Recent Lessons In Marketing to Millennials

Here at Ypulse, we understand the complexities of marketing to Millennials, and are constantly on the lookout for brands who are getting it right. Here are some recent lessons in marketing to Millennials from campaigns that both resonated and fell flat with the generation.  

 

 

 

 

 

1. Bloomberg Businessweek “Gets You Ahead”

Businessweek pokes fun at Millennials living with their parents.

Recently Bloomberg Businessweek embarked on a campaign to get younger subscribers by targeting the almost 23 million 18-34-year-olds living at home with their parents, and encouraging those parents to tell them to get the hell out. Siblings, significant others, friends and other relatives are also invited to participate in the campaign to shame childhood home-dwelling Gen Ys. One of the “colorful” ecards available to send contains the message, “You’re a drain on this economy, sweetie pie.” Another tells the young recipient, “We’re not ashamed of you, but we’re getting there.” The problem with the campaign is twofold. First, it plays on a stereotype of Millennials as lazy and free-riding without considering the reality that they are struggling to find jobs and might just be working hard to try to work towards standing on their own two feet. We often tell brands that they need to understand how Millennials see themselves in order to speak to them authentically. They do not see themselves as “house barnacles” when they are sending out resumes by the hundred, and impending student loan payments are keeping them up at night. The second misstep here is the assumption that Millennials’ parents resent their presence. As our own Jake Katz told Adweek, “Where they missed the mark is pitching it as, you guys are annoying mom and dad by being at home. That's not the case. Mom and dad are not…

 
 

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The Newsfeed

“I love watching movies and shows uninterrupted.”—Female, 18, CO

Mattel just made the first hijab-wearing Barbie. She’s based on Ibtihaj Muhammad, who won the Olympic bronze medal for fencing for the U.S. while wearing a hijab. Brands are bringing diversity to the toy aisle to appease The Diversity Tipping Point generation’s appetite for inclusion, and this new doll is a step in the right direction. She gives girls a new role model and (in Muhammad’s words) encourages them "to embrace what makes them unique." Mattel has plans to create an entire line of Barbies based on inspirational women next year. (BBC)

Another ‘90s classic, Are You Afraid of the Dark, is coming to the big screen and revisiting Millennials’ childhood nightmares. Nostalgia entertainment is big business for the entertainment industry, who are hoping to capitalize on Millennials and Gen Z’s trademark wistfulness, and it doesn’t hurt that this screenplay for the remake is being written by It’s screenwriter. With horror proving it can bring in massive audiences these days, this mixture of dark content and nostalgia is a good bet to get them in theaters. (Collider)

Millennials are causing a “baby bust”—they aren’t having enough kids to keep the U.S. population at the “replacement level.” According to the Negative Population Growth Inc., the birth rate has dropped below the death rate, with women are having an average of just 1.8 births compared to the 2.1 needed to keep the population steady. The research blames all Millennials for the drop, reporting that “irth rates for all age groups of women under 30 fell to record lows in 2016.” (Washington Examiner)

Kellogg’s is coming back to NYC, with a bigger (and maybe better) cereal café than last year’s Times Square popup. The 5,000 square foot Union Square space will be a permanent place for Millennials to try crafty concoctions from Kellogg’s, who hopes getting the demo to rethink the product will keep Millennials from “killing” cereal as we know it. The company claims “It’ll be a destination for foodies and people to chill, create and explore the endless possibilities of cereal all in one place, whether it be for breakfast, lunch or a snack later in the day.” (CSA)

People are binging Netflix in public—at work, in line, and even on the toilet. A new study from Netflix found that 67% of viewers have watched a show or movie in public, 37% admit to tuning in at work, and 12% have pressed play in a public restroom. One in five have cried during a public streaming session, and 11% have seen a spoiler on another public streamer’s screen—but that’s not stopping them. The Binge Effect is real and bigger than ever: 60% of respondents said they binge more content than they did last year. (MashableMarkets Insider)

“I really enjoyed Breaking Bad and Better Call Saul does a really good job capturing the same intensity and intrigue that the original series did…”—Male, 28, NY

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