Melanie Shreffler

Editor

Ypulse

Not a day goes by that we don’t see some evidence of Millennials’ collaborative nature, whether when we’re researching a tech issue or just listening to music. Perhaps because they came of age in the most connected time in history, Millennials share freely and help others every chance they get.

Why? Helping others also helps them, directly and indirectly. Collaborating builds a peer network they can turn to when they need help. Moreover, by adding to the world’s collective knowledge — a la Wikipedia — they help better the world. Getting credit is enough compensation for their efforts; they want to be known as the person who solved a problem, answered a question or told their friends about the next big thing.

Millennials’ collaborative nature is important for marketers to consider when reaching out to them. Here are a few examples:

A desire to be the first to discover things and share them with their friends.

When Millennials find something new, they pass it on, not only to friends, but to anyone who might find it useful. This is reason enough for brands to be active on social networks and share information with fans. Telling them first about products or announcements helps Millennials maintain their role as “in-the-know expert” and makes them feel special when they share information.

Individuals who appreciate the wisdom of the collective.

This is the paradox of Millennials; they want to be seen as unique, but they’re more than willing to learn from others. They adopt new opinions, styles, slang — whatever they find useful — and blend it with what they already know.

Because they’re so willing to share and learn, Millennials don’t easily fit youth stereotypes — athlete, drama club kid, geek — they’re a blend of many types. An athlete can also be a hipster, a trendy girl a computer geek. Addressing Millennials based on a singular interest or attitude ignores a large part of their identity. The Converse collaboration is a great example, blending the sounds of indie rockers, a rapper, and a metal act; Millennials wouldn’t limit themselves to listening to just one genre because they can find something of interest in each.

Millennials share with marketers and brands they care about, and want their advice heard.

Young consumers aren’t shy about sharing their opinions; they want to help their favorite brands be even better. But simply speaking up isn’t enough. They want evidence they’re getting through. That can be as simple as replying to their Facebook comments (which they expect, by the way).

Sharing is a two-way street, which makes Millennials skeptical of brands that don’t share with them. They’ll avoid companies that are secretive or seem shady in their marketing practices. Millennials’ expect companies to be as open to sharing as they are.