10 trends retailers need to notice if they want to attract millennial shoppers

If you’re keen to capture the attention of millennial shoppers, the latest research from Tiendeo reveals a social conscience could be your first port of call.

According to Tiendeo’s findings, to connect with Gen Y, brands will need to ensure they tick all the boxes when it comes to sustainability and inclusivity. If your products are organic and cruelty-free – that’s another win.

As the first generation to grow up with the internet, millennials are often described as an omnichannel generation, as comfortable interacting offline as they are on. This places Gen Y in a unique position – for brands to persuade them to purchase, they must be authentic across all channels.

10 trends that will drive millennials to buy

1. Environmentally friendly

Eco-friendly brands come up trumps with Gen Y. They’re not afraid to pay more for their purchases if they believe a brand is being sustainable and environmentally friendly in its manufacturing processes. In fact, a GlobalWebindex study, found six out of ten millennials are willing to pay a higher price for organic and sustainable products.

2. Millennials love to support local

Since the pandemic, there has been a distinct swing in support to local producers. From chocolates to clothing to big-ticket items, local products are winning the hearts and wallets of Gen Y consumers. Small craft producers are the biggest winners: think wineries and bespoke goods.

3. Patriotism is big with millennials

Following on from the shop local trend millennials Millennials are staunch advocates of national production. They have the sensitivity to perceive and defend the value of Australian excellence and are keen to promote the national economy and its industries (fashion, automotive, food, tourism, culture…).

4. Cruelty-free

Millennials are tired of the excuses big business has made around testing on animals in the beauty, cleaning and personal care sectors. Cruelty-free products are sought after and millennials will deliberately shun brands that continue to test on animals

5. Diversity and inclusion

From trans rights to the gender pay gap to equality for all – Gen Y is passionate about diversity and inclusion and will not tolerate any form of discrimination. Brands and businesses that exhibit discriminatory behaviour will be boycotted. Those that support inclusivity and diversity will be lauded. According to a US study conducted by Quantilope, 72 per cent of millennials believe that diversity and inclusion are highly relevant issues that brands should include in their communication.

6. Saving time

If you really want your brand to resonate with millennials consider how you can save them time. Whether that is an express checkout or fast delivery, Gen Y is constantly in search of ways to save time. To get what they want when they want so they can move on to other more important things.

7. Millennials are nostalgic

If you really want to appeal to a millennial shopper, consider evoking a sense of nostalgia. While Gen Y loves their gadgets, they also have a strong attachment to simpler times – brands that hook into this nostalgia will create a bond with their millennial customers.

8. Omnichannel is a must

Tiendeo suggests that allowing Generation Y shoppers the ability to move freely between the online and offline world is the best gift you could give them. Any brand that offers omnichannel services and advertising will find it easier to engage and retain this group of consumers. According to a study by Carat Consumer Connection System, 62 per cent of millennials use the internet as the main point of information to make their purchasing decision.

9. Global is also a winner

Ok, I know we said shopping local was important to millennials but GenY loves to be the first to get a taste of new products and oftentimes that means global manufacturers. If your business offers the latest and greatest from overseas, millennial shoppers will come a-knocking.

10. Zero waste

Millennials are natural eco-warriors – they’ve grown up with a passion for the planet so anything that offer zero waste gets a glowing review. The circular economy is big with millennials so consider how you can make use of it in your business. And don’t forget that reduce, reuse, recycle is their mantra too. So ensure any packaging uses recycled materials and if you can offset your carbon footprint, even better!

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