Lately all I seem to read about is Millennials this and millennials that. Mostly positive, these blogs and articles are all about how to keep my generation satisfied and engaged. However, I just came across this post which made me think; is there too much emphasis on keeping 18-34 year old’s happy? Is everyone just pandering to people who have unrealistic expectations and entitlements…?
At what point do we, as young people, have to accept that we can’t expect everyone to bend over backwards to please our easily distracted, tech efficient and social-media obsessed selves? I’m not here saying that nothing should change and we should learn to love everything, no matter how outdated it is; far from it. I love that we are so innovative and inspired, however it is easy to see why people like House of Fraser feel they need to do something drastic to get our attention such as their outlandish campaign ‘emojinal’, where somebody thought it was a great idea to bombard us with an overwhelming amount of emoji’s.
Who they were trying to appeal to is unclear but they were clearly trying to detach themselves from their current brand of what I would call ‘sophisticated’ and market themselves to the young, fun, social crowd. Needless to say it went terribly wrong in regards to its direct agenda. However, it did result in us talking about them, which I can’t recall ever doing before, so result! I guess…
Some brands should stick to what they know and understand that in order to appeal to us Millennials they need to be authentic. That includes companies who are recruiting. I know people my age who shop at House of Fraser and work at companies whose products/services are not primarily targeting us.
If your products/services are of a high quality and you clearly know what you’re doing, then you will appeal to anyone (within reason). You shouldn’t have to change your whole company culture just to appeal to a few flight risks who will bail as soon as something shinier comes along!
Another thing to bear in mind is that not all Millennials are the same, just as not all Generation X people are the same. What appeals to Joe Bloggs will not necessarily appeal to Jane Bloggs, it’s worth remembering that before you plan to completely overhaul your company culture or brand message; one size will not fit all [see here].