Infographic: Millennials Can Tell When You’re Marketing to a Stereotype

Most are turned off by ads that try too hard

Video editor: Breana Mallamaci
Headshot of Sammy Nickalls

With all the stereotypes surrounding millennials, marketers may find it tempting to fall into easy traps. But millennials will not be put into a box, and pandering to them will hurt your brand’s image, according to new research from Fuse Media, whose audience is comprised of multicultural millennials.

The majority of millennials (77 percent) are turned off by advertising that portrays their generation using clichés, while 78 percent don’t like it when ads try too hard to speak to people their age. Rather, millennials value authenticity: 89 percent prefer ads that are simple and straightforward, while 90 percent like it when a brand’s messages match its actions.

“These findings reinforce that this audience appreciates thoughtful brand communications that tell a compelling story, take a stand or provide a thought-provoking perspective,” said Fuse Media’s Jason Miller, evp, ad sales and integrated marketing. “So, despite the myth that multicultural millennials are ad-averse, the fact is that they relate to brands and ads that are authentic, useful and entertaining.”

This story first appeared in the June 11, 2018, issue of Adweek magazine. Click here to subscribe.

@sammynickalls Sammy Nickalls is a freelance writer and the former departments editor at Adweek.