As Millennials become the largest living generation in the United States, marketers will need to shift focus from the previous largest generation: Baby Boomers. So, what are Millennials into? Well, they are said to be pretty narcissistic, but also are drawn to luxury, status, consuming, adventure, excitement, and travel. Compared to their parents who place value in patriotism, spirituality, religion, and calmness. According to a survey by the Institute for the Study of Secularism in Society & Culture at Trinity College, 46% of consumers 18-34 consider themselves “no religion”. How will this effect marketers? Marketing professionals will need to adjust “old timey” advertisements focusing on family, values, traditions, etc to be more energetic and trendy with the younger generations. Capturing their short attention spans, is anything but easy, even though they are hyperconnected at all times. Brands need to think like the consumer and recognize what features of important to each generation.
But generational gaps aren’t the only things to consider when paying attention to religion in marketing. Jewish, Islamic, Muslim, Buddhists, among many other religions, all reside in America. Considering the vast difference in these cultures and religions, it is of importance for marketers to be aware of triggers that could lead to offending potential customers. For instance, you wouldn’t want to design a marketing campaign for Muslims focusing on pork because eating pork is against that religion.
Diversity and technology will only continue to advance throughout time. It is imperative that marketers devote resources and attention to the ever-changing cultures to which they are advertising.
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