For many Millennials nowadays, graduating from childhood into adulthood seems to be an especially uncertain passage. The confluence of student loan debt, underemployment, and delayed marriage has resulted in a unique generational moment when more American young adults currently live with their parents than in any other living arrangement, according to the U.S. Census Bureau.
Whether it is a brand, professional sports league or media company there is a perpetual challenge to be authentic while appealing to younger demographics. Call them Millennials. Call them Generation Z. Call them the iGeneration. It is critical for any entity distributing a product to form a connection with these users. How can this be accomplished without looking inauthentic on social media? Nobody wants to be the old guy at the party talking about SnapFace or InstantChat, unless you are Bill Belichick.
Authenticity and transparency are today's watchwords and have become synonymous with millennial audiences in our digital environment, the only environment millennials have ever really known. Consequently, brands are now able to connect with these always-on consumers in an unprecedented way.
With all the buzz around new technology, the latest apps and the future of media, it is easy to assume that everything is moving in the direction of on demand, customizable content. However, in surveying and talking in person with thousands of young people across the country we find that even the latest and greatest new music inventions can never fully replace the connection they feel to live AM/FM radio and the personalities that bring it to them.
While the YOLO mentality runs rampant amongst millennials, this demographic is quickly becoming more aware of the importance of financial planning. That's because major life events like starting a job, buying a house or starting a family are coming into play for the first time - all of which are also significant financial milestones.
There is a big reason why marketers have spent the last five years obsessed with Millennials - the numbers. Millennials total 75.4 million and have overtaken Baby Boomers as America's largest generation. The business community is also starting to pay attention to the next generation, Gen Z. This group of people under the age of 20 is already almost as large as Millennials. Millennials and Gen Z combine to make up more than 50% of the entire U.S. population. The future is now.
Depending on who you're talking to, the mere mention of "millennials" will inspire a cringe or an eye-roll. The so-called "me" generation, which lives in the age of "participation trophies," both gets a bad rep and has advertisers falling over themselves to reach them.
Many years before obsessively photographing food became the socially acceptable practice that it is today, my dad used to send me CD-ROMs filled with pics of each and every meal that he and my mom ate while they were on vacations. The CDs were labeled "Mediterranean Cruise" or "Adventures in Chile," and on the discs, there would be hundreds of carefully composed portraits of whatever was on my parents' plates at any given destination. Never mind that there was nary a shot of either my mom or dad in various and sundry exotic holiday locales. Documenting some of his favorite ...
Mobile Prodigies tell marketers they are constantly weighing the benefits of sharing their personal data - and that they will grant data-sharing approval when a brand or marketer serves them creative that matches or exceeds their expectations.
As marketers, we already know that mobile is important. Over the past few years, the phone in one's hand has become just as important as one's TV, computer, tablet, etc., for consuming content, especially for the younger generations. Proving that further, Adobe recently released a report, "Touching the Infinite," wherein they studied 4,000 consumers in the U.S. and Europe regarding their mobile behavior. Through that report, Adobe found that 92% of respondents considered their smartphones to be their primary device for consumption. They also found that the average user checked his smartphone 85 times a day and that Americans check ...