Millennials: One Size Does Not Fit All

attitudes, behaviors, demographics, Lifestyles, millennial, millennials, values 1 Minute

Emerging Trend: There is a growing understanding that not all millennials behave the same way.

Implication: Your millennial data is not flat. You may need to distinguish between lifestyles, life stages and other demographics.

Action:

  1. Get your millennial definition straight: Is it just adults, or do you need to include teens as well?
  2. Look into the differences between younger and older millennials. Those in college and those who are starting families will have distinct media and spending patterns.
  3. Measure values as well as attitudes. Are your millennials more likely to vote for green initiatives? Do they donate frequently?

Published by Idil Cakim

Idil has devised marketing and communication strategies for Fortune 500 companies and non-profit organizations for 20 years. She is the author of 'Implementing Word of Mouth Marketing: Online Strategies to Identify Influencers, Craft Stories and Draw Customers' (Wiley, 2010), as well as numerous industry briefs and articles on online communications. Idil has been a public speaker on word-of-mouth marketing, women and ethnic minorities’ use of digital communications, and e-CRM. She has been widely quoted in trade journals and newspapers such as CNet news, CBS Market Watch, San Jose Mercury News, Chicago Sun Times, Harvard Business Review, the Financial Times and the New York Times. In 2010, she was selected ‘Digital Communicator of the Year’ by PRNews. Idil is currently VP of Media Analytics at Nielsen, working with public sector, technology and telecom clients, gauging their advertising and brand communication effectiveness. She also serves on the Ad Council’s Research Committee. Previously, she was a VP of Client Development at NM Incite – a Nielsen / McKinsey company, identifying and amplifying business opportunities in social media for clients. Prior to her roles at Nielsen, Cakim was a Senior Vice President in the global PR agency Golin’s digital practice and a Director of Burson-Marsteller’s think tank—the Knowledge Development group. A native of Istanbul, she holds an M.A. in Communication from the Annenberg School at University of Pennsylvania and a B.A. in Sociology from Bryn Mawr College.

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