- HELP MILLENNIALS TO LIVE FULFILLED LIVES Happiness for Millennials means making the most of their lives, living with purpose and having meaningful experiences. Brands that help them organise their busy lives so they have time to spend with family and friends will be more valued.
- 2. HELP MILLENNIALS TO GIVE THEIR BEST Personal development and high aspirations are really important to Millennials, and this mind-set should start right at the product development stage for brands. Don’t just be useful; be meaningful.
- 3. DELIVER MEANINGFUL BRAND EXPERIENCES We know that Millennials gather experiences in the way that earlier generations amassed prized possessions. Brands can help them do that, be it through helping them express what they stand for or by providing those experiences.
Can a brand help improve a consumer's state of mind or even dare to make them happier? That's what marketing for brands like Coca-Cola, McDonald's and Dove is attempting in 2015. These big brand marketers are using various campaigns to make the world a kinder, happier place—whether that's combating hate online or making consumers smile with a new love-inspired currency. Though the brands' motives aren't entirely altruistic, the overall happiness goal will help position these brands for better engagement with the much sought-after millennial segment.
According to a recent study by ZenithOptimedia, The Pursuit of Happiness, brands that can help millennials achieve happiness stand the best chance of securing long-lasting and profitable relationships with that consumer group.