Como convencer os Millennials a comprar jóias?

A população na faixa etária entre os 20 e os 39 anos, os chamados Millennials, representa a maior e potencialmente mais lucrativa geração de consumidores desde a lendária dos Baby Boomers do século passado.

O grau de procura de jóias por parte deste segmento determinará o futuro da indústria joalheira num futuro próximo. Ela sofre a concorrência da electrónica de consumo ou das viagens, sectores que estão a gastar biliões em publicidade e marketing, para atrair o poder de compra dos Millennials.

"Marketing to the Millennials: Meeting the Expectations of the Next Great Consumer Generation" será o tema de um seminário co-organizado pela Fiera di Vicenza e a CIBJO, a decorrer a 4 de Setembro no local do certame, que conta com a presença de 1.300 marcas de 35 países.

Do comunicado da feira:

"The Millennials do not automatically aspire to own fine jewellery in the same way that their parents or grandparents did," said Steven Benson, an industry journalist and CIBJO's Director of Communication, who will moderate the seminar. "Generic diamond jewellery advertising was suspended by De Beers about 10 years ago, so they have not been as exposed to marketing messages from our industry as they moved into adulthood, but they were being targeted by other industries. Also, they are the most digitally adept generation ever, and with these abilities get their information, communicate and make purchasing decisions differently to previous generations. To market successfully to them, we must understand how they think, how they interact and how to reach them."

[...]

Studies of Millennial consumers consistently show them to be significantly more aware than earlier generations of the business sector's social commitment to society, with 50 percent saying that they will be more willing to make a purchase if the product supports a worthy cause, and 37 percent saying they would even be prepared to pay more for such a product. This characteristic will be discussed at length during the seminar, and it corresponds to both CIBJO and Fiera di Vicenza's commitment to Corporate Social Responsibility and sustainability, which they pursue together through their official association with the United Nations Economic and Social Council (ECOSOC).