Millennials are the most appealing cohort to marketers. They make up a quarter of the world’s population and are quickly expanding toward becoming the population with the greatest buying power. They’re influential, digitally active … and notoriously hard to reach via conventional marketing and social media approaches.
1. Millennials are unreasonably opinionated and self-absorbed.
2. Millennials love brands.
3. Millennials are one big group of 18-to-34 year-olds.
The truth is they can’t be stereotyped. Research that Ketchum did for a Fortune 50 company uncovered Millennials were – wait for it – pragmatic and open to rethinking.
Secondly, they don’t love brands. What they love is authentic experiences. Oh, and they do range from age 19 to 35, but they aren’t one big group. More like many smaller factions who don’t all share the same values.
It’s time to rethink Millennials. And Ketchum can help.