What Millennials Want: Media with Meaning

Long or short, millennials want content with meaning.  In 2016, Chris Giliberti talked about 3 Reasons Why Millennials Want Long Form Storytelling Over ‘Snackable’ Content on Forbes.com.  I agree with him, but I also think it’s a higher level issue.  It’s a bit simplistic to make sweeping statements about what a generation wants (especially one that spans to many developmental milestones).  Aside from the fact that it’s ageism, it can get you into trouble.  What do Millennials want?  Meaning.  Just because they grew up digital, doesn’t mean they don’t want meaningful engagement in a good story.

We’re past the shiny-penny, new-kid-on-the-block stage of many technologies, except possibly VR.  People of all ages are figuring out what works for them and what doesn’t.  It just so happens that the Millennials have been the most visible–they’re entering the work force, they are making their consumer preferences known and, most of all, they have moved from adolescence into full fledged adulthood — in other words, they are getting older.

Aging does interesting things.  It means that for most people who pass age 25, the prefrontal cortex has grown in and they have some sense of the future, their limitations and are just getting a bit of a peak at their mortality and the idea that time isn’t infinite.  Millennials are having kids, paying bills and trying to figure out how you make it to soccer on time and what to pack in a “healthy snack” that a kid will actually eat.  They’ve had a chance to experiment with technology and then some.  Twitter has news. Facebook has connection.  Snapchat is fun.  They all have their uses.

Stories, on the other hand, are multipurpose.  Whatever the platform, they take you for a journey and let you see yourself in new ways, too.  Snackable media is great when you’re looking for a quick answer while you’re desperately trying to juggle your social network and being cool.  Long form media is experiential and shareable.  The burden is now on media creators to think beyond the technology, beyond the platform and get back to the story.