Millenials Respond To Mission With Action
Oct 20th, 2009 by David Svet
One of Spur’s core tenets is that no two people are alike and marketing needs to address each individual’s needs. But we all have things in common, particularly within our generation. It’s the commonalities that make it possible to affordably reach individuals. Lately, we’re often asked how to connect with Millenials — the generation born between 1982 and 2002. The requests are made with the usual exasperation focused on a generation coming of age — they’re lazy, they don’t listen, they’re arrogant, judgmental, quick tempered, etc. You may recall Aristotle said the same thing about youth, as have a whole lot of adults since then. So, it’s very likely that someone said the same thing about you at some point. It’s part of the human condition and is, in my opinion, irrelevant to the question.
Rather than succumb to the trap of an older generation’s judgmental view of youth, I think it’s more productive to look for the good, to figure out who these people are and what makes them tick. I’ve written in SPURpsectives before about Strauss and Howe’s theory that there are four generations that repeat themselves every 80-100 years, which is a saeculum, or natural century. In this theory, each generation has an archetype that defines it. Millenials are the Hero archetype. They are entering adulthood in the springtime of a crisis and will respond accordingly — they will solve the crisis. The three other generations will play their part as well. This is something that has happened every saeculum since the dawn of time.
So what do we know about the Hero archetype? Their forebears who became American leaders were folks like Thomas Jefferson, James Madison, John Kennedy, and Ronald Regan. They are very civic minded, community oriented, outwardly focused, and optimistic. Their parents were increasingly protective and indulgent. They are used to being told they are special and believe it. They are economically aggressive, good at building institutions, and adept at the use of technology. They are willing to take action, join groups, and be part of a larger community or movement. Once you understand this you have the keys to connecting with them.
To appeal to Millenials, it is necessary to show them the mission. Communicate the urgency in creating a greater good. Ask them to take action in a very clearly defined manner with an understanding of their goal and the consequence of their actions. Appeal to the high regard that they have for themselves and their generation — you need them, so tell them that you need them. The Hero archetype is mission focused and has a sense of urgency to fix the world. Show them how you are doing that and ask them to join you. They will.
Herculese and the Hydra by Antonio del Pollaiuolo, 15th century
Great post, Dave!
This line made me laugh: “So, it’s very likely that someone said the same thing about you at some point.” So true! (And how quickly many of us forget.) Thanks for focusing on the positive and I love that you included very specific suggestions for engaging Millenials in a cause.
Thanks Mickey! I know a LOT of adults said it about me, and there are probably a bunch still doing it.
I think it’s important to realize that we’ve been here before and we’ll be here again. There are a lot of good people out there who can be engaged in a meaningful manner with just a little positive effort. The payoff is immense!
SO helpful with a project I’m currently tackling. I would consider myself a Millennial; however, I’m trying to target a younger sector of the group. Thanks for your insight that I might better understand my target group (and me!).
Thanks Sally! If you are trying to connect with the generation following the Millenials, look to the current Silent Generation for clues. The new GenXL (some are calling them this referring to a need for more exercise and less junk food) tend to feel suffocated by their hyper-vigilant parents and will probably grow up to be fairly artistic following a period of economic and military upheaval. At least that’s what has happened repeatedly in the past.
7C53al Wish I could come up with posts that cool.