Marketing to a multicultural Millennial generation: how to attract a new generation of diverse consumers
Before any marketing campaign, it is necessary to know your target customer. Millenials are people born between the 1980s and the end of the 20th century. They are the most connected generation among those with significant purchasing power. But they are also much more open to the world and to what surrounds them. Immersed in an ever-expanding multicultural world, it is important to take into account their diversity compared to Generation X and the Baby Boomers.
Display a good brand identity
Millenials’ interests are diverse, but some trends clearly stand out. For example, most members of this generation place a high value on moral, ethical and human values. Millenials favor brands that are transparent and in line with their values.
In order to attract this generation, it is therefore interesting to display one’s identity by highlighting one’s commitments. Better yet, most Millenials are willing to pay more for a product that respects their ethics.
So choose to put the human being at the center of your concerns with a clear, direct and personalized communication.
Turn to ethics and eco-responsibility
Ecology is the first concern of Millenials, before immigration or unemployment. Close to generation Z on this point, ecology is the argument to use in a marketing campaign targeting this generation. Indeed, 75% of Millenials say they are willing to pay more for an eco-friendly product, and almost 60% of them prefer products with sustainable packaging.
Use the power of social networks
To reach this generation, the internet is the best gateway. Indeed, Millenials own an average of 3 electronic devices, and they systematically use their smartphones when it comes to searching or finding a product. On average, they spend 2.44 hours on the web. So make sure your website is perfectly responsive for mobile display.
Another entry point: social networks. Indeed, one Millennial out of 10 chats with his friends via social networks. The most popular channels are Facebook and YouTube, quickly followed by Instagram. Twitter closes the gap with almost 50% of followers.