It’s truthful to say that millennials have had a little bit of a glow up in recent times. Now of their ‘adulting’ period, they’ve severely outgrown the unfavorable stereotypes of being snowflakes and serial renters. In actual fact, many at the moment are managers, dad and mom, and owners.
As they strategy their 40s, we’re taking a deep dive into the traits of millennials to know what makes them distinctive, and supply perception into how one can rating a direct hit with them.
Who’re millennials?
Earlier than we get into it, let’s take it from the highest. Who precisely are we speaking about once we say millennials? Let’s clarify. Millennials are the technology born between the early Nineteen Eighties to the mid Nineteen Nineties, sandwiched between Gen X and Gen Z. They’re at the moment aged between 27-40.
Prime traits of millennials
- They’re influential within the office
- They’re assured with expertise
- They’re cautious about their private information
- They’re quietly optimistic concerning the atmosphere
- They’ve avid savers
- They like to journey
- They’re nostalgic
- They’re aggressive
- They’re obsessive about podcasts
1. They’re influential within the office
In relation to millennials within the office, it’s protected to say they’ve earned their stripes. There are extra millennials within the office than ever earlier than; 79% are in full-time employment, up 32% since 2015.
Over 1 in 4 millennials are in administration roles.
So what does this imply for companies? As a consequence of their newfound seniority, constructing connections with millennials is vital for B2B manufacturers seeking to win new enterprise. 37% of millennials who work full time are choice makers of their position, so if you wish to get onside, it pays to know millennials.
2. They’re assured with expertise
Millennials stand out from different generations for being assured utilizing new expertise. 46% of millennials say this, greater than some other technology, even Gen Z, who’ve by no means identified a world with out it.
This confidence extends to AI with 45% of millennials saying they’re enthusiastic about it. Somewhat than seeing it as a possible risk, they’re optimistic about how it may be used for good, particularly within the office. They’re truly 12% extra probably than common to imagine it’ll permit workers to avoid wasting time on duties.
3. They’re cautious about their private information
Whereas they could be assured with new expertise, the identical can’t be mentioned with regards to their private information. 30% of millennials say they’re frightened about how firms use their private information on-line, highlighting a necessity for larger transparency from manufacturers in the event that they need to win over this technology.
Curiously, millennials are much less frightened about how their authorities tracks them on-line (solely 19% say this), which can counsel they’re extra involved with their private information falling into the unsuitable palms and scams that might damage them financially.
4. They’re quietly optimistic concerning the atmosphere
General, millennials care concerning the atmosphere, and like Gen Z, they’re quietly optimistic about the way forward for the planet. 46% say they assume the atmosphere will get higher within the subsequent six months, and it appears they’re prepared to contribute to the trigger. 35% say they at all times attempt to recycle, and 59% say they’d slightly pay extra for an eco-friendly model of a product, the best determine of any technology.
A standout attribute of millennials in comparison with different generations is their angle in direction of who’s chargeable for serving to the planet. They’re a lot much less prone to say it’s as much as manufacturers; simply 39% of millennials say they need manufacturers to be eco-friendly, the bottom determine of any technology. So should you’re attempting to impress your viewers together with your eco-credentials, it won’t have the specified impact with millennials.
5. They’re avid savers
That’s proper, the technology most berated for frivolous spending (who remembers avocado-gate?) are literally fairly savvy with their funds. 36% of millennials say they’re good at managing cash, which is greater than Gen Z (34%) and even Gen X (33%).
Monetary safety is vital to millennials (61% say this, globally) which can go a way in explaining their saving habits.
Throughout 12 markets, practically 1 in 3 millennials that save each month say they put away at the least 26% of their month-to-month earnings – essentially the most of any technology.
That mentioned, on the entire, they nonetheless have far much less within the pot than older generations; 34% of millennials who save month-to-month say their financial savings would cowl their primary dwelling bills for six months or extra, in comparison with 40% of Gen X and 43% of child boomers who say the identical.
Regardless of their propensity to avoid wasting, the excellent news for manufacturers is millennials aren’t resistant to an occasional splurge. They’re nonetheless the most certainly to make luxurious purchases so high-end manufacturers nonetheless stand to learn from concentrating on millennials.
6. They like to journey
One factor’s for positive, millennials love a trip. And with the variety of millennials that say they’re planning to buy a trip overseas up 22% from final quarter, that’s unlikely to alter any time quickly. Whereas they could be eager savers, they merely can’t resist splurging on a vacay. Who can blame them?
Being curious about journey is a defining attribute of zillennials particularly. These on the cusp of Gen Y and Gen Z are identified for forking out on luxurious items and instagrammable holidays, whereas dwelling at dwelling with their dad and mom, typically rent-free.
In relation to millennials’ journey preferences and what they search for in a trip, they stand out for saying they’re influenced by good services for youngsters or households, and for having fun with holidays at theme parks, (Peppa Pig World, anybody?). That is maybe unsurprising contemplating many at the moment are dad and mom.
Whereas some reside their finest lives and forking out on, others are prioritizing household enjoyable, so there’s nobody measurement suits all for journey manufacturers seeking to goal millennials.
7. They’re nostalgic
From Buddies reruns and Disney revivals, to retro logos and Barbie, if it evokes nostalgia, there’s an excellent likelihood millennials will find it irresistible. Whereas Gen Z are identified for his or her love of 90s and 00s vogue, a key attribute of millennials is their fondness of nostalgic media.
The highest media varieties millennials say they really feel nostalgic for are motion pictures (34% say this), adopted by music and television reveals, however they stand out from different generations for saying they’re nostalgic for video video games.
For manufacturers seeking to make their transfer on millennials, nostalgia is a superb place to start out. 59% of millennials prefer it after they see manufacturers or firms use previous adverts or logos, so creating nostalgic adverts are positive to pique the curiosity of this technology. Don’t overlook the 90s soundtrack.
8. They’re aggressive
Millennials are enormous gaming followers. They might be older however they spend simply as a lot time as Gen Z on video games consoles. However what units them aside from Gen Z is their causes for enjoying. For Gen Z, it’s a social factor, however for millennials, it’s about competing.
Which will clarify their curiosity in esports. Millennials are 31% extra probably than the common gamer to be extraordinarily curious about esports, making them a first-rate viewers for esports manufacturers to faucet into.
9. They’re obsessive about podcasts
Podcasts are a giant hit with millennials. In actual fact, they spend extra time listening to podcasts than some other technology. Not solely do they tune in for longer, however they’re additionally the most certainly to find new manufacturers from podcasts.
For those who’re questioning the place to focus on them, their prime genres are comedy, music, and TV & movie, however what units them aside? Millennials stand out from different generations for listening to folks and household, gaming and expertise podcasts.
Hitting the mark with millennials
Many millennials are reaching main life milestones comparable to turning into dad and mom and owners, whereas others are flexing their spending muscle tissues on luxurious journey and tech.
Whereas this will current new challenges for manufacturers, it additionally opens up new avenues and concentrating on alternatives to faucet into. Manufacturers ought to contemplate how they’ll align with their new priorities, and discover new channels to succeed in them the place they’re now.
