Did you know that Millennials (age 18 – 33) are now America’s largest generation? At 75MM strong in the U.S., they will exceed the population of the Boomers by 2028 (Pew Research). These highly educated, tech savvy individuals seem to hide behind their devices, but in reality they are extremely plugged in when it comes to social activism*:
- 61% of are worried about the state of the world and feel personally responsible to make change.
- 63% have have volunteered.
- 72% have educated a friend or family member about a cause and 50% believe it will make a difference.
- 79% are more likely to purchase a product from a company they know is socially or environmentally responsible.
- 66% are likely to recommend a socially/environmentally responsible product to friend.
However, according to Pew Research, this generation shows much lower levels of religious affiliation than Baby Boomers and Gen-Xers, and represent the growing “unaffiliated” group. So, how do we connect with them regarding faith?
LET’S GET REAL! Our marketing messages must be AUTHENTIC. We need to listen to them, understand their concerns and address the problems of today, rather than dwelling on “how things used to be.” Speaking honestly and lovingly goes a long way with them. This is a “group mentality” culture that embraces teamwork and sharing, so we need to influence the herd, not just the individual. That same “group think” can be beneficial when it comes to marketing, if they are empowered to be part of the campaign process. Looking at strategic ways to engage this audience rather than speak at them is critical.
For example, gone are the days when a movie trailer was the primary way of announcing the latest summer blockbuster. This audience wants to be the “first to know” and “share with friend,” so social media plays a key role. Engaging, eventizing, rewarding and supporting are all meaningful approaches that speak to the heart of this generation.
*Cone Millennial Mind Study, 2006