Headline November 20, 2018/ '' ' MILLENNIAL STUDENTS LONGINGS ' '' : !WOW!

'' ' MILLENNIAL STUDENTS LONGINGS ' '' :

 !WOW!

OLDER PEOPLE are not the only ones to try too hard to be hip and youthful. Long-established firms can, too.

Just look at  Procter & Gamble {P&G}, one of the world's largest consumer-goods firms, which this year applied to America's federal patent office to trademark :

LOL, NBD, WTF and FML., all abbreviations commonly used in Txt Messages and social media.

If it succeeds, the 181-year-old firms plans to use the phrases to market soap, cleaners and air fresheners to young students/buyers.

Its move is the intellectual property equivalent of Dad dancing. But it is a sign of large firms eagerness to woo millennial consumers.

To many firms they are a mystery. KPMG, a consultancy, reckons nearly half do not know how millennials typically - defined as those born between 1980 and 2000 - differ from their older counterparts.

That maybe because such differences are overblown.

According to  Ipsos-MORI, a pollster, millennials are ''the most carelessly described group we have ever looked at''.

Many claims about them are simplified or wrong. It is often said, for example that they ignore conventional ads; in fact they are heavily influenced by marketing.

Given such misconceptions, it is little wonder that firms sometimes get it wrong. 

In February, MillerCoors, an American brewer, released Two Hats, a light fruit-flavored brew the    beer-maker said would suit millennials tastes and budgets : ''Good cheap beer. Wait, what!?''.

Consumers just waited : the beer was pulled from the shelves after six months.

But some stereotypes about millennials have roots in reality. Companies are finding that three broad approaches do succeed when trying to sell to them : transparency, experiences [over things] and flexibility.

On the first of these, transparency, younger brands have led the way. In clothing, one example is Everlane, an online clothing manufacturer based in San Francisco.

It discloses the conditions under which each and every garment is made and how much profit it generates as part of its philosophy of ''radical transparency''.

Some large companies have made dramatic changes. ConAgra, an American food giant, has simplified its recipes and eliminated all artificial ingredients from many of its snacks and ready meals.

After years of falling sales, it is growing again; millennials now account for 80% of its customer growth.

''Bringing it these folks has been absolutely critical to growing the brands,'' says Bob Nolan, ConAgra's senior vice-president of insights and analytics.

LOL Soap, then.

The Honor and Serving of the latest Operational Research on Millennial Students continues.The World Students Society thanks 'The Economist'.

With loving and respectful dedication to the Millennial Students, and then Students, Professors and Teachers of the world.

See Ya all prepare for *Global Elections* and ''register'' on : wssciw.blogspot.com - The World Students Society - for every subject in the world and Twitter-!E-WOW! - the Ecosystem 2011:


''' Think Autonomous '''

Good Night and God Bless

SAM Daily Times - the Voice of the Voiceless