Why millennials are the WORST

How do you convince the generation with instant knowledge at their fingertips that there’s something new that they need? The online generation know exactly what they want and how to get it, quickly.

A millennial is roughly defined as a person born between 1980 and 2000, and is usually associated with terms such as ‘lazy’, ‘entitled’ and ‘narcissistic’.

Well I’m calling bullshit.

These characteristics may be elevated in millennials, but they aren’t new to human behaviour; We have simply adapted to our environment.

Millennials have been raised in a world of rapidly developing technology, academic and career pressures, and a constant need to defend our generation’s reputation. With massive competition and pressure to land the ‘best’ job and secure the ideal lifestyle, we have had to become ruthless and competitive to survive (dramatic, I know).

So how do you market to this generation of know-it-all’s? You don’t.

Millennials don’t want to be told what we should be buying and where we should be eating and who we should be following. Leaving our early teenage prime and realising that we’ve been force fed the Biebers, the One Directions and the Tamagotchis (still good tho) for years, we want freedom of choice and individuality. An unfortunate paradox – it’s now trendy not to follow trends.

We want honesty and transparency, no bullshit. We want to know that the products and services we’re buying haven’t been forced into our perception of good quality.  At the very least, we don’t want to feel like we are being marketed to. Prahalad and Ramaswamy mention here on page 10 that consumers are increasingly engaging in the process of both ‘defining and creating value’.

We are bored quickly.  We need to interact, be social, and consume web-based content like overpriced soy lattes.  Content needs to be rich and constantly updated, or at the very least full of memes to keep us on board, build brand relationships and retain our business online.

This infographic from the University of Southern California has some interesting, but not surprising numbers on generational use of social media tools and technology in relation to spending, shopping and technology use, basically outlining the ridiculous about of online shopping we do, and how to ‘get products into our heads’ – probably a conspiracy.

So, in summary, millennials are entitled, stupid, smart and more prepared for technology’s world domination than that of our predecessors, and I nervously await the take-over of the post-millennials.