What’s a 21st century company to do?
For much of the 20th century, B-to-C businesses sold the American Dream piece-by-piece. Whether it was the house, the appliances in it, or the chemicals to make yours the greenest lawn in your suburban neighborhood, the market was vast for products and services that could show the world that you’ve “made it.”
Now the stuff people buy doesn’t matter nearly as much as their ability to produce it, design it, write it, or create it. It’s a whole different kind of “making it.”
Millennial values are turning the consumer market into a creator market. They want to create choice where there was none before, create legacy where there were only retirement parties, and create connection where before there were roadblocks to relationships.
The products and services making this easier will be the killer apps of the future. The businesses that create them will have the easiest time attracting top talent and keeping them on board. Here are 4 tips for selling to Hispanic millennials.
1.) Sell them on flexibility.
Any product or service you create that facilitates flexibility is going to have a great chance in the millennial market. Evernote makes it easy for us to create from multiple devices, not to mention it keeps our flexible lives organized across a range of platforms.
2.) Help them buy into your company’s vision.
Millennials want to work for companies that have a strong sense of purpose and buy goods that help us belong to communities.
3.) Give them tools to design their own legacy.
For many millennials, American Dream-style consumption feels cookie cutter. Products or services that help us make unique, true-to-us choices will also have a great shot at success.
4.) It’s all about connection.
Of course, we also value connection to each other and the world around us. From Instagram to Snapchat to WhatsApp, millennials are hungry for new and innovative ways to keep in touch, see things in a new way, and share what’s important to them. While this market is crowded, new products can still stand out from the noise when they offer a new take on the need for human connection.
Millennials may be interested less in owning today, but when they do buy, they’re looking for meaning. Old product categories get new life when your company infuses them with meaning. A fresh design, a new message, or a better understanding of how people use your product can lead to an innovation of meaning that boosts sales of your product.
Millennials will continue to shape the consumer market for decades to come. If your company isn’t staying ahead of their consumer values, you’ll be left out in the cold. Instead of trying to make it work alongside the old American Dream, push forward with our generation, redefining a new dream we can all buy into.