7 reasons advertisers should embrace millennials’ di�erences to totally get them

EMBRACEDIFFERENCES

Some millennials are saving while others are spending; some are settling down while others are enjoying the single life; some are focussing on climbing the career ladder while others are

starting their own business. Basically, they’re all over the place.

AND DIFFERENT FROMEACH OTHER, TOO

A LOT CAN CHANGE IN 16 YEARS NOBODY UNDERSTANDS, MAN!

Millennials feel like advertisers just don’t get them. Which is kind of weird, as there are a

disproportionate number of millennials working in advertising and media. Maybe we media folk

aren’t that good at looking at ourselves.

“Career is the pre-requisite.I need that before the mortgage and I won’t

have a child until I’ve gotthe mortgage.”

million millennials feel advertisers don’t

understand them

6years

di�erence from the oldest to the

youngest

16

Traditional symbols of adulthood, like owninga house or finding a spouse, are becoming less achievable and less important. Millennials are

all ‘YOLO’ and ‘Oh hell no’ - they’re acting di�erently to older generations, so brands

shouldn’t try to talk to them in the same way.

There’s a huge age di�erence between the oldest and the youngest millennials; the young tings have only just become adults, while the

old’uns were already coming of age when they were born.

MILLENNIALS ARE DIFFERENTFROM OTHER GENERATIONS

9%

25%

Millennials

Non-Millennials

have their own property and are married with kids

vs.“I have no idea about

the future. I kind of live one week to the next.

Plans didn’t happen so I just live in the present”

BUT THEY WANT TO BE UNDERSTOOD

IT’S ALL ABOUT THEM

AND THEY LOVE A GOOD CHAT

want to beable to

personalise products

Millennials are impressed by technology and like the fact that advertisers use it to target them with relevant ads. If you get it right, they love it – but get it wrong and they’re irritated by it.

And trust us, you don’t want to cross a millennial.

Let’s be honest: millennials are a pretty self-absorbed bunch. If you can’t tailor a campaign, consider allowing

them to personalise it themselves.

welcome advertiserssponsoring

content

This lot are pretty happy as long as you’re talking to them about the things that they’re passionate about in ways that

interest them. Make sure there’s some sort of link to your brand, though – millennials are smarter than we give them

credit for and can spot a tenuous link a mile o�.

76%

73 %

like online ads that target them based on

the sort of person they think they are

23

Char

lotte

10 reasons brands should help millennials be #winning

NURTURESUCCESS

Most of them are happy with where they’ve got to in life and many exceed their own expectations. This is an easy

win for brands that have the products and rewards to help millennials celebrate their achievements.

‘DIGITAL NATIVES’ ISN’T JUST A CLICHÉ LOTS OF MILLENNIALS AIM HIGH

BUT SOME ARE SHOOTING LOW THEY JUST CANNOT MAKE IT RAIN

AND THEY’RE KIND OF FREAKING OUT

feel they haven’t achieved as much as they thought they would have

35%

feel the money they’re earning is improving their

standard of living

19%

Many millennials just aren’t turning out to be the ballers they thought they’d be, so they’re having to redefine success. Brands need to recognise these other successes, too, so as

not to alienate this audience.

The money millennials make isn’t enough to fund the lifestyles they crave. In fact, they’re seeing pay freezes and increases in costs of living. Don’t get

us wrong; they’re still having a good time - but they’re certainly not getting everything they want. O�ers, deals and rewards as well as money saving

products and tips can tap into this.

but not totally. The balance of worry and positivity helps drive them; their future is both a source of anxiety and

motivation to succeed. Brands that tap into these emotions will resonate

well with millennials.

feel they have advanced further in life

than they expected

14

are worried about not

getting on in life

54 %

feel optimisticabout their

future

57%

Only

Growing up surrounded by technology has empowered

millennials in the workplace and disrupted the usual hierarchies.

69feel tech helps to

increase or maintain high status at work

%

THEY’VE BASICALLYALL GOT DEGREES

The good news is that loads of millennials have degrees. The bad news is that loads of millennials

have degrees. As a result, their value in the job market has decreased – millennials leave uni and

realise there are loads of others just like them fighting for the same roles.

“My generation were fed a reality that

doesn’t apply: that without an education

you would be a failure”

SCHOOL’S OUT, BUT THEYSTILL WANT TO LEARN

like advertisers helping them to learn new skills

47%

Many millennials were brought up with ‘helicopter parents’ hovering over them, so it’s no surprise

that, even as adults, they want help – and they’re happy for brands to help them learn, be it coding,

cooking or canoeing.

THEY GET STUCK IN

Because they have to. Employers want to see real experience and millennials will do anything to get it. Lots of them have experience in

a range of companies before they even get their first proper job.

have doneunpaid work to gain experience

58%of younger

millennials think an apprenticeship is a

good alternative to uni

18 %

AND SOME EXPERIENCEIS EXTRA-CURRIC

Many millennials are happy to get creative for brands because it’ll help them build their CV and potentially get experience for their first job or a

change in career.

actively interested in brands asking them to use their creativity to

add to a campaign

35%

SUCCESS ISN’T JUST ABOUT CLIMBING THE CAREER LADDER

Brands can help millennials celebrate their non-work success and also o�er them the

lifestyles that would tempt them away from conventional ‘success’ in the workplace.

would turn down a promotion for a better

work-life balance

15

Millennials immerse themselves by speaking the language, eating the food and hanging out with the locals. It’s all part of trying to fit in. Brands can give them the information they need to avoid being a tourist, whether in a foreign

country or in their social scene.

Higher education is no longer about… well, education. Yes, millennials still value getting a

degree, but they also see uni as an opportunity for new experiences – and they’re

willing to pay a lot to take part.

FOMO SENDS THEM TO UNI

prioritiseliving life to the full

THEY’RE TRAVELLERS, NOT TOURISTS

YOLO MOTIVATES THEM A GOOD TIME IS A GOOD TIME

57%welcome events

sponsored or organised by brands

74%

Millennials crave experiences, from small everyday events to once-in-a-lifetime

adventures – and they’re delaying ‘adulting’ to get the most from them. I mean, why would you

save up for ‘a few bricks’ when you could be having fun?

…no matter who provides it. Millennials are happy for experiences to come from a brand as long as the event – not the product – is the

focus and the brand fit makes sense.

3 xmore likely than

average to have just had a gap year, or are

planning one

“Think of it as a

= £27,000

7 reasons we should sell lifestyles not stu� to encourage millennials to make purchases£SELL

LIFESTYLES

experience”

PICS OR IT DIDN’T HAPPEN

BUT THEY DON’T LIKE A HARD SELL

THEY BUY INTO LIFESTYLES

“I use Snapchat on a day to day basis, sending videos and pictures of

my experiences”

dislike advertising that is obviously

trying to sell something

Whether it’s their avo-toast, their wild night out, or their yoga retreat, millennials’ experiences are recorded, filtered and shared on social media. It’s almost as if the experience isn’t worth having

if there isn’t a good photo of it – and brands will be shared if they’re part of this experience.

This is a tech-savvy, media-savvy generation – and they’re wise to advertising. Millennials would rather purchase something that will give them a certain image, or buy into a lifestyle rather than just a product.

feel social media makes them spend money

because they see things they’d like to do or buy

Social media shows millennials the lives they wish they were leading and they will spend spend spend to live (or look like they’re living) them.

Products can be symbols of lifestyles that they can show o� to the world.

1 in 4

39 %£££

This generation is all about the FOMO. Facebook, Twitter, Instagram, Snapchat – you name it; they’re constantly on social media, using it to build their personal brands and

portray their lives in the best possible light.

THEY CAN’T LEAVE SOCIAL MEDIA ALONE

THERE’S SUCH A THING AS ‘PRIME INSTA-TIME’

MILLENNIALS HAVE TO LOOK ON FLEEK

Products are a great way for them to do this. For admiration-hungry millennials, seeing products

online can be motivational, or even act as proof of achievement when shared on social media.

Millennials judge their success against their peers’ progress and want to do better than

them. Social media is the platform of choice for millennials when it comes to

humble bragging, not-so-humble bragging and – of course – stalking.

Yes, not only are they spending hours perfecting their selfie pouts and applying filters, but some

millennials have actually worked out what time of day their posts get most love on social media

(5-8pm, FYI). They’ll do anything for love!

MILLENNIALS ARE HELLA COMPETITIVE

feel competitivetowards friends

13 62%

spend a lot of their leisure time using

social media

are obsessedwith getting likes

and shares

29%feel social media

makes them spend to look good to

others

26%

7 reasons we should help millennials manage the pressures of perfection (and how we can do it)

EASEPRESSURE

On Instagram, I’m areputation-conscious

monster

“I think the biggest pressure on our society today is to

seek perfection. It is all driving us a bit nuts because it makes us feel inadequate…”

IT’S A MAD BAD WORLD OUT THERE

SOCIAL MEDIA BASICALLY MAKES THE PRESSURE WORSE

THE PRESSURE OF PERFECT IS HUGE

Millennials need help making sense of it. Many are unsure of themselves and although they sometimes ask for advice on social media, they also don’t want to show weakness. Enter:

brands that can give them the tools, support and encouragement to achieve the perfection they crave.

It’s not going away anytime soon, so brands need to help millennials manage the pressure it brings. They can do this

by helping them celebrate their imperfections, or even encouraging time away from social media.

Millennials – especially the younger ones – are anxiety-riddled; more likely than previous generations to aim for absolute

physical perfection, but less likely to think they’ve achieved it. Thanks for nothing, Kylie Jenner.

have shared a picture to get

advice on something they

might buy

20 %

think social media makes them feel

like they’re underachieving

41%

72%

48%

“An advert needs to give more than just a simple

product description and a reason to buy… something

[to] really relate to or… become immersed in”

often do online research just to see

what’s out there

23BUY ME

NOW

Often, millennials don’t even know what they’re looking for. They need inspiration to help them make their next purchase and brands can help inspire them by selling lifestyles instead of just

boring old products.

AND SOMETIMES THEY’RE #JUSTLOOKING

THEY DON’T NEED YOUR VITAL STATISTICS BUT AT THE END OF THE DAY, BRANDS STILL CALL THE SHOTS

Although they may feel they’re making deliberate and objective decisions after weighing up all the pros and cons of a product, it’s actually the brand that pulls the strings. Millennials are extremely image-conscious and want to buy the brands that will make them look good.

Millennials engross themselves so deeply in their interests, even before they’ve decided to

make a purchase, that when something triggers them to take the plunge, they’re fully aware of

what they’re doing.

Not in your adverts, anyway. They’ll find out about the product specs themselves, so don’t need to see it in ads. Instead they want to be

inspired to find out more.

IMPULSE BUYS ARE SO OVER

BEINSPIRING

7 ways millennials are ready to beinspired by brands

often do lots of online research before making an ‘impulse purchase’

63%

hope that the brands they like turn out to be the best when researching

won’t consider buying something if the brand

doesn’t have a good image

often use filters on retail sites so they only

see brands they like

46%

75%

“It’s the build up to getting it, that great bit in the middle when you are so close to buying…and

you are so excited…”

THEY’RE SPOILT FOR CHOICE –AND THEY KNOW IT

BUT DON’T GET COCKY

IN FACT, ‘RESEARCH AND CHILL’ COULD BE THE NEW‘NETFLIX AND CHILL’

Millennials love doing research as part of the shopping process. They spend hours on their phones and laptops looking for

better and cheaper alternatives. There’s never been so much choice and it makes getting stu� all the more enjoyable.

They’re not necessarily researching you. It’s not enough for brands to be present in the places where millennials are actively doing their research, because it may be too late. Brands need to

give these guys a reason to include them in their search.

When you see millennials’ faces light up with joy (and not just the backlight from their device), they’re not necessarily

sending naughty pictures…. often they’re actually spending their free time researching stu� they want to buy. What a

bunch of geeks!

71%genuinely enjoy online research

often research potential purchases in their downtime

GIVE - DON’T JUST TAKE

8 reasons millennials need brandsto give as well as take

A lot of what being a millennial is about is keeping up appearances, but not this. They

actively like brands and genuinely want to hear from them, whether it’s o�ers, competitions or keeping them up to date with what’s going on.

NOT JUST FOR SHOW, EITHER

THEY LOVE TO EXPERIENCE STUFF THEY’RE A SHARING BUNCH

but not in the traditional sense. Millennials will share anything on social media that makes them look attractive, cool, successful or happy… and it could be your brand or product that makes them

appear that way.

You know your brand’s followers on social media? Lots of them are millennials. They’re

pretty comfortable with brands being in their social space, so they happily follow and interact with the ones they enjoy. Just be careful not to

spam them, or they’ll kick you out.

It’s not about just doing stu�; but about having experiences. They don’t just go to the cinema; they go to an immersive cinema experience because they

want to take part and not just be an onlooker. As long as they’re good experiences, millennials are

happy for them to come from brands.

MILLENNIALS LIKE BRANDS

62%follow a brand or

company on social media

have contacted a company

to praise its product/service

16%

welcome brands organising or

sponsoring events

76 %like being encouraged to

share pictures etc.for brands

62%

THEY’RE HAPPY TO HELP

THERE’S SOMETHING IN IT FOR THEM

AND THEY’D LIKE A HELPING HAND, TOO

Millennials want the products and services that suit them and they’re

happy to help you create them. Even if you don’t ask, they’ll probably give

you their views on social media (good or bad) once the product is launched so better to get in early.

They’re not just giving you free labour; they’re creating a portfolio, adding to their CV and

making themselves more employable.

Millennials love to keep learning and bettering themselves because it helps them to keep their options open and get one up on their mates. If brands

know stu� that can help them on their journey (and can provide it to them for

free), all the better.

AND SOMETHING IN IT FOR OTHERS, HOPEFULLY

Millennials don’t just think you should give back to them; they also want you to support

charitable causes. But don’t think you can just get away with giving 10 per cent of your profits

– they want to see you really care.Millennials don’t just think you should give back to them;

they also want you to support charitable causes. But don’t think you can just get away with giving 10 per cent of your profits – they

want to see you really care.

actively like to help brands

with new productdevelopment

40%welcome brands teaching them

new skills

78 %

actively like opportunities

to use their creativity

for a campaign

35%like brands supporting

charities in ways beyond

just donating a % of profit

80%

As far as millennials are concerned, the good ads are the ones that make an e�ort to connect with them. They want to see good ads and are willing brands to make them, a bit like they’re willing Kanye West to get the help he needs.

#prayforKanye

Millennials see a LOT of advertising. OK, they’re not sitting on the sofa watching TV like people did in days of yore but they get ads delivered

straight to them wherever they are. The volume they see and the number of poor quality online

ads, in particular, has made them cynical.

MILLENNIALS ARE WAY HARSH BUT THEY’VE GOT A SOFTSPOT FOR GOOD ADVERTISING

THE HARD SELL JUST WON’T CUT IT

Time was, advertisers could shove a product under a consumer’s nose and hope for the best. But millennials

are a di�erent matter; they don’t respond well to a hard sell and would rather buy into a lifestyle or make

a purchase that gives them a certain image.

56%describe

themselves as harsh critics of

advertising £££

6 ways advertisers can ‘keep it 100’ with millennials

KEEP ITREAL

of them are harsh critics because

they enjoygood advertising

35

dislike ads obviously trying to

sell something

39%

MILLENNIALS LIKE TO FIT IN

SPEAK THEIR LANGUAGE (IF YOU CAN KEEP UP)

IT’S NO GOOD JUST PAYINGTHINGS LIP SERVICE

…and they think you should, too. They want advertisers to adapt the message and the tone to fit the particular platform or the

particular media owner’s style – and they can spot when ads don’t do this.

No, we’re not talking about actually adding the word ‘sick’ to the end of everything, or communicating solely in emojis. Talk to them about the things they

find interesting in ways they find interesting but make sure there is a brand fit. They’re not going to want a toilet roll brand talking about fun nights out.

Social media shows millennials the lives they wish they were leading and they will spend spend spend to live (or look like

they’re living) them. Products can be symbols of lifestyles that they can show o� to the world.

feel advertising works better if it fits

its environment

82%

like seeing advertisers supporting charities

80%

welcome brands sponsoring content

and events

34

claim to use some sort of ad

blocking software

67%have used social media to criticise

advertising

13%

say they are harsh critics of advertising as bad ads o�end them

13

OK, millennials love a bit of drama, so it could be an exaggeration to say they hate all advertising but, well, what if they did? Even if it’s not true,

take it as a warning.

Don’t we all?

THEY HATE BAD ADS ACTUALLY, SOME HATE ALL ADS

AND THEY CAN BE VERY PUBLIC ABOUT IT

THEY DON’T JUST BLOCK THEIR EXES

7 reasons brands need to trynot to piss millennials o�£SELL

LIFESTYLESDON’T

IRRITATE

say that they are a harsh critic because they dislike

all advertising

14

Millennials pride themselves on the number of friends and followers they’ve got and add even the vaguest of acquaintances into their social

media circles. So if they’re slagging your ad o�, lots of people are going to hear about it.

Most millennials are using ad-blockers – even if it is mostly for pop-ups and not run-of-site

display. Ads disrupt their journey, slow down their internet and show them the same stu� over and over and they don’t like it one bit!

DON’T BE ‘THAT GUY’

THEY THINK IT’S ALL YOUR FAULT

IT’S NOT PERSONAL, BUT THEY’RE AVOIDING YOU

Millennials hate it when brands have nothing interesting to say. They want to know that you’re interested in them and that you know how to

talk to them.

“There are some brands that are like the boring person at the party, only talking about themselves. But, these are the brands that are struggling”

Millennials blame their cynicism about adverts on the advertisers themselves. They can spot a lazy ad a mile away and don’t want to

get any closer.

“What is important to understand is that cynicism is not ingrained in us, it

comes from marketing laziness.”

That’s, like, almost all of them. And it’s so disappointing because they just love whiling away the hours watching online video, so it should be a great

opportunity for brands. It is. Just give them something that they won’t want to skip!

say they skip pre-roll ads

94%pre-record TV

so they can skip the ads

74%

TV ads are traditionally where advertisers make a huge impact, but millennials engage with TV less

than older generations and it’s getting worse all the time. They pre-record TV and fast forward through

the ad breaks – and many choose not to bother with a TV set when they move out of home.

THERE ARE NO ADS ON NETFLIX AND CHILL

THEY’VE GOT FOMO IT’S ABOUT THE CUT OF YOUR JIB

Whether it’s because they like the brand, are in the market for the product, the brand has something new to say or it’s saying it in an interesting way, millennials are prepared to

listen if they like what they hear.

but only the good ones. Millennials think good ads are those that make an e�ort to connect

with them and do so in an authentic way – and they hate a hard sell.

even when it comes to adverts. What if they’re missing some great deal, or some hilarious or

inspiring ad that everyone’s talking about, or an ad for something they are interested in? PANIC. They

know those ads are out there, but don’t want to have to plough through the others to find them.

MILLENNIALS LIKE ADVERTS

82%of those who use ad

blockers feel they could be missing something

xlike advertising

77%

don’t skip video ads if they’re relevant

63%

8 reasons to wow millennials

are watching less TVthan a few years ago

12

IMPRESS ANDENTERTAIN

THIS IS THE EAT, LOVE, PRAY GENERATION

THEY WANT TO PLAY HARD TO GET

AND THEY LOVE TO LOL

Millennials appreciate brands that don’t get all up in their grill. They want to be flirted with and allured,

rather than being shown everything on a plate.

BASICALLY THEY’RE SUPERHIGH MAINTENANCE

say humour stops them skipping a

pre-roll ad

45%

But at least they know it. Millennials realise they can be di�cult to please, so they really appreciate it when advertisers have made an e�ort to understand them and impress them.

Funny ads are one of the types that millennials won’t skip over. Not only that, but they will also pay attention to, talk about, share and return to over and over again. Brands will be LOLing

all the way to the bank.

“An advert needs to give more than just a simple

product description and a reason to buy”

“Adverts I like are those that have deeper meaning”

Brands can inspire millennials by making them feel good on the inside as well as

looking good on the outside with products and campaigns. #soulonfleek

56%really like ads that

make a real e�ort toengage them

“I actually bought a pair of TOMS shoes because it

made me feel good about myself and like I was giving

something back too”