Seducing Milllennials in three simple steps

Back from vacation, I started a consumer psychology lecture series. One of those lectures discussed that need for likes and how it can be traced back to Maslow's pyramid. And specifically the need for recognition and appreciation. Every like is a form of affirmation. This supports my view that Millennials, at the core, are not that different from other generations, but we meet our needs differently.

The lecture also provided tips on how to get Millennials to like or share your selfies. If only I had taken this lecture before my vacation, it would have definitely helped me boost that number of likes some more. What turns out? There are three simple rules. And while we're generalizing nicely, brands can also apply these rules to image use in marketing and communications.

The Rules:

• Framing: place yourself in the center of the photo and frame yourself in the background that way

• Action in the tent: use a product instead of statically depicting it. For example, all those pictures of plates of food or beautiful coffee-art. Drink, eat, live, enjoy!

• Don't keep it real: live it up with filters and effects. What the heck #nofilter!!!

And just that last line struck me so much. Because don't I also read everywhere that Millennials are looking for authenticity? Authenticity: a buzzword and an allergy for many. Nowadays everything is authentic and therefore nothing is authentic anymore. And what actually is authenticity? Origin? Natural materials? Handwritten letters and drawings? At least no filters and computer effects.

Our Dutch dictionary gives the meaning "authenticity" to authenticity. Now ask yourself the question: what does the real world look like in which I live? It is all a matter of perspective. For me this is a makeable world. A world in which I filter my vacation photos to make them look even more enviable. A world where I laugh at the crazy answers Siri gives to all my impertinent questions. A world where AI, AR, VR and MR are becoming more widely used. A world that is largely malleable, but no less real for that.

Ask yourself if your perspective on the market mix matches the perspective of the Millennial. What better way to do that than to ask for direct feedback on this? And I am happy to help you with that! For example via a check in the Blauw Millennials Community.

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