Maybe most of your customers are Baby Boomers (born approximately between 1946 – 1964) or Gen Xers (1965 – 1980). But what if they’re on the younger side, and fall into the group known at Gen Y or the Millennials? This describes those born between 1981 and 2000 or so.
Are you appealing to them differently?
Print service providers should be mindful of certain characteristics that define the Millennials, if not to serve them better now, then certainly to prepare for their entry into the workforce within a few years.
These 12 traits in particular should influence how you appeal to this generation:
- They’re digital natives, having grown up in a totally digital environment.
- They’re social animals (and I mean this in a good way). They get most of their information on the internet, and they socialize in the same way.
- They’re also referred to as “Gen C” for Generation C as in Connected. It’s because they always are – by smartphone, mostly.
- According to Pew Research, ¾ of them have created profiles on social networking sites and 1 in 5 have posted a video of themselves online.
- Also according to Pew, they’re on track to become the most educated generation in American history. Fascinating, right?
- In a report called “The Rise of Generation C: Implications for the World of 2020” by Booz & Co., I read that “The proliferation and increasing sophistication of communication, interaction, and collaboration technologies and tools will result in knowledge workers traveling much less frequently. The opportunity to meet face-to-face will be accorded primarily to top management, and business travel will become a valued luxury.”
- Relationship-oriented purchasing is significant. What their friends and peers think about a product, service, event or travel/dining destination is highly valued.
- They crave innovation.
- They display a truly playful mentality.
- Visuals matter more than other types of content.
- In an insightful post by the Boston Consulting Group in January, it reminds us that by 2030, this generation will outnumber Baby Boomers “78 million to 56 million.” And Millennials are defined by the “reciprocity principle,” meaning that they “expect a two-way, mutual relationship with companies and their brands.
- Millennials express their feedback freely, regularly, and always socially – and this means, according to the BCG post, they “also help define the brand.”
Sit back and reflect on just these 12 traits of members of the Millennial generation. How might they influence how you’re marketing to them, and how you’ll serve them as customers?
The bottom line is (or will be): Is your business appealing to Millennials?
© 2014 Margie Dana.