Skip to content

Better Safe Than Sorry? Not If You’re Trying to Connect With Millennial Customers

Better Safe Than Sorry? Not If You’re Trying to Connect With Millennial Customers

In reviewing Micah Solomon’s excellent Forbes article, “2015 Is The Year of the Millennial,” I came across this bit that I’d like to share with you. After explaining that members of the Millennial generation define themselves as being willing to risk some level of danger in pursuit of excitement and adventure, Solomon writes, “Embracing danger as a customer can mean traveling across the city for artisanal cupcakes, knowing that there’s a high risk of disappointment since the bakery famously sells out each day before 10 a.m., or shopping, as a lark, at a popup store with no history and nothing but word of mouth to recommend it.”

[Tweet “Millennials define themselves as being willing to risk some level of danger in pursuit of excitement and adventure.”]

It’s interesting how this danger is viewed as a phenomenon experienced by the consumer, but it’s important to note that the business owner is taking some risks here as well. The cupcake baker inevitably disappoints and perhaps alienates the customer who’s been told, “Sorry, sold out!” It would be safer to have cupcakes on hand all day – but then they wouldn’t be as special, and perhaps less would be sold. The popup store owner’s betting on the twin forces of novelty and ephemerality to generate sales quickly; they’ve no assurances, only hope, that customers will love what they’re offering. Entrepreneurs take these risks because they believe they’re well worth it – the element of danger is offset by the promised rewards of profit and being able to run your own business the way you want to.

These are not customers who can necessarily be reached with safe marketing. The brand seeking the adventurous customer needs to be willing to take their own share of risks. From campaign concepts that will be beyond obscure to most, yet highly relevant to the target customer, to unexpected messaging vehicles to a customer service experience that has never seen a script, the brands Millennials love the most do things differently.

Safety is seductive. As business owners, we like sure things – give us x amount of results for y amount of dollars, and everyone’s happy! It’s easy to lose sight of safety’s cost: the people who aren’t reached, the fanatic enthusiasm that isn’t generated, the word of mouth that doesn’t happen – how do you tally up these values? You never know how much gold is in the treasure chest you never open. Playing it safe could be anything but, as Millennial attention is lured away by the brands that are taking risks to reach them.

Share This:

Book FREE Trial

We know that getting back into fitness is tough! Let us help you achieve your weight boxing workouts.

Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office