While brand relationships are as important as ever, they need to be built differently today than they were even 5 years ago. To understand how and why marketing is changing, it’s essential to understand people under 30, the Millennials. They are the current market for many brands, and the future market for all the others.
My interest in Millennials began in early 2003, about the time the oldest members of this generation were beginning to graduate from high school and enter college. I was teaching Principles of Marketing at the University of Notre Dame. It was impossible not to notice how different these students were from my own generation. I first shared my observations in September 2007, in Advertising Age: “Millennials: Clued In or Clueless: 10 Things Marketing Students Don’t Know About Marketing”.
Today, after over 250 researched blog posts about Millennial values and behavior, my point of view remains the same: Millennials are unique and they require a different marketing approach. They want their brands quick, meaningful and above all “shiny”.
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