Marketing to Millennials

Mobile Phone ‘Shoptimizers’ Rule the Selling Floor

on Monday, 15 October 2012. Posted in Research, Marketing to Millennials, Shopping and Spending

Smartphone-enabled shoppers are increasingly the norm. The most savvy tech-enabled shoppers, about 10% of all smartphone users, provide a beacon for understanding how we may all shop in the future. These 'Shoptimizers' are distinguished by their shopping behavior and attitudes, and can be found among all age and demographic groups, young and old, rich and poor, employed and unemployed.

Something New to Chew On: Flavors and Freshness Drive Millennial Tastes

on Friday, 01 June 2012. Posted in Marketing to Millennials, Food and Wine

Flavors and Freshness Drive Millennial Tastes


It’s time to de-mystify the stereotype of the starving college student living on ramen noodles and peanut butter. If Millennials are eating ramen, it is sure to be spiced up and customized. Nutella is running rampant on college campuses as a substitute for peanut butter.  Ethnic restaurants are favored over fast food.

End of the Line? Time to Reconsider Umbrella Brand Marketing Approaches

on Monday, 07 May 2012. Posted in Brands, Marketing to Millennials, Shopping and Spending

Going Long


The ability to leverage brand equity via extensions is among the most oft-cited reasons for having a strong brand, and with good reason. Brands that can occupy more flavor or design slots demand more mind space with customers and more shelf space with retailers. This virtuous circle makes it easier to successfully jump categories, driving sales and further enhancing brand equity.

Purpose is the New Black: Millennials Seek Meaning

on Tuesday, 01 May 2012. Posted in Marketing to Millennials, Millennial Values, Millennials and Brands

Millennials are driving a new type of fusion -- of company culture and brand -- as they seek meaning in the products they buy and the companies where they work. No brand is immune from the responsibility to do no harm and consumer pressure to do good, not even the mighty Apple. In our classes, students say the current labor practices publicity has caused them to question their future loyalty.

Look Who’s A Millennial Now

on Thursday, 19 April 2012. Posted in Marketing to Millennials

Today, it’s rare to find a Millennial who doesn’t self-identify as a Millennial. Even a few short years ago, this wasn’t the case.


“self-identify as a Millennial”


Just 2-3 years ago, students in my classes or at conferences were typically unfamiliar with the term, Millennial, or even the more widely used term, Gen Y. Young adults were unaware of their impending importance to marketing experts, HR executives, politicos and media mavens. Some, who knew the word, were put off by the idea of being stereotyped, rather than valued for their individuality. This was understandable, as the prevailing stereotypes were pejorative: ‘entitled’, ‘distracted’, ‘tech-savvy’, ‘narcissistic’, ‘delayed adults’ the product of ‘helicopter parents.’

Understanding the "Always On" Millennial Shopper

on Thursday, 08 March 2012. Posted in Marketing to Millennials, Shopping and Spending

Few others are as dedicated to the art-of-the-deal as young fashion conscious shoppers. Armed with an investigating mindset, more time than money, and an arsenal of online and mobile tools to quickly filter -- and find -- the things they want to buy, they represent a new and elusive type of shopper.  Here are some of the things we have observed about the savviest of young fashion shoppers.

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