The Millennial Generation represents more than 71% of the American population (defined as those born between 1981-1996, or aged 29-44 in 2025).
Millennials play a key role in the marketplace, representing $8.3 trillion in purchasing power.
This generation responds to marketing quite differently from the generations before and after them. Let’s take a look at some top trends we’re seeing among Millennials that brands should consider when forming their marketing strategies.
1. Millennials Shop Online—But Not Exclusively
This generation was the first to grow up in the digital age, with easy access to smartphones and the Internet, so it makes sense that most Millennials do at least part of their shopping online. But that’s just part of the story. In fact, Millennials are known for the practice of “showrooming”—visiting a brick-and-mortar store and doing price comparisons and checking customer reviews online while looking at the physical product they are considering. One study found that 68 percent of Millennials prefer a “seamless” shopping experience between online access and in-person shopping. Brands must have a strong online presence when marketing to this demographic. Still, for those who also maintain physical locations, it’s equally important to keep online information (e.g., prices and inventory) consistent with what’s in the store.
2. Millennials Don’t Mind Paying a Bit More
This is the generation that grew up with designer coffee and stood in line for the latest iteration of the iPhone. They do care about price, but they are also willing to pay extra for products that add value, comfort, or convenience. Additionally, Millennials are coming of age and starting to accumulate more wealth. Brands can make the most of this opportunity by packaging their offers to highlight the added benefits of a product or service, throwing in “freebies” and added features, etc.
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3. Millennials are Socially Conscious
Millennials care about causes, and they can be fiercely loyal to companies and brands that support causes they care about (e.g., the environment, equal rights, fair trade, etc.). They are known to put a high value on corporate social responsibility (CSR) and find out what issues and organizations they support before choosing to buy from them. The brands that resonate the most with this generation are the ones that advocate for important social and environmental issues, especially if they donate a portion of their profits toward these causes.
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4. Millennials Lead the “Sharing” Economy
Millennials have been so inundated with mass messaging that they tune it out at best, and are hostile to it at worst. They are much more likely to buy a product recommended by someone than they are to respond to a TV/radio spot. Throw in the multitude of social media channels and online review sites like Yelp, and you have a generation that responds powerfully to online sharing and reviews about products and services. For this reason, social media marketing in general—and “influencer marketing” in particular—can be highly effective in reaching Millennials.
5. Millennials Still Have Ambitions
Millennials have come of age, but they’re not ready to settle down just yet. More than half have not yet married, and many tend to delay marriage into their 30s at the earliest. They seek adventure, they value experiences over things, and most have expressed an interest in seeing the world before they “settle down” to everyday life. Brands can increase revenues by promoting products, services, and experiences that touch these deeply felt desires.
Wicked Bionic makes a point of keeping our finger on the pulse of the latest marketing trends toward Millennials and other demographics. Let us help you devise a marketing strategy that speaks most effectively to your target market. Make an appointment here to see how we can help.
– By Dana C. Arnett
About the Author
Dana C. Arnett is the Founder and CEO of Wicked Bionic, a Los Angeles-based multicultural communications and advertising agency. She works with government and private sector clients, specializing in paid media campaigns. With over 30 years of experience in entertainment production and a decade building authentic connections between organizations and diverse communities, Dana is a recognized leader in culturally responsive marketing.
