Millennials are driving the marketplace towards increasingly digitized and collaborative economy-driven channels of production and consumption. What is working today is vastly different from what worked even just a few years ago. Millennial-born businesses are capitalizing on hybrid infrastructure technologies and the affordances of social media to market to their customers in newly efficient and cost-effective ways. Below are the eight key traits of the Millennial-acclimatized business:

1. Mobile-device centric: Users expect to be serviced wherever and whenever they please, which means they need mobile access. Portable media devices are the primary vehicles of Millennial brand engagement. 

2. Graphical and pictorial communication: Modern communication is not necessarily word-based. The proliferation of communication applications that make use of photos and emoji graphics reflects the new language of today.

Snapchat logo

Snapchat logo

3. Targeted advertising: Big data analytics allow companies to better market to consumer interests and demands. The Internet and social media allow organizations to conduct their own research and access specialized consumer information.

Facebook analytics

Facebook analytics

4. Next-to-nothing promotional costs: Free advertising comes by way of social media-fuelled hype.

Fans of In-N-Out Burger posting on Instagram

Fans of In-N-Out Burger posting on Instagram

5. “Prosumption” (production and consumption) feedback loop: Giving customers a sense of agency and involving them in the conversation. Millennials came of age in a culture of self-expression afforded by social media and blogging sites and they respond to companies that invite them to converse. The Juicery Co. engages in a “prosumptive” relationship with its customers by directly reaching out to them via social media.  Below is a recent Instagram sent out by The Juicery Co. that asks, “What’s your go-to flavour of juice?!”

The Juicery reaches out to its Instagram followers

The Juicery reaches out to its Instagram followers

6. Outsourcing and peer-to-peer services: Millennials respond to idea brands that make use of principles of the sharing economy. The rising generations are increasingly urbanized and are moving away from traditional living and working styles; this calls for new business models that respond to Millennial desires for utility and cost-efficiency.

Airbnb has had incredible success using the principles of the sharing economy

Airbnb has had incredible success using the principles of the sharing economy

7. Instantaneous adaptability to consumer preferences, such as Netflix’s “Top Picks for You” function. Customers have come to expect on-demand servicing and interfaces.

On-demand service from Netflix

On-demand service from Netflix

8. Sense of corporate social responsibility: Cultivate purposeful, meaningful engagement with employees and consumers. A survey conducted by millennialmarketing.com found that 66% of Millennials would be more likely to seek employment with a company that supports a cause they care about and that 76% of them would think more highly of a company that allows them to support such a cause.

TOMS' 'One for One' campaign helping out those in need

TOMS' 'One for One' campaign helping out those in need

Here at Southcott Strategy, we can help you amend your business approach to accommodate shifting market trends brought about by the Millennial generation. Threats, uncertainty and disruption are inevitable obstacles of this digital age; rather than falling victim to such hurdles, see them as useful drivers of your company’s growth and development. Agility and speed will be what separates the companies at the forefront of change from those that lag behind it. 

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