College students are a tough demographic to target. They are always on the go and consistently growing with new trends and social movements. Who are college students and what should you incorporate into your campaigns in order to assure their attention? Here is what you need to know about this niche audience.

• They are millennials (born between 1977 and 2000)
• Their generation is bigger than Baby Boomers. There are more than 80 million millennials making them 20 percent larger than Generation X.
• Millennials make up 21% of consumer discretionary purchases. They have a HUGE impact in direct buying power with an estimated over a trillion dollars spent.
• Their influence proves to be a lot stronger than other generations in some categories.
• Millennials seek peer affirmation before making any final decisions even trivial ones.
• Millennials are not a homogenous cohort.
• They are some of the earliest digital natives.
• They are interested in participating in the marketing campaigns that are targeting them
• Millennials are content creators and users
• They strive to live healthy lifestyles.
• Millennials like adventure, however more often than not they prefer “safe” adventures.
• Millennials are obsessed with social media.
• They embrace authentic cause marketing and relate and support brands with a purpose.

Millennials are a tricky generation to understand, especially for marketing purposes. Take all of these generational characteristics into consideration when creating your next marketing campaign. Engagement, interacting, social media, a sense of purpose, and making your ad relatable are all vital aspects that you should consider when creating your next campaign. OnCampus Advertising can help get you into the millennial audience and kick-start your next successful college campaign.