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Reaching Millennials through packaging

Eighty million consumers make up the Millennial generation, making it a highly influential and desirable demographic for CPGs. But what makes this elusive group tick?

Millennials are so much more than a demographic, but let’s get their vital statistics out of the way so we can move on to the juicy stuff. The Millennial generation is most often charted as those who are roughly 18 to 35 years of age who “grew up” during the changeover to the new millennium. They are large in both number and influence, topping 80 million in the U.S. population and comprising the most widely networked group the world has ever seen. And Millennials have a reputation: They are known for being incredibly well informed, highly passionate, and incredibly critical.


Much has been written about the woes of employers trying to woo and retain Millennials in the workforce. The story of a Millennial who interviews for a job, doesn’t receive an offer, and then has his parents call to contest the decision has become so widely told it is almost urban legend.


But it’s not just employers who struggle to court this elusive group. Marketers are also casting the net far and wide in order to understand just how to reach Millennials. When it comes to packaging, the plot thickens. If you think Millennials are hard to reach online, imagine what it takes to reach them on-shelf. Creating packaging that appeals to Millennials requires a savvy mix of principles and tools that show empathy and understanding of what this generation is all about.


Let’s start with five key principles in reaching Millennials through packaging:


1. Millennials are value-conscious. Millennials have experienced the “new normal” brought on by the recession in a profound way. According to the Pew Center, one in three adults ages 25 to 29 have moved back home due to economic conditions. For this reason, Millennials are incredibly sensitive to prices and are very savvy bargain and coupon shoppers. While they enjoy good design and aesthetics, they balk at frivolous packaging.


We recently conducted a study with Millennials to test a new beverage container. While they liked the look of the packaging, their value-conscious “spidey-sense” was on high alert. As one of the participants stated, “It looks cool, but I am not going to spend beer money on an over-designed package.” Say no more.


2. Millennials consider the environment…sort of. One word: Plastics. Millennials have grown up in the age of disposable diapers, sippy cups, and a proliferation of plastic toys. On the whole, Millennials feel strongly about environmental issues and have raised much concern, and money, to help eco-conscious causes. However, when it comes to packaging, convenience and ease of use sometimes trump environmentalism. In fact, according to the DDB Life Style Study®, from DDB Worldwide, when it comes to reusing and recycling, Boomers are actually more likely to follow through with using reusable grocery bags, separating their trash, and making a concerted effort to conserve energy. While Millennials feel strongly about environmentalism, their behavior doesn’t always support their convictions.

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