Millennials Want It Their Way

August 27, 2018

NEW YORK – Thanks to social media, the people aged 22 to 37 as of this year—usually known as millennials—are accustomed to having input into everything. They expect that same behavior to extend to their branded choices, reports

Sophie Maxwell, future director at Pearlfisher Global, a branding agency in New York, said that brands aspiring to meet millennials’ specific needs, while remaining true to their core offer, must consider new ways to collaborate with consumers. This can range from physical brand experiences to targeted digital journeys, and anything in between.

When it comes to communications, millennials prefer images and visual content, and as a result, brands need to think about their offer not just in terms of new product development, but also how they package and create desirable experiences effectively and quickly for their audience.

Millennial consumers seek reliability too. For example, they are committed to wellness and expect the same commitment from their brands. This can require balancing what are sometimes seen as opposing requirements or value systems. They also expect discovery, constant change and personalization, but their values also include reliability, authenticity and transparency.

The quick service and ambience of popular contemporary eateries, such as Leon and Chipotle, tick all the boxes for this audience by providing familiar, reliable food experiences that are customized and personalized.

Other, more traditional brands, such as Oreo and Coca-Cola, are favored by millennials because they are still innovating for this discerning, engaged and sophisticated audience, particularly with shareable social campaigns, such as Oreo’s Colorfilled.

Millennial consumers are more mindful in their brand choices and want to know more detail, such as who made a product, what it was made with, and when and where it was made. They increasingly expect the unexpected as their evolving lifestyles demand new food occasions. This provides brands the chance to experiment with hybrids—from new ingredient combinations to partnerships. Brands will need to look at how they can foster more creative interaction and enablement rather than just providing a finished product.