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Don’t Be Afraid To Go Deep: Meaning Matters to Millennials

Don’t Be Afraid To Go Deep: Meaning Matters to Millennials

In the January 2016 issue of Elle magazine, you’ll find an interview with designer Alexander Wang. Wang’s work may already be familiar to you – he was at Balenciaga for quite a while, and H&M after that. Some of the article features his new collection; think very high end bicycle chains, wrought in palladium or gold, a clean yet industrial look. However, the more important bit, at least from a marketing perspective, comes later in the piece, where Wang shares his thoughts on what really matters to people: donning the traditional trappings of status or expressing their own individuality.

“Yes, 100 percent, the customer is and wants to be part of a tribe,” Wang says. “Individuality is important, but people are connected to their peers and their gang through shared values and ideals.[…]. Someone who is not in the know—or has different priorities—will not value that product. It’s that shared knowledge of the value of something that creates a tribe.”

[Tweet “Jewelry has a reputation for being superficial but that doesn’t mean that its wearers are.”]

Wang also calls out social media, particularly Instagram, as a source of inspiration, highlighting how he finds value not necessarily in an image but in the sensibility of the person who created that image; he is explicitly finding value in the way Millennials, who make up by far the largest segment of Instagram users, see the world.

We know that Millennials place a great value on being seen and recognized as interesting, remarkable people. There is also a high premium placed on the idea of intentional community – what Wang refers to as a tribe – among this demographic. None of this conversation translates immediately or obviously to jewelry, but that doesn’t matter to Wang: he’s out there talking about finding and sharing meaning in the world around him because that is what matters to him and to his customers.

There’s a lesson in this for all designers and brands. Jewelry has a reputation for being superficial – its reason for being is to ornament ones’ self – but that doesn’t mean that its wearers or creators are. Understanding how your customers see themselves in the world, knowing what’s important to them, and being able to articulate this via both your design and your messaging helps streamline the process of creating legions of loyal fans.

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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