Editor’s Note: Understanding the Millennial Market

Photo by Caveman Collective.

Photo by Caveman Collective.

Fact: Just four short years from now, Millennials will comprise more than 50 percent of the US workforce, and 75 percent of it by 2030.* In other words, for your business to survive and thrive, for your environmental causes to remain relevant, and for outdoor recreation to continue to grow, we all need to pay very close attention to this massive group of hard-to-pigeonhole people. They are our audience, our customers, our future leaders, and the soon-to-be stewards of everything we hold dear.

Throughout the month of May, we’ll be bringing you content that we hope will help you better understand, reach, and engage the Millennial market. We’ll be digging into the data around what they care about, what they like to do, and what they spend their money on. We’ll profile some young shop owners and talk with them about the future of specialty retail.

Some of our regular departments will get in on the Millennial action, too. In C-Spot (stimulating interviews with outdoor industry power players), we’ll be talking with a few CEOs who have successfully cracked the Millennial code to get their best advice (sneak peek: forget about getting clicks, it’s all about swipes). In Strategy Sessions (take-away tips for growing your business), we’ll explore the frontier of social media and the best tools for reaching Millennials.

And in case you think you already know all the answers, we’ve got a quiz that will measure your Millennial IQ.

In other SNEWS news, our team is gearing up for another summer Outdoor Retail show, where we’ll bring you five issues of O.R. Daily. We’re building stories and trend reports, checking in with all the new exhibitors and getting the line on all the new product introductions and don’t-miss events. Find out how to get your brand or client covered here. And check out these tips for floating to the top of our inboxes.

As always, I welcome your questions, ideas and feedback. We’ve been making lots of changes here at SNEWS—with many more to come—so please let me know what you think at khostetter@aimmedia.com



Kristin Hostetter

*according to Forbes.com


Scouting out millennial parents

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Drew Simmons

QUIZ: Do you speak Millennial?

How well do you know the millennial crowd in the outdoor industry? Drew Simmons, founder and president of Pale Morning Media, has put together a quiz to gauge if you're as cool as you think you are. 1. What are the Millennials? a. A mountain range in New Hampshire with a series ...read more