The reason marketers and brands find it so hard to connect with millennials is because they are behind the curve – not ahead of trends, author and leadership speaker Simon Sinek tells AdNews.
They need to know why they, and their consumers, behave in certain ways, and not enough do, he says.
Sinek hit the headlines at the end of 2016 as his views on the millennial generation in the workplace gained traction, but he’s not really in favour of labelling millennials, or any other consumer demographic.
Speaking to AdNews ahead of an appearance in Australia next month, Sinek, whose 2009 Ted Talk ‘How great leaders inspire action’ is in the top 10 most popular ever, outlines marketers’ dilemma.
Millennials are frequently described as a hard to reach generation, affluent (or with the potential for enormous sending power) but one that brands are often missing with their marketing. The point Sinek made about millennials (or Gen Y if you prefer) in his December interview with Inside Quest is that while they are often seen as entitled, narcissistic and self-interested, their behaviours are the result of their parenting, getting “participation medals for coming last”, an addiction to the instant gratification culture driven by social media and technology and an inability to build deep relationships in any area of life.
They have a desire for “purpose and to make an impact” which isn’t met by the realities of the workplace but “it’s not their fault,” he said, suggesting employers and business leaders must create an environment that recognises those elements if the entire millennial generation is to succeed and be valuable to business. The lack of leadership is part of the problem, and that is relevant to brands too.
When it comes to what role brands and marketing play in the lives of millennials, Sinek tells AdNews: “Smart marketers are, and can absolutely connect with millennials … Marketers are guilty of being the biggest followers, rather than leaders. For example, they look at trend data. Trend data says that kids these days are using apps more and more and more, so marketers respond and do more apps. Right? But it’s simply a trend. It doesn’t mean it’s positive or negative.
“Sometimes I think marketers are guilty of not evaluating where the trend comes from and if it’s healthy or unhealthy. The reality is, and kids will tell you this, millennials will tell you this, they are rejecting technology. They're having hiatuses from social media and coming off Facebook.
“A smart marketer will get to know the deep-rooted psychology and happiness of the people [they are targeting] before they simply respond or react to trend data. A smart marketer is ahead of the curve. A smart marketer is asking why something is happening, not just recognising that it’s happening.”
He went on to say that despite the apparent obsession with technology, building a connection with the millennial generation which claims to be driven by having an impact and a purpose, will be through a human connection in real life. It comes back to his theory ‘Start with Why’, which is based around the idea brands and businesses should sell not what they do, but why they do it.
Events and experiences are “where it’s at,” he says.
“I want marketers to understand why [events and experiences] are becoming popular. The is because human contact and going out with your friends is a big deal. It's not just about inviting people to the event and adding lights and loud music. It's about trying to create an environment in which they will connect with their friends in a way that they do not connect friends anywhere else, and that's what makes the brand experience valuable to those kids. But it's not just millennials, it's anyone. My talk was about millennials, but the reality is, the things I said are for everyone.”
“[We need to] stop labelling people. It’s just a delineation of when you were born. It's not an accusation. Nobody’s offended being called Gen X or Boomer, you know. It's not a judgement. It's simply a chronological delineation.”
The video clip of Sinek’s interview with Inside Quest, where he tackled 'the millennial question' sparked a Twitter stoush between Cummins&Partners' Adam Ferrier and outspoken academic Mark Ritson back in January debating whether he was correct.
Sinek is a former advertising exec, and previously worked in strategy roles in Euro RSCG and Ogilvy & Mather in New York after studying anthropology and law. He left the ad industry to set up his own marketing consultancy, which then led him into writing a book on leadership, Ted talks and motivational speaking.
He is speaking in Australia alongside Peter Docker in March, courtesy of The Growth Faculty. There are events in Sydney, Melbourne and Adelaide. Tickets are still available.
For a full, in-depth interview with Sinek, pick up the March issue of AdNews in Print out in the first eek of March. Subscribe here to the print edition or sign up for a digital edition you can access on mobile, tablet and desktop.
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Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au
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