Radiant Insights: Millennial Housing, Experience-Retail and B2B Marketing

Marketing Apartments to Millennials —  Social Media, Fitness Centers and A Dog Wash. 

Lifestyle and Housing for Millennials is Online, Social and Connected

As one of the largest living generations in America, millennials have come of age and officially proven themselves a force to be dealt with just about everything. Born sometime in the early 1980s through the early 2000s (hence the “millennial” moniker), this generation often has a distinctive approach to a wide range of lifestyle choices, including work environment, technology preferences, social media, and financial strategies — all driven by digital engagement — and 72% of them live in multifamily housing.

This has all played out in how and where they live, especially in modern multifamily housing where amenities such as e-commerce drop-off places, building social media affinity groups, and dog wash stations are all a must. 

They focus on community in a new way, played out in the living environments they’re in. And using digital platforms, really targeting and engaging with the right message in the right medium.

Have a Beer, Go to the Make-up Bar— Experience-Retail is The Future

What humans want is real experiences they can share and buy, not just transactions.

As shopping transitioned more and more to online delivery and was radially accelerated by the pandemic what has happened to the physical retail world? It’s come back slowly but now it’s a new world of experience-retail. 

In other words, you have to “be there” to make your purchase. This could vary from restaurants to specialty donut shops, taprooms to physical showrooms. These destinations provide shoppers a real place to see and touch products and for brands to tell stories — supported by e-commerce transactions that deliver to our homes. 

This new world that brings us together is now turning old shopping centers into new “do-it-there” places of shared experience. And as the pandemic ebbs, we will see more transformation with new types of in-person, experience-focused retail stores, eateries, and entertainment venues. 

The Digital Connection — B2B Marketing Has Changed Forever

Digital connection, tracking, and engagement is revolutionizing business behavior.

The COVID-19 pandemic forced B2B buyers and sellers to go digital in a massive way. What started out as a crisis response has now become the next normal, with big implications for how buyers and sellers will do business in the future. Zoom presentations, break-out rooms and digital marketing have now expanded markets and customer reach and also allowed for a new kind of personalization.  

Recent McKinsey research on decision makers’ behavior globally across industries since the Covid crisis began reveals that a big digital shift is here to stay and businesses want to stay engaged with the potential buyers.

Using digital campaigns and permission-based marketing, Radiant has developed a digital marketing system that tracks and nurtures B2B connections and sales.