Millennials have been accused of being non-joiners – as well as buying so much avocado toast that they’ll never be able to retire. The more grey-haired members of society have leveled such accusations at younger generations since the beginning of time, but when it comes to Millennials, their time is now. As the largest generation in the workforce, it’s time businesses and associations take note of Millennials and learn what makes them tick.
Millennials in the Workforce
More than one in three workers in the U.S. fall in the 18-34 age range classified as the “Millennial” generation. More than 55 million Millennials are part of the workforce according to PEW, and their share of the market will only increase as Baby Boomers begin to retire and Millennials graduate college and universities and enter the workforce.
Millennials are Educated
Millennials are the most educated generation in U.S. history, with a higher percentage of college graduates than any previous generation. Millennials are more likely to obtain a post-secondary degree, too – not bad for a bunch of kids on Instagram all day, right?
Generational Marketing Changes and Challenges
Engaging this age range is inherently different from what businesses and associations found success with when engaging Gen Xers and Boomers. Millennials consume content at much different rates, utilize different mediums, and respond differently to various types of messaging than their predecessors. In short, if your association is still doing membership marketing the same old way, you’re probably having issues attracting and retaining this generation. Adopting membership marketing tactics designed to appeal to 18-34 year olds is crucial to your association’s long-term viability. So, how has your association adopted marketing tactics to engage the largest generation in the workforce?
Haven’t figured out how to get Millennials on-board? Let’s get to work.
Article written by:
Wes Sovis
Business Development Manager – Associations
