Hi everyone this is Dora Nikols from Social Mission we are a PR agency that helps companies stand out and stand for something. Today I want to talk about how millennials are redefining business and the face of marketing and PR.
To market to millennials today to gain and keep their attention and loyalty your brand culture and marketing needs to have two things.
social purpose (one key issue and cause it deeply cares about)
brand storytelling to bring its values to life
Millennials are a very vital market in your business as they will make up 75% of Australia’s workforce by 2025.
They are also known as the purpose generation. According to the Cone Communication study 76% of millennials will consider a company’s social and environmental commitments when deciding where to work.
While 87% of consumers would purchase a product based on their values and
88% hold brands accountable for producing and communicating results about their social purpose efforts. They want to see the impact brands are having in society.
So how do you communicate to millennials:
- Don't sell products, sell your purpose
- Provide an authentic and purposeful brand story
- They know marketing speak versus real talk. So keep your communications, advertisements, and content as authentic as possible.
- Provide real, actionable tips, be transparent in sharing your company values
- Use your values to connect with them not just to market to them
If you are doing good in the community you need to tell your story in a way that resonates
- When it comes to telling your brand story it needs to be true and have five key elements:
Timely
Relevant
Useful
Entertaining
Emotional
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