McCann Worldgroup has surveyed 7,000 Millennials across the globe to find out what motivates them. This communications agency compiled their qualitative and quantitative research into a compelling and highly visual report, which gives brands the world over big ideas to ponder.
As a whole, Millennials’ strongest motivators are communication, justice and authenticity, according to The Truth about Youth report.
Millennials have entered the global workforce as young entrepreneurs and corporate decision makers. They are game-changers and will determine the success of our brands according to how they relate to our products and services.
If you want to reach this generation (16 – 30 year olds), then your brand has to become what they value.
- Technology as a fifth sense – young people would rather lose their sense of smell than to lose their techno toys. (Big opportunities here for brand loyalty!)
- Social Economy – brands cannot become another fake Facebook friend. They need to socialize as a true friend with humility, maturity, genuineness and truthfulness.
- Truth Hunters – in a world of avatars and gated identities, young people thirst for truth and authenticity. Often for this techno-savvy generation, that makes Google and content-generating brands their best ally.
- Personal Justice – businesses beware: “a whopping 90% globally would make a point of telling their friends about unjust behavior from a brand.”
I am a Millennial, and I fully agree that I can respect and give my loyalty to a brand that is genuine with me.
How will you build your brand’s authenticity to reach a young generation of influencers?