It might surprise you to learn that different generations have different effects on the packaging industry. Baby boomers, which have thundered like a herd of elephants through the ages, dominate the pharmaceutical packaging market. Medical device packaging for them needs to be lightweight, easy to open, and clearly labeled. However, millennials have surpassed the baby booms to become the largest generation in United States history. Representing nearly 25% of the population, it’s clear that packaging for millennials requires a different tone, look and feel than previous generations.
Packaging for Millennials is Different
Millenials are defined as the generation born between the early 1980’s and mid-1990’s. While singular qualities range, like any generation, millennials are marked by their desire for uniqueness and creativity, and manufacturers are reacting with increasingly innovative and interesting packaging decisions. Their comfort with mobile devices and online shopping means that knowledge and possessions are quickly available at their fingertips. Ranging from their early twenties to late thirties, their purchasing power is primarily what’s driving the changes in packaging to meet their desire for instant gratification.
What Millennials Look For in Packaging
According to Packaging Digest, there are a few common things that millennials look for in choosing brands and, by extension, packaging for millennials:
- What does the brand say about me?
Millennials want to feel a personal connection to brands because brands say something about a person. In part, brands define who a person is and what their values are. As a generation with access to nearly anything, the choices are limitless. To assign meaning to those choices, millennials see their purchases as emblematic of themselves.
- How can this brand be customized to me?
It’s the insult of all insults: BASIC. To call someone basic is essentially to call them uninteresting. Un-extraordinary. Snd worst of all, boring. This is partially a reference to the millennial love for specialty product ingredients but also the packaging. Millennials consistently gravitate toward custom packaging, according to Supermarket News. Think of the Coca-Cola initiative recently, with people’s names on Cokes.
- Is it exclusive and high-end packaging?
Building on the customization factor, millennials love high-end private label branding. Think luxury and exclusive packaging. Or at least packaging that can be perceived like that.
- Who else is using it?
Social media gives everyone a platform to rant or rave about products, and millennials are very adept at picking up what’s hot and what’s not. Creating buzz is key to packaging for millennials. Include QR codes, hashtags, anything that invites interaction with the brand on the package itself.
How Packaging for Generation Z Will Go Even Further
There’s no sign of these trends stopping with millennials. Generation Z is coming up fast behind them, and they promise to wield even more market power. Expect them to want an even MORE personal relationship with their chosen brands.They’ll also expect to use their mobile-first identity to interact with brands constantly.
Contact Sunrise today for tips and ideas on creating packaging that speaks to millennials in their language.