CONSUMER MARKETING
Millennials
In Search of Millennials
Tailor your opportunity to their values
BY DAN SANTY
A
s a franchise organization, there
is no doubt your marketing department is focused on the Millennial audience as a potential customer
base. You’ve read scores of articles describing the size of this generation, as
well as their potential spending power in
the coming years. They have outgrown
the Baby Boomers in numbers, and they
will outspend them as well.
But Millennials are also an emerging
target for your franchise sales efforts. A
recent independent research study uncovered insights that illuminate how attractive this group is as potential franchisees.
For instance, the Great Recession stunted
the opportunities and financial growth of
Millennials in traditional career tracks.
With companies downsizing and closing
doors, hiring and upward mobility slowed
or ceased. Their expensive college degrees
did