The Millennial Manifesto

Much is being written these days about how brands can engage with the Millennial Generation (Generation Y age 18-34). There is good statistical research on this topic by leading firms. Big brands like Best Buy, Dunkin Donuts, Gap and much of the Fortune 500 are innovating using social media and entire conferences are devoted to it such as the Pivot Conference (which looks excellent by the way).

This week I had the privilege of visiting with students in Jeff Gaines’ eWorld class at San Jose State University. We started off with me talking about how marketing is changing in the era of social media, and how our solution and category meets this opportunity. Well, we’re always trying to serve better the corporations who use our technology to connect with their audiences online. So we figured – why not just ask this audience ourselves?

So, we turned it back to the class and asked them how they would like brands to interact and engage with them. What do you like, what bugs you? If you could tell them directly what would you say? Here is their unofficial, non-scientific, response. The Millennials speak. It’s been 10 years since the landmark Cluetrain Manifesto which asserted that “markets are conversations”. In a respectful nod to that we present the Millenial Manifesto.

The Millennial Manifesto: An Open Letter from Millennials to Brands - this is how GenY wants you to engage with us

- Quantity does not equal quality.

- Irrelevant content should not be displayed, but instead just in time for when we need it (i.e. a plumber when the faucet breaks).

- Reputation of brand is key in our desire to associate with a brand.

- A history of quality continues a relationship.

- Promotions build our desire to associate.

- The intermediaries can get in the way of the brands (with a car dealer, we may love the brand and hate the dealer so we won’t buy).

- Have exclusive offerings for loyal customers – we like to be loyal.

- Customer service does make a difference. If I need an exception, say if I lost my receipt and you require one, making an exception will drive home my loyalty.

- The collection of too much personal information for marketing reasons, or other sinister uses, is bad.

- Personal recommendations are valuable and should be supported by research.

- Intent based search is helpful.

- We welcome getting rewarded for doing some work for your brand.

- We’re more inclined to buy from companies that engage from poor reviews after they show that issue is solved well, it means you care.

Submitted by Michelle Bonat, CEO, RumbaFish
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