As a millennial I’ve always recognized that my generation is “different” than those who came before us. These differences have made us unique in terms of the business world, and especially in regards to marketing. Forbes says that 84% of millennials don’t trust traditional advertising. We have left marketing departments scratching their heads, wondering “how do we reach them!?”
I actually don’t think it’s that complicated!
According to Forbes, millennials value authenticity over anything else. Adage says that millennials want a personal connection with brands, they want to be spoken with, not to. Entrepreneur.com says nearly a third of millennials are more likely to buy a product if the brand feels less “sales-y” and feels more authentic and truthful.
This all makes sense to me! We are a generation that has grown up bombarded with advertising. In a sea of companies trying to make us loyal customers, of course we are going to look for a brand that is authentic.
We are looking for a company that allows us to make a personal connection, even if “personal connection” has been redefined to include twitter conversations and Facebook likes.
So how does one keep a brand authentic in the eyes of a millennial? Well, simply put, don’t try to be something you’re not! Communicate with us, tell us your story and your beliefs, and embody those beliefs. We want to believe you!
The Story Co. helps companies communicate their authentic selves to their community through the power of story. There is a universal truth to this approach that resonates with all age groups – millennials included. This is why I could not be more excited to have the opportunity to help companies communicate their authentic selves.
Hello world! My name is Emily Brenner, and I am a Story Co. co-collaborator!
Eyoalha Baker’s message is “don’t underestimate the power of joy”, and she challenges us to embrace joy in our businesses.
I’m up for the challenge.
As marketers we can either market to others’ fears or to their joy. (Sadly both approaches can be successful.) Eyoalha’s jump for joy project in Vancouver’s east side was a way for her as a photographer to share her joyful photos in a place few would think that joy could exist. Her mural is visual storytelling at its best and included 200 pictures of people literally jumping for joy on the side of a three-story building in Vancouver’s east side. The effect on the community and Eyoalha herself was transformational. In this month’s edition of “Where Women Create Business”, Eyoalha says joy “is an emotion that inspires connection and open hearts. We have the ability to alter our own experiences when we view life through the powerful, uplifting energy of joy.” Who doesn’t want more of that?
We always have the choice to choose joy over fear, to inspire, to collaborate, to include. That in and of itself is worth marketing.
That’s the number of minutes we have in a day. Seems like so many doesn’t it?
One of my goals this year is to remove from the phrase “Where has the time gone?” from my life. I want to know what I have done with this very precious thing called time. (Last year I removed the word “busy” from my vocabulary so it seems to be a trend.)
After I made this declaration I walked into a client’s office and she had a small post-it on her desk that just said 1440. Of course I was curious and wanted to know the significance. She explained that it is the number of minutes in a day and reminds her to make every minute count.
I loved the idea!
Turns out I wasn’t alone; research by Forbes indicates that the most highly successful people think in terms of minutes not hours. Many people would agree that most hour-long meetings could really be 15 minutes. Changing your daily schedule into 15-minute blocks rather than hour blocks is a total game changer. Because you can honestly do a lot with a minute!
Be prepared that if you ask me “where has the time gone?” I will have an answer for you. And FYI this blog was written in 15 minutes.
Onwards, I have 1425 minutes to go.