Are you targeting Millennial men in your marketing plan?
If not, get this:
"Millennial men have become remarkably influential, more so than other men, and even more than Millennial women."
That's the conclusion of "The Remarkable Influence of Millennial Men," a recent report from EngagementLabs.
Especially valuable for B2C (business-to-consumer) organizations, Millennial men are enthused about becoming expert consumers and sharing what they know with people around them. So much for the stereotype of women being the talkative gender! 😉
The reason why this data is important is because peer-to-peer influence is a key sales driver for brands.
"There are a lot of them and they’re at an age when households and brand loyalties are still forming. But they’re also the nation’s largest generation, as well as the most educated, connected, and informed generation. This makes them an especially lucrative marketing segment."
If your products, services, (or nonprofit mission) target young men born between 1982 and 2004, you'll want to read why this group makes the best marketing influencers.
Millennial men are expert consumers who like to share what they know.
14% of all Millennial men ages 25 to 39 are everyday influencers - double that of men aged 40 and older (7%). Influence reaches its peak at 17% among men 30-34.
Millennial men are 50% more likely to be influencers than women of the same generation.
"Conversation catalysts" are those who have large real-world social networks and who frequently give advice about dozens of leading products and services.
Millennial men talk almost twice as much about brands than older men.
They discuss brands in 12 conversations each day, compared to just 7 brand-related conversations that older men 40-69 have. They also talk more than their female counterparts who have 10 brand conversations during an average day.
Millennial men have developed more ways of connecting with their friend and family networks.
They are more digitally minded than older men, with 14% of their brand conversations taking place via social media and other digital channels, versus 6% for older men. They also make more brand recommendations during real-life social interactions such as watching sports with friends.
Millennial men put less emphasis on the traditional masculine image and more on grooming and individuality.
They are 69% more likely than all men to be influencers in the beauty category, and 47% more likely to be influencers in the retail and apparel category.
Millennial men are more likely to talk about a brand’s marketing.
They pay attention to and share the information they receive through advertising, articles, websites, and price promotions. They reference marketing or advertising they’ve seen in 73% of their brand conversations, versus 60% for older men and 58% for women.
Millennial men are more influential than their fathers in “domestic” categories.
They are much more likely than all men to recommend children’s and household products, even more so than expected categories such as video games, automobiles or sports.
Millennial men talk more about digital marketing than their female peers.
They are more likely to talk about digital information sources such as brand websites, apps, online ads, social media, and consumer review sites. In fact, 29% of young men’s brand conversations contain a reference to a digital media, compared to 21% of Millennial women.
Five things you can do to reach Millennial men:
The report's authors recommend what brands need to keep in mind to build greater engagement with Millennial men.
- Break away from stereotypes. As gender roles break down, brand marketing should acknowledge the evolving male identity.
- Align campaign messages with the Millennial male mindset.
- Connect everywhere – but especially digital media. Brands can reach young men very effectively through digital channels, although every channel can be effective, including television.
- Roll with the expert shopper image. Embrace the image of younger males as “smart shoppers” and in a wider variety of categories. Design advertising that shows men or young couples engaging in consumer decision making.
- Know what Millennial men are saying about your brand. Understand the conversations this group is having about your brand - and your competitors’ - and the channels they’re using to make recommendations to family, friends and colleagues.