Unfortunately for advertisers, hipsters make up a notable percentage of millennials – arguably the largest and most influential generation of consumers. Millennials hold 21 percent of consumer discretionary purchases, yet many don’t watch live television – if they even own one – and are resistant to traditional forms of advertising. So here’s the problem: How do you advertise to people who hate advertising and avoid it at all costs?
The answer is to follow the hipster example by being original. This group values independent thinking and appreciates creativity. They are socially open-minded and often well-educated. A marketing campaign for this demographic cannot look like a campaign because if they recognize it, and they will, they’ll resist wholeheartedly. However, guerilla marketing initiatives and branded video that show true originality and creative thinking can successfully build loyalty within this group.
Authenticity goes a long way, too. Don’t copy a competitor’s strategy and don’t continue to do the same thing you’ve been doing for years. Millennials won’t respond to your efforts in the same way their parents might. They don’t want to be talked at; they like to be talked with. Hipsters want to be informed and involved in the marketing process, not bombarded by ads from every angle.
Brands like Uber and Apple understand the needs of the hipster generation. Appeal to the skinny-jean-wearing and black-coffee-drinking men and women and give them something to be inspired by, not oppressed. Give them an ad that delivers passion, diversity or happiness and they’ll give their loyalty to your brand.