Millennials, born between 1980-2000, are a generation shaped by technology, terrorism, and economic recession. They are the most educated generation yet have faced challenges in a difficult job market. As a result, many Millennials have become entrepreneurs, starting over 160,000 new businesses per month in 2011. Millennials are highly engaged online and are the dominant users of social media, spending nearly two hours per workday on social platforms. Their relationship with near-constant technology has changed how they interact with and view the world.

1. Scott Goodwin
J340 PR Tactics
Audience Analysis:Millennials
Confident.Lazy.Upbeat.Narcissistic.Expressive.Entitled.Open-minded.Millennialsare heraldedand
derided,praisedandscoffed,over-indulgedandundervalued.We are a connectedanddiverse
generation,shapedbytechnology,terrorism, andrecession.
There isno generationthathasbeenstudiedquite like Millennials.Withover80 millionof us,there is
plentyof datapointsto findwhateveryou’re lookingfor.Andlike the youthful generationitembodies,
much of thisinformation isfull of contradictions.
For a generationthathasbeenthrough9/11, Columbine,Katrina,perpetualwar,the impeachmentof a
president,Enron,andthe worsteconomicclimate thisside of WorldWarII,Millennialsare anoptimistic
bunch.In 2011, a PewResearchStudyfoundthat41% were satisfiedwiththe waythingsare goinginthe
country,comparedto 26% of those over30. I findthisodd,as mostof mypeergroup can seemrather
cynical on the state of the world.Butwhile we maybe cynical of everythinggoingonaround us,we are
everoptimisticonourownprospects.We will be the onestobuck the trend, to make itto the top.
Accordingto the National CenterforEducationStatistics,Millennialsare the mosteducatedgeneration,
withover72% receivingahighschool diploma.Of those,68% enrolledincollege,andoverhalf of uswill
complete ourdegree within6years.We see college notasan opportunity,butasa necessity.Itisa high
pricedconsumergoodinthe form of a piece of paperthatwill openthe doorsof the job market.
But that jobmarkethas not beenkindtoMillennials.Inthe post-recessioneconomythe youngadult
workforce isusuallythe lasttobe hiredand the firstto be fired.AlecLevensonof the Centerfor
Effective OrganizationsstatesthatMillennialsare competingwiththe cardsstackedagainstthem.These
issuesrange fromoutsourcingentrylevel jobs,tobabyboomersputtingoff retirementandmakingit
harderto findspace for newworkers.
Thishas forcedus to compromise.A lot.Millennialsare almosttwice aslikelytobe “underemployed”as
the general population,andPewResearchfindsthat13% of us have boomerangedbacktolivingwith
our parentsfora periodof time.
These unfortunate conditionsintraditional jobmarketshave leadmanyMillennialstobecome
entrepreneurs.Research,thoughvaried,suggeststhathalf totwo-thirdsof Millennialsare interestedin
entrepreneurship.In2011, many tookthe plunge tothe tune of 160,000 startupseachmonth!
Millennialsmake upalmostathirdof all entrepreneurs,accordingtothe EwingMarionKauffman
Foundation.
The advance in technologyhasmade startingyourownbusinesseasierandlessrisky,andnogeneration
isbetterable to tap intotechnologythanMillennials.We have grownupinthe digital age,andcan jump
fromplatformto platformwithease.We engage withtechnologyonavarietyof levels,andthatis why
we provide somanyopportunitiesforbrandstoconnect.
Millennialsownsocial media.PewResearchCenterhighlightsthatoverthree quartersof ushave at
leastone social mediaprofile.Inhisstudy How SocialMedia HasChanged theWorkplace,AdrianOtt
statesthat Millennialsspendalmosttwohoursperworkdaycheckingsocial media.We use social media
to engage inpolitics andcauses,getournews,andconnectwithothers.

2. Scott Goodwin
J340 PR Tactics
Audience Analysis:Millennials
The biggestopportunityforcompaniestryingtoengage Millennialsistoactually engage.Onaverage,
Millennials’engagementishigherthanothergenerations.Nowhere isthisengagementhigherthanon
the Web,according to a reportby digital researchfirmcomScore.We are highlyengagedwiththe
contentwe chooseto engage with,andhave notime foreverythingelse.
Our relationshipwithtechnologyhaschangedourrelationshipwitheverythingelse.Itis the digital lens
throughwhichwe viewthe world.Where advertisingusedtobe a one-wayconversation,technology
has allowedbrandstoconnectwithMillennialsinamultifaceteddialogue thatisalwaysevolving.We
are a confidentbunch,andnowhere isiteasiertobe confidentthanbehindakeyboard.We regularly
standup for whatwe believe andhave the technical savvytohave ourvoice be heard.We are notafraid
to tell people where we stand,andthe comScore reportbacksthisup whenstatingthat86% of
Millennialsare willingtoshare brandpreferencesonline.
Millennialsrepresentanopportunityforbrandstoestablishalifelongrelationship.We are more likelyto
trust andretainbrand loyalty,butthe greateravailabilityof informationmeansreputationscanbe
destroyedthatmuchquicker.Once Millennialslose faithinabrand,it’snearlyimpossibletowinthem
back.
Millennialsare unique creatures.Full of youthful expression,temperedbythe economichanddealtto
them.Technological gurusandguineapigs,andneveronestomissanopportunityforself-promotion.
The bestand brightest,withthe participationtrophiestoprove it.