How to market to my generation. Thoughts from a millennial content creator.

The evening air was chilly in Masai Mara, Kenya on July 27th, 2015. I was cold and tired after a long day of looking for white rhinos and lions on safari. Sitting across the fire from me that night was a tall and sturdy Maasai warrior named Sam.

While we both warmed ourselves by the fire Sam told me about his nightly work assignment, protecting our tent camp by warding off hungry hyenas. I asked Sam why he was willing to work all night instead of sleeping in his home with loved ones. Sam’s response surprised me - he was braving the cold to buy cows.

Sam informed me that Maasai men are seen as important in their community based on the number of cows that they own. The more cows they have, the higher their cultural and social capital. For Sam, it wasn't about the security that additional cows could bring, he already had enough cows to provide for his family’s needs. Sam was working to increase his herd so he could demonstrate to his piers where he stands in their community.

So, what do spear-wielding Maasai warriors and beard-wearing millennial hipsters, like me, have in common? As it turns out, not much. But the link between our behaviors sheds light on how to market to millennials in a noisy advertising world.

Both Maasai warriors and millennials share an innate desire to fit into the communities that we value. The Masai buy cows to increase their social standing. The millennial may buy a pour over coffee, made from lightly roasted beans to increase hers. Our cultures are completely different but humans are pretty much the same.

We all tell stories about ourselves

Being an adult comes with many responsibilities. If we want to move out of our parent's basements, we have to pay rent. If we want to eat, we have to buy food. If we want children, we have to provide for them.

Work and these responsibilities often force us to venture into a part of our society that doesn't know who we are or where we fit. We buy clothes, technology, and cars to tell the people around us about our identity. What we buy can show other people where we belong.

The brands that we buy tell a story about who we are and what we value. The brands we use don't tell the story of the brand itself they tell the story of us, the customer. Most people are willing to pay more money for fewer features and benefits if the product tells the story of their identity.

The truth is, marketing isn't about the product, company, or brand. Great marketing tells a story about the way your brand represents your customer to the people around them. This narrative allows the customer to fit into a community of like-minded people. The music we listen to, the phones we carry, and the type of coffee in our cups, all tell a story about the kind of people we are.

How your company can connect to millennials

To win with millennials you have to help them build credibility within their community by representing their values. Every person is different. Some millennials are conservative and others are liberal. Some like the country and others like the city. Some millennials can't stop traveling and others don't want to get out of their pj's.

In order to prove our social standing, we need proof that we are who we say we are. Like Sam needs cows to prove his standing in his community, we millennials need something to prove our standing in the communities that we value. For one person, it might be a killer Darth Vader costume to stand out at Comic Con. For someone else, it may be an electric car to prove that they are a social justice warrior fighting for the planet.

When you understand the way your company represents the values of your customer, you can educate, lead, and inspire them. Inspired customers use your brand as social proof in their community, spreading their values through your products. As customers with high social standing use your products to tell their story, the reach of your brand increases.  

Influencer marketing is effective because of social proof. An influencer has already done the hard work to gain a following of people who aspire to be like them. When an influencer uses a certain product, that product begins to be associated with their lifestyle and values.

If you try to represent everyone, you will represent no one. Exemplify the purpose, cause, or belief that your customer stands for and they will reward you by buying your product. Tell the story of the lifestyle that your customer wants to identify with, and they will advocate for your brand in their community.

Harley-Davidson is a great example of social proof marketing. They have established the identity that their brand represents so well, people tattoo Harleys logo on their body. Can you imagine a Hell’s Angel’s riding in on a Hondas? Neither can I.

Have you had success marketing to millennials? Or does marketing to millennials make you want to pull your hair out? I would love to start a conversation with you in the comments below! I look forward to connecting with you and hearing your thoughts.

-Joseph Lewin