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Marketing Home Products to the ‘Grown-up’ Millennial

We all know the misguided stereotypes that have infiltrated the cultural conversation about Millennials – entitled, not ready to put in the work to get to the reward. While some of those attributes may apply to some in this category, as with all stereotypes, there certainly are no hard and fast rules that can define an entire generation – especially one as diverse as Millennials. I can personally attest to the fact that such sweeping statements are very off base.

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Is 50 Finally the New Black?

Just as I was feeling uncomfortably invisible, several fashion houses in Europe cheered me up by featuring older women in their ads earlier this year. French fashion giant Céline made a splash by casting my literary idol, 80-year-old Joan Didion, as the “respect-worthy” face of its brand, followed by an Yves Saint Laurent campaign featuring one of the great singer-songwriters of my adolescence, Joni Mitchell (who we all hope gets well soon). And, Selfridges launched a unique campaign called “Bright Old Things,” celebrating what it calls the “retirement renaissance.”

In America, older faces remain scarce, other than in sexual dysfunction, vitamin, and insurance marketing, though famous jewelry designer Alex Bittar did recently pair Millennial blogger/actress Tavi Gevinson with 93-year-old fashion icon Iris Apfel in a glimmer of what I believe is a hopeful trend in ageless marketing.

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Chivalry is Not Dead on Valentine’s Day

In case you hadn’t noticed, Valentine’s Day is almost upon us and though the holiday might seem to be a bit sentimental and manufactured to some people, it does support the old cliché that the more things change, the more they stay the same – well, at least on certain occasions.

You see, for all of the ongoing analysis and discussion about how the roles of men and woman have evolved and blurred over the recent years, when it comes to Valentine’s Day very little has changed. Chivalry is not dead on February 14th.

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Why the Word Millennial is Not Cliché

In our industry, “marketing to millennials” may prompt eye rolls. Once a word permeates the media vernacular and become ubiquitous, it starts to feel like jargon sans meaning.

But I’m here to say that the word millennials is not a buzzword or catch phrase. It’s also not meant to downplay the importance of other generations, as Gen X and Boomers are also largely untapped targets that we focus on with great vigor.

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What Can Teens Teach Us About The Future of Social? (Video)

There were numerous Social Media Week Chicago panels with technology experts telling us about the future. For the most part, the panels and panelists offered an interesting point of view. Knowing that perspective was covered, I set out to see what I could learn by asking a younger generation of internet users how technology has changed – and will change – their lives.

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How to be Entrepreneurial at an Agency – One Millennial’s Perspective

The next generation of workers – millennials – seems to be everyone’s concern, especially the media’s. If you Google “millennials” and “work” you will be hit with a barrage of reports on how to attract and retain millennial employees, many of which contradict one another. In some cases, the advice is sound: a healthy social media presence does make a difference, sure. In others, the advice seems like it would apply to all generations: more direct communication, transparency, and idea-soliciting.

So rather than dive into an analysis of other perspectives on the millennial employment experience, I will share my own, which I’ve found resonates with peers also developing their careers.

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Building the Case for Sustainability with Millennials

Everyone agrees now that sustainability is key to growing business, but how can companies engage consumers to embrace sustainable behavior? This was the question examined at the World Economic Forum in 2012, which led to three pilot initiatives in 2013 and 2014 that focused on Milliennial consumers.

One of the initiatives with which I was involved is called “Building the Consumer Case.” At this year’s meeting in Davos, Ketchum and the other partners behind this program delved into research about sustainability framing and language that Millennials respond to or reject. We realized early on that if we could gain a better understanding of how to communicate with this group about sustainability, it could really make a difference.

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A Crash Course in Millennials

Millennials. Are you sick of hearing that word already? If you read the news, probably. Love it or hate it, it’s not a fad – it’s a cohort that’s a huge portion of our current and future population, and especially our consumer base. And that’s not opinion. That’s scientific fact.

I happen to be in the “love it” faction. I’m admittedly a millennial, so marketing to myself is a very intuitive (and fun) activity. Granted, millennials are a diverse crew, but to our Ketchum millennial employees – how to reach ‘em just makes sense given the world we grew up in and current reality. And, even though it may feel intuitive on our end – I 100% endorse that we are a tough crew. If you reach us, and reach us right – we’ll love you and sing your praises. But for most brands, the odds are against you. It’s a competitive world for our attention.

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