Abstract
Marketers are interested in Millennials because they are a huge market, and understanding how they think is important to marketers and advertisers. There are an estimated seventy to eighty million Millennials and their purchasing power is very large. How they shop is of considerable interest to marketers, who wish to find and engage with them. The chapter offers various strategies for engaging with them. One marketer offers a typology with twelve different kinds of Millennials, which means marketing to them is a complicated matter.Grid-group theory is used to suggest another typology, with four “lifestyles” for Millennials: egalitarians , elitists , individualists , and fatalists . Social anthropologist Mary Douglas is quoted suggesting that unconscious imperatives in each of the four lifestyles shapes the consumption practices of Millennials. The chapter ends with a discussion of the impact Millennials have had on traditional advertising practices.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsReferences
Douglas, Mary. 1997. In Defence of Shopping. In The Shopping Experience, ed. P. Falk and C. Campbell, 15–30. London: Sage.
Hargrave, Sean. 2016. MCommerce Leaders Double Up and Pull Ahead—Have You Left It Too Late? MediaPost, June 23.
Millennials Upend Traditional Madison Avenue Advertising Practices. Center for Media Research, October 20, 2016.
Shulman, Bob. 2016. MediaPost’s Engage Affluents, September 7.
Thompson, Michael, et al. 1990. Culture Theory. Boulder, CO: Westview.
Urban, Jeff. 2016. Understand a Demographic: Multicultural Millennials. MediaPost’s Engage Millennials, November 18.
Wiesen, Shlomo. 2016. Three Thematic Strategies for Engaging Millennials. MediaPost’s Engage Millennials, June 29.
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2018 The Author(s)
About this chapter
Cite this chapter
Berger, A.A. (2018). Marketing to Millennials. In: Cultural Perspectives on Millennials. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-69685-0_6
Download citation
DOI: https://doi.org/10.1007/978-3-319-69685-0_6
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-319-69684-3
Online ISBN: 978-3-319-69685-0
eBook Packages: Literature, Cultural and Media StudiesLiterature, Cultural and Media Studies (R0)