Millennials, aka Generation Y, or individuals born between 1979 and 1997, are influencing the marketplace as independent shoppers, and as NPR says, they’re “good customers.” Though these younger consumers may not be the gatekeeping mom that the produce industry traditionally targets, they still have to eat. Plus, they’re as big as the Baby Boomer generation going on 80 million strong. So, it’s important to be in tune with and understand their attitudes and behaviors as they grow into significant decision makers. Here’s a rundown of the basics.

Millennials are influenced by their peers.

Millennials are more likely to support a product if their friends recommend it first. Find the communities where your target audience spends their time and inspire brand advocates. Word of mouth travels a long way with this group of socialites.

Millennials care about your social responsibility.

Having experienced tragic events like 9/11 and Hurricane Katrina, these passionate individuals feel empowered to change the world; and, they’re ready to applaud or punish a company based on its commitment to community, or lack thereof. Get behind a cause and invite millennials to join the movement so you can be active participants together.

Millennials like attention.

As the group that started “Selfie Sunday” on Instagram and “Throwback Thursday” on Facebook, millennials like to feel acknowledged. Show some love to this audience by singling out brand ambassadors who faithfully engage with you on social media or continually purchase your products through direct messages and branded goodies.

Millennials are impatient.

If it takes too long to get to the point, millennials will move on to the next thing before you can say, “don’t leave!” Weed out the fluffy paragraphs and make sure your website doesn’t move like a sloth. Oh, and make sure you can complete a thought in 140 characters or less.

Millennials don’t trust salesman.

If they see you as a (digital) salesman just trying to make a transaction, millennials won’t even open the door. Hang up the cold calls and generic pushing of information. Get real. Be funny and relevant. Humanize your brand.

Millennials are digital natives and expect mobility.

Having grown up with technology at their fingertips, millennials thrive on digital platforms like social media and text messaging. Make sure you can be found on multiple channels and that your content can be accessed from mobile devices.

Millennials like to choose their content and when they get it.

Just like you can lead a horse to water, but you can’t make him drink, you can offer your content to millennials but you can’t make them receptive to it. Rather than forcing your information, provide links to additional information so millennials can do research on their own, if and when they want to do it.

Millennial behavior doesn’t have to be a completely foreign concept. Though some may say these young whippersnappers are arrogant and demanding (there’s some truth to that), this generation is open-minded and could become some of your best customers. Get to know your future shopper and you could reap the benefits of a long-lasting relationship, times 80 million.

Posted by: The Visualizer (Kelly Pritchett)