Using Social Media to Build “Affiliative Value” with the Millennial Consumer

Millennials want to affiliate with companies that are socially responsible, giving back to society, and reflect their own personal values. How can lottery operators appeal to that impulse and create affiliative value for Brand Lottery?


As market researchers uncover more insights about the desires, motivations, and aspirations of the Millennial generation, three dynamics resonate:

  • Make it fun: Millennials want marketers to be playful, to show a sense of humor and irreverence.
  • Make it personal: They want the product and the message to be shaped just for them, addressing the needs that are, in their own minds anyway, special and unique.
  • But mostly, make it meaningful: In this sharing society, millennials think of themselves, their own public personas, as a brand to be managed and groomed for great things.  They want their brand to stand for something, to be associated with ideals they believe in.  To that end, they want to align themselves with products, services, and brands that stand for doing good in the world.

Lottery operators are well positioned to deliver on these three goals.  Their product is games which are designed to appeal to all varieties of play-styles and preferences.  The messaging is multi-media, multi-channel, and getting more sophisticated and tailored to the individual every day.  And unlike other gaming operators, in fact unlike almost any other business, lotteries exists for the very purpose of serving society.  Not for the purpose of maximizing shareholder return, but for the purpose of supporting charitable causes that would otherwise lack funding, and raising the standards of integrity and responsibility in the process.  How could there be a more vital and uplifting brand than Lottery for the millennial to affiliate with?

Millennials identify with brands more personally and emotionally than do older generations. 50 percent of U.S. Millennials ages 18 to 24 and 38 percent of those ages 25 to 34 agree that brands “say something about who I am, my values, and where I fit in.”  59 percent of Millennials reported that the brands they bought reflected their style and personality; 40 percent said that they were willing to pay extra for a brand or product that reflected the image they wished to convey about themselves, compared with only 25 percent of non-Millennials.(1)  Values have become a preeminent consideration for Millennials in making decisions in the marketplace. Businesses must prove themselves to be good citizens, faithful stewards of the environment, accepting of diversity, charitable, and socially just.

This generation has a strong affinity for brands that conduct themselves in socially responsible ways. Half of Millennials say they “try to use brands of companies that are active in supporting social causes.” Millennials are more likely to buy a product if they know the provider is “mindful of its social responsibilities” and they buy from companies that “show concern for the environment and sustainability.” (1)

According to Derrick Feldman, the lead researcher and creator of The Millennial Impact Project, a multi-year study of how this generation supports good causes: “Millennials are passionate about the use of their time, talent, treasure, voice, and network as a valuable asset for philanthropic endeavors.”  They can also be observed to be passionate about their image, and keenly aware of how the brands they become associated with become a part of their own personal brand.   The affiliative value of celebrated sports figures and movie stars are examples of this.  But so are the charitable causes that are important to millennials who want to be perceived as enlightened members of society.  And so are companies which do something good for society or promote a worthy cause. CSR gets promoted on Social Media because people want to affiliate with good behavior, acts of kindness, and the values that we want to integrate into our own personal brand.

It may be an interesting question to ponder the underlying motivational drivers for the high value that millennials place on the brand and good cause affiliations.  The bottom line is that how they are perceived by others is important to them.  The modern consumer is using brand affiliation to help them define themselves and the values they want to represent, and Social Media provides the platform, the constant visibility to build their own personal brand.  You are more likely to see them wearing a “Save the Planet” t-shirt than a “Support BP Petroleum’s right to drill”.   Likewise, you are more likely to see a “like” promoting an act of charity by brands that they already think are cool (like Nike or Starbucks or Prius or Patagonia) than a “like” promoting product benefits.

Perhaps winners of Lottery might feel better about publicity if the publicity were to help the Good Causes that Lottery Supports.  Instead of celebrating their own personal good fortune, they may prefer to celebrate the affiliation with charitable works that Lottery funds.  Of course, we would all be most thrilled to win the jackpot, but that may not be the image we want to project.  Maybe Lottery can make it easier for the players to affiliate with a brand that represents so many good things for society. Let’s make Lottery the Good Cause that millennials are passionate about supporting.

References
[1] https://www.bcgperspectives.com/content/articles/marketing_center_consumer_customer_insight_how_millennials_changing_marketing_forever/?chapter=3

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Synopsis

Français
Utilisez les réseaux sociaux pour créer une « valeur affiliative » avec le consommateur du millénaire Alors que les spécialistes du marché acquièrent toujours plus de connaissances sur les désirs, les motivations et les aspirations de la génération Y, trois dynamiques résonnent :
  • être amusant
  • être personel
  • mais surtout, avoir du sens: dans cette société de partage, la génération Y pense à elle-même, à sa propre personnalité publique comme une marque à gérer et à soigner pour accomplir de grandes choses. Elle veut que sa marque représente quelque chose, qu’elle soit associée aux idéaux auxquels elle croit.
50 % de la génération Y âgée de 18 à 24 ans et 38 % de la génération Y âgée de 25 à 34 ans aux États-Unis pensent que les marques « disent quelque chose sur ce que je suis, mes valeurs et où je me sens bien ». 59 % de la génération Y rapportent que les marques achetées reflètent leur style et leur personnalité ; 40 % ont déclaré être prêts à payer un supplément pour une marque ou un produit qui reflète l’image qu’ils souhaitaient transmettre d’eux-mêmes, comparativement à seulement 25 % des autres générations. La génération Y est passionnée par son image et elle très consciente de la façon dont les marques auxquelles elle s’associe deviennent une partie de sa propre marque personnelle. La valeur affiliative des célébrités sportives et des stars de cinéma représente un sujet de reconnaissance. Mais il en va de même des organismes de bienfaisance qui sont importants pour nous, ainsi que des entreprises qui agissent en faveur de la société ou qui font la promotion d’une belle cause. Peut-être que les gagnants de la loterie pourraient se sentir mieux par rapport à la publicité si son but était d’aider les causes justes soutenues par la loterie. Au lieu de célébrer leur propre chance, ils pourraient préférer célébrer l’affiliation avec des œuvres caritatives que la loterie finance. Peut-être que la loterie pourrait faciliter le sentiment d’affiliation des joueurs à une marque qui représente de nombreuses choses positives pour la société. Faisons de la loterie la cause juste que la génération Y veut soutenir.
Español
Uso de las redes sociales para construir “valor asociado” con el consumidor de la generación del milenio A medida que la investigación de mercado es capaz de comprender mejor los deseos, motivaciones y aspiraciones de la generación del milenio, se descubren tres dinámicas con repercusión:
  • Hágalo divertido
  • Hágalo personal
  • Pero, sobre todo, hágalo significativo: en esta sociedad de lo compartido, las personas de la generación del milenio se toman a sí mismas como personas públicas, como marcas que han de ser gestionadas y preparadas para conseguir grandes cosas. Quieren que su marca signifique algo, que pueda asociarse con aquellos ideales en los que creen.
El 50 % de los mileniales de los EE. UU. de entre 18 y 24 años, y el 38 % de aquellos que tienen entre 25 y 34 años, afirman que las marcas “dicen algo sobre quién soy, mis valores y el lugar en el que encajo”. El 59 % de los mileniales creen que las marcas que compran reflejan su estilo y personalidad; el 40 % de ellos afirma que estaría dispuesto a pagar más por una marca o producto que refleje la imagen que quieren transmitir sobre sí mismos. Esta afirmación solo se cumple en el 25 % de las personas no pertenecientes a la generación del milenio. Los mileniales son apasionados de su imagen, y siguen con entusiasmo a las marcas que asocian a su propia marca personal. El valor asociado de las estrellas de cine y deportistas de élite es objeto de asociación. Pero también ocurre con aquellas causas humanitarias que son de importancia para las personas. Así, las empresas que hacen cosas buenas por la sociedad o apoyan una causa noble cuentan también con ese valor asociado. Quizá los ganadores de la lotería se sientan mejor con la publicidad si esta sirve para ayudar a las Buenas causas que apoya la lotería. En vez de celebrar su buena fortuna, prefieren celebrar la asociación con las obras humanitarias que financia la lotería. Es posible que la lotería facilite a los jugadores la asociación con una marca que representa muchas cosas buenas para la sociedad. Hagamos que la lotería sea esa Buena causa que la generación del milenio apoye con entusiasmo.
Deutsch
Mit Social Media einen „affiliativen Wert“ mit dem Millennial Consumer aufbauen Während Marktforscher immer mehr Einblicke in die Wünsche, Motivationen und Ziele der Millennium-Generation gewinnen, zeichnen sich drei Dynamiken ab:
  • Machen Sie es unterhaltsam
  • Machen Sie es persönlich
  • Und am wichtigsten, machen Sie es aussagekräftig: In dieser „Share“-Gesellschaft sehen die Millennials sich selbst und ihre eigene Persönlichkeit als eine Marke, die für große Dinge verwaltet und gepflegt werden sollte. Sie wollen, dass ihre Marke für etwas steht und mit Idealen verbunden ist, an die sie glauben.
50 % der US-Millennials im Alter von 18 bis 24 Jahren und 38 % im Alter von 25 bis 34 Jahren sind sich einig, dass Marken „etwas darüber aussagen, wer ich bin, was meine Werte sind und wo ich hingehöre“. 59 % der Millennials berichteten, dass die Marken, die sie kaufen, ihren Stil und ihre Persönlichkeit widerspiegeln; 40 % sagten, dass sie bereit wären, extra für eine Marke oder ein Produkt zu zahlen, die/das das Bild widerspiegelt, das sie über sich selbst vermitteln wollen (im Vergleich zu nur 25 % der Nicht-Millennials). Millennials sind leidenschaftlich, wenn es um ihr Image geht, und sind sich absolut bewusst darüber, wie die Marken, mit denen sie verbunden sind, zu einem Teil ihrer eigenen, persönlichen Marke werden. Der affiliative Wert berühmter Sportler und Filmstars sind Objekte der Zugehörigkeit. Aber genauso sind es die wohltätigen Zwecke, die uns wichtig sind. Oder die Unternehmen, die etwas Gutes für die Gesellschaft tun oder eine würdige Sache unterstützen. Vielleicht fühlen sich die Gewinner der Lotterie besser über die Öffentlichkeit, wenn die Öffentlichkeit dem Guten Zweck hilft, den die Lotterie unterstützt. Statt ihr Glück zu feiern, können sie die Zugehörigkeit zu wohltätigen Zwecken feiern, welche die Lotterie finanziert. Vielleicht kann die Lotterie es den Spielern erleichtern, mit einer Marke zusammenzuarbeiten, die so viele gute Dinge für die Gesellschaft darstellt. Lasst uns die Lotterie zu einem Guten Zweck machen, den die Millennials leidenschaftlich unterstützen.

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