Remember when you had a hard time distinguishing us from other generations, and weren't sure how to best engage us let alone keep us engaged? Well, we don't. For as long as we've be around, brands have been gathering data on us, judging, watching, look -- some of us remembering more or less than others given the rapid evolution of technology.
And that's why it's so surprising, for us at least, to understand why there's so much noise in the media around the "new" data that our phones keep records of our movements and locations. These days, who doesn't!?
It's like saying, after all this time of doing things like accepting terms we didn't read to download a new app, finding out the city I personify via games on Facebook, following a pin on an iPhone to get to the suburbs, jamming to Band of Horses on Pandora or making a reservation on Opentable.com that it's a mystery the brands we're engaging with know information about us. It's not a secret or a surprise, it's a truth. Brands know about us because we give them information.
In a day and age when we're always on, always connected, it's not just to our people but to myriad brands we've chosen (some willingly, inadvertently or by association) to share with to make said connections possible. And when you really think about it, we're also connected to the connections of the brands and so on. So, it's strange to say we want more privacy when we're not being so private.
However, as Stephen Colbert would say, there is an element of "truthiness." We are aware we're giving you information, more so and more willing, than other generations, but we don't want you to do evil with it. Or use it to annoy us.
Since you know so much about us, use it to act with purpose than to make noise. And do things that help and make life better. Because that's what we're doing for you, right? And remember, when we share we expect something in return.
Thus, brands, we encourage you to turn this seemingly negative media hype into something positive. Engage us, enable us to engage others about you and give us a reason to reengage. Sure, like Spanx, there's not a one size fits all option. But you have the capability to localize and personalize your messaging. And here are a few examples of how to do that:
You get where I'm going with this.
So, with the information you have and the access to us, help us help you.
Jerry "If I was a Millennial" Maguire