MERCADEO Versión en español
Dieste: Not all millennials are the same
Patricia Molina| 28 de agosto de 2014
Dieste: Todos los milenarios no son iguales
According to Lucas Roberts, one of the strategic planner in the multicultural marketing leader agency, Dieste, marketing strategies aimed at the millennial as a homogeneous group is a mistake. And if companies want to reach this important consumer segment, they should first consider they diverse character. All millennials are not the same. In fact, they represent the varied demographic future of the American population. Currently, 20% are Hispanic, and if you include LGBT as a diverse group, then you can consider millennials as the first generation to be largely different.”The key to successfully reach the millennial view is not as if they were all the same, but rather through the” micro-targeting “of the various sub-segments of the millennial generation” Roberts says. “And yes, Hispanics are one of the sub-segments between millennials, as they are almost of any group of consumers,” he adds. According to the strategic planner of Dieste, it’s about listening first, to identify and address the individual cultural differences and create meaningful exchanges being transparent and respectful. He also suggests brands to take the time to learn how they can be more genuine and appropriate for the millennial sub-segment they address, as this group is prone to sniffing strategic errors and claim them publicly.To read the complete article in English, visit the website of {Dieste;http://www.dieste.com/blog-entry/all-millennials-are-not-created-equal}.
