You’ve heard all about them, you’ve seen all about them, you probably have one in your life, you might even be one… Millennials. Millennials were once the "newest" generation in the workforce, but today they are firmly established professionals, managers, and leaders driving the modern economy.
Generally speaking, Millennials are those born between the years 1981 and 1996. According to recent census data, there are roughly 74.2 million Millennials in the U.S.—making up nearly a quarter of the entire population and surpassing Baby Boomers as the largest generation. With an annual buying power projected to reach $3.4 trillion, they remain a massive and highly lucrative market to engage with. What does this mean for businesses?
If you’re not reaching Millennials, then you're missing out on a major selling opportunity. How can you engage with a demographic currently aged roughly 30 to 45? Check out five ways to market to Millennials today.
1. Go mobile-first.
The best way to market to Millennials is to have an impeccably mobile-friendly website and purchasing journey. This means when customers pull up a website on their phone, they’re not stuck looking at tiny fonts or struggling with clunky checkout systems. Mobile websites and apps have a completely different design than their desktop counterparts, and seamless mobile commerce is now a baseline expectation. A significant majority of Millennials use their mobile devices for everything from research to checkout, and many frequently make impulse purchases directly from their phones. If a business website isn’t fully optimized for mobile, Millennials simply won't bother engaging with it.
2. Get social and personalized.
Get active on social media platforms where Millennials actually spend their time. While they started on Facebook and Twitter, they are heavily engaged across Instagram, LinkedIn, and TikTok. Furthermore, modern Millennials demand personalization: a recent Deloitte survey found that 64% of millennials would opt into hyper-personalized loyalty settings to access better perks, and 53% would spend more with a brand that offered a personalized experience. Optimize your social content to be engaging, shoppable, and exciting to build a dedicated community. Data shows that 80% of millennials say that once they find a brand they love, they keep coming back to it.
3. Be authentic and purpose-driven.
Authenticity is no longer just a buzzword; it's a requirement. Research shows that consumers are increasingly aligning their purchase decisions with their personal values, with a vast majority preferring to buy from brands that reflect those ethics. In fact, over 88% of US consumers purchase from brands that align with their values. Millennials crave an authentic, purpose-driven brand that shows its true colors. They want to engage with businesses that aren't afraid to be real. This means showing the inner workings of your business and proving how you are making a positive difference in the world.
4. Leverage word-of-mouth and social proof.
More than ever, Millennials engage through word-of-mouth marketing, which today takes the form of user-generated content, online reviews, and influencer partnerships. If they hear a recommendation from a trusted friend, coworker, or even a favored influencer, they are much more likely to buy. Highlighting this shift, 40% of millennials say their favorite online influencer understands them better than their real-life friends. This means getting out and meeting this generation where they stand—leveraging authentic influencer marketing, encouraging customer reviews, and rewarding loyal advocates. The more digital and physical word-of-mouth you can cultivate, the more successful your campaign will be.
5. Turn creative and experiential.
Finally, get creative in your marketing strategy. Millennials have been targeted with advertisements since before they could walk and are constantly bombarded every day with digital messages to buy and try products. If you want Millennials to engage with a brand, you have to catch their attention first and offer something more than just a transaction. Maybe it’s an immersive experiential marketing campaign, a clever social media competition, or a completely new omnichannel tactic. Think outside the box and focus on offering valuable experiences.
When it comes to modern marketing, Millennials are a dominant force shaping the consumer landscape. Try out these updated tactics to see how you can connect with them, drive them to a product or service, and grow your business today.
