One way that I describe the process of marketing is that first you need to identify your target markets, then you need to determine the needs and wants for those target markets, and then you need to speak to those needs and wants (from a communications perspective) and fulfill those needs and wants (from a product perspective) better than the competition – it is that simple and that difficult.
When it comes to understanding the needs and wants of the Millennial Generation, those born starting in 1982 and beyond, Neil Howe and William Strauss have compiled some interesting insights. Among other things, they have identified seven core traits that describe this new generation of young people including:
- Team-oriented – They have strong team instincts
- Achievers – They want the best, brands are important to them
- Sheltered – They are looking for safe environments (emotionally and physically)
- Confident – They are optimistic about their futures
- Conventional – They appreciate values and traditions
- Pressured – They could use some relief and renewal at times
- Special – Don’t burst their bubble – treat them like they are special, because they are!
To learn more about the Millennial Generation check out Neil and William’s website at – http://www.lifecourse.com.
