The packaging is something customers can easily see on the shelves, and it becomes more personal when they are the ones throwing away the packaging. According to a recent article in Brand Packaging, in dollars and cents this means millennials currently account for approximately 25% of the U.S. population and boast an annual purchasing power of $1.3 trillion. Your email address will not be published. “I do ‘like’ certain retailers on social media,” one Millennial noted, “especially if it gives me access to coupons or deals or more information. More companies will use eco-friendly labels and materials to attract the rising number of shoppers who value sustainability. Millennials tend to be more mobile than previous generations, so instead of buying a house (and things to fill it with), they tend to live lighter, putting that money towards experiences and travel. Food companies are realizing that time-tested package designs like cans, jars and bottles in many ways do not jive with the Millennial lifestyle and this generation’s unique attitudes towards food, health, and the environment. Not only is it good for the environment, but sustainable packaging is a smart marketing move for brands. What Millennials think, say and do will dominate all aspects ... to 80% of Millennials, nearly 10 percentage points more than baby boomers. It means you should play with clean layouts, effective use of white space, and symmetry. wow very nice article thanks for sharing the article, Your email address will not be published. Representing nearly 25% of the population, it’s clear that packaging for millennials requires a different tone, look and feel than previous generations. They like to do things their own way. They are a generation that is used to … Given the similarities with other types of video content, popular gaming video content creators typically follow a regular schedule when broadcasting or uploading videos. Experience, irony and retro are key ingredients. Statements about price-driving product attributes like sales and coupons didn’t even make the top five among those willing to pay more. The new face of cruising is a perfect match for the kinds of rich experiences and life long memories millennials want to create. For example, plastic bottles with resealable lids are perfect for Millennials because they can be stowed away. Or, it could be packaging with eye-catching design and unique functionality, such as innovative closures including zippers and sliders for flexible packaging. Generation Y has a thing for brands who can pride themselves on green manufacturing practices and socially responsible supply chains. According to a recent article in, , in dollars and cents this means millennials currently account for approximately, 25% of the U.S. population and boast an annual purchasing power of $1.3 trillion, . Their focus and commitment to sustainability efforts do translate over to their perceptions of companies and packaging. When looking at food items like coffee, I want to know first that it's Fair Trade. Another key quality marketers should embrace is customized packaging. This entry was posted on June 13, 2016 Innovation 1. To appeal to millennials, a product's packaging and labeling should reflect the ability of a company to stay up to date and in the know about the latest trends and preferences. Within every generation, there will be legions who like to think that they break outside of the supposed trends associated with their age group, but in general, these overarching themes occur for a reason: Moods and habits do purvey, and that could certainly be said for millennials and their fashion choices. Below are some of the most important things millennials look for in product packaging and labeling today. So it really does depend on category, on markets, package size or weight (depending on the product type) to kind of determine who is the leader. This audience came of age in a recession, burdened with student debt. The obsession with millennials and what they want will soon be replaced by a new, younger and maybe trickier set of customers: Generation Z. by Lightning Labels Millennials are reportedly nostalgic, hence the growing popularity of retro styles, print-inspired designs, and hand-drawn images. Studies show that millennials are leading the way when it comes to developing a healthy lifestyle and making good choices.. And make no mistake about it: They’re willing to pay more for a product if it’s safer and healthier than its competitors. One thing that makes millennials like their parents is that almost 80% are influenced by price. In the case most similar to millennials' mason jar use in the wild, Pizza Hut added cocktails to its menu in London, serving the mixed drinks in mason jars with handles. But to do so, retailers and brands have to first understand exactly what these core beliefs are. Earlier this summer, Jason Dorsey pointed out that for millennials, when you incorporate components like "gluten free [crust] and ancient grains ... it almost represents what you believe." How Should I Leverage Color In My Marketing To Millennials? Word of caution: while you might want to strike while analog is hot, if your brand stands for “new,” “innovative,” and “advanced,” an analog design might be too far off the mark and you risk muddying your brand waters. Companies like Naturebox and Dollar Shave Club have done well because they combined all three things with a focus on humor. © 2019 Esko-Graphics bvba. This isn't exclusive to the millennial generation. Stores.org reports approximately 77% of millennials say they don’t want to buy the products their parents did, and 88% think private label products are just as good. What kind of consumption behavior do I need to engage in? So how do you catch the attention of the most valuable spending generations in the history of the nation? One of the most effective ways for businesses to spark the interest of shoppers and improve product packaging is by humanizing the brand in a way that lets customers see it as being personable and relatable, rather than rigid. Millennials and the Innovation Process - Only 6 in 10 have jobs, if part-time jobs are included. Sustainable Packaging The younger generations like Millennials and Gen Z are known to be more environmentally conscious than previous generations. They digest media in a completely different way, relying on review sites such as Yelp and BuzzFeed, which influence their product perceptions. The same can be said for marketing to Generation X. A clear brand identity. Millennials are also attracted to products that feature designs based on older analog production methods. Millennials like Michael and Jessica might refer to these kinds of purchases as being “#Instaworthy.” And, because Generation Y is expected to spend about $65 billion over the next 10 years on consumer packaged goods, it has caused brands to reconsider their approach to packaging. The days of traditional push advertising are waning with the rise of millennials. When it comes to trucks, millennials like the Chevrolet Silverado 1500 and Generation X opts for the Ford F-150. If you include a special note and some cool, bonus treat, like a lipstick or sticker, millennials are going to love it. But many likely aspire to becoming a new kind of rich — where money buys them more of the things outlined above. This mobile video consumption isn’t just about convenience, it’s actually becoming their preference. - 5th most popular job title listed by Millennials on Facebook is "owner." However, survey evidence stubbornly insists that they do. They use packaging real estate to advertise trustworthiness, ingredient transparency, health, and sustainability. This means that to capture the millennial market, companies need to create unique brands that target the core beliefs and behaviors of millennials. Millennials want to work in a positive social environment that blends the professional with the personal. Complex packaging requires more time of millennials, and they’ll move on before they’ll purchase. Millennials don’t aspire to the old kind of wealth. Not too shabby! Everything from the colors and fonts to the graphics and wording on an item's container can influence the buying decisions of shoppers. Catchy taglines that promote “cleaner, whiter, bigger, and brighter” simply don’t resonate. Now, millennials have the global market at their fingertips (literally), and because they’re so well-connected, they know when a product is inferior or if a brand isn’t delivering on its promise. What formats do millennials prefer? "Millennials as a generation are the most diverse and the most heterogeneous of any we've seen before," he said. A Millennial-like visit to SF begins before arriving in the Bay Area. One of the most interesting differences between millennials and previous generations is the power shift between the brand and the consumer. But how to target this seemingly fickle audience? It turns out, millennials have a penchant for unique typography. Personalization As stated earlier, minimalism is key. Subscribe to receive the latest trends and updates from Chief Packaging Officer. Companies need to leverage creative storytelling to entice consumers. Implement limited edition packaging. Millennials seem to be buying the largest percentage of the pre-roll category, purchasing a lot of single pre-rolls and also concentrates. This evolution has been attracting Millennials like a magnet. Again, millennials still read, albeit differently. Millennials will have no part in spending $50 for a T-shirt when they can get one for 99 cents. It means you should play with clean layouts, effective use of white space, and symmetry. They can research and compare products online and on the go, so it is important that sellers use labels that are a genuine and honest reflection of the organization. Millennials love to film themselves going through product packaging and opening up a present or an influencer kit. Millennials and Gen Z pay particular attention to product packaging - but not in the same way that older generations viewed packaging. A space that encourages movement, flexibility, and builds on community will attract millennials who are looking for more than just your ordinary boxed office. Millennials prefer BuzzFeed to mainstream television news networks like CBS, FOX, NBC, etc. . Generally speaking simpler is better as millennials have begun embracing minimalism, and prefer their products to have a more humble appearance than an overstated one. Offering a limited edition collection gives this generation a sense of exclusivity and a feeling of prestige. Three quarters of Millennials are interested in taking trips exploring other countries, making it the most desired kind of trip among the generation. According to the U.S. State department, the number of valid passports in the U.S. has grown 87% in the last 10 years, and we found that 62% of Millennials have a valid passport. So, make room at the table because the millennials are here and we want to be heard. In what ways are you connecting with Millennials? make sure their products’ unique selling propositions are easy to spot and easy to digest. Millennials will have no part in spending $50 for a T-shirt when they can get one for 99 cents. 3. The use of color is somewhat subjective to the product you are selling – however its a better bet to play on the more subtle end than going bold and bright. The recession hi Most millennials are the children of baby boomers and … Stickers are a great way for your brand to reach Millennial customers, satisfying all their customization wants along the way. What do you see others doing to connect that you find really powerful? 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