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Why Millennials will not buy these 8 products in the future

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The mysterious Generation Y

Generation Y, also known as Millennials were born between 1980 and 1995, and already outnumber Baby Boomers and out power their parents in spending power, so marketers are salivating over how to reach this generation who values the opinions of strangers online equally to the opinions of their friends and family1.

24/7 Wall St. created a list of products that the “Facebook Generation” (aka GenY, aka Millennials) would not be buying in the future, but do Millennials agree?

Millennials will not use email in the future

Although Google and Microsoft are likely to disagree, Facebook founder, Mark Zuckerberg called email “too formal,” which is the basis of 24/7’s argument that Millennials will not use email for much longer, pointing to email use falling for the 12-17 demographic and rising for people over 55.

The idea that email is disappearing is ludicrous, in fact, email use is on the rise across the board as spam filters are finally working 20 years later, and we all get as much spam on social networks as we do in our email inbox. Zuckerberg has never lived in a cubicle, so his word is not final on this matter, and considering 12 to 17 year olds as the benchmark for email use is misguided, as they are not yet in the professional world. What is accurate, however, is that for personal use, it is not likely any Millennial will pay for email, so we can meet 24/7 half way on this one.

Generation Y won’t buy beer

According to 24/7, there is a shift in beer consumption, and after traditional beer brewers like Budweiser having relied on men in their 20s are watching their core demographic slip away to lite brands. Budweiser research reveals that 40 percent of young people today have never tried regular beer, which was 10 percent in 1988.

This is a really complicated product for a number of reasons, but is worth looking at for other industries to learn about the Millennial generation. 24/7 is right in that the traditional beers are being ditched for light beers, but moreover, the generation is more open to wine and mixed drinks, as the generation has much fuzzier gender boundaries than former generations – it’s not butch for a girl to drink a beer, and it’s not feminine for a guy to order a mixed drink.

We’ve come a long way since the Mad Men era of scotch and masochism, and most marketers are highly ignoring the changing gender roles. It’s okay for a man to be the stay at home parent in the Millennial generation, it’s okay for a woman to be a CEO, and sexuality is blurred as well. These all play a role in purchase decisions as men and women are less concerned with what a product choice says about their gender or sexuality.

Newspapers are on the way out

People under 30 don’t read newspapers now, and media companies are scrambling to figure out their next move – 24/7 is right on with this projection. Millennials are mobile, and they are multi-taskers. Reading a newspaper requires one to sit still and look at the same thing for an extended period, which is not a common behavior for Millennials when it comes to media consumption.

Books are still in use for this generation, but the next will not likely even touch print. The web opens so many doors and allows information to flow freely, so although newspapers in print will not reach Millennials, digital news does, and boy, does this generation consume a lot of that, whether it is niche news or celebrity news.

No more cars?

This one surprised us a bit, as 24/7 says less than half of all Americans 19 and under had a license in 2008, and car sales have struggled to reach the younger demographics.

Why is this? In my opinion, there are four reasons. First, after high school, most Millennials do not see see cars as a status symbol as previous generations did. Secondly, laws have changed dramatically for this generation, many of whom were not legally allowed to get a license at 16, so that “sweet 16” mentality is shifting, so the importance placed on that car is different now. Third, although frequently accused of being “slacktivists,” Millennials volunteer more hours and give more money to environmental causes than any generation in history, grew up around recycling, were told by age 10 that global warming was real and it was our fault. Lastly, cars are becoming less relevant because Millennials are flocking to the city and emphasizing buying homes and condos that have high walkability – it is almost cool with this generation to boast that they “got rid of” their car.

Adios, landlines

24/7 argues that most 25-29 year olds live in a household with only wireless phones. There is no arguing here – I’ve had a cell phone since I was too young to get one without an adult co-signer, and although I grew up with a phone in my house, by the time I was in college, no one talked on the phone, we all texted or emailed or instant messaged. Dorms and student apartment housing being built now in some cities does not have the wiring for landlines, as developers are discovering that it is a feature most do not use, thus a corner that can be cut.

What is still up for debate is VOIP phones, as most Millennial entrepreneurs that I know have this as their setup so they can have a professional voicemail system or route it to other staff including an assistant. This avoids professional contacts calling their cell phone and getting the “wazzuuuuppppp!!?????” voicemail greeting.

I would add that many Millennials, having grown up with social networks (in my case AOL, ICQ, etc., and in my final year of college, Facebook) divide their personal life from their professional life in a very guarded way, not friending anyone on Facebook that they haven’t met in person and know socially. Keeping a separate phone is something I can see increasing in coming years, but not so that there is a landline, but due to the division of personal and professional as the generation becomes acutely aware of how each impacts the other.

Suck it, cigarettes

Smoking rates among young people have historically exceeded those of the general population. Now that group is dropping the habit quicker than anyone (down 17.6 percent from 2005 to 2010) while it Americans over 65 have increased their smoking by 10.5 percent in the same period.

What businesses need to glean from this particular factoid is that Millennials may eat junk food, but anything that is obviously a health risk is often avoided, even binge drinking which is decreasing as well. I find my generation to be very conscious of being healthy; not necessarily for vanity, but for reasons of health. Think of it this way – a first date in 1980 might entail a 24 year old discussing what car they drive (going back to the car prediction), what high profile job they have, what texture is on their business cards (I kid), while a 24 year old today will chat about what local foods they like, or where they go running in the morning, or how they worry that their shirt took a trillion gallons of pollutants to make. These two cases are obviously an exaggeration, but my point remains.

Dude, you’re not getting a Dell

24/7 notes that Millennials are the only demographic to own more laptops than desktops, and most buy laptops as their first computers. I would add that the rising popularity of tablets will also have an impact on the fact that Millennials are not typically tied to desktops for personal use, but of course, all are bound by what their employer requires of them.

Technology manufacturers will adjust, and already know that mobile is where it’s at. Smartphones did not replace computers as once suspected, as websites and technology did not catch up fast enough, and Millennials are bi-techtual, meaning they usually own more than one device. It is common to own a laptop, a tablet, and a smartphone, not necessarily by the same manufacturer – not all Mac fans are die-hard, many will own a Macbook Pro and an Android smartphone, so brand loyalty is also in flux.

Television is absolutely on the way out

Although television sets are not at all going away, the viewing habits are rapidly changing, with Millenials between 18 and 24 watch less traditional television than any other demographic and Netflix and Hulu are taking over viewing for this generation. Many do not even have cable, which is an adjustment that carriers will be impacted by, but will likely make up the difference by increasing internet rates, claiming there is no more bandwidth because of the video streaming, so the costs will even out in the long run.

The takeaway

Millennials are not a complex generation, we just grew up with technology, which doesn’t make us more special, smarter or faster than any generation, just different in how we consume products. We care less about status symbols and more about convenience. We care less about being called gay for ordering the wrong drink or wearing the wrong shirt, and we genuinely care about our health after watching the previous generation force airplane seats to widen by however many inches over the decades.

Marketers frequently miss the mark in reaching Millennials, tying to much of their assessments to technology and the impact it has had on the generation, but it is much more sociological than many believe. It has less to do with a stupid iPad and more to do with how we see ourselves and those around us, having had a different type of access to the world via the web. It is important for brands of all size that plan on growing in coming years to understand the relatively dramatic shifts going on right now in consumer behavior, as Millennials are now very powerful buyers in the market.

1 Millennials now outnumber Boomers
2 Study: Millennials value strangers’ opinions as equally as friends and family

Lani is the Chief Operating Officer at The American Genius - she has co-authored a book, co-founded BASHH and Austin Digital Jobs, and is a seasoned business writer and editorialist with a penchant for the irreverent.

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12 Comments

12 Comments

  1. alyssa

    April 26, 2012 at 12:06 pm

    This is interesting. My husband and I are “millenials,” (born 1984, 1988) and I would agree with most of this, except for e-mail. I could never give up e-mail! The only other thing I couldn’t give up is a car. We live in a big city, but to save money live just outside of downtown. It’s a 6-mile commute. We don’t view cars as status symbols; we just want something safe and reliable. We drive a 1994 Honda Accord and 2008 Nissan Versa, paid for with cash. My husband drinks beer socially, but we don’t drink much probably because we only have a “beer budget.” 🙂 Newspapers are out. Landlines … what are those? We don’t have cable, just an antenna to get the local stations. Cigarettes are gross. Even though I grew up as a PC, my husband quickly converted me to Mac. With the exception of an old Dell laptop that I use sparingly, we are all Mac: Macbook Pro, 2 iPhones, 2 iPads.

  2. Lee Miller

    April 26, 2012 at 4:39 pm

    I agree with most but you have not been following the technology in regards to Television. Not sure where you got your stats but they are incorrect. Testimony yesterday of A.C. Nielsen’s Susan Whiting before the Senate Commerce Committee – In published reports, Whiting told the Senators, the average American watches almost five hours of video a day, with 91% of that coming over traditional TV. When comparing the Television screen to the Computer/tablet/phone screens the viewership comes to 4.5 hours per DAY for television, contrasted with 4.5 hours per MONTH for the small screen. Millennials are included in that number.

  3. andrew

    April 26, 2012 at 4:41 pm

    Does this count as journalism? Newspapers and Television on the way out? or is the form factor simply evolving as it always has. No more cars or beer? Ugh … Really? While that would be nice I doubt your assertion will hold up in Dallas, Houston, Phoenix, Mexico City, Delhi, India etc in 15 years.

  4. Athu Burley

    April 26, 2012 at 6:40 pm

    I still see landline phones as essential for anyone in business — after listening to garbled voices on cellphones and having important discussions interrupted by dropped calls, the clear, present voice on a landline is always appreciated.

  5. Russ Bergeron

    April 27, 2012 at 6:08 pm

    What about houses?

  6. Sheila Rasak

    April 28, 2012 at 1:38 pm

    Having two daughters that are 22 & 24 years old, I can confirm without a doubt that these are true facts. I’ve observed the email habits as well and know that while they will continue to utilize a Gmail, Yahoo, AOL, or dot com account for business use, they tend to correspond via email on Facebook.

    Bravo to the writer of this excellent article!

  7. Matt

    April 28, 2012 at 1:56 pm

    I’m a millennial and here’s my take:
    1. Landlines are useless
    2. Beer is here to stay butpresent touch MGD, Bud, or Coors (I’m guessing since half of millenials are still barely of drinking age they really don’t know jack on this subject)
    3. I own a home and a car
    4. No cigarettes
    5. No newspapers
    6. No preference on laptop…but have an iPad and iPhone
    7. I use email constantly…but AOL is for the 55+ set and is generally an indicator you’re out of touch with millenials (teenagers don’t need email…grown ups still do)
    8. I have cable, Hulu, and apple tv….waiting to ditch cable as soon as the other two get better programming

    I also text and use Facebook all the time….anything else you really need to know?

  8. ANdrew Stone

    April 28, 2012 at 4:01 pm

    I am 42. Born in 1969. Gen X. I own 4 laptops and 3 tablets (iPad and Android), I shun cigarettes. I drink mixed drinks, wine, scotch and craft beers. I got rid of cable 3 years ago and source TV all over the air or via Netflix, hulu, or online only. I haven’t been to a movie theater in 2 years. I haven’t had a land line in 4 years. I still drive and won’t give it up yet. I message most people in Facebook and not via email, this includes most my clients. I haven’t subscribed to a paper in over 5 years and get all my news online.

    Am I an anomaly for Gen X? I don’t think so.

  9. ArtVuilleumier

    May 14, 2012 at 9:10 am

    I’m a boomer and you describe me and my habits exactly … Haven’t had a land line for nearly 10 years, don’t watch TV (mostly HULU or online), NEVER been influenced by trends such as smoking etc … What does this make me ? (besides lost :))

  10. MistyLackie

    August 26, 2012 at 2:29 pm

    Interesting! Email won’t go away until all the sites and services on the web stop requiring an email address to signup. Even Facebook requires this. Granted a lot of people just use throw away emails for signup purposes. We have a niche site that caters to 13 through 18 age range. The CTR on that site is AMAZING. These kids click like crazy. This site has also accumulated over 80,000 opt in email subscribers within 4 months. I haven’t had a chance to test the list yet but plan to within the next couple of weeks. I am very interested to see how the open and click rates compare to some of our other opt in lists of business type subscribers.

  11. Pingback: Social Sweepster flags which social media posts might make you look bad - AGBeat

  12. Pingback: Study: Why Millennials will and won't follow your brand online - AGBeat

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Business Marketing

Stay ahead by decluttering your Instagram accounts with this new feature

(BUSINESS MARKETING) Get a head start on your spring cleaning with Instagram’s newest feature. It may become your favorite way to views others accounts.

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instagram accounts

In a plot twist you weren’t expecting this week, Instagram is looking to make your life a little easier. Their newest app update includes a feature that groups accounts you follow into curated lists such as most and least interacted with or earliest followed to latest.

If you’ve ever looked at the number of people you follow on Instagram and wondered, “who the heck are these people?” then this update will make your heart sing. Instagram has been around for 10 years now, so it’s understandable that some of our follower lists have gotten a little out of control. Your friends and interests shift over time and it can be difficult to find time to actively curate your social media accounts.

Working with this new feature is simple. To access it just head on over to your Instagram profile and click “Following.” You should see a couple of categories above the list of accounts you follow. As an added bonus, you can also change the sort feature on your follower list. It can be set to show oldest accounts followed first or latest accounts firsts.

instagram accounts

For entrepreneurs and freelancers who don’t have the luxury of a full social media team (or any team at all) small features like this can be a game changer. If this feature sparks you to finally clean up your Instagram, here are a few questions to ask yourself when you’re trying to decide who to keep and who to unfollow.

Why did you originally follow this account?

Does this account still serve your business interests?

What was your main purpose behind following this account? As a business owner you might follow an account on Instagram for any number of strategic reasons. Perhaps this account is a fellow business owner in your area, but they’ve since closed their doors. Chances are you’ll find more than one of these cases in your least interacted with group.

Were you looking for business advice or inspiration? When you’re just starting out with your business, you might have followed a few accounts that aimed to give advice to new business owners. Well, if you’ve been doing this for a few years, you probably already know the basic advice these types of accounts are pushing. It’s time to move on.

Do you know this account IRL? Maybe your business has moved locations or changed niche in the last few years. You might have made some great connections with fellow business owners back in the day, but you may no longer run in the same circles. If you know the person who runs the account IRL and you still want to stay connected there are two options. You can either go follow them on your personal account or you can continue following, but mute the account so it doesn’t clog up your Instagram feed.

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Business Marketing

2020 marketing calendar – plan this year’s marketing strategy

(BUSINESS MARKETING) Have you ever wondered when is the best time for your ad campaign, well look no further. This marketing calendar has every event listed, even weird ones.

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When you work for a small business or non-profit, marketing is one of those essential tools that can make a difference in your monthly bottom line or fundraising take. And yet it’s often a challenge for busy owners and employees to find — and take advantage of — fresh promotion opportunities.

Add this to your toolkit… a 2020 Marketing Calendar from the team at Liramail, making note of big events and days that you can use online and IRL to engage customers and donors.

February marketing calendar

Some dates are obvious… major holidays, for instance, particularly the gift-giving ones. But you can find success around other events as well. The Central Texas Food Bank uses the Super Bowl as a driver for one of their most visible annual events, the “Souper Bowl of Caring.” On a smaller scale this year, restaurants and shops around the Austin area and all over the country used January 25, Australia Day, to raise funds for bushfire relief—drawing customers into their businesses, creating community ties and doing good all at once.

This marketing calendar compiles dates both big and small, providing plenty of opportunities for tie-ins and promotions. Running a clothing boutique? Play with Fashion Week. Looking for a good cause to support? World Wildlife Day and International Women’s Day are just a few weeks away. Valentine’s Day, Mardi Gras, St. Patrick’s Day… and that’s all just in the next six weeks.

The calendar is as useful for engaging your social media audience as it is promoting IRL events. You don’t have to own a pizza place to make a post with your team celebrating International Pizza Day and quizzing your followers on their favorite topping. You don’t have to be a veterinarian to turn Love Your Pet Day into a way to engage people by encouraging them to share photos of their pets.

And if you do have a direct tie? Absolutely use it. Each March, for instance, the small Austin well-building non-profit Water to Thrive observes World Water Day with a quick Facebook fundraiser. One of the Austin-area businesses that participated in Australia Day, Bee Cave coffeehouse/boutique Runaway Luna Lifestyle, did so because of family ties there, raising several thousand dollars with an in-store event and social media promotion of a GoFundMe fundraiser.

So page through the marketing calendar, making notes of days that you can take advantage of. And don’t forget, if you’re inspired to create an in-store event or other promotion, be ready for it. Get the initial date on the calendar, and then work backwards to create a long-range plan to support your event. Check your inventory, possibly looking for related items to feature. Book your advertising, draft your newsletter, schedule your social posts. Let your audience know that something special is coming up.

Have fun with it. Add your own dates. Whether you zero in on Talk Like a Pirate Day or Make a Difference Day, you can create new opportunities for your business or non-profit and for your customers as well.

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Business Marketing

Unsplash is the secret weapon for seekers, and creators of unique images

(BUSINESS MARKETING) It’s free, it’s great, it’s free, it’s a marketing multi-tool, and it’s FREE. Why aren’t you using Unsplash already? It has great exposure!

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I really can’t stand seeing the same thing over and over again.

Might be my slutty, slutty, non-brand-monogamous Milleniality showing, but I reeeeeeally feel like something’s wrong when I can’t tell two different companies (or WRITERS) apart because they’ve aped the same template, or bought the same cheap font, or used the same stock photos.

He’s a cutie, but I can only see that surprised toddler in the pink shirt and gray vest so many times. And I guarantee at least 85% of people reading this know exactly which baby I’m talking about, hence the issue I’m having.

That’s where Unsplash has been my friend.

I was introduced to the image search engine in my last job: hundreds of thousands of hi-res images for 100% free, which yeah, was just my boss saving money on subscriptions to pay for our office snacks. But I was pleasantly surprised by the cool stuff I could find!

How it works is; well first, pretend you’re a photographer. One amongst many. And you specialize in, say, bomb ass macrophotography. Except the people who need your services A: Don’t know the difference between your specialty and someone who can use the zoom button, and thus B: Aren’t finding your portfolio because they don’t even know what they’re looking for.

If you’re willing to let people use some of your photos, you can host images on Unsplash, tag them with keywords, and ideally get some subtext or alt-text credit.

It’s not like a paying gig, it’s more like passing out fliers to super warm leads.

Now pretend you’re writing for a nature blog. Justifiable crackdowns on unpaid intellectual property mean that when your client says ‘Just pull some stuff from Google, it’s whatever’, you’re not actually going to do that. But there’s no budget for a subscription to anything, so what now?

You check out Unsplash is what. Then you find that macrophotographer’s amazing pictures of leaves and such, and bookmarking their gallery gives you a way to harmonize all the preview images you use for the ‘5 Most Ominous Things I’ve Found in the Austin Greenbelt’ article you’re working on with everything else on the site.

As a master manipulator of text/feelings myself, I’m also really into the fact that since anyone with a camera, anywhere in the world can host their images, I’ve got a lot of diversity in styles, locations, and of course human subjects. I really enjoyed that I could look up ‘CEO’ and find a Vietnamese woman and a Canadian man sharing the first page and probably a complicated relationship with France as a concept.

And I noticed something else.

Quite a few of these images were branded! As in Harley Davidson, Boxed Water, and more have Unsplash accounts, with their products on display to be used whenever people look up words like ‘freedom’ and ‘quirky’ and ‘hydrate’.

You literally can hire a photographer to take pictures of people in various situations wearing your brand of pillbox hats, and get photos of your product placed any and everywhere!

Now of course there are a few wee drawbacks.

Credit isn’t guaranteed, so whether you’re a brand or a photographer, you may not have your name on your work when it’s displayed, especially on preview images.

You also won’t be notified as to WHERE your photos are being used, so if your properly gloved and be-pillboxed gals end up photoshopped with digital Sharpie mustaches and used in an anti-fancy fashion postpunk op-ed, that’s out of your control.

On the searcher side, the AI is a little off as you scroll through. You might be distracted by photos of fighting racoons being auto-tagged as dogs hugging, and lose time laughing and taking screenshots, and then explaining why you’re posting to Tumblr during work hours.

Still worth it, by the way.

Ultimately Unsplash has been my ace-in-the-hole when it came to advancing the radical left agenda by viciously adding different ages, races, and settings to my last gig’s newsletters, and it’s another great resource for anyone in the ‘get/KEEP your name out there’ stage of business.

Hitch up your water wings, dive in, and make an un-splash!

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