There is a fascination with studying Millennials since they are a cradle-to-grave digital generation and the heirs to vast purchasing power as their Baby Boomer parents pass the consumer torch. There are some noteworthy contrasts, and marketers should be asking what they need to do to change their stores and products.
Because Millennials have grown up with a variety of mobile devices like smartphones, tablets and laptops, they are considered by some researchers to be more adept at task switching than older generations. Nielsen’s 2012 State of the Media Report identifies characteristics like multi-sensory processing power and response to intense color palettes when comparing Millennials to their Boomer parents.
In planning for marketing to Millennials at retail, younger people may respond positively to more vibrant graphics and interactivity, but there is still a commonality of experience that requires in-store merchandising not to lose sight of the fundamentals.
In the end, the human animal doesn’t change much. We are all looking for a path to an ideal,especially when we’re young. On one level or another we are often searching for a way to become what we perceive to be ‘more than we currently are’.
For example, I’m going to purchase the pair of headphones that costs $100 more than the next pair if it has been effectively communicated to me, that if I purchase THIS product, in some way, I am receiving some of that famous rapper’s DNA. In making this purchase, I am now ‘more’. This purchase is a step on the journey to actualizing my ideal in a real, tactile way.
As designers, we’re most successful when we design a retail piece that sets the stage for that kind of transference. We utilize the most appropriate technology available to extend that offer in a way that breaks through the noise, to make that offer to ‘become’ heard and understood.
I’m curious what you think. Perhaps we’re turning up certain tactical elements of marketing and merchandising to appeal to a younger, purely digital generation while acknowledging some universal common aspirations.