Packaging Innovation
Brand strategy for Millennials
February 15, 2016

5 tips to adapt your brand strategy to Millennials

Millennials, or Generation Y, are the latest generation of consumers to influence the brand packaging industry. Spending more than €554 billion on goods every year, Millennials are certainly worth the extra effort when it comes to developing your brand strategy. Are you not quite sure how to make your brand relatable to this fast-changing and demanding group of young consumers? These tips will help you tailor your brand strategy to meet the needs of Millennials.

1. Emphasize the quality of your products

Millennials are always on the lookout for quality products and are more than willing to pay for them. However, merely claiming your brand is high quality will not convince Millennials to purchase your products. Let your product do the talking by including a list of materials and/or ingredients on the packaging and be transparent about the production process as well.

2. Let them spread the word

One of the oldest tricks of the marketing trade – although ‘trick’ is perhaps a wrong choice of words – that certainly applies to Millennials is the power of word-of-mouth. Millennials are not afraid to speak their mind and are particularly influenced by the opinions of others. In other words, encourage your consumers to share their customer experience online – and make sure it’s a good one!

3. A personalized brand strategy

Although much influenced by other people’s opinions, Millennials attach great importance to their sense of individuality. Be ahead of the game by offering customized versions of your products.

4. Support a good cause

Millennials like to feel they’re making a difference. Unsurprisingly, a whopping 90 percent of Millennials purposely purchase brands that support a good cause.

5. Adopt a brand management system

Branding for Millennials goes way beyond designing a logo and cool graphics. Millennials look at the whole picture and don’t respond well to brands they perceive as having different faces, carrying out one message one day and a different message the next. Make sure your brand’s identity remains believable by monitoring your brand’s appearance and reputation with proper brand management tools.   Inspired by Persona Design