Marketing best practices for growing Millennial Generation revenues are increasingly gaining a “green” tint. Millennials define “Their Future” as their dominate influence driver. They want a world that is cool, that reflects their inputs and comes without the 20th Century’s burdens of debt, unsustainable emission/waste streams and unresponsive businesses delivering goods and services that are going up in price. Their focus is upon redesign.
There is also growing evidence on the influence their moms, Concerned Caregivers, are having upon Millennial Generation buying behavior. A recently released survey by The NPD Group market research company found the following:
“Younger people indicate that they’ve come to enjoy the benefits of staying at home and cooking and eating with their families. In addition to the family time, they cite benefits such as portion control and generally feeling that cooked-at-home meals are healthier and more nutritious.”
Wellness is how Concerned Caregivers define their dominate influence driver. The merger of wellness into the Millennial Generation’s “Their Future” perspective is both natural and of significance to companies seeking to grow revenues. If the Millennial Generation adopts their mom’s focus upon labels, indoor/outdoor air quality and greenwashing then this will further accelerate the competitive advantage of companies that can align value with values.
Why is this important? In terms of buying power, this 18-to-31 group will grow to reach 63 million in population by 2019 making them the second-largest consumer group by age. For that reason their focus upon “Their Future” must also be part of the marketing and branding of a company and their products.