Thank you, Deloitte’s, for a ‘just when I thought I’d seen/heard everything’ moment. Please give it up for the ‘MilleXZials’ – an amalgamation of Gen Z (ages 14-20), millennials (21-34) and Gen X (35-51). Apparently, their ‘mobile consumption behaviours’ – and, I’d venture, many other of their consumption behaviours – are pretty much the same.
Being older than all of these amalgamated whippersnappers and, yet, probably possessed of the very same consumption behaviours, I think Messrs Deloitte have missed a trick here. ‘MilleXZials-boom!’ would have been so much better. The point is that ‘milleXZials’ are everyone.
As, on a slightly smaller scale, are Millennials. Here are five reasons why we should ditch the lazy catch-all that is ‘millennial’ and get on with understanding the needs of a micro-segmented audience.
Millennials are not a distinct group
Only in that they were all born between 1980 and 2000. Stating the obvious, the oldest are 38 and the youngest are 18. Socially, economically, politically, ideologically, technologically – they’re different shades on a very broad spectrum. They cannot be influenced, communicated with or sold to with a one-size-fits-all approach.
Millennial is not a synonym for ‘the youth of today’
Because while some of them are, others – very clearly – aren’t. (Recently I read the phrase ‘Millennials, and their older siblings…’ Hell’s teeth, I’m the older sibling of a top-of-the-range Millennial. Talk about broad generalisations.)
Millennials are not ‘the workforce of tomorrow’
Saw a presentation recently entitled ‘Boomers vs Millennials: are you ready for the shift in your workforce’? End-of-generation Millennials are 38 years old. They’ll have already been in the workplace 16 years, supposing they endured higher education. They’re your boss. A quarter of Millennials have been in the workplace for 10 years or more.
Millennials do not all want the same things
Whether that’s world peace, corporate purpose, recyclable coffee containers or a sushi bar in the workplace. To imply that they do is to lose focus and render any communication strategy so broad-brush as to be wholly ineffectual.
Millennials are not disadvantaged compared to the previous generation
They can’t all afford houses because house prices have risen out of all proportion to the price of anything else, and society’s rules vis a vis home ownership have changed. That being said, there are jobs to be had, and jobs in ‘new’ industry sectors (think internet, social media, fintech, bioscience) pay comparatively well. Millennials live as well, if not better, than previous generations. Even if ‘millennial unrest’ was a thing, it isn’t.
Dump Broad Groupings – Embrace Nano-Targeting
Millennials was the first socio-economic group that wasn’t. (And there will be no more that are.) Regardless of any other influences – and there are myriad others, obviously – the incredibly rapid growth and implementation of new technologies alone has seen to that.
The internet, as we know it, became a thing around about 1995. Thus, Millennials born in 1980 grew up with dial-up and cables. Millennials born in 1995 grew up with smartphones and broadband. Facebook was founded in 2004 – early Millennials would have been all over it. Later Millennial has probably closed his or her account. Early Millennials are sporting FitBits and confuse automated call centres with AI. Sharp-end Millennials are already thinking about having payment chips implanted in their hands.
For the last time – ‘Millennials do this, and Millennials think that’ – it’s lazy, and it’s unimaginative. Millennials don’t exist.
Diageo recently made a song and dance about micro-targeting – given the current rate of technological development, evolution, implementation and utilisation (and its effect on society) expect to have to coin a new term for a new group every month or so.
It’s not micro, it’s nano.