Marketing To Millennials - From A Millennial

Hi, I’m Claire. At 25 years old, I’m part of the millennial generation—also known as Generation Z.

It's a group that's often misunderstood by older generations, who tend to label us as lazy, entitled, and shallow. However, those of us in this age bracket know there’s so much more to our identity. We’re a socially-conscious, open-minded, and diverse generation, and when it comes to marketing, we respond to different approaches than previous generations.

Millennials, aged between 18 and 35, represent the largest generation in Australia, with over 5.4 million people in this cohort. As a group, we tend to have more disposable income, although often at the cost of carrying student debt and living in a highly competitive housing market. We’re constantly online, connected to social media, and highly educated—generally more so than previous generations such as Baby Boomers or Gen X and Y.

These characteristics make millennials an attractive target for marketers, but if businesses want to effectively engage with us, they need to adapt their strategies to align with our unique preferences. Let’s dive into why millennials think, act, and buy differently, and how companies can market to us successfully.

The Millennial Mindset

Millennials aren’t just looking for products; we’re looking for brands that align with our values. We care about sustainability, equality, and social justice, and these values influence our purchasing decisions. For many of us, the brand’s message, transparency, and stance on social issues play a key role in whether we’ll support a company.

Our generation has grown up in an era where social media has drastically reshaped how we interact with brands and each other. We’ve witnessed the rise of influencers, user-generated content, and the importance of online reviews. This digital landscape has led us to expect a more personal, authentic connection with brands, far beyond traditional advertising.

Why Marketing to Millennials is Different

Traditional marketing methods—think TV ads, radio jingles, and cold-calling—no longer have the same impact on millennials. In fact, many of us actively avoid ads through ad blockers, or skip through them. The old ways of advertising don’t speak to our desire for interaction and transparency. Instead, millennials are looking for brands that make them feel heard and seen.

In fact, 88% of millennials are active social media users, which underscores the importance of a strong digital presence. However, having an online presence is not enough on its own. It’s how brands use these platforms that makes all the difference.

How to Market to Millennials

1. Be Engaging and Relevant

When marketing to millennials, it’s essential to create content that grabs our attention. We live in a world where attention spans are shorter than ever, and we’ve become highly selective about the content we consume. If you want to capture the interest of a millennial, the content needs to be engaging, relevant, and valuable.

We’re passionate about causes such as animal welfare, politics, sustainability, and equality. As consumers, we want to see brands that align with these values and use their platforms to make a positive impact. According to research, 73% of global millennials are willing to pay more for a brand that is eco-friendly or demonstrates social responsibility. This represents a huge shift in consumer behaviour and highlights the importance of sustainability in marketing.

For brands, this means they need to stay ahead of the curve by integrating social responsibility into their messaging. Millennials want to buy from companies that are authentic in their commitment to important causes. Simply claiming to care about the environment isn’t enough; millennials want to see brands actively taking steps toward making a difference.

2. Create Post-Worthy Content

One of the most important traits of millennials is our love for sharing—whether it’s about food, fashion, or experiences, we’re always posting on social media. This makes aesthetics a crucial factor in how we interact with brands. We’re drawn to things that are visually appealing, and we’re more likely to share products, services, or experiences that we find Instagram-worthy.

For brands, this is an opportunity to leverage the power of user-generated content. When your products or services are visually engaging, millennials will share them on their social platforms, offering you free exposure and boosting your brand's visibility. Think of it as a form of organic advertising, driven by the customers themselves.

An excellent example of a brand doing this right is The Mulberry Group, a hospitality company in Melbourne. The Mulberry Group owns a chain of specialty brunch cafes that have garnered a massive following due to their visually stunning dishes and decor. It’s not just about the food’s taste—it’s about the experience and the “Instagrammable” factor that encourages millennials to snap and share.

3. Be Authentic and Transparent 

If there’s one thing millennials value above all else, it’s authenticity. We can spot a sales pitch from a mile away, and we’re not interested in brands that use manipulative or overly aggressive tactics. Instead, we’re drawn to brands that offer transparency, honesty, and genuine connection.

Authenticity isn’t just about avoiding pushy marketing tactics—it’s also about maintaining a consistent brand voice that resonates with millennials. We want to engage with brands that feel human, relatable, and approachable. We appreciate companies that are willing to admit their mistakes and are open about their processes and values.

This is why influencer marketing has become so successful in recent years. Influencers are essentially brand ambassadors, but instead of acting like traditional advertisements, they share their real lives, values, and experiences with their followers. This creates a deeper connection with their audience and makes the product or service feel more accessible and genuine.

By collaborating with influencers who align with your brand’s values, you can tap into a millennial audience that trusts these individuals to provide honest reviews and experiences. Influencers offer a fresh, more relatable perspective that traditional ads simply can’t replicate.

4. Build Personal Connections

Millennials are not just consumers—they’re also creators. We value the ability to connect directly with brands, whether through social media, email, or even live chat. We expect a level of interaction that feels personal and tailored to our needs.

Engaging with millennials means building a community. Brands that encourage two-way communication—responding to comments, participating in conversations, and valuing customer feedback—create lasting relationships with their audience. This kind of engagement is what sets brands apart in an age where personalisation is key.

Conclusion

Marketing to millennials is not about creating flashy ads or trying to force a sale—it’s about building trust and providing real value. Millennials respond best to brands that are socially conscious, authentic, and transparent. We want to feel a connection to the brands we support, whether through shared values or interactive experiences.

If businesses want to successfully engage millennials, they must create content that’s visually appealing, values-driven, and relevant to our interests. By fostering a community, using social media effectively, and embracing authenticity, brands can tap into the full potential of this influential generation.

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