Marketing to Millennials

CHAPTER 2

The New Rules of Marketing to Millennials

The Holy Grail for many marketers today? To create a timeless brand that can speak to all consumers, regardless of their life stage or generation.

But the question of “how” is tricky. One merely needs to consider prevailing market research to know that, from core values to modes of expression, generations are fundamentally different and, correspondingly, their purchasing decisions are vastly different.

Multigenerational marketing has been an effective strategy for dealing with these differences. By targeting generational groups with promotional messages and products that reflect their generational values, marketers can drive their target’s consumption behavior.

We already know a lot about the ...