10 ways to capture the millennial market

Millennials are a complex generation that experienced a childhood with basic technology, but from adolescence, have adapted to a daily life of smartphones and digital communication.

They are the ‘in-between generation’; one that experienced the beauties of life offline, but were also the first to spend much of their youth on the internet.

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This has made them the ‘omnichannel’ generation.

But which trends are engaging millennials, and how do brands and retailers successfully appeal to those born in the 80s and 90s?

Tiendeo, a platform that collects digital offers and promotions from retailers, has identified the 10 most popular trends used by brands to persuade this target market.

1. Environmentally-friendly
There is no doubt that anything labelled ‘eco-friendly’ immediately draws the attention of millennial consumers. They are particularly attentive to manufacturing methods, the raw materials used, the use of pesticides and synthetics, and CO2 emissions.
According to a GlobalWebindex study, 6 out of 10 millennials are willing to pay a higher price for organic and sustainable products.

2. Locally-made
Local products are winning more and more millennial hearts, from wines and beers to crates of fruit and chocolate.

3. Made in XXX
Millennials are staunch advocates of national production. They have the sensitivity to perceive and defend the value of national excellence and are keen to promote the national economy and its industries.

4. Cruelty-free
Another trend that people over the age of 30 are getting behind is the fight against the torture of animals through experiments to test the effectiveness of beauty, personal care, and household products.

5. Inclusion
Inclusion of women and all trans, non-binary or neutral genders is central to contemporary discourse. So, too, is sexual orientation and any other element of discrimination. Therefore, brands that exhibit an open and inclusive attitude attract much attention.

6. Time savings
Being pressed for time is a recurring feature of millennials’ lives. Brands that manage to simplify and optimise the day-to-day life of these individuals – who are constantly in search of hours to dedicate to themselves and their loved ones – rank highly.

7. Nostalgia
If following fashion and cutting-edge technology is a trend, nostalgia for times gone by is also a major leitmotif. Therefore, those who know how to appeal to the deepest emotions and evoke lost sensations will be able to create a special bond with millennial consumers.

8. Omnichannel
Giving millennials the ability to move freely between online and offline worlds is the best gift you could give them. Any brand that offers omnichannel services and advertising will find it easier to engage and retain this group of consumers.

9. Global
Local is great, and global too. While it is true that millennials like local products, they also have a passion for everything that is new and comes from outside. Millennials feel part of both the local and global communities, and easily move from one to the other.

10. Zero waste
Anything to do with recycling gets a big thumbs-up from millennials. Whether it’s apps for buying or selling second-hand clothing and accessories, buying about-to-expire food at reduced prices, or recycled and recyclable packaging, success is guaranteed.

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