Segmentation has its limits as a marketing tool. As marketers we are trained to look to focus on the differences, but unless the differences are meaningful, overreliance on segmentation can lead to a lot of wasted effort. It may not be as sexy, but searching for the universal, common ground can lead to even more profound insights, and more impactful and efficient marketing.
The power of the universal is the point of a new book, Metaphoria, from Gerry Zaltman and Lindsay Zaltman. They maintain that focusing on surface level differences and “ignoring alikeness as an important driver of thought and behavior leads to depth deficits in strategic thinking.” (p. 8). In other words, we are ‘deeply alike’ and strategies built on commonalities are more powerful than those built on differences.
I believe this insight is especially true of Millennial marketing. As a generation, Millennals cherish their individuality, but are secure enough in who they are that they have no problem identifying strongly with a larger group, ethic or brand, especially if that group, ethic or brand shares their values; they like being part of something bigger than themselves. I can easily see this generation becoming more attached to their colleges as alumni and to other causes and institutions they support than previous generations.
Millennials share a set of common values that has enabled a few brands to deeply connect with a broad range of young consumers: Google, Apple, Heroes, and Teach for America come immediately to mind. These connections are based more on similarities among Millennials than differences. Those similarities can be traced to common upbringing that stressed team work, embracing of diversity (which is quite different from tolerance), respect for institutions, and the importance of ‘making a difference’ (i.e., or as Google famously said, ‘do no evil’). Millennials also share a faith in technology as tool for connection and productivity. Perhaps most significantly, it shares a deep belief in its own capacity for bringing about positive change. This belief is what underlies their strong will to be ‘heard’. With Obama perhaps now less than a month from what is looking like a Millennial-inspired victory, we may be hearing more from and about Millennial universals in the near future.
