How to Market to Millennials

Let’s face it, marketing to millennials is no longer just a nice-to-have — it’s a must! If you’re looking to reach this powerhouse generation, buckle up! Here’s everything you need to know to win over these savvy, socially-conscious consumers.

Who are millennials anyway?

Millennials, also known as Gen Y, were born between 1981 and 1996. Today, they’re aged between 28 and 43, and they’re the largest adult generation in the UK. Known for their love of all things digital, they’ve got a serious eye for authenticity, transparency, sustainability and social responsibility. If you’re looking to make waves, they’re the people you need on your side!

Why bother marketing to millennials?

Simple: they’ve got money, and they’re ready to spend it! With an expected lifetime spend of over £10 trillion, Millennials are officially entering their peak earning years. And here's the kicker: they’re incredibly loyal to brands they vibe with. If you win them over, they’ll not only stick around but also shout about you from the digital rooftops!

What do millennials want?

Millennials are all about convenience and digital experiences. With 85% preferring to shop online, your digital game has to be strong. Plus, they’re social media natives — 71% say they’re more likely to buy based on online recommendations. And, they're willing to pay extra for brands that are eco-friendly and ethically sound, similar to Gen Z.

Basically, they’re savvy, conscious, and on a mission to make their money matter.

The power of social media on millennials

Social media is where it’s at when it comes to capturing millennial hearts and wallets. Platforms like Instagram, TikTok, and YouTube are their playgrounds, so you need to be there too. Influencer marketing is a big deal — if a millennial’s favourite influencer loves your product, chances are they’ll love it too. The more real and engaging your content, the better!

Brands nailing millennial marketing in the UK

It’s time to take notes!

  1. Airbnb: Who doesn’t want to “Live Like a Local”? Airbnb’s campaigns scream adventure and authenticity - two things Millennials can’t resist. By spotlighting unique experiences, they’ve turned travel into a lifestyle.

  2. Nike: Nike’s “Nothing Beats a Londoner” campaign didn’t just sell sneakers; it celebrated the grit and diversity of London’s youth. They know how to mix powerful storytelling with social themes to connect with Millennials on a deeper level.

  3. Oatly: The Swedish oat milk brand has taken the UK by storm with its quirky, straight-talking ads (think “Wow No Cow”). Oatly’s transparent and fun approach resonates big time with eco-minded Millennials.

  4. ASOS: ASOS is the millennial’s go-to for fashion that’s on-trend, affordable, and inclusive. With influencer collaborations and user-generated content, they’ve mastered the art of staying relevant.

Tips to nails your millennial marketing strategy

  • Partner with Authentic Influencers: Skip the mega-celebs and go for micro-influencers who genuinely love your brand. Authenticity wins every time!

  • Get Visual with Video: TikTok and YouTube are millennial magnets. Create short, snappy videos that show off your brand’s personality, tell a story, or just entertain.

  • Wear Your Values on Your Sleeve: Don’t just say you care - show it. Whether it’s sustainability, diversity, or fair trade, let your brand values shine through in everything you do.

  • Personalise, Personalise, Personalise: Use data to get to know your millennial customers better and offer them a personalised experience they can’t resist.

Marketing to Millennials is all about understanding their passions, values, and digital habits. Get creative on social media, stay true to your brand’s values, and keep things fresh and fun. Win their hearts, and you’ll gain customers who will sing your praises for years to come!

Ready to take on the millennials? Contact us today to discover how we can help you connect with a millennial audience!

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