What is my problem!?
Here is my story. After an exhausting and grueling day of fighting the hustle and bustle of New York City, I decided to lie down and skim the pages of the new GQ and Details magazines. I turned one of the countless “I WISH I were that tall…I WISH I had that coat…I WISH I had the money to purchase that.” pages and read, “There’s A Supplement For That….” I quickly sat up and read the list of vitamins that would improve my health and appearance. I then researched the internet to see what people were saying about these particular vitamins. The following day, I followed their advice and bought the majority of the vitamins and supplements I had read about the night before (I know, I am a sucker). But these publications inspire me…NO…I take that back! They psychologically manipulate me. Do I lack self-control? Am I easily persuaded? Or do I want to become more than this 5’6’’ frame is incapable of becoming, like adding more inches to my height?
As consumers, why are we so eager to purchase all the “must-haves” presented by the noise from the media that engulfs our daily lives? As Millenials, social media has played an active role in our lives since birth. We have become the consumer powerhouses who value user-generated content. And in an interesting twist, we have come to value the opinion of complete strangers.
According to econsultancy.com, socially-dependent Millenials require more input from outsiders rather than listening to the opinions of friends and family. Whereas Boomers, will be most affected by the opinions of friends and family.
And right now, many brands are playing catch-up. Millenials often understand social better than the brands who are trying to reach them. As Millenials grow older, we will have more spending power and have the ability to make their our own rules of commerce. If brands want a stronger connection with their younger consumers, they need not wait to jump on the social media wagon in smart and strategic ways.
Some companies are taking advantage of social and using it to create brand awareness to reach out to their current and new customers. Take a look at one of my favorites, Nordstrom, they know the power of social and the importance of using it as a platform to interact with customers and fans. Nordstrom created a team dedicated to the curating their pin board on the new and highly addictive Pinterest to showcase trends and different products.
Apart from owning every issue of GQ and Details magazines since 2007, social media has intensified my poor purchasing habits, made me more aware of brand recognition, connected me with crazy relatives and brought on new found relationships with perfect strangers.
Times are changing and I can’t wait to see what my favorite brands will do socially to hang onto my money and interest.