Managing Brands

and Millenials

October 4, 2018

Brand Management and Millennials

Successful news operations all have powerful, emotionally connected brands. A real brand is based on something that is relevant and differentiates you from the competition. Managing the brand requires that everyone who affects the brand is on the same page.

Enter the millennials. They were born between 1977 and 1995, and are also known as Generation Y.  There are a lot of misconceptions about this group. While every generation is different, according to both a Harvard study and a study done by CNBC, millennials aren’t as different as some would like us to believe. Furthermore, members of Generation Y, just like every other generation, are individuals. They have not morphed into some strange Star Trek-like “collective”.

Here are some things we do know:

  1. Millennials want to know, “What is in it for me?” Personally, I don’t know of a lot of people of any group who do not want to know how they benefit.
  2. Members of Generation Y want to contribute to something that is meaningful. That may be true, but it is not limited to millennials. Basically, there are two kinds of people in the workforce. Those who are working JUST for a paycheck. And, those who are working to contribute AND receive compensation. The former is a much harder group to motivate.
  3. Millennials want to be heard. Who doesn’t? Furthermore, as a manager, you have no idea where the next good idea will come from. So take time to listen. The feedback could be invaluable.
  4. Focused on social issues, from the environment to neighborhoods, this group should be able to provide you with a myriad of original content ideas. Don’t forget to exploit them.
  5. The time that millennials spend with social media is considerable. Over 80% say they get their news from Facebook. So, as you tackle social media and push notifications, turn to the Generation Y experts.
  6. On the social front, millennials tend to travel in packs. If one finds a new restaurant, expect 5 or 6 more to show up the next time. The same is true with television viewing. In the workplace, if you can convince one member of Generation Y to become a brand champion, you will have convinced some of his or her friends.


The bottom line is that if you manage everyone like millennials, you will have a more effective workforce that is all working to build your brand.


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