Millennials are almost 75 million strong in the U.S. alone, and we spend $170 billion each year. But you’ve likely heard that we reject traditional advertising and instead prefer to create relationships with brands. Why? Because we’re wary of marketing, in general, but we’re not willing to give up the goods we need to make our lives run smoothly.
All of the brands we consume have to be “lifestyle” brands because consumption, for us, informs lifestyle. Part of our lifestyle is supporting and helping our communities. Part of our lifestyle is finding adventure and trying new things every day. And perhaps the largest part of our lifestyle is being connected to everything and everyone all the time. Those values have to be a big part of the brands we support, as well.
Millennials love to be loyal. We crave connections, relationships and mutual honesty. That’s why we love user reviews and online feedback loops. We love to tweet at a brand and have the brand tweet back, because we know that there’s someone writing that tweet, someone who cares and wants to keep us as a customer. When a brand seems to care about the needs and desires of its customers, we appreciate the concern.