"Not products but emotions": this is how millennials buy

3 'of reading

They are not digital natives, they are not hired for an indefinite period, they are not married, they are not willing to sacrifice for free time. of millennials we know perfectly what they are not. But how much do we really know what they are? Let's start with the registry office: the millennials are born between 1980 and 1995. They represent 17% of the Italian population and are the first generation facing an unpromising economic environment. They had to say goodbye to the permanent position without having even had time to desire it and responded by becoming a startupper.

In fact, the average age at which the first business started on its own has fallen: the millennials who become entrepreneurs have on average 27 years. Their fathers and mothers, on the other hand, opened their first business at 35 years old.

To photograph this "Hinge generation" is a survey presented by Bain & Company, a survey that reveals the distortion of the under-40s' consumption: they are always connected, but they still love shopping in physical stores; they are not very "faithful" to service providers and prefer to change often by adhering to the best offers of the moment; 60% order home food at least once a month; and for them the sharing economy is not just about cars (55% use car sharing) but also clothes (36% say they are interested in pay-per-use).

77% choose the online channel to do basic banking operations, but for more complex choices (such as savings), still seek the advice of an expert in the branch. The bank is chosen based on the advice of friends and family, but the millennials are also attentive to the price of services, which compare thanks to online tools.

In the era of social networks for companies it is increasingly difficult to find the right key to capture the attention of millennials, hyper-bombarded with information 24 hours a day. They are dedicated to every single message 12 seconds, and it is precisely in this very short period of time that brands must try to win their interest. But how?