomers as America’s largest living generation. According to PEW Research Center, as of July 2019, America consisted of 72.1 million millennials. In 2033, this is expected to rise to 74.9 million. Unlike other generations, millennials and Gen Z have grown up with the internet and are children of the digital age. Marketing to them, therefore, differs significantly from marketing to older generations.

Be Responsive

93% of millennials and 98% of Gen Z own smartphones. Responsive design is no longer an option – it’s a necessity if you want to market to the younger generation. If your website and email content aren’t optimized for mobile, don’t expect these consumers to stick around. In order to effectively market to this demographic, make sure videos are either vertical or in square format, and that mobile checkout is easy.

Be Social

The younger generation is connected, and you should be too. Brand presence on social media is especially important. Whether it’s Facebook, Twitter, Instagram, or Snapchat, you should be marketing on it. Brands have to go where the customers are, and the younger generation is on social media.

Social media marketing should go beyond just content marketing. The entire point of them is to be social – engagement is key. 62% of millennials say that they are more likely to become a loyal customer if a brand engages with them on social media.

Influence Them  

84% of millennials say that they don’t trust traditional marketing, but 8 out of 10 consumers make purchases after recommendations by influencers. The younger generation is all about social proof – 73% of millennials admit to always reading reviews before making purchases. When it comes to marketing strategies for this generation, reviews and testimonials are the keys to conversion.

Value their Values

If you want to market to the younger generation, you have to embrace their values. 93% of millennial consumers would buy a product because of cause association. Brands that have clear mission statements and ethics are favored by the younger generation.

Ethical sourcing, fair trade, eco-friendliness – these labels attract consumers, even if they’re more expensive than their counterparts. If you’re planning on marketing to millennials and Gen Z, don’t be the symbol for corporate greed – give back. If nothing else, consider it a USP.

Reward Loyalty

60% of millennials say that they’re brand-loyal and stick to brands they currently purchase from. Additionally, 77% participate in loyalty programs. Thus, reward points, discounts, and free shipping can sway millennials to your brand – one of the most popular examples of this is Sephora, since 80% of their sales come through their Beauty Insider program. Use loyalty programs to bait customers and retain customers.

Market Wisely

The younger generation can tell when you’re being fake – if you’re using slang to impress them, let’s just say that they’re not laughing with you, but rather, at you.

If you’re interested in discussing this more or any other topics on digital marketing, feel free to contact me to keep the conversation going!