Marketers Need to Consider Millennials to Attain Brand Loyalty

Loyalty marketers must strongly consider and follow Millennials if they hope to achieve true brand loyalty and customer engagement, according to Ravi Hutheesing. Millennials comprise not only the largest generation of the future, but that generation holds some deeply committed ideals and morals that could positively impact anyone who cares to listen.

Just four days shy of his 45th birthday, Hutheesing has, ostensibly, lived a charmed life. His resume is seemingly flawless. Let’s start with the following facts: He is a musician, a pilot, an entrepreneur, and cultural diplomat. Oh, and by the way, he was a guitarist for the band Hanson, which, in 1997, was the biggest-selling band in the world.

As a member of Hanson, he appeared on The David Letterman Show, The Today Show, The Tonight Show with Jay Leno, and played at a White House Christmas party. He is the grand nephew of Jawaharlal Nehru, who was India’s first Prime Minister.

Hutheesing gives keynote presentations on entrepreneurship and artist-entrepreneurship, as well as singer/songwriter workshops at universities, business schools, cultural centers, and other institutions.

And he is also known as The Raviator!

Hutheesing delivered a compelling keynote address titled, “Millennial Mojo,” on Wednesday at the 9th annual Loyalty Expo, presented by Loyalty360 – The Association for Customer Loyalty.

“We can’t ignore them (Millennials),” Hutheesing told attendees. “They won’t let us. We need to analyze them less and empathize with them. They want to be identified by their dreams and their passions. My dream was to be Angus Young of AC/DC.”

Hutheesing received a guitar on his 11th birthday and that gift has played a huge role in his life. He started his own band and later taught guitar. Fast forward to 1997 and, as a member of Hanson, he played at Madison Square Garden and was part of a Grammy Award-nominated band.

Millennials are not aliens, Hutheesing said.

“Their priorities are family and friends,” he explained. “We have so much in common with Millennials. They’re less rebellious and less adventurous. They form bonds with like-minded people.”

World events helped shape the Millennials’ point of view, including 9-11 and the war on terrorism; broken promises of jobs; secular over religious; entrepreneurship over security; relevance over reputation; and feeling duped, skeptical, and disaffected.

“Millennials love music,” he said. “It’s their top priority.

Hutheesing offered a marketing lesson: Stay ahead of the plane.

“Millennials are mobile,” he said.

84% of Millennials trust user comments

78% are brand loyal after a face-to-face interaction

“Entrepreneurship is a pillar of democracy,” Hutheesing said. “Entrepreneurship is a weapon against radicalism. Social entrepreneurship is huge for Millennials. Find things that really support your brand values.”

But, there exists a Millennial Conundrum, he noted.

“What they want versus what they are,” he said. “They identify with passions, but are disconnected from their passions. They become entrepreneurs, but they are mostly unadventurous. They want to make money, but are severely in debt. They’re apathetic and lack vision.”

So what to do?

“Millennnials pursue excellence,” Hutheesing said. “They reward those who create value. They’re inspired by community and promote change. To engage Millennials, hire Millennials. They work comfortably and seek independence.  They’re not clock-punchers. They’re results driven.”

What’s more, Hutheesing said Millennials are:

-Multi-cultural and open-minded
-Self-expressive and social
-Tech-savvy and transparent
-Fair and dislike hierarchy

“They want to make a difference,” he added. “Their priorities include music and pop culture, and liberalism. They are fans first, customer second. They prioritize people first, metrics second. Powerful technology can change the world.”

Loyalty Expo was held May 24-26, 2016, at the DoubleTree Universal in Orlando, Florida.

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