In March 2019, the Quebec publication Conseiller ran a French-language story, based on an interview I gave to Agence France-Presse, about how companies and politicians could reach millennials. My answer was to group them by what they value. Millennials agreed with each other on only about 15% of the topics in our research at the time, so a message built for "millennials" was always going to miss most of them. When you group people by their values, you have a much better chance of reaching them, whatever their age.
The example I gave was a clothing company. If the people it wants to reach share the value of Community, it could launch a collection with a program where customers bring in their old pants and T-shirts, and the company recycles them and gives them to people in need in the neighborhood. I also explained why we don't run our research like a poll. Poll questions often have the answer built into them. People say one thing out loud, and then when it's time to choose a product, their values decide.
You can read the original at Conseiller (in French).
My new book walks you through all kinds of ways to identify (and use) your values, and it's available for pre-order now. It's called The Values Map, and I would be very grateful if you pre-ordered a copy. My publisher would love it too. ❤️
Everything gets easier when you know What Matters Most.
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