How to win the heart of millennials

In another article about Millennials, I outlined how different they are than previous generations – as consumers, employees, and entrepreneurs.

The first generation to grow up surrounded by the “instant gratification” technology of digital media, the “millennials” (born 1980-2000) have no memory of a world without mobiles, digital cameras, text messaging, e-mail, and web browsing. The Internet has opened more doors to this generation than any other. Research indicates that by 2017, the Millennial Generation will make up the largest online audience and will have more buying power than any other generation that has come before it, including Baby Boomers. As digital natives, leaders of today’s social causes and early adopters of the latest technology, Millennials have a tremendous influence on future market trends.

In this blog, I'll elaborate on what is important to understand about this generation to design products and services that meet their wants and needs. I’ve outlined what I believe are four key points companies should keep in mind when designing their products and services for the Millennial generation.

Four design considerations when targeting millennials:

1. Success is pursued

We live in a world where companies such as Facebook, Pinterest, and Snapchat have not only created new marketplaces but have set a course to change our economy and the world we live in. In each of these companies, Millennials serve as both founders and leaders. They are the consumers you want to test your product or service and provide real, honest feedback based off their experiences and views on what would and wouldn’t be a success in the market. After all, they know what this generation wants more than anybody. As Millennial designers or business leaders use these platforms, it gives them the chance to chase their dreams and what they want to accomplish out of life. Especially in the world of design, nothing is handed to a designer or comes easy, but taking a risk is what life is all about to this generation. Failing is not an option – Millennials have relentless personalities.

2. Instant gratification is key

Millennials desire speed, ease, and efficiency when it comes to seeking information, communicating with others or making a purchase. Instant gratification is very important. When texting, they question any delay in response, seeing as they know the mobile rarely leaves the recipients hands.

Current research shows that if a Millennial doesn’t have their question answered immediately within minutes of asking, more than half will walk away from their purchases on the spot. Many Millennials I've talked to say they would not even consider buying from a website, which doesn't give them the possibility to chat and ask questions.

For the reason of wanting immediate results. As mentioned in my first blog about Millennials, remember that this group loves to socialise, they very seldom buy anything alone, they socialise with friends, family and chat apps! The future of engageing, this generation is crucial for providing fast, efficient website or app self-service options that give them an answer on the spot.

3. Social media is an outlet to express opinions

Millennials take to social media for nearly everything – and that includes advocating or critiquing opinions in real-time. More than any other generation, Millennials rely on each other and share opinions with friends and family to make more informed decisions. An instant posting that can reach all corners of the world is causing companies to rethink their approach to launching products as well as being far more concerned about what people are saying about their products, company culture and how they are impacting the environment. They review, blog and post YouTube and Instagram videos showcasing products or services they love and hate. In addition, they do most of their research online before purchasing a product or service. In other words brands that have a social media presence and an intuitive website have a greater chance of gaining a successful following. In other words brands that have a social media presence and an intuitive website have a greater chance of gaining a successful following.

TOMS and Bucketfeet are good examples of brands with a history and willingness to give back.

4. Authenticity is powerful

According to a recent Harvard report, Millennials spend an average of 25 hours per week online—and what is it that they’re mostly after? Content driven media. It turns out that they’re surfing and scouring websites, blogs and social media because they feel empowered by all of the interesting content they’re discovering. They share, like, pin, tweet, snap, forward and comment on what they find in order to feel a sense of empowerment. And when you offer your audience content that they proudly share with others, you’re building a real brand-consumer relationship. Millennials trust what they believe to be authentic—and they are willing to share it with their friends and even strangers in the online community.

Another way your business can prove authenticity is caring is to be not just about Millennials, but about your work and your product. Prove to them that you’re more concerned with providing something of value and improving society or the world instead of simply trying to make more money. Products or services with a clear purpose are therefore very often very successful with this generation. Like TOMS for instant or Bucketfeet who’s Co-Funder I met last year at a seminar. Their purpose statement is simply to connect people through art; they sell shoes with a story to make the world a brighter place.

Read their story, and you will understand, and maybe order your pair of shoes…

So, if I were to give marketer one piece of advice, what would it be?

Personal connections are key

Millennials want products and services to match their fast-paced, connected world. They grew up linked across global platforms. And while some prefer texts or tweets versus human conversations I know some Millennials who care deeply about human connection and the environment. It is just as important to present a means for your product or service online as it is to provide a real person the consumer can reach out to to get more information based on their wants or needs. Millennials want brands that reflect what they value most and allow them to make personal connections. Communicate with your consumer, communicate your product's brand story, tell them what you are thinking and feeling and explain the decisions you make. And know your competition – especially if there is an online advantage for comparison. Differences can make or break your product but showing how it can benefit a user can be the winning factor, regardless of cost.

Curious to learn more about Millennials? We've discussed how to target Millennials in a white paper, which you can access here.