What are millennials really like? This research provides a good glimpse.
- Tue, May 08 2012
- Filed under: Marketing essentials
The Boston Consulting Group has some interesting new research on millennials, including who they are, what they want and how to talk to them.
The highlights? Among the most interesting findings is that millennials - who were taught to recycle in kindergarten - are more likely to take certain socially conscious actions during their daily life. They are apt to buy products that support their principles and more likely than other generations to spread the word about a cause campaign or participate in fundraising events. They are highly social creatures online (and off) are more likely than others to speak up online, whether it’s to rate a product or upload content. Millennials expect companies to care about social issues and reward those who partner with the right causes, says the report.
On the other hand, their affinity for causes doesn’t necessarily translate into higher levels of volunteerism. Millennials are slightly less likely to volunteer their time than non-millennials (31 to 26 percent). But that’s still one in four who will give their time. Don’t write them off! They certainly view themselves as more active than others think they are:
The report notes another important universal quality of millennials: they are distrustful of corporate messengers and more inclined to believe their friends and peers. Of course, not all millennials are created the same. The report profiles several typical “types.”
The bottom line? Make it easy for this generation to spread the word about you and reach them through messengers they trust - their peers. If you’re looking for a corporate partner, share this research as a case for working with your cause - it’s good business for them! And as the report says, millennial attitudes are early indicators of more widespread future trends. These folks will someday be your supporters - or not - depending on how well you understand them and how well you engage.
Comments
I’m guessing this study uses “Millennials” as a synonym for Gen Y. I’ve also seen it where “Millenials” is a sub set of Gen Y concerned with those who are more tech-savy. It looks like the bottom two categories might be considered Gen Y, but not millenial.
Still, good data. I wish, though, everyone would agree on the definitions.
I love this piece and defiantly agree…Don’t write millennials off! While they may not always show up to volunteer at an event, they are incredibly effective at spreading the word and sharing information.
How does one “defiantly” agree with something, Nicole P? And it sounds like the same old story through all the geneerations—the small minority who step up to the plate. This generation is no different. Same ‘ol, same ‘ol… People are people are people, and can be treated well and regarded with respect regardless of their generation; why are we talking about this exactly? Surely not to get the best marketing vantage point or “way in…” What ever happened to authenticity? Yes, I’m an Xer.
I guess one does it by making a typo. Sorry about that. I meant to say “definitely.” Obviously, people of all generations should be treated with respect and authenticity. I don’t really see why that delegitimizes information like the above. There is more than enough room for both.