Companies that seek millennials’ business are companies that promote millennial social values and concerns. At an earlier age than previous generations, millennials demonstrated concerns about others, about the environment, and about global conditions.
Let’s take a look at the millennial woman’s concern for others. Millennial women’s lives are driven by purpose. During their formative years, they watched a media that focused on those who devoted their lives to helping people in need around the world. Millennials were affected by the deaths of Princess Diana and Mother Teresa — well-known women who devoted their lives to helping others. Millennial women want to be like them.
On TV and the Internet, millennials also witnessed their peers and idols demonstrating care for others around the world at Live 8, a day-long series of global benefit concerts that took place in July of 2005. The concerts encouraged aid in the fight against poverty, particularly in Africa. Of course benefit concerts were popular with other generations, too. But, Live 8 went global and live. That’s millennial.
Unlike previous generations, millennials have been dedicated volunteers since pre-K. That caring attitude has stayed with them. They are the first generation where questions about their volunteer activity are so fundamental they often appear on college admission forms.
At Tulane University, for example, it’s part of the curriculum. Tulane requires students to complete a major volunteer project each year in order to graduate.
Millennial girls and women respond deeply to people in need around the world, and they want to work for, and shop at, companies that care. To capture the millennial market, their concerns must also be yours.
(From Marketing to the Millennial Woman)