{"id":114578,"date":"2016-01-13T15:11:00","date_gmt":"2016-01-13T20:11:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/why-businesses-should-get-to-grips-with-millennials-online-in-2016\/"},"modified":"2024-12-23T00:36:44","modified_gmt":"2024-12-23T05:36:44","slug":"why-businesses-should-get-to-grips-with-millennials-online-in-2016","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/why-businesses-should-get-to-grips-with-millennials-online-in-2016\/","title":{"rendered":"Why businesses should get to grips with millennials online in 2016"},"content":{"rendered":"

Millennials have received a lot of bad press. We\u2019ve been led to believe they are \u2018lazy\u2019, \u2018apathetic\u2019, \u2018social media obsessed\u2019 and \u2018narcissistic\u2019…they are the \u2018selfie\u2019 generation after all! Consequently, brands and businesses have stumbled over how to reach out to them through traditional marketing approaches, and many have branded them impossible to target and define. But millennials, who represent the 18 to 33 age group, now make up almost a quarter (22%) of the UK population, and last year they became the largest generation in the workforce<\/strong>, claiming their place in the global economy. By 2017, millennials will have the most spending power of any generation<\/strong>. So without doubt, 2016 is the year businesses really must get to grips with this group of individuals.<\/p>\n

\"woman-on-laptop\"<\/p>\n

The Economist<\/a>, working with Bloom Worldwide, recently sought to build a global picture of the millennial mentality. It surveyed 90,000\u00a0individuals across four continents, to find out what it could about their\u00a0media consumption habits\u00a0particularly. What the study uncovered was unexpected. Contrary to popular opinion, it found this subset of the population to be active, interested and entrepreneurial. Nick Blunden, global managing director of The Economist, has titled this generation “Gen-Narrators<\/strong>\u201d. In a recent interview with Adweek, he explained, “they curate, they consume\u00a0and they create. And that’s what makes them influencers…They don’t just take on broad information, they DJ with it. They remix it and send it out.” “There is this incredibly powerful influencer generation,” he said. “And if you engage with them in the right away, and you create content for them but you accept that they’re going to want to customise, curate and remix that content and make it their own and pass it on, then that’s a really interesting opportunity.” Here\u2019s what the study also found out about \u2018gen-narrators\u2019, and what brands and businesses should bear in mind when planning their marketing strategies for 2016…<\/p>\n

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