Depending on the occasion, this generation can display classic FOMO, impulse or planned purchasing behaviour. Brands and retailers who can offer shoppers opportunities for FOMO, impulse and planned purchasing will have greater appeal and visitation as this generation can switch its mood in an instant.
Millennial Targeted Products
Australian Millennials have founded or co-founded many successful brands that target their own generation. Notable examples include:
VOOST Vitamins offers a unique line of effervescent vitamins, minerals, and supplements that have a high affinity among Millennials, thanks to revolutionary packaging and desired qualities such as great taste, sugar-free and preservative-free, and numerous vegan formulas.
“We launched Voost with a mission to disrupt the effervescent category and provide Millennial consumers with the highest quality effervescent vitamins and minerals which are affordable yet don’t compromise on quality or taste”
Thomas Siebel, Managing Director and Co-Founder, VÖOST Vitamins.
Created by Aussie Georgia Geminder, ‘Gem’ is the newest brand to hit our shelves, hearts and mouths! Gem has proudly produced the first toothpaste in Australia to contain an oral probiotic, along with the bonus of being vegan, enamel-strengthening, non-toxic and chemical-free.
“The packaging, models, and graphic direction strategically target Millennials”
Georgia Geminder, Founder, Gem
Afterpay has become the new darling of Australia’s stock market, thanks to a rising worldwide network of Millennials and Gen Z customers who are ditching their credit cards in favour of the purchase now, pay later platform. Buy Now, Pay Later (BNPL) is becoming increasingly popular among Millennials as a less expensive alternative to banking and open-ended credit.
“Millennials and Gen Z are now leading the charge because they’re earning enough disposable income that their trends can become the trends.”
Nick Molnar, co-CEO, Afterpay
Zip’s model, which allows customers to pay for purchases in instalments and avoid fees if they pay on time, has continued to surge as the COVID-19 pandemic has drove more people to purchase online.
“We are bringing on a different type of customer who is a little bit of an older Millennial,”
Larry Diamond, Managing director and co-founder, Zip
Keira Rumble is an Australian entrepreneur who is dedicated to living a healthy and happy life and has made it her mission to revolutionize the health food industry forever.
“Although it doesn’t say so on the packet, one Krumbled Foods Beauty Bite surely provides 100 per cent of your recommended daily intake of Millennial consumer values.”
At a time when pop culture is experiencing a resurgence of 90s nostalgia, the new energy drink invites Australian Millennials to finally taste MTV, after having grown up watching and listening to.
“MTV Up! is designed to inspire creativity and boost potential, encouraging Aussie Millennials to enjoy life, have fun, discover music and live to their full potential”
PR Statement from MTV Up!
MARKETING TO MILLENNIALS REPORT
Written by Grant Davidson
Grant is the founding partner and head of strategy at Davidson Branding. Over his 30 year career, Grant has developed world’s best practice knowledge and expertise through his studies at Harvard Business School and his experience working with global leading brands.