Millennials Don’t ‘Do’ Direct Response (and Other Lies)
By Robert Ian French, President & Partner
Wow! According to recent population data, Millennials have officially overtaken Baby Boomers as the largest living generation in North America.
Speaking as a direct marketer, this is great news.
But based on all the gibberish written about the difficulties of marketing to Millennials, it’s clear that most marketers don’t share my enthusiasm. Everywhere you turn, there are articles describing this cohort as being elusive, invisible, and reluctant anti-consumers.
I’ve read how they crave ‘experiences’ instead of ‘things’; that they leapfrog social media platforms without rhyme, reason or loyalty, and – my personal favorite – that they are immune to conventional advertising mediums.
I even heard one well-respected marketing professional (who shall remain anonymous) proclaim, “Millennials don’t do direct response!”