MADE: the key to reaching Millennials
August 3, 2012
Millennials – the often talked about, and yes, often misunderstood demographic made up of current tweens and twenty-somethings.
The ease with which digital technology, communications, and media have become integrated into their daily lives is often the first thing that comes to mind when describing this demographic, but there’s far more to this group than just social media, smart phone apps, and memes. A flip side to their tech tendencies is the desire to make things — low tech things, no less. In fact, it’s the process, rather than the product that’s especially important; think sewing, woodworking, knitting, gardening, surfboard shaping, jewelry making, glass blowing, baking. Visuals that capture the joy of creating help brands to connect with this elusive demographic, like a hand-crafted pair of eyeglasses or a behind the scenes look at building a bicycle. Key concepts that attract the Millennials include; Craft, Hand-made, Skill, One-of-a-Kind, Precision and Patience.
To see more examples, view the gallery, MADE on Corbis.com
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