Do you remember when the latest trend in the USA would become the next big thing in the UK a couple of years later?
Everything from Walkmans to Starbucks.
Well – the same might be said for certain trends, popular with millennials.
Here are a few trends important to the millennial customer, fast becoming more entrenched in the wider market…
🎯 TIME-SAVING
Have you noticed the world appears to be speeding up? Time is becoming the most precious commodity of all, not least for millennials, who often have less time than anyone else… or so it seems. Businesses that can save a customer time (or at the very least, never waste their time) are benefitting more than those who don’t.
🎯 COMMUNITY
Millennials understand the connected world much better than generations before them and embrace the community in an entirely different way. Products and services which tap into the community in a more digital way and recognise inclusion are driving the most change.
🎯 LOCAL
Sourcing products locally has become increasingly important to many more demographics since the pandemic but had already gained traction with millennials. Partly driven by product provenance, but also convenience. The same is true at the national level where British-made is once again becoming an indication of the quality and a badge of honour.
🎯 ETHICAL
Over the last decade, ethical consumerism has gone more mainstream. Everything from fair trade coffee, to cruelty-free cosmetics, is much more the norm. Millennials remain at the forefront and demand products and services that are both authentic and ethical. Everything from how people are treated throughout the entire supply chain, through to the individuals and entities who profit from the transaction – directly or indirectly.
🎯 SENSE OF FUN
Nostalgia has always been a powerful tool when it comes to marketing. But of course, one person’s nostalgia is another person’s ancient history. This generation has a reputation for being highly sentimental and they often seek out brands that remind them of their childhood or younger years. Being able to integrate fun or nostalgia in a way that resonates with your target customer can pay dividends, although not every type of business will be able to play this card effectively.
🎯 SUSTAINABLE
Millennials are passionate about protecting the environment and supporting companies that align with these values. A growing number of millennials in the UK are committed (not just aware, but committed) to reducing their waste and their carbon footprint, given that the earth’s resources and ecosystem cannot sustain current levels of human activity indefinitely.