What will Millennials do?

While the digital age and social media changed the game for advertising, it is the millennial generation that is continuing to be a major hurdle for marketers. According to Forbes article in 2017, there were 80 million millennial consumers with annual spending totaling around 600 billion dollars (Kestenbaum, 2017). There is great power in numbers, and millennials have just that! While older generations are known to be brand loyal, millennials do not fit this mold, they continue to put pressure on brands to get real and lose the empty promises. They are also known to ditch a brand if they see a better deal somewhere, or if the company does them wrong.

While Millennials are considered to be the most “educated and productive” (St. Louis, 2017) is this the reason they continue to put pressure on brands? We can argue that social media has created a desensitized population and this can be directly related to millennials, are they actually questioning the authenticity of a brand or just don’t care?  With options to follow/unfollow, hide and 24 hour expiration dates, do brands stand a chance?  What will the future be for advertising?

References

Kestenbaum, R. (2017, June 14). This Is How Millennials Shop. Retrieved March 26, 2018, from https://www.forbes.com/sites/richardkestenbaum/2017/06/14/this-is-how-millennials-shop/#77cce686244c

Louis, M. S. (2017, January 27). Here’s Why Millennials Are Ignoring Your Brand (And What to Do About It). Retrieved March 26, 2018, from https://www.inc.com/molly-reynolds/heres-why-millennials-are-ignoring-your-brand-and-what-to-do-about-it.html