How to market to millennials? It’s a question that I’ve heard buzzing about the industry since I started four months ago. Being a part of this vast 21-38 age group myself, it first caught my attention at The Beverage Forum. For some reason, it never occurred to me how hard we can be to reach. And with an age gap of 17 years, millennials also are the most diverse adult population, according to Chicago-based Mintel’s “Marketing to Millennials” report. That makes it even more complex when searching for the right target audience within the millennial generation.
When I began researching for this month’s Special Report (page 22) on marketing trends, I couldn’t help but begin to compare myself to the research from Mintel. According to the company, millennials are different in that brands need to understand how millennials see, act and feel in order to target their brands effectively. Luckily for advertisers, millennials are receptive to advertising under the right circumstances. I will admit that commercials can be just as entertaining as the show. But, obviously, commercials aren’t the best — or only — means to reach the millennial consumer.