Three Ways to Engage Millennial Consumers for Brand Growth

Discover Millennial Americans’ unique perspectives and motivations through their evolving, complex identities and actionable Group Traits with the latest updates to our research, now including trended data.

Reading Time: 3 minutes

May 24, 2024
Natalie Griffith – Director, Cultural Insights

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Millennials are still the largest generation in America, but they are far from being the youngest. Instead, they are hitting (gasp!) middle age, and have finally hit some major milestones, like becoming homeowners and parents. As they move through these peak earning and spending years, Millennials will look to brands to understand the complexities of Millennial identity and help them maintain that identity while navigating mid-life.

Our latest study explores key areas of our consumer fundamentals research—identity and Group Traits—to help your brand authentically connect with Millennial Americans.

This post includes a small sample of the deep cultural intelligence that fuels growth for our members. Contact us to unlock more content like this.

The Big Picture

Millennials, Meet Mid-life.

Millennials are entering mid-life and it’s not what they thought it would be. As they age further into the middle, many Millennials are facing career burnout and increasing caretaker responsibilities, alongside the usual aches and pains of getting older.

Being “in the Middle” Requires Flexibility.

Caught between increasing mid-life responsibility and ‘I’m still young’ personal passions, Millennials feel stuck. Meaningful experiences and tech-enabled flexibility can help them break through.

Key Insight #1: Connection Seeking

Know This: Millennials are more expressive than other generations and use expression as a tool to forge connections with others.

Do This: Provide Millennials with opportunities to engage and spend time with one another—whether online or off. Demonstrate how your brand delivers on their desire for shared experiences and connection.

Key Insight #2: Worldly Group Trait

Know This: Millennials have an intense desire to learn about and experience other cultures, as well as the world around them. In addition to being very welcoming of diversity, they prioritize new experiences, and pride themselves on being knowledgeable about many cultures.

Do This: Play into Millennials’ gravitation towards cultural knowledge by pairing it with an experience. They want to both learn and do. Feature the culture or heritage behind a brand to capture Millennials’ interest.

The world’s leading brands turn to Collage Group to build trust with this critical consumer segment and more. Contact us below for additional studies on how to connect with Millennial consumers, and to learn how to make your brand a winner with high-growth segments.

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Natalie Griffith

Natalie Griffith

Natalie has over 10 years of experience in consumer insights and brand strategy, including 3+ years as lead researcher in Gartner Iconoculture’s Gen Z practice. Natalie has managed research projects across industries, including extensive work in financial services, media, technology, and food and beverage. Natalie holds a B.S. in Psychology from Tulane University.

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