The reason most millennials don’t make a scene when an establishment doesn’t treat them right is because we function more on positive reinforcement than negative reinforcement. For Boomers, they can make a scene because they know negative reinforcement gets them what they want; they want to PUNISH these establishments or workers, but Millennial purchasing patterns are very different.
Growing up in the computer age, we’ve become masterful at filtering junk information, and that includes advertising. It doesn’t matter how much a politician or restaurant or whatever memes, we’ll find them funny, but we’re still not going to shop there or give them our money of we dislike them. The way brands become successful with Millennials is actually just word of mouth.
So when an establishment treats us poorly, we don’t make a scene. We simply never go back and don’t tell our friends about it. Conversely, places that treat us well we immediately go tell others about.
The simplest ways to get Millennials to support your business is to give them good economic value for what you sell (Boomers can think we’re irresponsible, but we’re actually quite thrifty), you have to treat us with dignity, but ALSO, you have to treat your WORKERS with dignity. Unlike Boomers who get off on laughing at someone working at McDonald’s, we’ve all had to work shitty, underpaying jobs and we don’t like when we go to an establishment and see workers mistreated and poorly paid, because WE’VE BEEN THERE, and we don’t want to contribute to that gross abuse of the working class.
These rich CEOs can complain that Millennials have “no brand loyalty” or that we’re “killing XYZ industry,” but the truth is that selling to us consistently requires ethical business practices that most of these companies are unwilling to partake in.
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