6 ways to refresh your brand and marketing for Millennial decision makers

6 ways to refresh your brand and marketing for Millennial decision makers

6 ways to refresh your brand and marketing for Millennial decision makers

Millennials, anyone born between 1981 and 1996, are aged 25 to 40 in 2021. They are the most-studied generation in history, under the scrutiny of the Pew Research Center, among others, for well more than a decade. Much has been said about their social/digital abilities and ties; their belief that work is about outcomes, not daily schedules; their penchant to buy experiences over things; and that the brands they love must be doing good in the world. There are also numerous insights on how to attract, retain, and develop Millennial employees.

What’s not so much is the news is the fact that Millennials are no longer the young, entry-level professionals we may have imprinted on our brains. Many of them, in fact, are in management positions at their companies. And, as part of the largest generation in the workforce, the number of Millennial decision-makers will only grow as the younger professionals move into higher positions of authority.

Which means, if you have a B2B services company or a nonprofit, one of your primary client cohorts is likely to be the Millennials in your industry. And your branding, marketing, and services better speak to that core audience if you want to continue to succeed.

Like it or not, Millennials are your purchase decision makers. Are you ready? Here are six ways to refresh your brand and marketing for Millennials.


Speak Your Truth

It’s true that your brand reflects who you are, what you offer, and what brand traits are uniquely you. Values and voice matter. Your brand should be reflected in your approach, your people, your culture, and how you make your clients feel. 

Millennials are most compelled by companies with a strong business strategy and a unique voice. (Re)discover what’s different about you. Understand why it matters to Millennials. Then, speak your truth, in your unique voice. 


Stand for Something

For nonprofits and government organizations, your mission is your purpose. Many other organizations are involved in communities and causes that may or may not be closely tied to their service mission. For years, these charitable contributions, employee volunteer benefits, community sponsorships, and board positions were simply quiet ways to give back. 

Now, in a Millennial-driven business world, those missions, commitments, and causes need to take center stage. For Millennials, a brand’s purpose is important. They assess how well a company is doing good in the world before deciding whether to buy from or support the brand.


Share Original, Valuable Content

Skip the hype. Millennials aren’t making buying decisions based on companies’ claims of how much better, faster, or cheaper your products and services are. They don’t want broad claims or advertisements. In our content-rich, digitally connected world, it’s easy for buyers to discover the quality of a product or service. And Millennials are listening to peers, not vendors, to make those decisions. 

What they do want from vendors are customer testimonials, case studies, scientific evidence, metrics, and reviews about how a product or service helped a customer or client to succeed. They’re also eager to learn. White papers, eBooks and videos that share “how-tos” and best practices – without selling a product or service – will be well received. 

Content marketing is not a new idea. Looking for inspiration? Consider these proven examples from (many) years past:

  • 1895: John Deere introduced The Furrow, a free publication with tips and techniques to help farmers become more profitable. Today, it’s available in 12 different languages in more than 40 countries.
  • 1900: Michelin Tires released a 400-page auto maintenance guide with travel tips for everyday drivers. 35,000 copies were distributed free of charge before the company started selling the manual for a profit.
  • 1966: Nike released a 19-page booklet titled Jogging. Filled with advice on enjoying running as a recreational activity, it brought the sport of running to America – without ever once mentioning a Nike shoe. 


Get Social, Collaboratively

Millennials have a higher degree of social awareness than previous generations, so be sure you’ve upped your social media game. Are you on Facebook, YouTube, and Instagram? Millennials are. To a lesser degree, they are also using Snapchat, Twitter, Pinterest, and TikTok. And there are 87 million Millennials on LinkedIn. Find the right social channels for your brand. Then, use social to highlight your purpose, your educational content, and examples of how you’ve helped your clients succeed. 

Millennials are also collaborative online. They want to help shape the brands and companies they care about. Are you putting the finishing touches on your next service? Selecting a title for your next white paper? Wondering what to cover in your next blog? Use social posts and polling to collect opinions and answers (and buy-in) from those you’ll want to purchase those service or consume that content. 


Go For Experiences

Now that in-person networking events and industry conferences are coming back, you can once again personally connect with Millennial professionals to create a lasting impression. Sure, you could print up some pens, t-shirts, bags, or hand sanitizer with your logo on it. But this experience-driven generation is more apt to stop by your booth to get updated professional headshots, a chance to win a trip to a regional vineyard, a gift card to a restaurant that may have struggled in the pandemic, or gourmet chocolates from a boutique chocolatier. 


Be Sustainable

Think twice about printing your marketing materials. Millennials are digital-first. They’re also care about a sustainable planet. Frivolous printing won’t create the impression you’re going for. Look for recycled paper for business cards, post cards, and brochures. If you invest in a direct mail campaign, be sure to include earth-friendly packing materials and instructions for recycling along with your beautifully designed, on-message content.  


Millennials are shaping the way we do business. To serve them well, you may need to rethink your brand, sales, and marketing strategies. 

Do you need to revamp or refresh your approach? The good news is that doing it right for Millennials will help you put your best self forward. A brand refresh with this powerful buyer demographic in mind will highlight your purpose using a compelling, conversational tone and presence. So you can engage in the meaningful conversations you (and Millennials) want. 

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