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What brands should know about what millennials really care about

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What brands should know about what millennials really care about

One of the big trends of 2014 has been the millennials. The members of Generation Y have been on everyone’s lips, since this year they have become one of the population groups with a demographic weight with the most impact in the United States and because the moment when millennials are the majority is approaching in the workforce. But, in addition, sms marketing database pakistan remain a real mystery for companies, which are not very clear about how they should treat them and what they should do to reach them. For this reason, the studies that try to unravel the mystery of this generation follow one another (and in 2014 many of them were published) with clues (often parallel) about what should be done to convince a member of the Millennial Generation. The last has been a global study by the consultancy ZenithOptimedia, which has asked members of the generation in different countries to make a robot portrait of what they really want and what therefore brands should start to offer them on a recurring basis. In their conclusions, two keywords are repeated, almost like each of the times in which millennials are talked about. The terms are, of course, happiness and freedom. Millennials have a few basic points on which their vital interests pivot. The study concludes that members of this demographic want to take control of their finances, careers, and social life so that they can enjoy the freedoms and opportunities that are presented to them. And all this also has the ultimate goal of achieving happiness, one of the basic points (if not the basic point) towards which millennials walk. Of course, happiness is not what previous generations thought it was: Millennials have taken a radical turn in what they think it is to be happy. The study points out that for members of the Millennial Generation, happiness does not have to do with the Baby Boomers’ ideas of being free (born after World War II and therefore clearly marked by what the absence of liberty) nor because of the consumerism that marked the 1980s and 1990s. Happiness for millennials is closely linked (and the percentages in the study indicate this) with control, which is a vital goal of consumers of this generation. They want to feel that they are in control of the elements of their lives and that therefore things happen as they hope and seek.


The element whose control is more decisive to find that happiness varies according to countries, although they move more or less within the same fundamental questions. Thus, according to the conclusions of ZenithOptimedia , in the United States it matters above all things to control finances, while in Spain the vital thing is to have control of the professional career. What matters is different Millennials have also changed their value scales and the things they consider determining: what matters is different from what could interest members of previous generations. Compared to previous groups, in which a more hedonistic view of life prevailed, the scale of interests of millennials is more based on elements that are more, as a grandmother might say, ‘healthy’. Millennials consider health and well-being, financial stability, career, formal education and the much more intangible important to follow dreams and develop passions. And by passions should be understood something rather close to being able to leave work to set up a bookstore in a remote town and similar experiences. Furthermore, millennials value positive or valuable experiences much more than material goods. The study calls them ‘meaningful experiences’: going to a concert with a friend is more valued than getting a product. Again, Forex Email List make the intangible more valuable than the tangible. In fact, members of Gen Y are convinced that what defines a person is what they do or say and not the things they own. This, which may seem like a not very important element, is actually quite revolutionary. In previous generations, the mark of what you are or who you are was marked by what you had. Hence, consumers went out of their way to have a good car, a beach house, or a well-known brand bag. For members of the Millennial generation, the things they own, the ‘pretend’, is not important and, in fact, they have made the things they buy become more than an element to show what they want to be in one to show how they like to act. What makes an adult The changes of stages of life are one of the key moments in people’s lives and one of those that modify consumer habits and how brands should address consumers. That is why rites of passage have been so important and decisive throughout history. One of the key stages in life is entering adulthood, although millennials have changed what it means to be an adult (and therefore brands will have to vary their speech). Taking into account both what they consider important (and material goods are not) and their situation (they live in the middle of the most terrible recession in recent centuries and they are the ones who are being most affected), it is not surprising what they believe and what they don’t think it’s like to be an adult. Among what they do not believe is decisive is owning a house (only 17% of millennials believe that buying a house marks the entry into adulthood), getting married (only 20% see it that way) or leaving home family (39%). What they believe is also different from what previous generations might think of as adulthood. Becoming a ‘problem solver’ is for 47% or a decision maker for 59%. Having financial independence marks entry into adulthood for 60%.

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