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What brands need to know about millennials and younger consumers


What brands need to know about millennials and younger consumers


What are the young people like? That is the big question that brands and their managers are asking themselves, who have had to face in recent times the difficult process of understanding millennials. Millennials have just entered the market strongly, both as consumers and workers, which means that companies have to be more and more focused on them. In some countries, they are also the first segment by demographic size (not in Europe, where the aging of the population has made this not possible), which makes them even more attractive to companies. In the United States, millennials are already the first group by weight and brands are completely obsessed with them. But understanding young people is not easy: cell phone lookup by name free canada start from a philosophy that is completely different from the one that prevails in the millennial universe. The values ​​that are crucial to millennials are completely different from what their parents and older siblings valued. They expect companies to establish emotional ties, to have values ​​and goals beyond simply getting rich or for their products to be respectful of the environment. The studies on the millennials and on those who will come after the millennials do not stop happening. One of the latest is the one carried out by Turner , one of the cable television firms in the United States, which has analyzed the consumption habits of these consumers at different stages of their lives.


The main of his conclusions is that once you are a millennial, you stay a millennial forever. That is, unlike other demographic groups, who changed their habits at certain times in their lives (for example when they got married or had children), millennials continue to maintain their essence when faced with these changes. Their values ​​remain the same and what they expect from brands remains the same things. If millennials expect to have a wide range of decision-making options and if they want consumption processes to be simple and easy, they will continue to do the same when their life circumstances change. If a millennial is concerned that what they eat is organic, to take a concrete example, that will continue to worry them when they have children. Another of the key elements pointed out by the study on how brands should relate to these consumers is in the very reality of these relationships, in their very nature. What have brands done over the decades to try to reach consumers and convince them of the benefits of their products? Brands have tried to sell and closing a sale is the keyword. The messages were full of Betting Email List to attract consumers, to convince them and to seduce them and the brands were betting on sellers capable of selling anything. This does not work with millennials: if brands want to seduce these consumers, they will have to retire when selling smoke. Millennials do not want to be sold things, but they seek engagement. If brands want to connect with them, they will have to make an effort to talk to them about what interests them. The messages, the study concludes, have to focus on the things that interest them and fit in with their lifestyles. To all this, it must be added that millennials expect these messages to be original and authentic, which makes building them even more complicated. Who comes next Understanding millennials helps to position themselves in front of these new consumers, but, unfortunately for brands, it will not serve to also connect with those who come after them. The younger siblings of millennials, those who are usually known as Generation Z and that the Turner study has dubbed ‘plurals’ (plurals), are another matter and brands will have to approach them in a completely different way. For Turner, those who were born in 1997 and who are completely digital natives, so digital natives that they don’t even know what VHS should be attached to, fall into this bag. The main identity trait of these consumers is that: they have already been fully born in the digital age and are completely connected with it. They do not know what it is to live without the internet and without all the connected devices that we now have. To this is added that in content they are ‘entertainment omnivores’, according to the study, or, what could be the same, they consume a little of everything. Plurals have something in common with millennials: They also expect brands to offer them many options and many possibilities. Information sessions Masters Marketing and Branding UPF-BSM Sign up!
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Tags marketing millennials plural youth teenagers

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