4 Limits SA Youth Are Saying No To In 2018In Trends
This year is all about defying limitations and students will be looking to emancipate, enhance and elevate themselves by buying experiences and creating memories. While students are trying to find more ways to live with no holds barred, defining the who, what, when, where, how and why of marketing to them becomes even more complex. So let’s pick out a few glass ceilings students want to knock out this year. Here are 4 factors students don’t want you to limit them with.
- When They Were Born
Whether you’re thinking of selling them something or employing them, these so-called millennials aren’t interested in being judged by the year they were born, or limited by it. They may express their needs in different ways but the golden thread of their values is pretty similar to those of older generations. They want to get the job, buy the car, spend time with family, travel the world and don’t need an age limit to put a damper on things, or qualify them for how far they may go.
Tip: They are ambitious go-getters who love to engage with brands that take a genuine interest in their potential. If your brand is in a position to help students explore their possibilities from a young age, get involved and they’ll be sure to share the experience with their peers.
- Socio-Economic Background
Marketers have based their strategies on segmentation to deliver their brand offerings more effectively for years, but like the evolution of technology, this too needs to adapt. Living costs are rising and it would seem the rich are getting richer while the poor are getting poorer but the latest Student Spend Report shows that students are doing whatever it takes to make more money and are adamant that their circumstances won’t stop them.
Students want equal rights and inclusivity, escaping any and all barriers to living life to the fullest. They’re not looking for your input or support in context to who they are, but rather your contribution to their liberation.
Tip: If your struggling to understand how your young customer base differs, you could find answers on social media. Instead of basing your targeted marketing efforts on generalisations, make use of micro influencers to connect with and identify different subsets your brand should want to appeal to, in order to target them more effectively. Get in touch with us for help.
- Regional Biases
Brands have a tendency to identify the hottest marketing spots by their reputation for being the most frequented hangouts, but students are all over the country and are eagerly anticipating your brand presence. Helping brands to let go of regional biases is not just about going to the less popular destinations to grow a footprint, but opens up your offering to a host of youth who otherwise wouldn’t have had the opportunity to connect with your brand.
Tip: Being present in students’ lives shouldn’t have to be warranted by how conveniently located they are for your brand but become part of your authentic brand engagement goals. Don’t spread your brand efforts thinly or water down your interactions, but focus on well planned, impactful engagements, starting with students already showing attraction to your brand.
Instead of being more inclusive, brands are still helping everyone else to stereotype the youth as a one size fits all demographic by constantly referring to them as millennials. If one millennia is a thousand years, can you really compare an 18 or 25-year-old to a 35-year-old?
What you’re looking for has nothing to do with being a millennial but rather what stage of their life they find themselves in. A student’s needs at the beginning of university will be very different once they reach their final year. These needs are also very different on a peer-to-peer basis.
Tip: Students are saying no to “millennial”-isms and yes to sincere brand engagements this year. We’re not saying you have to call students by name, only that you try not to use the word “millennials” as a cushion and really get to know the target market. Know why you want to connect with them and think of the personal touch your brand can add to an interaction to make it more personal, effective and memorable.
For expert guidance and conceptualisation of marketing campaigns that truly connect your brand to Afrillennials and make them loyalists for life, contact Student Village on 011 885 3918 or email firstname.lastname@example.org.