Millennials to Assume Role of Alpha Influencers

Marketers seeking to have a bigger impact on all consumers might want to direct their messaging to the Millennial generation. Edelman’s new report on the youngest adult consumer group points to the growing influence Millennials have on other consumer groups. The study also reveals the types of ads that work best with Millennials.

Edelman’s survey is called 8095 to signal the fact that it encompasses consumers born between the years 1980 and 1995. These consumers came of age in the digital world, and as a result, feel very connected to everyone else. Nearly ¾’s, 74%, of Millennials believe they can influence the purchase decisions of other consumers of all ages. As a result, Millennials are eager to share their experiences with respect to purchasing and using products.  However, this tendency doesn’t mean they shun traditional advertising.  About 80% of Millennials are hoping to be entertained during the advertising process. They’re also hoping their feedback and input will put them in a ‘co-​creator’ role with respect to product and service changes.

This tendency may be linked to the fact that this generation has been impacted more significantly than any other with respect to the economic slowdown.  Because Millennials have been unable to find traditional jobs right out of college, many have turned to entrepreneurship. Brands would be well-​served to engage with Millennials in that regard. By keeping the dialog open, they’ll gain wider exposure to their products and they’ll secure valuable feedback that was part of the focus group effort for earlier generations of consumers.

[Source: Millennial Generation Influence Increases. Edelman​.com. 4 Dec. 2012. Web. 12 Dec. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.