Last week, Yard’s Edinburgh office hosted an evening Copywriting Club on behalf of the DMA – complete with wine, Frazzles and a whole host of sharp, creative minds.
Presented by Faith Liversedge – the session offered an interesting look into the world of millennials and finance. Did you know that 71% of millennials say that they would rather go to the dentist than listen to what banks have to say? That’s a big hurdle to overcome with your copy before you can even think about getting to the good stuff
A lot of the discussion touched on how brands shouldn’t have tunnel vision when it comes to millennials – it’s important that brands relate to all of their customers and they have the ability to do this across various channels.
The presentation also highlighted the propensity to be lazy and stereotype when it comes to millennials (“Millionaire to millennials: stop buying avocado toast if you want to buy a home” – anyone?)
Brands need to go way beyond tone of voice and actually offer useful, convenient financial services that suit the millennials way of life.
The discussion afterwards was also interesting, with some millennials being very passionate in their beliefs around how they express themselves, with the use of emojis for example and how this is perceived by older generations:
I enjoyed the discussion around emojis after the talk – it made me think about how the ways in which we communicate are changing whether we like it or not. So while some of us might roll our eyes at the thought of using emojis in copy and comms, that doesn’t change the fact that lots of people ‘get it’. You’ve gotta roll with the times!