When it was reported in 2016 that Millennials suddenly outnumbered Baby Boomers by half a million, those who weren’t already on the Millennial marketing bandwagon surely jumped on. It’s obvious that appealing to this entire subset of the population would be great, but in the end, “marketing to Millennials” isn’t an actual promotional strategy. Here are just a few reasons why.
Millennials Vary Immensely in Age
Demographers vary on their definition of a Millennial, but the date of births typically range from the early ‘80s to the early 2000s. This means that a Millennial could be a 32-year-old professional with a family or a 16-year-old teenager who’s trying to decide which shoes to wear tomorrow.
This simple fact alone shows that there’s no one-size-fits-all marketing strategy for Millennials.
Some Marketing May Not Work at All
Every type of marketing in use works for at least one demographic. Otherwise, it wouldn’t be in use. If a local business owner is using a strategy intended to attract older Millennials but it only appeals to younger members of the cohort, though, they will likely see no benefit.
Nostalgia marketing, for instance, works great on older Millennials since they were the last generation to use home phones and not have the internet. Newer Millennials, however, would likely respond better to emoji marketing. Business owners need to be more specific when targeting their audience.
Some Things Are Just Trends
While it’s true that Millennials typically respond better to companies that showcase social responsibility, it’s important to realize that this isn’t specific to the cohort. Social responsibility, along with many other beliefs, are simply results of evolving trends.
This isn’t to say that local business owners shouldn’t keep trends in mind when coming up with their online and offline marketing tactics. They certainly should. The lesson here is that trends aren’t confined to generations. People of all ages, for instance, recognize the importance of recycling. Again, take the time to learn about targeted demographics rather than reading one-size-fits-all strategies.
Millennials are certainly a great group to appeal to, but never assume having the same title means they’re the same people. Differences in Millennials can be as diverse as intergenerational variety.