MERCADEO Versión en español
There are keys to understand the millennials and why they are a tough audience
Patricia Molina| 3 de octubre de 2014
El 72% de los millennials ha sido víctima de la recesión económica
Millennials, youngsters born in the 80s and 90s, have become the coveted object of brands. Because of their ease with technology and contact with new platforms and their modern and youthful style, they have become a striking market. However, while this generation seems to be a single bet, there are some often ignored factors that make them a tough bite. The following explains some of the features discovered by a study conducted in 19 countries in performing an ‘autopsy’ of younger consumers. 30% of millennials do not hide their skepticism towards the seduction brands want to make on them. It has been determined that this group tends to reject premade sales campaigns that tend to exaggerate their products, and rewards honesty and authenticity, on the contrary. In addition, 72% has been a victim of the economic recession, 36% has suffered cuts in their income; and 28% has experienced unemployment.For millennials, it is very important to create emotional bonds and claim to be more loyal to brands committed to social and environmental causes. However, the battle for this market is not lost. This suggests that brands understand adaptation, empathy with their audience, especially authenticity and creativity. In light of this data, that dismantles many myths about millennials, it is clear that this public is a complex generation.
Diario de Hoy
Noticias relacionadas (3)
21 de abril de 2014
Tr3s: Millenials enfrentan desafíos laborales nunca esperados