Maria Correia our creative director recently gave a presentation at Retail Design Expo with Ivan Nanton Martinez, visual merchandising global director at European clothing brand Springfield, to look at targeting Millennials and what makes them tick. Here we share some insights to think about when reaching out to this important audience.
More Connected - they understand and engage with both worlds so converging your digital and physical brand experiences is a must in order to communicate effectively.
Conscious consumers - Millennials gravitate towards brands that have a sense of purpose and make a contribution to the environment and their community. Creating brands and experiences that just sell product isn't enough for this thoughtful consumer.
Communal consumption - called the 'cheap generation' or 'generation rent', they don't feel the need to own things and like sharing and collaborating. Creating experiences which harness the power of the collective is key.
Multiple modes of self-expression - this is why it's difficult to pin them down, three quarters have created a profile on a social networking site. One-in-five have posted a video of themselves online. Nearly four-in-ten have a tattoo and nearly one-in-four have a piercing in some place other than an earlobe – about six times the share of older adults who’ve done this. Understanding the multiplicity of self-expression is important to tap into how to best engage them.
Tolerant and diverse - this generation is significantly more supportive and accepting of diversity in culture and gender issues. There is a rise in unisex environments and genderless fashion.
Intelligent and more educated - due to the modern based economy and the influence of technology, this generation has access to information at their fingertips. Transparency is key to engaging this consumer.