While millennials have experienced the enormous rise of influencer culture, surveys indicate that they are more inclined to be influenced by information from official brand accounts. They tend to view influencer accounts merely as a point of reference when browsing for products and services online.
Engaging content from brands has a greater impact on millennials than Gen-Z. Millennials show the most positive response, both in terms of loyalty and investment, towards brands that connect with them emotionally [S] .
Millennials’ diversity is not only prevalent in their personality and individualism, but drastic societal changes have given them vastly different life experiences: Those who grew up in more developed areas had earlier and easier access to resources for advancement, while those who grew up in relatively rural areas continue to lag behind in education and exposure to brands and influence.
Furthermore, older millennials are more likely to be homeowners and under pressure to provide for their family, while younger ones are still trying to discover a meaningful career path… By targeting their unique history and emotions, brands have the opportunity to explore and cater to niche markets.
Millennials are the essential workforce in the Chinese economy and often the breadwinners for the family. Though the generational difference between millennials and their parents is great, it doesn’t impact the sense of responsibility and the underlying familial bond. With almost half of them becoming parents themselves, many popular products for seniors and kids are targeted towards millennials.
Positive experiences create a sense of comfort and security for everyone, and marketing strategies that tap into cherished memories work exceptionally well with millennials [S].
As the service and high-paying technology industries continue to grow rapidly, millennials face increasing pressure to constantly learn and adapt to avoid being replaced by younger workers. In fact, the highest level of anxiety for millennial workers tend to occur around the age of 32-33 [S].
By leveraging nostalgia, brands can connect with millennials on a deeper emotional level compared to other generations. Taking a stroll down memory lane offers a brief respite from the constant stress, provides opportunities to reflect on personal growth, and fosters a heightened self-awareness. Ultimately, this reshapes millennials’ attitudes toward an uncertain future, forging a stronger link between past and present.
With another trip around the sun completed, it’s that time for us to take a peek into the future and share what we think the new trends for the coming year will be.
1. The marketer’s AI social media companion
In 2024, the use of AI in social media is transitioning from a mere buzz to a practical reality. With the exponential growth in social media interactions and content creation, marketers face the challenge of handling vast amounts of data.
So, you’re nosy—totally normal! We’ve all been there, peeking over the fence to see what the neighbors are up to. But when it comes to your brand’s strategy, is stalking the competition really the secret sauce? Well, not exactly. It’s a bit like trying to copy your friend’s answers in class—might work sometimes, but you won’t ace the test.
It comes as no surprise to us that the ability to track competitor performance in China has been one of the most requested KAWO features — so, being the customer-centric SaaS company we are, of course, we built it! But, dear friends, it’s how you use it that will make the real difference.
The KAWO Competitor Tracking feature is like the Sherlock Holmes of brand strategy but without the deerstalker hat. So, how can playing detective with your competitors actually help your brand performance in China, without turning into a hot mess? Stick around; we’re about to spill the tea!
Chinese millennials, born between 1981 and 1995, came of age during a systematic transformation of China’s social fabric coupled with rapid economic growth. Today, they wield significant economic influence, emerging as major drivers of the entire economy, especially in their penchant for technology purchases, outspending other consumer groups.
Chinese Millennials is One of the Most Influential Consumer Groups in China
The population of millennials in China reached 320 million in 2023, making up 22% of China’s total population [S] — this number is 3.5 times the number of millennials in North America. Chinese millennials account for 28% [S] of the total income among active consumers in China.
Chinese millennials are the top spenders in most consumer categories, second only to the older generation (46 to 65 years old) who have successfully accumulated their wealth and contribute to more than 50% of the nation’s consumption power. [S] Undoubtedly, millennials will follow suit.
