Do You Actually Know How to Engage a Millennial?
Let me give you a hint: the answer is no.
That’s why Kari Saratovsky (@KDS) and I crafted a series of five strategic memos to help people across all industries think differently about the Millennial generation, and help accelerate a shift in the way we engage young people today.
Here are links to the five memos:
(And here is Kari’s post introducing the project)
Why did we write five memos? Well, the research, headlines and ‘expert’ opinions about Millennials all seem to agree: young people are coddled, protected, and constantly connected (in a bad way). But they are wrong. What we know, and the way we think about how to communicate with and engage Millennials is, at best, incomplete.
All we know for sure is that Millennials have limited time, limited dollars and limited attention spans - but also huge future spending power, and a desire to do something interesting and important with their lives. We also know that Millennials have different expectations for their involvement with brands, media, issues – and especially social causes - than any other generation. We know this because so much of what has been communicated at Millennials is missing the mark. Even when some brand or nonprofit has been smart (or lucky) enough to get Millennials to pay attention, converting that awareness into some meaningful, measurable action has proven to be even more difficult.
So yes… Millennials are difficult to reach, and very challenging to successfully engage. And that’s exactly why we wrote these memos. We don’t have all the answers. We do have some thoughts to help shift the way people are thinking about young people and what they want/need.