Page 277 - Social Media Marketing for Dummies

step up and demonstrate their commitment to “clean and real’ rather than just
displaying nice images of trees and farms. They want to see a commitment to the
farmer.

Cause-minded attitude

As we discussed, Millennials are careful about how they spend their money.
They are also concerned about how your company spends its money. They want to
see that you are worried about the needs of the broader community. According to
research by Millennial Marketing (http://www.millennialmarketing.com/
who-are-millennials/), as shown in Figure 17-2, fifty percent of Millennials
would be more likely to buy from a company when their purchase supports a
cause, and would even be willing to pay a bit more!

FIGURE 17-2:
Millennial
Marketing’s
research on
Millennials.

Respectful of privacy concerns

With all the concerns about data theft and misuse, Millennials are much less
willing to trade their email addresses for information like Baby Boomers and Gen
Xers did. They also eschew “sneaky” ways of showing them ads. According to its

CHAPTER 17 Marketing to Millennials 261