Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever Paperback – 23 May 2024

Interesting read and very helpful for my research into Millennials. Having a daughter in her mid 20s, I laughed out loud at some of the Millennial characteristics whic I witness on a day to day basis.

There are three ways to define the term "millennials":o As an age group born between early 1980s and early-2000s, children of Baby Boomers or Gen Xers (born 1946 to 1964)o As a set of values: family, personal connection, and loyalty; seek out the genuine and are repulsed by "phony"; famously optimistic and believe in the possibility of change; advocate for the environment and social justice; treasure tolerance and diversity, teamwork and balance; and seek spirituality and are open to the possibility of the divineo Both as an age group and in terms of their valuesAccording to J. Maureen Henderson in her blog post, "You're Not Going to Change the World, and That's Okay": "Those of us who grew up as part of the middle-class North American majority learned that we could be anything we wanted, but somewhere along the way, we got it twisted around in our heads that we had to be everything the world wanted/needed in order to be successful. Money wasn't enough, nor was the love of family and friends, we wanted to matter, to make a difference, to prove ourselves, even if we couldn't define exactly what this entailed...The desire not to hide our individual lights under a bushel is a laudable one, but not everyone is going to be a game changer. And there's no shame or failure or inadequacy in working an "ordinary" job, in leading a quiet life, in surrounding yourself with a handful of close friends and family. In fact, those are the lives most of us end up with, with the smarter of us realizing that they're every bit as meaningful as the marquee existences we feel we ought to aspire to."Jeff From and Christie Garton have written a book in which they explain how to reach the most influential generation of consumers ever. More specifically, how to leverage members of that generation to create or increase demand for whatever is offered. Their research on a generation that comprises about 25% of the total U.S. population (the largest segment) are also "the leading indicators (if not the drivers) of media consumption, advocacy, and social media usage among all generations."I especially appreciate their skillful use of various reader-friendly devices such as the 22 "Figures," mini-case studies, "Millennial Stat" snapshots, and a set of "Key Takeaways" at the end of each of the seven chapters. These and other devices will facilitate, indeed expedite frequent review of key material later.At this point I need to emphasize that the Millennial generation -- as is true of most others -- consists of several distinct segments. There are sometimes significant differences between and among them. I suggest that general statements be prefaced by such fudge phrases as "Millennials tend to..." and "More often than not...." Pay special attention to the material presented in Chapter 2 (Pages 39-47) in which Fromm and Garton discuss Millennial Personas:HIP-ENNIAL: Cautious, Global, Charitable, and Information hungryOLD-SCHOOL: Disconnected, Cautious, and CharitableGADGET GURU:Successful, Wired, and Free-SpiritedCLEAN AND GREEN: Impressionable, Cause Driven, Healthy, and GreenMILLENNIAL MOM: Wealthy, Family-Oriented, and Digitally SavvyANTI-MILLENIAL: Locally Minded and ConservativeThese are among the passages of greatest interest and value to me:o The Old Framework vs. the Participation Framework (Pages 9-16)o The Millennial Mindset (23-26)o An Enigma Generation? (32-34)o Six Distinct Millennial Segments (39-47)o The Mobile Moment of Truth (61-700o The Participation Economy (81-83)o Engagement (New) vs. Interruption (Old) Pages 85-90o Hyperconnected and Always on the Go (110-113)o So What Does All This Mean? (122-123)o The Parent Trap (140-142)o Whatever Happened to Brand Loyalty? (149-150)o Rewards Work (155-157)o Brands That Care (163-166)o Engage Millennials in Everything You Do, and Strive for Content Excellence (170-177)When concluding their remarkably insightful as well as eloquent book, Jeff Fromm and Christie Garton observe: "While your brand's core target audience today may be older, Millennials are a generation that cannot be ignored. Though they may seem far off from your target audience now, they will eventually transition into your core demographic. It's better to get to know and engage them early on, building their loyalty over time." I presume to add that there are many families such as mine whose Millennials have a significant impact on purchase decisions. Our six are much better informed about options -- re functions, features, and benefits as well as pricing and service -- than anyone else is. The value of such influence should not be underestimated or, worse yet, ignored.The Pew Research Center offers some especially informative material, including a 14-question self-assessment, that can be accessed by visiting 3wpewresearchdotorghow-millennial-are-you/.

El libro contiene mucha información muy interesante para quienes buscan conocer características del comportamiento del consumidor millennial. Muy útil para quienes se desenvuelven en ámbitos publicitarios y mercadólogos

Book worth reading, it really helped me for my final course work. It gives practical examples and the whole information is easy to understand.

As one of the few millennials at a boomer company, I feel like I've found an ally and a resource in Marketing to Milllennials.I first discovered Jeff Fromm through the Barkley research, American Millennials: Deciphering the Enigma Generation. I've been conducting my own research and trying to convince my non-profit that Millennials are key now and in the years to come. I quickly started following Fromm on Twitter, snatching up the articles on the blog he curates. When I heard the book was coming out, I grabbed it on Kindle the same day.Marketing to Millennials will be an essential guidebook to my department and hopefully my company. Not only does Fromm expound on and illustrate the points in the previous research, he also extracts key points at the end of each chapter and simplifies the information there. Sometimes when I am presenting information to non-Millennials about my generation, I feel like I am speaking a different language. Fromm makes it easy, streamlined and obvious. The entire epilogue reengages the research and gives straightforward advice to companies trying to reach Millennials.If you are a Millennial at a company with non-Millennials, read this for yourself, then buy it for your entire team. Marketing to Millennials will bridge the understanding gap and give strong points for action.As Fromm states in the Epilogue, "No brand can afford to ignore Millennials."

I genuinely enjoyed this book. Being a millennial myself it is a bit of a challenge to step out of the frame for a moment to survey my generation. This book is full of factual studied out data and information. I think that is what would make this book different from other books in this category is that the data is evidently richly mined by two very well qualified individuals on the topic. It is a very simple read and will leave you with a better strategy for marketing to millennials.

This book is a valuable read especially for those such as me who is working in a mature industry with an aging workforce and legacy customers to match. Jeff and Christie do a thorough job explaining this important emerging demographic in a concise and practical way.I especially liked the “takeaway” summary at the end of each chapter, the segmentation of the millennial generation and the impact they have on the buying decisions of other generations. The book is based on valid social research conducted by the leading players in the industry. “Marketing to Millennials” is both instructive and entertaining at the same time.