When it comes to generational marketing, Millennials are a big player. This massive group rivals the size of the Baby Boomer generation, and they are now reaching the age where they are becoming parents, homeowners, and holding management positions in the workplace, making them an incredibly important (and powerful) consumer segment.

Background

Born between the years of 1981 and 1996, Millennials are tech natives, having grown up alongside the internet, cell phones, and social media. They have strong positive attitudes towards new technology, including AI, and they’re also the most likely generation to say they’re comfortable with technology (yes, even compared to the younger Gen Z!).

Millennials love to have fun and make an occasional splurge purchase, but more and more, they’re becoming a hardy and practical generation. Now entering their thirties and forties, they’ve already experienced a myriad of important global events and a tumultuous economy. This generational group is quite skeptical of advertising, and they tend to prioritize saving money, with 61% saying that achieving financial security is a top priority for them.

Shifting Priorities

Over the past few years, we’ve seen a shift in Millennial priorities, as many Millennials are now looking inward when they think of the things that are most important to them. In the past, they placed high importance on environmental and social responsibility when choosing products and brands. Although these causes are still close to their hearts, they’re now becoming more likely to prioritize brands that help them to meet their financial, personal, and family-related needs and aspirations. This may be a reflection of not only the stage of life that Millennials are in, but also the relative uncertainty of the broader global context in which they have come into adulthood.

Millennials as Consumers

As consumers, Millennials are a unique group that can be difficult to connect with. They tend to resist traditional advertising, but are receptive to brand communications through social media like Instagram and TikTok, as long as those communications are perceived to be authentic. User-generated content, influencer marketing, product reviews, and word-of-mouth can be effective channels to connect with Millennials.

Promotional products do fairly well with this group, especially if those products are functional, environmentally friendly, and of high quality. Millennials also happen to be big proponents of branded apparel: from band tees to team hoodies, Millennials are more likely than other age groups to say they would view a brand positively if they received promotional apparel from them.

How We’d Use Promo To Reach Them

Millennials are complicated, to say the least. They value style and innovation; they love to splurge on experiences and luxury goods but also value saving; and they’re struggling to meet their personal, family, and financial needs while also prioritizing the environment and socially responsible businesses. This generational group needs someone who will relate to them, meet them where they are, and help them to balance their competing interests and changing needs.

As a generation that’s sick of ads, taking the time to share your story and authentically connect with Millennials will go a long way towards gaining their trust. Incorporate branded gifts that make them feel seen, something that will be useful to them, or that will allow them to show off their personal style!

If we were using promo to reach Millennials, we’d do it through a broad social campaign. We’d partner with online influencers and platforms that Millennials trust, and we’d be transparent about our business values, sharing our story and our mission. To demonstrate the good that we do for our customers, we would post case studies, give away useful branded products on social media, and share free advice and tutorials to demonstrate value and trustworthiness.

Long story short: to create meaningful relationships with Millennials, be authentic and reach them where they’re at. Show them how your brand will help them to make the world a better place while helping to make their own lives better, too!