SXSW Recap: Millennials

One of my favorite sessions (speakers were dynamic and subject is always interesting) was Solving the Millennial Content Challenge with Jason Dorsey, Chief Strategy Officer of The Center For Generational Kinetics LLC, and Joseph Gagnon, SVP/GM/Cloud Solutions of Aspect Software. Both are experts in millennials research and strategies. Their presentation was specifically focused on U.S. millennials.
First, there were so many facts given about millennials. Here are some:

  • Millennials are those born in years 1977 through 1995. They are categorized in these years because they can process the 9/11 event.
  • By 2017, millennials will outspend baby boomers.
  • Millennials are the generation with the least established loyalty because for most big purchases, they haven’t had the opportunity to make a decision again. You can’t lose loyalty if you’ve never had it.
  • Millennials have the most diverse generation. They don’t see diversity until it’s absent.
  • Millennials are accomplishing societal “norms” (such as marriage) 3-5 years later than expected. By certain ages, they have different accumulated life experiences than previous generations.

What do Millennials want when it comes to content?

  • Millennials want valuable/useful, personalized, and authentic content.
  • Know me. Don’t put me in a box.
  • Make me smarter. What can you teach me?
  • Make it fit into my life. Deliver quickly digestible content. Think about how I consume it.
  • Help me discover. Give me the content but let me consume it as I want.

What do Millennials value?

  • Independence
  • Autonomy
  • Sense of belonging

How do you get to Millennials?

  • Millennials are not tech-savvy (that’s GenX), they are tech-dependent. They don’t know how it works but they don’t they can’t live without it. So, how simple can you make something so it just works?
  • Millennials are entirely visual learners. They’re conditioned to skip text and look for a play button, image, or bullet points.
  • Millennials prefer to communicate by text, email or social media because they think it’s faster.
  • Have an instant feedback loop, preferably by text.

Millennials is a popular subject. Do a search and you’ll find articles about how to reach them, why they are the way they are, myths and facts, and more. It’s because this generation will soon be making the big decisions and organizations want to be ready. You could go on and on about this subject!
What’s your favorite article about millennials? Any questions, comments, concerns about the subject?

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