For Dads and Moms: These Are Millenials

What do we, who grew up on torrents and youtubers, really want? Why are we so special?

Many people pointed out that marketing Moms and Dads have nothing left to do, just organize conferences about millenials and talk there about how to sell us stuff. Because we won’t tell much about ourselves. We, generation Y and Z. Millenials. Born between 1980 and 2000. So, here you go. The message from a millenial about who are we indeed. Plus I present you further a gadget how to create your own, millennial marketing personas. The Maximums of Millennials.

But first and most important thing is, we are special. Firstly the fact that all the names like Babyboomers, Generation X, Generation Y and Z have come to use in the Millenials era. We are special to you, because you make us special yourselves. Thomas Hyllland Eriksen says, in Tyrany of the Moment, that 21st century started in 1991. We are special especially for you, Xs, because we jumped from you in the field of our hobbies and technologies much faster than you from your parent’s generation. The Tyrany of the Moment talks about a peculiar question — why is it harder and harder to find out some breakthrough idea, to do huge amount of work or to create something big, when the little everyday things take more and more time? Shouldn’t it be easier with technologies? The exponentially growing curve of information, inovations, technologies and their „revolutionarism“ — the rate how much they overrun the former technologies — , causes the amount of difference, which is significantly (exponentialy) bigger between the Millenials and X than between X and Babyboomers. First radio broadcast from Metropolite Opera in New York was in 1910, to make it to TV it took another 30years (1947), we got to teletext in 1970 and already in 1991 WWW firstly ran in Cern labaratories and in year 2006 could anyone above the age 13 join Facebook.

In 2012 first virtual reality glasses Oculus were released on Kickstarter and in 2014 we could buy glasses controlled by voice and connected to the internet (Google Glass). In year 2016 Elon Musk said he could get us to Mars and he thought we were living in virtual reality already.

We are also special because we think we are. I will pursue the point of view of the Millienal in a post-socialstic country, because all the facts mentioned above and below this can’t be fully related to the Millenials in US, East Asia or Latin America. We are the first generation that experienced the life without Iron Curtain, we are the first generation that lives in freedom since we were born. Unfortunately we are, specificaly in Czech Republic, the generation that didn’t fully experience the enthusiasm and oportunities of 90' (we were too young for that), but lives the adolescence and adult life in free country with all the responsibility and inconvinieces that bring capitalism and free society. And because we feel the world is hard to handle, we depend on the thought that every single one of us will be special. That we will be better than the others, because otherwise it would mean we were born into screwed up life. We have a feeling that social differences don’t exist and anybody can have (achieve) what they want. Even if it was only in virtual reality.

The contrast between the desire of being special, significant for surroundings and desire to make your ideal world in virtual (paralel) reality leads me to the necessity to look at the target group’s behaviour differently and how to divide it. Just look at some instagram accounts of your colleagues and you will find out how much it differs from from the real life and their real appearance.

In last 20 years marketing made huge steps, of course. We have learned almost everything about the customer and comunication behaviour of humankind — we know how we perceive different colours, cleverly combine them into corporate identities. We made up brand archetypes to which we can visually match different shapes and geometrical relevances for the logotype to reach the right people. We can find out what shelves do we lay our eyes on firsty and for the longest period of time in supermarket, we know where to place call-to-action on the product package to reach our goal. We understand the human behaviour. But how much do we understand how the Millenials behave?

You could say we are not that special after all. „Don’t lose your sh*t just because of the Millenials for God’s sake“. But we are twice as different as you and your parents used to be. And while Generation X and Babyboomers used to be more or less homogeneous groups, Millenials are sorted in many clans. Look at the music trends- 50', 60', 70', 80¨and 90' had their own, absolutely dominant genres that influenced the whole pop-culture scene. But can you name any major genre in pop after 2000? Softened R’n’B? Minecraft song? O Millenial whoop?

So anyhow we react to the same colours and logo shapes, anyhow we will look at the same spots as you in the shelves, we have signigicantly different behaviour and above all, very different expectations towards the product or the brand. As I said I will try to make a Millenial’s serie of maximums. Nine scales, five points each, where you can put together the psychological profile of your target, millenial group.

Nine maximums of a Millenial

Maximums of millenial serve as a gadget to make up a mindset of your target group.

In each scale you should chose one or two values your Millenial identifies with. Merge of two Millenial’s groups — Generation Y (1980–1990 and Generation Z (1991–2000) consequenses with huge idea-disunity. That’s why the scale is sorted into five options, were the edge ones are almost oposing each other. The result should help you set together the communication strategy and create unique target group personas. Don’t forget one thing: all the values below are more expressions of Millenial’s desire than reality. Take it as exagerration and consider your model as an extreme expression of your target group’s desires.

How do we consume movies?

Pick one:

Download / Stream / HbbTV / VOD / Cinema only

Millennials Prefer Streaming Content Rather than Downloading Them

American Press Institute: Digital lives of Millennials

What do we want to spend our money on?

Pick one:

Minimalism / Veganism / Slow fashion / Ikea life-weekend shoppers / Golden summit

Full stocked shops just make us stressed (czech only)

Golden summit, robots and digital habitat (czech only)

Generation What (czech only)

How we want to work?

Pick one:

Employee / New benefits / Lean approach / Startup / Freelancer

Forbes: The Truth About Managing Millennials

New York Times: What Happens When Millennials Runs The Workplace

Where do we think the goodwill can be generated in a company and who is responsible for that?

Pick one:

Commercial sector / CSR / Non-profit sextor / Me (act local) / Community / Public institutions

Generation What (czech only)

What do we consider as luxury?

Pick one:

Ostentatious richness / Feeling safe / Healthy food / Space for living / Being offline

Fresh Eye (czech only)

Golden summit, robots and digital habitat (czech only)

How do we perceive news and opportunities?

Pick one:

Multichannel entertainment / Instant experience / Procrastination / New knowledge / Never stop exploring

The Guardian: How Technology Disrupted The Truth

How do we see the future of our relationships

Pick one:

Marriage and children / Partner and wedding / Partner and children / Partner / Friends with benefits / Singles

The Huffington Post: We Are the Generation That Doesn’t Want Relationships

Vice: Inside the Secret Facebook Groups Where People Exchange Sex For Services

How important is sex to us?

Pick one:

Every day / Occasionally / As a confirmation of relationship / One night stand / Straight edge

Vice: What It’s Like to Be a Millennial in a Sexless Relationship

What do the social network give us?

Pick one:

Image / Self-realization / New information — entertainment / Stalking / I don’t care

Adam works as freelance consulting marketer based in Prague, focussing on brand developement, marketing strategy and srategic communication. This article has been published originally in Médiář, more can be found at www.adamkontra.cz

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