Brand Interaction: Take it from a Millennial

Originally posted 2018-03-29 11:21:48

By Christina Severino |


Although Baby Boomers still control roughly 70% the U.S.’s total disposable income, targeting “Gen Y” consumers is still a necessary evil for all brands. Generational gaps (both economically and socially) have turned the tables on brands, who are now struggling to keep up with the flighty and sometimes unpredictable behaviors of “Gen-Y”. A 2013 survey by claims that Millennials who use social media are 28% more likely to make a purchase because of a social media recommendation. It is not enough that they simply “like” the brand to make them loyal customers.

Recently, a Millennial has voiced her frustrations with brands and their inability to really capture her generation’s attention and needs.

Here were her suggestions to brands wishing to capture the hearts of Millennials:

1) “Be Creative”

She suggests that brands take more time to create succinct and catchy pitches, and that they should focus on creating an image that no one has seen before, or introducing products in a way that is relatable, but that impresses or influences the audience. A great example she discussed was Oreo’s Tweet posted after the stadium blackout during this year’s Super Bowl:

“You can still dunk in the dark.” It was quick-witted and impressionable (and also attracting attention via social media) all at once!

2) “Speak my Language”

Another suggestion she made was that brands need to transform how they are marketing their product because traditional advertising is oftentimes boring. She gives an example of how to create an image which Millennials can relate to:

Hinge, a dating app which syncs the user’s list of Facebook contacts with mutual friends on the app will post descriptions such as, “No randos”.

She proclaims that brands that learn the “language” will quickly develop brand loyalty from “Gen-Y” shoppers.

3) “Give me Something to Do”

Finally, the author reminds brands to keep the Millennial audience engaged. Her suggestions included:

  • “Comment to Win Contests” on Facebook
  • “Best Photo Challenges” on Instagram
  • Live chats
  • Social media posts that open a discussion or incite a new topic for debate/opinion (i.e. new store locations, “Where should we open shop next?” Tell us…)

Based on these suggestions, it is clear that brands are already starting to make improvements on their marketing strategy. More and more Millennials are entering the workforce, and are leading the way in transforming how brands interact in the digital age.


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