{"id":11325,"date":"2022-10-12T07:02:51","date_gmt":"2022-10-12T14:02:51","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=11325"},"modified":"2023-05-10T10:31:48","modified_gmt":"2023-05-10T17:31:48","slug":"5-takeaways-from-mastering-the-millennial-mindset-of-today","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/5-takeaways-from-mastering-the-millennial-mindset-of-today\/","title":{"rendered":"5 Tips for Advertising &amp; Marketing to Millennials"},"content":{"rendered":"<p><i><span data-contrast=\"auto\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-10361 alignleft\" src=\"https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2021\/12\/Dave-Neway.jpg\" alt=\"\" width=\"130\" height=\"129\" srcset=\"https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2021\/12\/Dave-Neway.jpg 200w, https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2021\/12\/Dave-Neway-150x150.jpg 150w\" sizes=\"auto, (max-width: 130px) 100vw, 130px\" \/>By Dave Neway, VP of Ad Sales Marketing, TEGNA<\/span><\/i><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Our story begins approximately 12 years ago\u200b when one couldn&#8217;t read an article in the trades without seeing a focus on millennials. Our industry was infatuated with understanding this newest, hippest generation on the block, and for good reason! \u200b<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3>Who are Millennials?<\/h3>\n<p><span style=\"font-weight: 400;\">According to Pew Research, millennials are individuals born between <\/span><a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2019\/01\/17\/where-millennials-end-and-generation-z-begins\/\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400;\">1981 and 1996<\/span><\/a><span style=\"font-weight: 400;\">. They were shaped by events such as 9\/11, the internet boom, and the recession of 2008. Student debt has also played a significant role for millennials, who earn more but <\/span><a href=\"https:\/\/www.businessinsider.com\/millennials-highest-earning-generation-less-wealthy-boomers-2021-9\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400;\">hold less wealth<\/span><\/a><span style=\"font-weight: 400;\"> when compared to previous generations.\u00a0 As a <\/span><span style=\"font-weight: 400;\">result<\/span><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">millennials<\/span><span style=\"font-weight: 400;\"> are more likely to complete significant milestones later in life. In the <\/span><a href=\"https:\/\/www.goldmansachs.com\/insights\/archive\/millennials\/\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400;\">2010s<\/span><\/a><span style=\"font-weight: 400;\">, the <\/span><span style=\"font-weight: 400;\">median<\/span><span style=\"font-weight: 400;\"> marriage age was 30 years, compared to 23 years <\/span><span style=\"font-weight: 400;\">old in<\/span><span style=\"font-weight: 400;\"> the 1970s.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For brands looking to engage with millennials, it\u2019s essential to understand the dynamics that shaped their worldviews. A strong brand is <\/span><a href=\"https:\/\/www.goldmansachs.com\/insights\/archive\/millennials\/\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400;\">not enough<\/span><\/a><span style=\"font-weight: 400;\"> to guarantee a sale with today\u2019s consumers.\u00a0<\/span><\/p>\n<h3><b>Why are Millennials So Sought After by Advertisers? <\/b><\/h3>\n<p><span data-contrast=\"auto\">\u200bMillennials are 72 million strong in the US, comprising 23% of the world&#8217;s population<\/span><span data-contrast=\"auto\"> &#8211; bigger than Gen Z and Gen X (both have around 65M). \u200bWe\u2019ve admired their strength in numbers and tried to wrap our brains around their attitudes and behaviors, making some sweeping generalizations about their deepest desires and needs, including:\u200b<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Verdana\" data-listid=\"1\" data-list-defn-props=\"{&quot;335551500&quot;:4473924,&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Verdana&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Millennials love experiences versus &#8220;things.&#8221;\u200b<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Verdana\" data-listid=\"1\" data-list-defn-props=\"{&quot;335551500&quot;:4473924,&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Verdana&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Millennials will be much better off financially than their parents.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Verdana\" data-listid=\"1\" data-list-defn-props=\"{&quot;335551500&quot;:4473924,&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Verdana&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Millennials are mobile-first! This generation will be tethered to their phones morning, noon, and night!\u00a0 \u200b<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Verdana\" data-listid=\"1\" data-list-defn-props=\"{&quot;335551500&quot;:4473924,&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Verdana&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">They&#8217;re not interested in traditional rites of passage, like home ownership.\u200b<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">But then, the world changed in some unimaginable ways. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Verdana\" data-listid=\"2\" data-list-defn-props=\"{&quot;335551500&quot;:4473924,&quot;335552541&quot;:1,&quot;335559682&quot;:2,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Verdana&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">No one could&#8217;ve predicted we&#8217;d be where we are now, and given how much the world has shifted, what does this portend for our dear millennials? <\/span><span data-contrast=\"auto\">\u200b<\/span><\/li>\n<\/ul>\n<p>As we plan for the future of advertising, how should brands REALLY be thinking about millennials in this new normal, and how do we reach them more effectively using first-party data \u2013 the currency of our new digital economy?\u00a0 \u200b<\/p>\n<p><a href=\"https:\/\/www.tegna.com\/advertise\/millennial-study\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-12351\" src=\"https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min-720x186.png\" alt=\"Millennial Study CTA\" width=\"720\" height=\"186\" srcset=\"https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min-720x186.png 720w, https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min-320x83.png 320w, https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min.png 971w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/a><\/p>\n<h2><b>How to Market to\u00a0 the Real Millennials of the New Normal\u200b <\/b><\/h2>\n<p><span data-contrast=\"auto\">Millennials are not monolithic, and therefore, your <a href=\"https:\/\/www.tegna.com\/advertise\/what-is-media-planning-the-ultimate-guide-to-success\/\" target=\"_blank\" rel=\"noopener\">media plan<\/a> shouldn&#8217;t be either, so here are a few recommendations to help ground your thinking: \u200b<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ol>\n<li><b><span data-contrast=\"auto\"> Target Based on Life Stage Instead of Age. <\/span><\/b><span data-contrast=\"auto\">\u202fWhile millennials are a highly diverse group, we identified a commonality from our study: life stage and habits are far more important predictors of behavior than age. Advertisers would do well to apply life-stage and\/or behavioral targeting on top of any age-based targeting to ensure you\u2019re reaching the type of millennial who\u2019s most likely to take action based on your ad.\u00a0 \u00a0<\/span>\u00a0<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<\/ol>\n<ol start=\"2\">\n<li><b><span data-contrast=\"auto\"> Prioritize Personalization and Immediacy.\u202f<\/span><\/b><span data-contrast=\"auto\">\u202fMost millennials, likely because of their coming of age amid the dot com boom, place a premium on immediacy, and nearly half would switch\u202fto products they receive sooner. Loyalty is also fleeting among millennials, as half will switch brands if\u202ftheir trust in a brand is broken. Consumer concerns about data and privacy make personalization more critical than ever and especially effective when it&#8217;s enshrouded in brand trust and purpose.\u00a0<\/span><\/li>\n<\/ol>\n<ol start=\"3\">\n<li><b><span data-contrast=\"auto\"> Think Local. <\/span><\/b><span data-contrast=\"auto\">A whopping 80% of millennials\u202freport being engaged in their local community. In fact, those who are active locally find themselves happier, more confident, and wealthier.\u202f<\/span><span data-contrast=\"none\"> Brands thinking locally and leading by serving the greater good of their communities will do well.\u00a0\u00a0<\/span><\/li>\n<\/ol>\n<ol start=\"4\">\n<li><b><span data-contrast=\"auto\"> Acknowledge the Duality of the Millennial Mindset. <\/span><\/b><span data-contrast=\"auto\">\u202fA confluence\u202fof factors (two recessions, 9\/11, the Pandemic, lack\u202fof\u202fjob\u202fopportunities, etc.) has kept\u202fa substantive number of millennials from feeling successful personally and professionally, with a strong correlation between optimism and employment status. However, 57% of millennials indicated that they feel moderate to very optimistic about the future, which leaves 43% feeling less positive and more cynical. Advertisers that acknowledge the duality of the millennial mindset and offer a glimmer of hope will likely see good engagement across all of our millennial <a href=\"https:\/\/www.tegna.com\/advertise\/how-to-create-marketing-persona-profiles\/\" target=\"_blank\" rel=\"noopener\">personas<\/a>.\u00a0\u00a0<\/span><\/li>\n<\/ol>\n<ol start=\"5\">\n<li><span data-contrast=\"auto\"><b>Advertise on the News. <\/b>News remains a popular medium for millennials, with almost half consuming news at least weekly and <\/span><b><span data-contrast=\"auto\">via TV<\/span><\/b><span data-contrast=\"auto\"> &#8211; especially among men and people with higher than average household income.\u202f While we know millennials are digital natives, most believe in the power of broadcast TV and local news.\u00a0<\/span><\/li>\n<\/ol>\n<h3><b>Creating an Effective Advertising Campaign for Millennials<\/b><\/h3>\n<p><span data-contrast=\"auto\">Our findings about millennials&#8217; affinity for news and their active interest in their local communities is welcome news for us at TEGNA, as local news is at the core of what we do. Still, we&#8217;re also cognizant of the fact that millennials, like many other cohorts, are increasingly accessing the news and all content through disparate devices, which can make them a bit elusive.\u200b<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">That&#8217;s why we created <a href=\"https:\/\/www.tegna.com\/advertise\/solutions\/digital\/\" target=\"_blank\" rel=\"noopener\">TEGNA AudienceOne<\/a> &#8211; one of only the first-party audience-targeting solutions in the local media landscape today. TEGNA AudienceOne is a way to reach TEGNA\u2019s audience by using audiences gathered from the source: <a href=\"https:\/\/www.tegna.com\/advertise\/solutions\/digital\/\" target=\"_blank\" rel=\"noopener\">TEGNA Websites and Apps<\/a>. \u200b<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Privacy-safe and third-party-cookie-less by design, TEGNA AudienceOne allows brands to not only target TEGNA&#8217;s digital audience based on the contextual and buying behavior and household demographics \u2013 but it also allows them to reach those same users on our Audience Marketplace, expanding their reach as users continue through their daily digital journey, and in a way that scales. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">Is your Brand Ready to Engage with this High-Value Audience?? <\/span><\/b><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\"><a href=\"https:\/\/www.tegna.com\/advertise\/solutions\/digital\/\" target=\"_blank\" rel=\"noopener\">TEGNA AudienceOne<\/a>, one of only the first-party audience targeting solutions in the local media landscape today, reaches more than 55% of millennials and can help your brand make more meaningful connections with millennials from all walks of life. <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/contact\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Contact us and learn more.<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h2><b>There\u2019s a Better Way to Think About the Millennial Mindset\u200b<\/b><span style=\"font-weight: 400;\">\u00a0\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Our survey, <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/millennial-study\"><b><i>Mastering the Millennial Mindset of Today: A Post-Pandemic Deep-Dive into Millennial Attitudes and Behaviors<\/i><\/b><\/a><b><i>,<\/i><\/b><span style=\"font-weight: 400;\"> uncovered a plethora of data and insights about millennials, and one of the biggest takeaways is a new way to think about segmenting this audience of 72M people into six distinct archetypes, or psychographic profiles: Confident Parents, Overachievers, In-Store Moms, Free Spirits, Glass Half Empty, and the All About Me Millennial. <\/span><a href=\"https:\/\/tegna.com\/advertise\/millennial-study\" rel=\"nofollow noopener\" target=\"_blank\">Download the free white paper to take a deep dive into the mindset of these six millennial groups.<\/a><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.tegna.com\/advertise\/millennial-study\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-12351\" src=\"https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min-720x186.png\" alt=\"Millennial Study CTA\" width=\"720\" height=\"186\" srcset=\"https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min-720x186.png 720w, https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min-320x83.png 320w, https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min.png 971w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/a><\/p>\n<h2><b>Frequently Asked Questions<\/b><\/h2>\n<h3><b>What is the best way to market to millennials?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">It\u2019s important for brands to remember that millennials are not a monolith. Before creating ads, it\u2019s important to determine what kind of millennial you are trying to market to. Brands can create better campaigns by targeting millennials based on life stage and experience, while personalizing their content. Additionally, brands should consider an omnichannel approach with TV and digital advertisements that work to create a cohesive message.\u00a0<\/span><\/p>\n<h3><b>Why is it hard to market to millennials?\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Millennials came of age during the Great Recession of 2008 and 9\/11. Combined with the effect of rising university and cost of living costs, millennials <\/span><a href=\"https:\/\/www.businessinsider.com\/millennials-highest-earning-generation-less-wealthy-boomers-2021-9\" target=\"_blank\" rel=\"noopener nofollow\"><span style=\"font-weight: 400;\">hold less wealth<\/span><\/a><span style=\"font-weight: 400;\"> when compared to other generations, despite earning more. Additionally, the strength of a brand is <\/span><a href=\"https:\/\/www.goldmansachs.com\/insights\/archive\/millennials\/\" target=\"_blank\" rel=\"noopener nofollow\"><span style=\"font-weight: 400;\">no longer enough<\/span><\/a><span style=\"font-weight: 400;\"> to drive sales with this demographic.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Our survey, Mastering the Millennial Mindset of Today, uncovered data and insights about marketing to millennials. Our very own Dave Neway shares tips to market to this audience based on original research with Provoke Insights.<\/p>\n","protected":false},"author":4,"featured_media":11369,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[54,79],"tags":[104,105],"class_list":["post-11325","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beingoodcompany","category-thought-leadership","tag-advertising-to-millennials","tag-marketing-to-millennials","wpautop"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/11325","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/comments?post=11325"}],"version-history":[{"count":0,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/11325\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media\/11369"}],"wp:attachment":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media?parent=11325"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/categories?post=11325"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/tags?post=11325"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}