Marketing to Millennials, GenZ, iGen or Centennials: There’s a Difference

After discussing my teens’ interesting smartphone habits last week, I’m doing another dive this week into how millennials consume their media.

A “Millennial” is defined by the time period they were born in, usually between 1977-1995, depending on the definition you look at. This means there are some distinct characteristics of this generation. They are in their early 20s to late 30s, and consider what happened on 9/11/2001 a defining moment for their generation. Interestingly, those born after, beginning with GenZ, have a more difficult time relating to that day as it has always been a part of their history.

Millennials might be parents, are probably mid career and possibly have a grey hair or a few, and their earning power is higher than their younger counterparts. They also rely on different platforms than teens, and consume different media. Generally speaking (because who doesn’t love to generalize) they aren’t as tech-obsessed as current teenagers.

I mentioned in my last blog that teenagers consume about 3 hours a video a day, almost entirely on YouTube. According to a youth marketing survey conducted by marketing firm, Ypulse, 77 percent of Millennials in the 30 – 34 age range watch video content on TV on a weekly basis, while only 56 percent of 18- to 20-year-olds consume video on TV. Neat, right?

Even though these groups may be consuming the same video content, older age groups prefer to consume it on the technologies they grew up using. These are important facts to know as you create your video/marketing strategy to reach these age groups.

That leads me to Facebook. Ypulse also reported in their recent survey of 1,000 youngsters that 74 percent of 30- to 34-year-olds use Facebook on a daily basis, whereas only 45 percent of those under 21 check-in daily. Clearly, they are spending more time on apps like Snapchat and Instagram. (And yes, I would know, my teens love the Snapchat.)

Co-founder of Newbridge Marketing Group, Steve Schubert says, “For older millennials Facebook is by far and away the biggest [channel] and it’s also where they’re more willing to consume marketing messages.”

Digital is necessary, but I have other proven methods to help support your marketing efforts in a way that is free from current distractions and pressure. Using direct mail to reach older millennials can really be an effective way to cut through the media clutter that surrounds this subset.

Recent U.S. Postal Service research reports that 90 percent of all millennials find direct mail reliable and actually enjoy receiving it. Use programmatic marketing and produce even better, more targeted results. We’d love to partner with you on your next campaign.

No matter what channels you choose, older millennials have more purchasing power than the younger ones, so it’s vital that your messaging has a stronger call to action that sells the benefits and explains why that product or service is relevant to them.