Young people between the ages of 18 and 35 spend hundreds of millions of dollars a year. NPR asked some in this group how brands and corporations can get their attention.
NPR did a focus group with SoCal millennials and discussed brands, advertising they like and what being a “millennial” means to them.
Some comments were self-deprecating —
“I feel like we can be summed up as the ‘everybody gets a trophy’ generation, where everything we’ve ever done is awesome.”
“We’re completely self-absorbed. It’s the reason we post status updates, it’s the reason we’re on Instagram…”
Some were savvy —
“The entire reason millennials is a term is a marketing classifier. I think of millennial as a word that writers put in Forbes to teach older company owners.”
Some were universal —
“Honestly, If I could say anything to the advertisers, it’d be this: Entertain me, make me happy, capture my attention, speak to my conscience and then leave me the heck alone.”
The brand winners? Warby Parker glasses. And Beyonce. For doing the right things socially and being perceived as genuine.