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Phillips: Forget the Cool Factor and Focus on Millennials' Needs

Looking to engage meaningfully with younger consumers? Then stop assuming and start connecting through a common interest rather than trying to sell credit unions.

By Myriam DiGiovanni | Updated on July 13, 2010

Looking to engage meaningfully with younger consumers? Then stop assuming and start connecting through a common interest rather than trying to sell credit unions.

“I think the main difference in marketing to Millennials and other generations is that they have great filters-they only see what they want to see. If you want to engage them, the message can’t be about brand but rather something they care about,” said Carol Phillips, president of consulting firm, Brand Amplitude, LLC. “It’s not about being hip but providing services they find useful now, like finding a job, figuring out how to finance their education or new business. They are starting out their lives at a difficult time and credit unions should credibly speak to that.”

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