A recent Boston Globe headline reads: “Marketing to millennials can be a tough sell.” The article relates the differing approaches of Campell’s, Lindt USA, and GE when it comes to marketing to Millennials, highlighting a general skepticism and indifference toward advertising in the target demographic:
For instance, marketing materials for GE’s Artistry series of low-end appliances featuring retro design touches, due out this fall, says it focuses on “the needs of today’s generation of millennials and their desire to uniquely express themselves.”
Lindt USA recently introduced a line of chocolates — they include Berry Affair and Coconut Love flavors — that are wrapped in vibrant packaging and are being promoted through social media.
And packaging for Campbell’s Go Soup, which comes in microwavable pouches with ingredients such as chickpeas, quinoa, and smoked Gouda, features photos of young people with thought bubbles. The sayings include cutesy snippets like “Make your momma proud” and “What’s kickin’?”
The idea is to hook millennials now and remain connected with them as they progress to bigger and more expensive products.
But marketing specialists and consumers like Volain question the effectiveness of that approach.
“My immediate reaction to targeted marketing is to picture a bunch of people sitting around in a room saying, ‘How can we get these people to buy these products?’” [Anna] Volain [a millennial] said.
While I am sympathetic to Volain’s sentiment here, I think something deeper is at work. There is an erroneous anthropological assumption that people of a particular, generic group must be homogeneous enough that all one needs to do is figure out the perfect calculus for appealing to their sensibilities, and they will be hooked on a brand for life. In particular, I think the problem is ultimately a Marxist error: assuming that one can perfectly categorize a whole group of people and then act on their behalf. (more…)