If you aren’t already marketing to Millennials, you really should be. They make up ¼ of the world’s population and have reached what banks say is “the most important age range for economic activity”.
That means unless you understand what Millennials want and how they consume information, you’ll find it hard to earn their business.
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What you need to know about Millennials
‘Millennial’ is the term used to refer to the cohort of individuals born between 1980 and 1994* – also known as ‘Generation Y’ or ‘Echo Boomers’.
Here’s a summary of what you need to know about them:
- Unlike previous generations, Millennials are the most racially and ethnically diverse group of adults.
- They’re also the most educated and first truly globally-oriented having grown up alongside rapid growth and developments in internet and technology.
- These young adults are allergic to traditional marketing and hate being sold to – they’ve (almost quite literally) seen and heard it all before.
- They exhibit less brand loyalty.
- They are the most urbanised group of adults with the majority living in cities.
- Nearly 9 out of every 10 Millennials are in Asia or emerging economies.
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While Millennials share many similarities and characteristics, it’s important to remember that there are regional differences as well as country-specific differences to consider.
Furthermore, because this generation spans a large age range, marketers have to keep the differences that come with one’s stage in life in mind. For example: someone whose career is just commencing vs a young professional who has settled down and / or started a family.
* There is apparently no standard definition for when a generation begins and when it ends. The date range you see will depend on the research center or the dictionary you use. It is generally agreed though that anyone born in 1997 or later is part of a new generation currently being called ‘Generation Z’.
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The ‘Millennial Moment’ and why your business should care
As one generation’s spending power decreases with age, another generation takes its place. And businesses in all sectors are not only paying attention to, but also adapting for, what has been dubbed the ‘Millennial Moment’, i.e. the maturation of these young professionals.
Because Millennials are replacing the baby boomers as the largest group of individuals born at a similar time. They make up ¼ of the world’s population and are taking over the global workforce.
These Millennials have become decision makers not just in their personal lives but also in their professional lives. With their spending power on the rise, they’re the ones shaping our economy with their choices both at home and in the work place.
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Marketing to Millennials
That means if you want to sell to Millennials, you need to know how to write copy for them. So what kind of copy resonates with Millennials? Or put another way, how can you write for – appeal to and engage – a Millennial audience?
Remember how Millennials have been exposed to all sorts of marketing and advertising? From TV and radio ads to billboards, banner ads, and popups – Millennials have truly experienced it all. They’re highly skeptical of ads and don’t trust them. In other words: They hate being sold to.
Millennials can see through the spin, so to get anywhere with them you need to be authentic. You need to be genuine. And you need to engage your audience. Because Millennials are socially conscious, it also helps if your brand stands for something.
Personalize where possible
Just because these individuals are lumped together as ‘Millennials’, it doesn’t mean they’re uniformly the same. They have different personalities. They’re at different life stages. And they’ve grown up in differing environments around the world.
So while it goes without saying that your content should be original, your content should also be personalized wherever possible.
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Make it easy to read
With the prevalence of all sorts of small-screen gadgets, Millennials are looking not just for convenience in accessing information but also in consuming that information.
That means your copy should be short and easy to scan. Make use of headlines, bullet points, and concise statements that pack a punch. You’ll also want to incorporate visuals that break up the text.
Don’t bury the important details in paragraphs of text because if your reader can’t get to the meat and potatoes instantly, he’s unlikely to stick around—after all, they’re just one click away from other options.
Note that this doesn’t mean there isn’t a time and place for long-form content because there is. Millennials might not read everything in one sitting, but if it’s worth their time – it’s real, relatable, and relevant – they’ll come back for it.
All this to say: If you aren’t already copywriting for a Millennial audience, you really should be.
Take the lead! Contact me now for all your Millennial copywriting needs.