How to communicate with Millennials

Learn the habits of this influential market segment, or you’ll find yourself left behind

Companies and their communicators are eager to make a meaningful connection with the influential “Millennial” marketing segment, particularly those members of the 70-million-strong group (also called Generation Y) in the 16-to-25-year age range. However, many struggle to do so. One major hurdle to success: Keeping pace with Gen Y’s new media preferences and understanding what communication tactics resonate most.

John Mims, a senior partner with strategic marketing, advertising and public relations firm Altyris Advertising, shared his insights about Millennials at a recent Ragan Communications event held at SAS headquarters in North Carolina. As part of a project for a financial client, Mims sat down in early 2008 with members of Gen Y in a focus group setting to find out how they like to communicate, particularly while on the Internet. Following are some of the key things he learned:

1. Millennials like “funny and weird” viral videos and sharing them with their friends.