How to Appeal to Millennials and Gen Z
Maria Nila, Lexington Company, and Transderma Serums

Thought leaders describe key ways to reach today’s shoppers.

Millennials and Generation Z are all about showing the world what they have bought, what they use, and how they live. Focusing on design elements is therefore a key part of reaching this target market. This generation wants to take photos of their home, and share their lives and experiences on social platforms. Always think about how your product affects the consumer’s personal brand. In the end, it is all about how the product and brand connects to these generations. You want consumers to talk about your product in some way. This can be done in several ways. For example: Is the product environmentally friendly? Is it fun or interesting to talk about? Does the consumer want to take a photo of your brand? If you ask yourself those questions, you are on the right track.

— Thomas Barkå, CEO North America of Maria Nila Inc.

— Kristina Lindhe, Creative Director, Co-Founder, and CEO at Lexington Company

I believe that the digital trend is here to stay, and I believe that all retail would do well to embrace the digitalization. Lexington Company uses an omnichannel strategy to reach out to all of our targeted consumers. While the in-store experience may appeal more to baby boomers and Generation X, our strong focus on digital development is what attracts both millennials and Generation Z. Technology is key for these generations. Just in the previous year, we developed both a 3D store as well as a 3D showroom. We have also made great progress with our online store, enabling mobile as well as desktop shopping in a new way. And, despite all of the changes, we still see the importance of showcasing products in-store.

Transparency is key. It is critical to deliver what you promise, and to continue to strive to optimize content for social media in order to engage more with your audience. I think we can appeal to millennials and Generation Z by treating them like individuals, and placing an emphasis on personalization. Meeting them in-person to listen to their experiences and needs is also crucial. These generations want to be heard. Minimal ingredients that are sustainable, cruelty-free, and organic appeal to them. These details are important to millennials and Generation Z, and that will affect many businesses moving forward.

— Graziella Gallelli Ronlán, President and Founder of Transderma Serums