Mindset of the New Millennial
What brands are doing all of the above effectively? Here’s a list of the Top 10 “Most Beloved “ Brands in 2015 as rated by Millennial consumers, according to a report / survey done by Moosylvania, a digital agency studying the Millennial generation.
- Coca Cola
These brands cater to the some of the top values I mentioned earlier: fitness, technology for connectedness and self-expression, and minimalism/price sensitivity. Below is a list of traits from associated with the above brands that are part of what matters most to Millennials, and thus got them Top 15 rankings:
- High-quality products (matters most to 75 percent)
- Fits personality (matters most to 61 percent)
- Engages in social responsibility (matters most to 53 percent)
- Shares similar interests (matters most to 39 percent)
- Says important things (matters most to 31 percent)
Scroll back up and its clear to see that these “Matters Most” traits are right in line with the values and attributes research tells us matter most. When it comes to personality attributes, it's not hard to see how many of these Top 10 brands are coming out with energetic, fast-paced and inspiring social media, digital and even TV (the old-fashioned method) advertising campaigns.
Takeaway: Pay attention to the needs of your younger consumers and don’t stop. Stay engaged with them to find out what inspires them, drives them, and what makes them smile, laugh and get out of bed in the morning. What do they value socially, politically, environmentally and so on. Then spark meaningful dialogue, integrate appropriate themes in your marketing materials, customer experiences and put your actions behind your words. Support causes, communities and customers in ways that don’t just get attention, but speak to your Millennial customers that yes, you are “Just like Me.”
Jeanette McMurtry is a psychology-based marketing expert providing strategy, campaign development, and sales and marketing training to brands in all industries on how to achieve psychological relevance for all aspects of a customer's experience. She is the author of the recently released edition of “Marketing for Dummies” (Fifth Edition, Wiley) and “Big Business Marketing for Small Business Budgets” (McGraw Hill). She is a popular and engaging keynote speaker and workshop instructor on marketing psychology worldwide. Her blog will share insights and tactics for engaging B2B and B2C purchasers' unconscious minds which drive 90 percent of our thoughts, attitudes and behavior, and provide actionable and affordable tips for upping sales and ROI through emotional selling propositions. Her blog will share insights and tactics for engaging consumers' unconscious minds, which drive 90 percent of our thoughts and purchasing attitudes and behavior. She'll explore how color, images and social influences like scarcity, peer pressure and even religion affect consumers' interest in engaging with your brand, your message and buying from you. Reach her at Jeanette@e4marketingco.com.