Tim Stock | ScenarioDNA | managing director | Breakfast Club
Billion Dollar Babie$
by Jenna Schnuer
- They feel collectively special in the eyes of their parents
and their community.
- They believe they're protected - they've grown up in the
age of home-safety gadgets, Amber Alerts, and urban
curfews.
- They're confident - they think their generation will do big
things and change the world.
- They're risk-averse.
- They believe in the benefits of teamwork.
- They're conventional - they accept society's markers of
success and believe that rules are important.
- They believe in making long-term plans.
How do you reach them?
Since the Millennials have grown up being marketed to, they've
become rather savvy at figuring out the fakes. Slapping a few
what-you-think-are-cool words into an ad campaign does not
impress them - authenticity does. Add to their life instead of
just co-opting their ideas for the good of your product, and
there's a much better chance that they won't kick you to the
curb. "If it's a world they believe in, then they don't mind
you being there," says Tim Stock, managing director of
ScenarioDNA, a research and brand-planning consultancy.
Although there are threads that unify Millennials, savvy
marketers recognize that this is a diverse lot. From their
ethnicity to their passions, today's millennial tweens and
teens don't want to be lumped. At ScenarioDNA, kids are
grouped according to their passions much more so than their age
or location. It's essential to define them in the context of
their passions, says Stock, from skateboarders to rodeo queens
and beyond. It's also important to understand that, unlike the
cliquey Xers, this is no Breakfast Club generation: Millennial
kids float from group to group much more than their
predecessors did.
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