The millennial marketing mystery
How to market to the most diverse generation since the 1960’s.
The millennials (the age group born during the 1980’s and early 1990’s and sometimes referred to colloquially as Generation Y) are a mystery to many in the workforce. It’s a classic struggle: as each age group matures, the rift between the seasoned workers and those entering the workplace seems to yawn like a chasm. A few major publications like Forbes are writing about the struggles of the millennial workforce—and why shouldn’t they? It’s a generation that will reach 86 million workers by 2020, representing the largest portion of the workforce that is just entering offices worldwide—and many companies don’t know how to attract or retain this unique and tech-savvy group. On a personal note, I have found their presence in the meeting room remarkably innovative and fresh.
It’s in your best interest to learn as much as possible about millennials and resist the impulse to judge them overly harshly as too individualistic or drastic; they think profoundly differently, and have grown up using social media and mobile technology as an integrated part of everyday life. So of course they will see technology in a radically dissimilar way to other generations. More importantly, there might be things you are doing that are chasing away the millennials in droves—like not enabling a mobile workforce, or refusing an integrated BYOD/CYOD strategy for your enterprise. And if you’re chasing away tomorrow’s leaders, then where will they go once they leave your office? Chances are, someone who will value their input and uniqueness. The real question is, why wouldn’t you want millennials influencing your technology strategy?
The millennials aren’t just a mystery to solve within the workplace; because companies don’t know how to recruit or retain this generation, even more companies don’t know how to market to them. If you want a customer under 35—those 86 million workers who will have salaries to spend and perspectives on your products that are already spreading virally—then you need to know where they are and how to reach them.
Here’s a place to start.
Read the full brief on the millennial workforce
