Stop Targeting Millennials Like Zombies

By Jack Monson, Director of Digital Strategy, Qiigo

Is there anything more ridiculous to Millennials than the phrase “Marketing to Millennials?”

It seems the entire consumer marketing machine in the US has done the math, and has targeted Millennials as the key to selling anything. Marketers struggle with how to easily reach this massive crowd. I’m still struggling with spelling Millennials without the use of auto-correct.

But, Just who is “They?”

We see many criticisms of Millennials saying, “They are… “ or “They don’t…”

There are 80 million people in the US that fall into this age group. A cookie-cutter approach to marketing to or communicating with any group of 80 million people is doomed! I’m not sure how you stereotype 80 million people as having the same characteristics, nature, and experiences.

“Advertisers say, ‘we want Millennial Moms!’ Well, which Millennial Moms do you want?” – Bob Pittman, CEO of iHeartMedia, and broadcasting legend, at Media Tech Summit

Why does this happen? It’s just easier.

Aging Baby Boomers and some still-clueless Gen X’ers may find it easier to just paint all 80 million Millennials with the same brush. We talk about them like they are interchangeable zombies in an old film: “There’s only one way to stop ’em!” If we paint all of the Millennials with the same bush, we will sell them short, as well as our own businesses and services.

Don’t be lazy.

Millennials are now up to 33 years old. They’re not all young kids any more. John Bonham, Keith Moon, and Jesus were all younger than many Millennials are now. Within those 33 years, it’s likely 80 Million people developed more than one style, taste, or preference for communications. Drill down to find multiple ways to communicate with a large group of people with diverse interests, preferences, and lifestyles.