She has spent a fair amount of time studying Millennials for the fashion and market industry. Her research has been published and projects funded in order to understand why the newest generation differs from those that came before.
When it comes to marketing to Generation “Y,” understanding the influence and importance of technology is important. “Millennials use technology all the time. It is at their fingertips and what they buy can be influenced by social media and trends overseas.” For marketing, speed is important. Market researchers have seen the necessity of delivering new material at an increasingly rapid speed. A few well-placed ads won’t work for the younger generation. New material has to be delivered regularly and in locations they are apt to see and hear it. “Look at how often Google changes their logo. It is an image that captures attention and continues to sell their service,” says Cho.
An essential tool in market is honesty. “Millennials tend to be skeptics. They see and read a lot of false things online and have developed a habit of looking into things instead of taking it for face value,” says Jinsook Erin Cho at Parsons. Her suggestion is to be transparent and fair as a business. With social media a constant in the lives of Millennials, negative information is spread quickly, and personal stories can unite an anti-company sentiment.
She also recognizes the values of Millennials are different from their parents’ generation. As she sees, Generation “Y” is more socially aware than other generations. It leads them to value equality and social responsibility. Even though the generation values individual personality, they still want to identify in a peer group. “The challenge is marketing in a way that appeals to the individual in a socially sensitive way that doesn’t seem fake or derogatory,” says Jinsook Erin Cho.
Despite the difference of one generation, the “Boomers” are far different from the “Millennials.” New marketing relies heavily in social media and online because that is where they spend a lot of personal time and where marketing will be seen.