Everyone talks about the Millennials, but they hardly know anything about them. “Millenials” is a marketing category that usually covers young people from a certain age (20 to 35), who use the internet a lot, and that’s it, that’s all the knowledge we have. There are myths, there are assumptions, but really, who are they? Perhaps we should dig a little deeper to understand what hides behind this blurry term. First, let’s look into what most of us already know, and then we’ll dive a little more in their minds.
What we already knew:
Digital
They are all in in the digital world. They see more movies through the internet or Netflix than on TV. They are addicted to their phones and apps. Most of them can’t live without their cell phone for a whole day, and if they do, they’d for sure feel very weird.
Multi-device / Multi-tasking
The center of attention for them is not just one. They can follow up and be updated about lots of things, and this trait reflects on to every other aspects of their lives. They can multi task at everything, including work.
Social
Of course social life is important. Have you seen the first episode of Black Mirror? Ney Ney? That for sure sums this item up.
Diving a little more
All of the above is what usually said about the Millenials. But those traits are so generic that can be applied to practically anyone today (I mean, who can live without smartphone?) That’s why we need to dive in a Millennial’s mind where we’ll probably find a lot more.
These people have seen their parents struggling to get a good job, to earn an acceptable salary, to keep their job for a long time, and finally to retire and start their real life (and at that point most of them didn’t know what to do, or what they wanted anymore, or they didn’t had the strength). So they don’t want to be 9 to 5 in a cubicle, feeling they are spending their lives in that way. For them, now it’s all about experimenting, sharing, living, it’s all about the “now”.
- They want to live where they want
- They want to work from where they want
- They want to be free to go wherever and whenever they want
- They want to be free
- They are positive about success. They’ve seen lots of people who succeed working from home or doing what they really love.
- They are always opened to better suggestions, new products and services. That is a key factor if you are considering launching something new. Also something to keep in mind if you haven’t launched anything new in a long time (someone else will).
- Critic and demanding. Results oriented. They want to get results, not promises because they live today, not tomorrow. They are always willing to provide feedback or reviews, so you should ask them to talk.
- They demand customization. They want to be able to have options, and to choose.
If you want to connect with Millennials, as with any other segment, you should dive in their minds as we did. That’s the only way in which you may have success. You should apply this methodology to baby boomers, generation x and z. It’s always a matter of embracing their thoughts and feelings.
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