Galvanizing Millennials' Brand Love

Marketers put a lot of focus on connecting with Gen Z—who are sometimes called Zoomers—but older generations still drive much of our economy. This is the final installment of a three-part Generations series that explores how to cultivate the loyalty of baby boomers, members of Gen X, and millennials. Now we turn our focus to millennials. 

Millennials—who’ve been labeled the participation-trophy generation and accused of being industry killers, and who seem to be chronically online—are now in their prime working and child-rearing years. They’re moving up the corporate ladder, connecting in their communities, and seeking meaningful experiences. But coming of age in the financial and housing crisis of 2008 made millennials financially conservative. Compared with preceding generations, they’re later to establish their own households, purchase property, and start families. In fact, 33% report prioritizing financial stability before children. 

Changing the game as a generation

Millennials’ purchasing behaviors and preferences are characterized by their digital savvy, value-driven decisions, and preference for authentic, personalized experiences—a shift from previous generations. 

The second-largest generation after the baby boomers, millennials were born between 1981 and 1996, and they represent 23% of the U.S. population. Millennials have a yearly buying power of more than a trillion dollars. In part because they’re juggling student debt and housing loans, they haven’t yet reached their peak buying power. 

Accused in the media of killing products and industries ranging from napkins to diamond engagement rings, millennials have exacting expectations for the brands and products they purchase. If brands want to earn their loyalty, they must deliver personalized experiences and authentic messaging. 

Let’s explore the best ways to connect with millennials and offer the experiences, products, and messaging they value. 

Seeking certainty and stability

Millennials are the most educated generation—with nearly 40% holding a bachelor’s degree. But at $58,000, their median wealth lags compared with previous generations. That gives them, as a group, a lesser financial foothold and an accompanying wariness to spend. 

Student loans, continuing changes in technology, and geopolitical issues have especially affected millennials. They’re seeking peace of mind, both financially and in a literal sense; 35% of millennials report they prioritize their mental health. Messaging, products, and experiences that support this desire for stability resonate with millennial consumers. 

Looking to be part of something greater

On the forefront of multiculturalism and acceptance of LGBTQIA+ rights, millennials are racially, culturally, and financially diverse, reflective of the U.S. population overall.

Millennials expect businesses to support stances and issues that are important to them, exemplified by the 33% who strongly believe brands should be inclusive in their representation. 

Yearning to be understood

Having grown up in a connected world, millennials value inclusion over exclusion and prioritize teamwork and collaboration, but they still value individuality. In fact, 42% of millennials describe themselves as unique. They embrace messaging and offers built around the ideals of shared principles and individualism. 

Driving devotion through connection

Brands can make meaningful connections and build lasting loyalty with millennials by using data, messaging, and channels that resonate with their lifestyle and values. 

• Be authentic. Millennials spend, on average, 205 minutes a day online. Much of that time is dedicated to consuming content on apps like Instagram and TikTok. More than half (52%) of millennials report trusting user-generated content more than traditional advertising. So, the key to attracting, and holding, their attention is genuine, relatable content.
• Emphasize convenience. Millennials are busy with careers, families, and their communities, and they value practical and convenient products and services.
• Leverage technology. Given that nearly all millennials (93%) own a smartphone and consume web content through their devices, brands need to provide them with opportunities to connect through technology.
• Make it seamless. Digitally savvy millennials expect a smooth and consistent experience between online, in-app, and in-store engagement with a brand.
• Promote ethical values. Millennials want to support brands with values that align with their own. Develop messaging that highlights your brand’s efforts on key issues, such as sustainability and equity.
• Get personal. Millennials prefer content and offers that appeal to their sense of individuality. Take it a step further by being open to feedback and then making adjustments that reflect millennials’ perspectives.

Diversifying your media

Millennials regularly engage in a variety of channels, consuming more digital content than older generations and more traditional media than Gen Z. Marketers can reach them with an omnichannel approach that balances new and traditional media. 

• Social media. Digitally active and highly engaged, 77% of millennials report following a brand on social media. Millennials are power users on Instagram and YouTube, and their interest in TikTok has grown, with 49% now engaged on the platform.
• Millennials listen to podcasts more than any other generation: 45% listen weekly and 15% listen daily.
• Millennials watch a mix of live television (21% watch one to two hours per day and another 20% watch three to four hours daily) and streaming (43% watch three hours or more per day).
• Print and online publications. Millennials read magazines and newspapers more than other generations—31% read magazines weekly, and 32% read newspapers weekly.
• Radio and music streaming. Most millennials (61%) frequently listen to the radio, and 68% frequently stream music on platforms like Spotify. 

Brands that craft authentic messaging that appeals to millennials’ particular expectations and preferences––and use a strategic blend of media to engage them––will earn lasting devotion from this pivotal generation. 

Barb Olson is vice president, Strategic Services. For more than 30 years, The Lacek Group has been perfecting the art and algorithms of brand devotion. We help world-class brands identify their highest-potential customers, engage them across channels throughout their life cycles, personalize each relationship for optimal long-term results, and measure the true effectiveness of those efforts.