They have been raised on technology—fed by social media and constantly armed with their smartphones. They are bright, intuitive and educated, and have little patience for shallow marketing techniques. When it comes to engaging with brands, they have a sharper eye and higher expectations than any generation before them. Millennials expect authenticity, quality and transparency from background remove service companies. They have little patience for marketing that feels invasive, phony, or outdated. To help you win over this tough crowd, we surveyed our very own millennial workforce about their marketing preferences and compiled their responses into a handy list of Dos and Don’ts.
Don’t: Rely on cliches — Nobody likes cliches, but millennials are particularly turned off by unoriginal marketing techniques. Why? Millennials value originality and creativity more highly than Gen X’ers. Tired marketing ads are, quite honestly, offending their sensibilities. The worst offenders? cliche pharmaceutical ad Perfume ads: Soul baring stares, out-of-place ball gowns and aimless dreamy strolls aren’t convincing Millennials to invest in brand-name fragrances. Pharmaceutical ads: Why do the people in the ads look so happy while the laundry list of serious side-effects is enumerated? The disconnect is jarring. Weight loss ads: The before and after pictures—where the “after” looks like an Equinox instructor—aren’t fooling many millennials.