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Are brands too focused on young millennials?


Are brands too focused on young millennials?

In recent months, it has been difficult not to stumble across a few articles trying to analyze what millennials are like and how to reach them. The reasons why these contents were so interesting are varied and all of them important. Millennials are the new great group of consumers and the one that will set the consumption patterns of tomorrow. In addition to these realities, brands must also grapple with other issues when approaching millennial consumers, issues that make all the analysis they can receive and all the research they can do so valuable. china mobile number search do not understand members of the Millennial Generation and are therefore unable to connect with them. Therefore, they need in a way that could be almost desperate, some kind of informative guide to discover their secrets. The importance of millennials is therefore clear and the interest that brands have in them understandable. But has legitimate interest turned into something else? That is to say, have the bridges between interest already been crossed to reach the bubble shore? And, above all and more dramatically, aren’t brands risking their positions by focusing too much on millennials and loosening too many ties when it comes to other demographic groups? The question is tricky and opens the door to debate. As a column in Entrepreneur points out , brands could be going blind when it comes to other age groups and overly focused when it comes to millennials. With this situation other problems are being created and they are forcing the hand too much.


Where are companies failing? The first point, as they point out in the column, is the one that they are ignoring other age groups. The reason for this is obvious: Unless your products are intended directly for a specific generational segment, you should not make a strategy in which only one demographic matters. Sometimes, in fact, the characteristics of a product that are being sold only to millennials could reach many more consumers if a much less limited campaign were carried out. For example, 63% of millennials are interested in the Betting Email List they sell to be eco-friendly and therefore companies create campaigns based on this principle that are directly focused on reaching the millennial consumer. But the truth is that both members of Generation X and baby boomers use that same reality as an element of attraction. ou have lost the rest of the population  nd don’t forget the fact that when you create a campaign focused on a single market niche or when a brand prioritizes some consumers over all others, you may face the fact that you are indirectly creating a terrible problem in your relationship with other consumers. To put it in popular language, other consumers can get mad at your brand. Going after millennials all the time and almost exclusively, can end the position of the brand in front of other population groups.  Is this a mistake? Undoubtedly. Millennials may be the consumers of tomorrow but they are not the only consumers of the present and they are not the only ones who have the will to spend and consume. In fact, baby boomers are a particularly attractive market, as they are at a time in their life when they are willing to look only for their own comforts and in which they have generally achieved some financial stability. Making communication focused on millennials does nothing more than put a brake on reaching these consumers. First, because the interests and codes of communication used by grandchildren and grandparents are vastly different. Second, because these consumers want to receive messages appropriate to them and featuring elements or characters with whom they can connect. According to a recent study , baby boomers prefer to engage with brands that do things they love and that create advertising that speaks to them directly and in a way that they understand. But the truth is that demographic barriers and the errors of always betting on the same type of message intended for these consumers not only have an impact on how members of other generations receive messages, but it can also be harmful within them. millennials. Brands often forget that millennials are not a uniform whole and that it is necessary to understand that within the group itself there are different segments with their own characteristics.

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