Millennials make up 24% of the US population and have significant purchase influencing power, so understanding them is important. Millennials value community, care about social and environmental issues, and engage more with mobile apps than other generations. They are ethnically diverse, well-educated, and more likely to donate to non-profits. Engaging millennials requires being transparent, supporting meaningful causes, using mobile apps and social media, connecting through stories, and allowing access over ownership.

1. UNDERSTANDING THE
MILLENNIAL

2. The Millennial Buyer
Creating content that is relevant to Millennials is extremely important since
because they make up almost a quarter of the US population. To successfully
reach them, you need to understand what makes them so different from other
generations. This ethnically and racially diverse group values community, cares
about the environment, and engages with mobile apps more than the rest of the
population. Having a great deal of purchase influencing power, so it is essential for
brands to create content with Millennials in mind. Use the following Millennial
buyer persona and strategies to help understand how to generate meaningful,
memorable and relevant content to capture the attention of the Millennial buyer.
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3. The Facts
There are 77 million Millennials ages (18 and 36) in the United States;
this comprises 24% of the US population
• Aged 18-36 (Broken up into two groups, younger: (18-27) and
older (27-36)
• Strong understanding of social and community
• The median income for younger Millennials is ( $25,000) while
it’s almost double that ($48,000) for older Millennials
• Millennials account for one in every five same-sex couples
• Only 21% of Millennials are married
• Almost 1 in 4 (23% to be exact) have a bachelor’s degree or
higher, making Millennials the most educated generation
• Millennials are the most ethnically and racially diverse
generation, with 19% being Hispanic, 14% African-American
and 5% Asian
• 36% of Millennial women have had children
• About two in three Millennials are US-born
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4. The Facts
• An impressive 38% of Millennials are bilingual, up
from 22% in 2003.
• 71% of Millennials appreciate the influence of
other cultures on the American way of life.
• 52% of Millennials consider being a good parent
important.
• 63% of Millennials think they’re responsible for
taking care of an elderly parent.
• 75% of Millennials have made a financial donation
to a not-for-profit organization.
• 71% of Millennials have raised money for a not-
for-profit organization.
• 57% of Millennials have volunteered for a not-for-
profit organization.
• Over 60% of Millennials will pay more for a
product from an environmentally friendly
company.
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5. Top Millennial Markets
Top 10 markets by concentration of Millennials
City Index
Austin, TX 120
Salt Lake City, UT 117
San Diego, CA 117
Los Angeles, CA 117
Denver, CO 109
Washington, DC 109
Houston, TX 108
Las Vegas, NV 108
San Francisco, CA 107
Dallas- Ft. Worth, TX 106
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6. Millennial Buyer Persona
Actionable Marketing Insights
• They care about others and the environment. They want to do
good. This customer is concerned with a company’s social point of
view. Target this audience for donation efforts for ALSF - they want
to help.
• Apps are the way – Millennials engage with mobile apps way more
than the rest of the population. Offer them an experience, offer
them exclusivity, etc.
• Price healthy alternatives to appeal to millennials. But remember
that this demographic can be financially constrained.
• Realize that millennials consider family important. As a result,
they’re likely to be involved purchase influencers where important
family decisions are concerned.
• Music matters a LOT to millennials. They download and stream
more music than other generations.
– Roughly a quarter of millennials will try a brand or product that sponsors a music
event for an artist or group they like.
– Sponsoring a concert increases purchase rate over 25% among millennial fans.
– Artist endorsement increases brand market share up to 2.4 points among fans.
• If it’s not fun, not meaningful and not memorable, there really is no
reason for millennials to visit.Image Source

7. Engagement
Strategies

8. Engagement Strategies
• Be transparent.
• Display your brand’s true personality.
Have fun! Be approachable.
• Support a cause your audience can rally
behind.
• Get social outside of Facebook and
Twitter.
• Identify and communicate with “tight”
social communities.
• Break through the content clutter with
short and creative content.

9. The Takeaways

10. The Takeaways
• Appreciate breadth over depth. when it
comes to content.
• They love to create and share utilizing
their own skills and resources.
• Connect to stories. Let your business story
be the hook.
• They are always looking for newer, more
efficient ways to do things.
• Value access over ownership.
• Define brands as a story. Encourage them
to engage with your story.

11. We set brands free.
About Sigma
Sigma is an independently owned, fully integrated agency that creates work that works. We
develop uncommonly creative stories that people love and love to share. We bridge brands
with people and connect companies with their customers to drive business forward.
We believe that everything we do can change the way the world works. Our work has the
ability to change the course for a small business, it can change up categories, it can change
the life of a consumer and, it can change the game for businesses.
Sigma sets brands free to connect to be more than the products they make and the services
they sell. We set them free to connect with people in unexpected ways through innovative and
fully integrated planning, media and creative programs. We create uncontained, unprocessed,
unfettered, unmatched creative products and ideas that connect companies with their
customers and drive bottom-line results. We transform brand products and services and
weave them into stories that connect with a human truth.
Let us help set your brand free,
Shannon Morris
smorris@sigmagroup.com
201.977.1077