Give Back Component, Authenticity Keys To Reaching Powerful Millennials

Call ‘em what you will: Generation Next, Gen Y, Echo Boomers—we’ll just call them Millennials—the fact is, much has been written about this group of 16-34-year-olds (give or take a few years, depending on the source), a group that is very actively engaged in buying and influencing. About 88-million strong, the Millennial generation has been found to have greater spending power than the Baby Boomers and Generation X (see the Generations chart). This powerful demographic sweet spot is the first generation of digital natives—early adopters of technology who are reliant on mobile devices and social networks to manage both their personal lives and their buying decisions. That is why Millennials are a target audience that can’t be ignored by communicators. A study released in April 2012 by Boston Consulting Group, Service Management Group and Barkley features some revealing findings that PR pros should take to heart.

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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.

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