They grew up with computers, mobile phones, and the internet, so they are more proficient online than previous generations. You can see them as a target group in different contexts depending on which generation you are dealing with.
Generations can provide insight into what types of behaviour are prevalent in that generation. Here’s an overview of Millennials.
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Definition Of Millennials
In today’s globalised and technologically advanced world, references to generations are frequently made, particularly when it comes to behavioural patterns or the circumstances under which the generations in question grew up.
These are frequently used terms in debate contexts, and they provide a quick overview of behaviour and consumer approaches.
Millennials, also known as generation y, are defined as those born between 1980 and 1995, i.e. those who were children or young people at the turn of the millennium.
Their parents are baby boomers (1940-1959) and Generation X. (1960-1979). The Millennial generation is distinguished by a paradigm shift, as previous generations tended to let their parents guide their career and educational choices.
It was something that millennials abandoned, as this generation placed a greater emphasis on forging its own identity. Along with this, there was a shift in the general perception of society, which shifted from a family-oriented culture to a more individual-oriented culture.
Do you intend to market to millennials? Do you want to know what kind of person they are in the workplace or what their consumer habits are?
Who Are The Millennials (Generation Y)?
As previously stated, millennials, also known as generation Y, are one of the first global generations to have grown up in an internet-enabled world.
They are sometimes referred to as “digital natives” because they grew up with the internet, mobile phones, and social media, and thus have a greater understanding of them.
One of the broad characteristics that best characterises millennials is their constant social networking, which is now a very normal way to use or create relationships. However, only 15 years ago, it was a completely new way of socialising.
This generation also shops a lot online because it is convenient for them in their busy lives and allows them to make quick purchases. They have no trouble using the internet, phone, or digital media because they are accustomed to adapting to new technologies. As a result, the internet and social media are also an important part of the generation’s daily life and lifestyle.
What Characteristics Define Millennials?
In the labour market, what matters most to millennials is recognition, which characterises their work approach and keeps them motivated. As a result, there is a stronger desire to be seen and recognized than in previous generations.
This generation places a premium on feedback. Millennials’ behaviour is performance-oriented, and they are used to quick communication, so quick feedback becomes a necessity for them.
The generation’s online mentality is sharp because they are also young in the age of technology.
Finally, Millennials do not respect authority as much as their parents did; instead, they express their displeasure or disagreements loudly. The emphasis is on striking a good balance between work and personal life, while also communicating across working conditions.
Millennials have a strong desire for balance in their lives. As a result, it is critical for them to have control over – and order in – things, which is often achieved through set routines and chores during the day. It assists them in remaining balanced and focused on what is most important to them.
The need for balance in life stems from a rapidly changing time filled with contradictory dogmas that they have grown up with in tandem with technological advancement.
It can thus be of great assistance to managers in aligning expectations, as it is easier to accept different perceptions of reality.
Millennial Consumption Habits
When it comes to online shopping, Millennials are huge buyers. If you want to communicate with and to this target group, you must think differently about the marketing strategy you choose.
Millennials dislike overly sales messages; they have an eye for overtly commercial content and are, in many ways, accustomed to advertising.
Here, value is important; it must benefit them to buy the product or obtain the information; they have a critical mindset and are thus referred to as the generation why. So, if you’re going to approach millennials, creating engagement can be beneficial.
They are skeptical, so make an effort to earn their trust. This can be accomplished through dialogue or other interactive methods.
This brings us to the topic of transparency. Transparency from companies and brands that they support is important to millennials. Furthermore, if what you have to say makes a positive difference, you are already on solid ground.
Millennials want to pay more for a good shopping experience than they do for a good shopping experience. Furthermore, they frequently make purchasing decisions that promote values like responsibility, sustainability, and a good reputation.
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A Global Generation
Millennials are more concerned with the global outlook than previous generations. This includes both hopes and fears about the world’s future. Millennials are much more concerned with the environment, climate change, global crises, and international politics.
As a result, their values and behaviour patterns reflect their concerns and dreams. Consider how millennials’ concern for the environment and sustainability is reflected in their purchasing habits. This can be seen, for example, in the generation’s emphasis on organic food, a reduction in meat consumption, not buying more than you need or recycling more, avoiding food waste, and much more.
As a result, millennials are leaving a lasting imprint on global health.
Growing Up In A Globalised World
In addition to the foregoing, the generation’s early exposure to global development means that the world does not seem as large to them as it did to previous generations.
The world has shrunk for millennials as technology has brought everything closer together via the internet and social media.
On social media, these people are particularly visible as those in charge. The millennials, or Generation Y, are particularly concerned with aesthetics, so it is also important to them that things look good. This is also evident in their food choices, as a millennial will always choose a dish that looks good over one that does not.
In this way, Millennials are unfortunately contributing to the creation of a false reality for their social media followers. As a result, the need for performance, and thus pressure, increases for this generation and subsequent generations.
Thus, this generation has both positive and negative characteristics that influence global health, for better or worse.
With such a global perspective of the world, it is also important to use the right method to capture this specific target group, and it may be a good idea to seek expertise from professionals who have control over this very thing, as well as analysis of the target group’s behaviour, values, and needs – including SEO and positioning.
If you want to learn more about other generations, you can read about generation Z, or about buying motivations.