[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fstop-marketing-millennials":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":328,"breadcrumbs":329,"reading_minutes":144,"category":337,"head":339},"2018-02-22T14:47:50",{"rendered":6},"\u003Cp>Millennials. The fabled avocado-eating, coffee-drinking, money-wasting demographic that many organisations want to get their content in front of. Well, it’s a waste of time.\u003C\u002Fp>\n\u003Cp>Let’s break down the supposed demographic you are targeting to. By most definitions, millennials are anyone born from the 1980s up to late 90s. That’s it. That means your content could be made to target a 38-year-old as well as an 18-year-old. They most definitely do not have the same life goals or intentions.\u003C\u002Fp>\n\u003Ch2 id=\"the-stereotypes-are-wrong\">The stereotypes are wrong\u003C\u002Fh2>\n\u003Cp>There was a recent social media campaign by a travel company aimed at the below 30s where the main slogan was ‘Save 9 coffees and afford a trip deposit’. The backlash in the comments was phenomenal.\u003C\u002Fp>\n\u003Cp>Millennials aren’t an obsessed generation pining after that last cappuccino that their paycheque won’t allow for. Judging by some of the replies, it’s insulting to people who do work and save hard with the opportunities they can access. The video below hits every stereotype you need to avoid in a concise manner that attacks every brand that’s ever tried this as a tactic.\u003C\u002Fp>\n\u003Cp>\u003Ciframe loading=\"lazy\" title=\"This Is a Generic Millennial Ad\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FKG_i7oWzTyU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen>\u003C\u002Fiframe>\u003C\u002Fp>\n\u003Ch2 id=\"engagement\">Engagement\u003C\u002Fh2>\n\u003Cp>These stereotypes, unfortunately, help people to make choices in their social media engagement with the millennials. Let’s take this example from T-Mobile. First of all, what? Second of all, this is a colossal waste of time and I hope zero ad spend was put behind this. Emojis can be useful for engaging with younger people but if it backfires you will look like a grandparent stating ‘how cool’ something is.\u003C\u002Fp>\n\u003Ch2 id=\"its-way-too-broad\">It’s way too broad\u003C\u002Fh2>\n\u003Cp>The basic problem is that targeting a millennial audience is way too broad a spectrum to try and market to. As I previously mentioned, there’s a 20 year age gap between the oldest and youngest, they have very different priorities in life. Your marketing needs to be based on people who have specific interests. Artisan coffee might actually count here, as long as it’s not telling young people the reason they can’t save for a house is because of their coffee habits.\u003C\u002Fp>\n\u003Cp>It’s a case of returning to the drawing board. Can you create remarketing campaigns targeting users you know are already engaged? Aim for those with specific interests; targeting a millennial is essentially just picking an age range and hoping for the best.\u003C\u002Fp>\n\u003Ch2 id=\"how-can-i-target-millennials-then\">How can I target millennials then?\u003C\u002Fh2>\n\u003Cp>If you want to speak ‘in their language’ memes can work, but only when done very well. There’s this example below from Diet Coke highlighting their rebrand. They’ve teamed with an influencer who already has built up a relevant audience and then created a meme that doesn’t try too hard. It’s simple, effective and I imagine extremely costly.\u003C\u002Fp>\n\u003Cblockquote class=\"instagram-media\" style=\"background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 658px; padding: 0; width: calc(100% - 2px);\" data-instgrm-captioned=\"\" data-instgrm-permalink=\"https:\u002F\u002Fwww.instagram.com\u002Fp\u002FBdyloiyhbR1\u002F\" data-instgrm-version=\"8\">\n\u003Cdiv style=\"padding: 8px;\">\n\u003Cdiv style=\"background: #F8F8F8; line-height: 0; margin-top: 40px; padding: 50.0% 0; text-align: center; width: 100%;\">\n\u003Cdiv style=\"background: url(data:image\u002Fpng; base64,ivborw0kggoaaaansuheugaaacwaaaascamaaaapwqozaaaabgdbtueaalgpc\u002Fxhbqaaaafzukdcak7ohokaaaamuexurczmzpf399fx1+bm5mzy9amaaadisurbvdjlvzxbesmgces5\u002Fp8\u002Ft9furvcrmu73jwlzosgsiizurcjo\u002Fad+eqjjb4hv8bft+idpqocx1wjosbfhh2xssxeiyn3uli\u002F6mnree07uiwjev8ueowds88ly97kqytlijkktuybbruayvh5wohixmpi5we58ek028czwyuqdlkpg1bkb4nnm+veanfhqn1k4+gpt6ugqcvu2h2ovuif\u002Fgwufyy8owepdyzsa3avcqpvovvzzz2vtnn2wu8qzvjddeto90gsy9mvlqtgysy231mxry6i2ggqjrty0l8fxcxfcbbhwrsyyaaaaaelftksuqmcc); display: block; height: 44px; margin: 0 auto -44px; position: relative; top: -22px; width: 44px;\">\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003Cp style=\"margin: 8px 0 0 0; padding: 0 4px;\">\u003Ca style=\"color: #000; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none; word-wrap: break-word;\" href=\"https:\u002F\u002Fwww.instagram.com\u002Fp\u002FBdyloiyhbR1\u002F\" target=\"_blank\" rel=\"noopener\">T minus 12 hours till my next @dietcoke #DietCokeFlavorRoom #Ad\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;\">A post shared by \u003Ca style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px;\" href=\"https:\u002F\u002Fwww.instagram.com\u002Fgirlwithnojob\u002F\" target=\"_blank\" rel=\"noopener\"> Claudia Oshry Soffer\u003C\u002Fa> (@girlwithnojob) on \u003Ctime style=\"font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;\" datetime=\"2018-01-11T01:17:33+00:00\">Jan 10, 2018 at 5:17pm PST\u003C\u002Ftime>\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fblockquote>\n\u003Cp>\u003Cscript async defer src=\"\u002F\u002Fwww.instagram.com\u002Fembed.js\">\u003C\u002Fscript>\u003C\u002Fp>\n\u003Cp>There needs to be a focus on experiences and relevant interests. The ‘\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.digitaltrainingacademy.com\u002Fcasestudies\u002F2013\u002F03\u002Fmobile_case_study_adidas_light_you_up_campaign.php\">Light You Up\u003C\u002Fa>’ Adidas campaign hit the audience with mobile banner ads to then push them to a live experience to promote their new football boots. It worked as it was a fleeting experience that you were either a part of or missed out. This worked as they were hitting the audience on the right apps and were doing it in a genuine fashion.\u003C\u002Fp>\n\u003Cp>Pretending to engage with an app simply because you know your desired audience is on there is a bad strategy. I see lots of businesses getting Snapchat for the sake of it because they want to ‘get down’ with millennials. It’s important to be genuine.\u003C\u002Fp>\n\u003Cp>Ultimately, your goal should never be to target an entire generation, but if that’s your brief, you need to be smart when tackling the problem. Stop marketing to millennials, market to the people behind the demographic. Don’t even get me started on Generation Z.\u003C\u002Fp>\n",false,"standard",[10],39,[],[13],135,[15,16,17,18,19,20,21,22],"post-3634","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing",{"page_content_modules":24,"hero":140},[25,91],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Why you should stop marketing to millennials",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":34,"specialist_service_links":7,"photo":38},{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":34,"author":45,"description":34,"caption":34,"name":46,"status":47,"uploaded_to":42,"date":48,"modified":48,"menu_order":42,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":53,"sizes":54},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":58,"medium_large":59,"medium_large-width":60,"medium_large-height":60,"large":61,"large-width":62,"large-height":63,"1536x1536":64,"1536x1536-width":65,"1536x1536-height":65,"2048x2048":66,"2048x2048-width":67,"2048x2048-height":67,"post-thumbnail":68,"post-thumbnail-width":69,"post-thumbnail-height":70,"12_col":71,"12_col-width":72,"12_col-height":73,"default_landscape":74,"default_landscape-width":75,"default_landscape-height":76,"default_portrait":77,"default_portrait-width":76,"default_portrait-height":75,"6_col_and_margin_short":78,"6_col_and_margin_short-width":69,"6_col_and_margin_short-height":73,"11_col_and_margin":79,"11_col_and_margin-width":80,"11_col_and_margin-height":73,"9_col_rectangle":81,"9_col_rectangle-width":82,"9_col_rectangle-height":83,"11_col":84,"11_col-width":85,"11_col-height":73,"staff_image_696_600":86,"staff_image_696_600-width":87,"staff_image_696_600-height":76,"rectangular_thumbnail":88,"rectangular_thumbnail-width":89,"rectangular_thumbnail-height":90},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":92,"reduced":27,"top_overlap":93,"bottom_underlap":93,"disable_observer":-1,"heading":94,"cta_text":95,"cta_link":96,"items":97},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[98,118,130],{"type_key":16,"title":99,"excerpt":100,"to":101,"postedAt":102,"readingTime":103,"image":104,"authors":105,"category":115},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[106,109,112],{"name":107,"image":108},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":110,"image":111},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":113,"image":114},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":116,"name":117},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":16,"title":119,"excerpt":120,"to":121,"postedAt":122,"readingTime":123,"image":124,"authors":125,"category":129},"A guide to WebMCP for marketing leaders","\u003Cp>The structure of web traffic is undergoing a fundamental structural transition. We’re certainly seeing the impacts of these changes en masse. Whilst SEO visibility is driving, in part, Generative Engine Optimisation (“GEO”) visibility, clicks in traditional SEO rankings are harder to come by, and customer behaviour is fragmented as users are using new places to […]\u003C\u002Fp>\n","\u002Fblog\u002Fa-guide-to-webmcp-for-marketing-leaders\u002F","2026-08-27T13:51:35",13,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fyasa-design-studio-Ot2wQ8jF43s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[126],{"name":127,"image":128},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":116,"name":117},{"type_key":16,"title":131,"excerpt":132,"to":133,"postedAt":134,"readingTime":135,"image":136,"authors":137,"category":139},"Navigating Agentic Commerce with Universal Commerce Protocol","\u003Cp>As artificial intelligence transitions from information retrieval to autonomous task execution, the underlying infrastructure supporting ecommerce is undergoing a fundamental architectural shift.  The Universal Commerce Protocol (“UCP”) provides the unified communication layer required for AI agents to browse, negotiate, and execute transactions directly across merchant back-ends such as payment gateways. It’s an open-source standard co-developed […]\u003C\u002Fp>\n","\u002Fblog\u002Fnavigating-agentic-commerce-with-universal-commerce-protocol\u002F","2026-08-27T13:51:17",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fa-c-dqg4QeDNUi8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[138],{"name":127,"image":128},{"to":116,"name":117},{"type":141,"style":142,"heading":28,"date":4,"updatedAt":143,"reading_minutes":144,"image":145,"imageAlt":28,"categories":146,"collections":327},"blog-post","light","2022-02-07T16:48:32",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FEboU1hF8-050720211625521068_millennials-min-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[147],{"id":10,"count":148,"description":149,"link":116,"name":117,"slug":150,"taxonomy":151,"parent":42,"meta":152,"acf":153,"head_links":154,"resource_count":155,"yoast_title":156,"yoast_meta":157,"yoast_json_ld":201,"_links":299,"path":116},283,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our experts regularly blog about the digital marketing news that’s stirring up the industry, so check back regularly or \u003Ca href=\"\u002Fnewsletter\u002F\">sign up to our newsletter\u003C\u002Fa> to stay informed!\u003C\u002Fp>\r\n\u003Cp class=\"p1\">\u003Cspan style=\"font-weight: 400\">Impression is a multi-award-winning \u003C\u002Fspan>\u003Ca href=\"\u002Fdigital-marketing\u002F\">\u003Cspan style=\"font-weight: 400\">digital marketing agency\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> that provides services\u003C\u002Fspan> that provides services including \u003Ca href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">Strategy\u003C\u002Fa>, \u003Ca href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa>, \u003Ca href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO\u003C\u002Fa>, \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">PR\u003C\u002Fa>, \u003Ca href=\"\u002Fanalytics\u002F\">Analytics\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">Media Effectiveness\u003C\u002Fa> to its wide range of clients. Browse our latest thinking around digital marketing below, or \u003Ca href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to discuss how we can help you.\u003C\u002Fp>","digital-marketing","category",[],{"sub_title_override":34,"title_override":34,"hidden":7},[],96,"Digital Marketing Blog | Tips, Advice & Guides | Impression",[158,160,163,166,169,172,175,177,179,181,184,187,190,193,195,198],{"property":159,"content":156},"title",{"property":161,"content":162},"description","Keeping up to date with the latest digital marketing trends, strategies, and announcements can be difficult. 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