The millennial generation, also known as Generation Y, was born between 1980 and 1996. Did you know that there are more than 3 million millennials in the Netherlands? (Source: CBS, 2021)
What is a millennial?
Unlike previous generations, millennials grew up during a period of rapid technological advancements. They are often found online, and the internet plays an important role in their daily lives. For instance, they are less likely to open a physical brochure but are more inclined to research an organization’s website. Search engines are their best friend. Social media is also an integral part of a millennial’s life. You’ll primarily find them on Instagram and Facebook, where they share their opinions and experiences. This requires a different communication approach compared to earlier generations. While offline communication was the standard choice before, online communication is now an important tool to reach millennials.
Thanks to the many changes they have already experienced, the millennial generation adapts relatively easily to new developments. They are generally open to innovation. Think, for example, of unique concepts that combine different cultural disciplines. Interactivity is also highly valued by them. Respond to this by offering interactive elements in your programming.
Characteristics of millennials: not just the service, but also the message
It’s important to reach this target group. With 3 million people, they form a large part of your potential audience. But how do you best appeal to them? It’s essential to delve into the characteristics of millennials. Only when you understand the target group can you develop a good strategy to effectively reach them.
4 important characteristics of millennials
Millennials live largely online
This target group quickly became familiar with the smartphone. As a result, the internet is within their reach. This makes the online world accessible even outside the home. As an organization, learn more about the online world. Do you already know on which channels your millennial audience can be found? Most millennials are active on Instagram and Facebook. Additionally, they value a user-friendly website. By conducting research, you can find out how this applies to your specific audience.
Millennials value authenticity
Millennials dislike standard sales pitches. It’s important for them to feel connected to the services they consume. What’s the message behind this play/film/performance? What’s the ethical mission of this cultural institution?
Millennials find experience equally important
Millennials value the service they consume just as much as the experience. This audience is idealistic and believes the ‘experience’ should not fall short. What makes this performance unique? How does this cultural institution distinguish itself from others?
Millennials appreciate social involvement
How does their favorite museum, theater, or library address important themes such as climate change and inclusion? Millennials want an organization to add value. For example, as an organization, you can share your mission and highlight the themes you consider important. One example is showcasing on your website and social media that you strive for an inclusive cultural offering by, for instance, providing performances in multiple languages, being accessible to people with disabilities, and aiming for digital accessibility.
Reach more millennials with a well-thought-out strategy
Now that you know the characteristics of millennials, you can start thinking about how to reach this audience. How do you respond to their traits?
Conduct research
Conduct research: look beyond physical figures and focus on online data. Ask yourself the following: How large is the proportion of millennials visiting the cultural institution? Am I already reaching this audience on online channels? How do people react to my organization? From online statistics, you can determine, for example, through which social media channels people find you. Ensure that you are present on these channels. Additionally, you can conduct audience research in the form of an online survey or questionnaire. This can provide insight into what millennials want to see in your cultural offerings, on social media, and in your campaigns. Use these insights to develop your strategy.
Curious about how to conduct online audience research? Learn about various research methods in the article ‘What does your audience think? 5 methods for audience research’.
Develop a strategy
Tackle the identified challenges. Set a goal for a fixed period. What do you want to achieve? Perhaps you notice that there are few millennials following your channels and little online interaction. The next step is to determine where your audience is. What other approach is needed? Perhaps a different communication style works? For example, using more visual material instead of a lot of text. Incorporate this into campaigns, social media, and the website. Then consider the message you convey. For example, you can share more about the experience you offer, what makes your cultural institution unique, and the value you add. Implement the digital strategy across various aspects of your organization, including marketing, communication, and programming.
Reflect and improve
Evaluate the results. Is the current approach effective? Have I reached more millennials? It’s possible that the goal has not yet been achieved. In that case, adjust your current strategy. For example, you may need to delve deeper into the ‘tone of voice’ of millennials or convey your message differently. Test different methods and experiment. Continuously look for areas of improvement. This way, you’ll develop an effective strategy to reach millennials.
Are you ready for the audience of tomorrow?
Are you ready for the audience of tomorrow with a targeted strategy? Learn more about the Audience of the Future. Curious about the successor to the millennial? Read the article ‘Meet Gen Z’.
Sources for this article
- Trendsactive: Millennial trend report, 2017
- CBS: population statistics, 2021
More articles per topic
