According to recent statistics, there are approximately 12 million millennials in the United Kingdom, which represents huge spending power and potential for businesses. Yet, realising that young people are important to business success is one thing but understanding what they are interested in, and how to engage with them in a meaningful way, is quite another.  

So how do small businesses understand what resonates with younger consumers? Much is written about what’s important to the younger generation, but it can be hard to translate this into a tangible brand and communications strategy. And with Gen Z the biggest content consumers spending an average of 5.9 hours a day on their devices, it’s pretty important to get it right!  

Earlier this year, iStock’s parent company Getty Images set about trying to uncover the truth, with a major study of more than 10,000 consumers globally, aiming to understand what makes younger consumers, Milennials and Gen Z in particular, tick. This is what we found:

Diversity and realness are a key

Diversity and inclusion are key values which the younger generation look for in a brand or business. Over three-quarters of Gen Z and Millennials said it is important that the businesses they buy from celebrate diversity of all kinds. When it comes to inclusion and visual storytelling, seeing the world as you are is deeply personal especially for young people. 

According to the most recent Visual GPS research results, the younger you are, the more likely you are to encounter bias in your everyday with almost three-quarters of Gen Z and 64% of Millennials feeling they have been discriminated against compared to Baby Boomers at 55%. These experiences of discrimination drive the need for greater inclusion in visual storytelling. 

When it comes to marketing and selecting visuals, keep it real and avoid tokenism. Show a true intersectionality of perspectives that reflect the lived experiences of your younger target audience. This will be key to resonating with them on a more personal level, and help you create more engaging content.

Sustainability is increasingly important, yet convenience still wins

Sustainability is a major concern for all ages. Over 90% of all consumers, regardless of their age, feel strongly about the environment and agreed that ‘the way we treat our planet now will have a large impact on the future’. Yet, although there was the general feeling that most people know theyshould care about the environment, convenience was prioritised especially among the younger generation. 53% of Gen Z and 56% of Millennials stated, “I know I should care more about the environment, but convenience is more important”, compared to just 34% of Baby Boomers.  

The research reveals there is an opportunity for companies and brands to help younger consumers bridge the gap between their attitudes and their actions. So, provided that your business is sustainable without diluting service quality, this could be a big ‘win’ for a small business. Consumers are more likely to engage on the topic of sustainability if brands are speaking to these issues in authentic visual terms. Avoiding showing things like single use plastics in your visuals is a simple way to address this. Longer term, ensuring that your lifestyle and business content truly reflects your company’s sustainable practices will resonate well with a younger target audience.

Technology is vital, but tread carefully

From the research we know that 79% of respondents say technology makes them feel connected to those that matter most, and when it comes to Gen Z in particular, 90% rely on their phone to feel connected to what’s happening in the world. Younger people indexed higher than the global average when it comes to being passionate about technology. So, it almost goes without saying that technology is a key factor in everyday life and showing you understand that as a small business is vitally important.

Yet, so is appreciating the potential downsides of technology. Brands must be mindful of the impact which technology has on people’s lives, especially the young. 65% of Gen Z and 55% of Millennials reported they feel as though their life isn’t as great as the lives of others because of time spent on social media, compared to only 20% of Baby Boomers. More worrying yet, almost half (49%) of Gen Z and Millennials stated some of their relationships have been damaged by the use of technology, compared to only 27% of Baby Boomers. 

Therefore, focus on the positives which our relationships with technology brings. The research found that 62% of brands are looking to depict technology benefiting or working alongside humans. When it comes to visuals, demonstrate how technology has brought young people together. Technology has the power for the younger generation to connect and share experiences, which has become more important than ever during Covid-19. 

In addition, use graphic illustrations that represent the connections which technology enables. Showcase how your product or service can be accessed using the latest in technology, bringing purchasing power to younger customers’ fingertips. Small businesses will be able to better relate to young consumers if they highlight the benefits, whilst also demonstrating they understand the impact, technology has on young people’s lives.

Achieving your communication goals

As a small fish in a big pond, small businesses can often feel like they are swimming against the tide. Yet, never underestimate the power of visual communication and how much of an impact the correct visuals have on customers. 

Taking the time to educate yourself on the issues that matter to a younger target audience can help to directly improve your bottom line - over 40% of Gen Z and Millennials said they started purchasing from a brand which supported a cause they cared about, compared to 31% of Gen X and 26% of Baby Boomers.  

It follows that if you use visual content on social media, point of sale, emails and your website which reflect the key themes the younger generation care about, you will be more likely to meaningfully engage with this target audience and help create a small business with a long-term view.