The funny thing about these Millennials is that they see themselves in others shoes. Maybe it’s a desire to become someone better than they are, maybe it has more to do with their hopes of a better society or maybe it’s just a level of empathy that is far removed from the “me first” rhetoric they have been flooded with from the media most of their lives. Who knows, and truthfully it really doesn’t matter. The bottom line is Millennials do care about the society they live in. There’s a desire to interact and be part of something, so they are constantly reaching out to others, people they sometimes know only through words on a device…but whose opinions and perceptions matter. So why not be linked with you?
You have a voice in your community, and if you don’t then let’s create one. Binding yourself through community events and causes is one of the most impactful ways you will build community and millennial loyalty. Last time I checked my millennial daughter Megan was involved in cause driven initiatives right and left… and I’m talking the non-controversial ones here folks. So if you are to believe some of the recent research according to the, “American Millennials: Deciphering the Enigma Generation” her cause driven affinities is because she’s a woman (go figure). Yoplait: Save Lids to Save Lives and General Mills: Box Tops for Education are two of the recognizable CPG Cause marketing campaigns she is always clamoring about. But what about right there in your own back yard? There has to be cause that means something to you too. Every community has a food bank or a pet shelter, or a local cause that you can get behind. Sure it may take a little investment in time and money to market, but the dividends will pay off in spades. You’re building a loyalty with the community that keeps your doors open and more importantly with Millennials, who in 3 years time, will be majority share shopper in your store. So keep in mind that your companies cause marketing initiatives is a huge, and I mean huge influence on my daughter’s decision to purchase from you. (It’s BOGO to boot since Boomers can get behind a good cause as well)
For Millennials it’s a little different though. This generation puts more stock in cause affiliation than any previous generation ever did. It is vital that they see and know you care! Let them see your cause marketing on social media, in the store and on your website. Don’t hide it…get it out there in the forefront. It may sound odd to give up prime real estate for cause marketing right upfront there with your product marketing, but for half your customers it will carry more weight than the front page items themselves. So just think about it. Loyalty and a good cause…..it’s a win/win all around.
Blue Skies Everyone
