Friday was a rather blustery day here in the SLC. It called for a jacket and some great fall fashion. So I slipped on my oxfords, argyle socks, and long tweed riding jacket (no, I’m not British—just well dressed and I like the word blustery) and hastily made my way out the door. No breakfast and running late as usual, there was just enough time to lock my bicycle nearby, grab an overly caffeinated soy latte from my favorite coffee shop, and take an artsy photo of my new shoes against the trendy mosaic tile.
I was rocking the staple “I value sleep too much to do something cute with my hair today (actually EVERY day),” ponytail. With fair-trade coffee in one hand and my iPhone playing Spotify in the other, I made my way a few more blocks to the ad agency office. Buses drove by, billboards loomed in the distance, and I passed multiple newspaper dispensers as I rushed by many a storefront windows—all places for ads to flourish, right?
But did I see any ads? I had to. Yet, the thing is, I can’t remember any of them. What I do remember, however, is this:
That’s what I remember about my morning. Not what was on the billboards, not the ads on the side of the bus, not the words in the actual, physical newspaper, or even the clothes in the windows. What I remember was what I directly sought out—not what was thrown in my face.
I’m a millennial. And this is how we millennials operate.
As the most studied generation to date, here are some hard-hitting facts about millennials. Marketers, take note.
We’re the Echo Boomers, the Generation after X, the “Peter Pans,” and the ever connected, digital natives (80% of us sleep next to our phones). We consume what we want, when we want, and how we want. We respond much better to unforced, naturally occurring content, rather than traditional advertisements. And no matter how much money a brand throws at its ad campaigns, if they’re not trying to connect, then neither are we.