In an industry where demographics and public interests rule business decisions, it is not surprising that PR professionals are constantly trying to pin down the current generation. You are probably already familiar with the “Baby Boomers,” but what about the “Millennials“? Defined quite broadly as those born between 1980 and 1995, these people are technically the future of not only PR, but nearly every other industry as well. In a blog posted by Margot Edelman, she claims the Millennial generation is not quite what everyone has made it out to be.
According to Edelman, Millennials are not the tweet-sharing, technology-savvy youth that people assume. While partly true, she offers evidence that there is more substance behind their curious attitudes. Particularly interesting was her research behind Millennials’ product loyalty and promotion. According to her findings, “70 percent of Millennials keep coming back to companies and products they like.” That is promising for some companies, in that that if they have already found a loyal following, they are likely to maintain their success. Modern companies like Apple and Nike come to mind in terms of brands that appeal to young demographics, and know how to keep them coming back as customers.
Even more interesting, “74 percent of Millenials surveyed indicated they had talked to a friend about a favorite brand in the past week.” So not only are Millenials loyal, they are also the best promoters of the brands and products that they love. This statistic seems to directly relate to the core principles of social media: share what’s on your mind, and share it with everyone you know … probably via Facebook and Twitter. Are these Millenials updating their statuses about the trendy new restaurant downtown? Mostly likely, yes.
While it is apparent that Millenials aren’t defined just yet, it does appear true that they are more than their stereotype portrays. They are certainly future-focused, which is a good indication for the next generation of PR technology. In addition, it seems like the Millenials are willing and open to participating in the tools that the PR industry provides.
How do you define the Millenial generation? What do you think they have to offer to the world, and the PR industry?