I am a huge fan of the tv show This Is Us. This week’s episode was quite a tearjerker. I wanted to sob uncontrollably but my wife was sitting with me doing just that for the both of us, so I opted to keep my man shoes on and shed a single tear.

This show is amazing because it’s so authentic. It’s real. It’s honest. It has many moments that make me smile.

So it naturally made me think, does my brand make people smile? I thought about it and came to the conclusion that quite often it does make people smile.

Did you know that Millennials like brands that make them smile? In fact, it’s 33% more important than it is to baby boomers.

59% of Millennials buy brands that reflect their style and personality and 40% of Millennials are willing to pay extra for a brand that reflects the image they wish to convey about themselves (compared to 25% of non-Millennials).

Once they do connect with a brand, they identify more personally and emotionally with it than other age groups.

For example, over half of young millennials (18 – 24-year-olds) think that brands say something about who they are, their values and where they fit in. It’s also why they like brands to make them smile – it shows the retailer ‘gets’ them. The upshot? Brands need to express traits – through actions, endorsements etc. – that their audience wish to project about themselves.

Does your brand connect with your target audience? Is that audience the millennial generation?

Right now your target audience is shifting. Gen Y (millennials) are buying and making buying decisions for companies they work at. B2C and B2B need to be aware of this. By 2025, 75% of the workforce will be Gen Y. That’s not that far away.

If you plan on being in business by that date, you better start connecting with this audience.  I honestly feel like there is going to be a large amount of businesses out there that will close their doors because they didn’t feel it necessary to connect to millennials. Then the excuses will fly, trying to place blame on everyone else but themselves…this feels like another email newsletter waiting to happen.

Do yourself a favour. Start now.

Start making those connections with Gen Y. If you are not sure where to start, I can help you. Let’s have a chat and formulate yourself a plan. It might not be important this moment but it’s coming soon.

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