As an aspiring brand strategist and researcher, I spend a lot of time trying to get into the heads of the “dreaded bunch”: darn Millennials with their insatiable demands, expanding minds, and lack of brand loyalty (often called nomadic). This crowd has a reputation of being a thorn in the side of brands of all sizes often leading to poorly planned brand executions. The solution is so obvious. So mind blowing, that it just might work. That’s right. I’m suggesting what most dread: hire them.
Incorporate Millennials into your culture. Encourage them to educate your staff. Most importantly, allow them to lead your company’s expansion and growth in the coming years. Millennials are often overlooked for mid-level job positions at agencies and client side companies due to a common perception held by older hiring managers who value experience. While some Millennials lack on the job experience, they may possess a native understanding of how their peers view marketing and advertising efforts and what it takes to uncover the deep seated insights that drive them. The best way to market to Gen Y is to have them quite literally market to themselves.
Some brands have understood this, however. The effort to include Millennials is displayed prominently on the digital front. Social media influencers saw a rapid expansion across multiple platforms such as Twitter, YouTube, & Instagram. These influencers, often peers, leverage their personalities and real life anecdotes to influence millennial purchase decisions by up to 20%-50%.
What happens when agencies and client side companies alike neglect refreshing their workforce with Millennials? They miss out. Take the example of Adidas. An independent filmmaker created a short spot that blew Adidas’s previous creative out of the water and attracted mass attention, without ever receiving a response from the brand’s communication department. Adidas missed out on a captivating piece of creative that combined a riveting story. This short story is one that draws an emotional response, as well as artistically showcasing the brand’s purpose. Take a look for yourself. Bravo, Eugene Merher!
Garrett Meccariello is an aspiring brand strategist based out of NYC. In his free time he can be found building the next great brand, exploring the city, and eating a lot of cured meat and cheese.