'Social capital' and 'cultural infusion': how brands can engage Australia's millennials

Dion Appel
DDB Melbourne

In Australia, 15- to 35-year-olds are currently spending $67 billion every year and in ten years' time will make up 75% of the workforce. By 2025, their spending will be pushing $100 billion annually.

Some brands have tripped up by treating Australian millennials as one homogeneous group, but they are not. There are also fundamental differences between this generation and the previous and as a result the way we make meaningful connections with this group is significantly different.

Brands can build engagement among Australian millennials by focusing on social capital and cultural infusion.

How Australian millennials differ from previous generations

Millennials have grown up digital. Remaining connected is not a conscious thought, it's just part of their DNA. For them, life is online and that part of their life is very public.