Millennials and Post-Millennials Are Helping To Create A Better World
Much of the negative press surrounding Millennials and post-Millennials is lacking nuance. The two generations are the most socially aware, driven by authenticity, and are helping to lead efforts to protect the environment. I recently had the opportunity to speak to Cam Wilkie, Chase Dobbie, and Everett Vane on how millennial entrepreneurs can help foster change.
At this point headlines featuring the latest company or product Millennials have ‘killed’ has become somewhat comical. Everything from Buffalo Wild Wings, Napkins, Hooters, Golf, and the diminishing of a number of brands are laid at the feet of the youngest generations of Americans.
However, when we look at Millennials and post-Millennials there are far more to like than dislike. Even Millennial entrepreneurs are aware of their effect on the planet and are searching for social and environmental solutions rather than simply looking to maximize profit.
Nicole Weaver states:
Other generations like to make us seem lazy, but it’s not that we don’t want to work – we just don’t want to work for others. According to a survey from Bentley University, 67 percent of their respondents said they wanted to start their own business, while 13 percent said they hope to climb the ladders to become CEO or president.
She continues, “Not a week goes by without a public outrage over police brutality, sexism, homophobia, or any number of other issues. We don’t get change from people being complacent, so the unrest is actually a good thing, and young people taking to social media and the streets to express it is amazing,” meaning the youngest generations are interested in socially equality while building brands which exemplify those ideals.
Sammy Nickalls also adds to the conversation, “According to Psychology Today, millennials are more genuine. They thrive on being judged by their performance, and they respect those with experience rather than power.” In addition, Millennials seem to have become the most educated generation of all-time, which may be passed by post-Millennials in several decades.
How Millennials Are Making Change
Groups like Enactus and DECA exist in order to help bring students into the business world. However, these organizations also strive to have a positive effect on social and environmental issues. While younger individuals often have their entrepreneurial efforts balked at, many still push to become agents of change. Cam Wilkie, Chase Dobbie, and Everett Vane, co-founders of func.media are familiar with that hurdle.
The group is based out of Toronto and I recently had the opportunity to speak to them about Millennials and their role in the world.
“Millennials thrive on challenging the status quo. Being able to leverage platforms like Instagram to connect and share your own unique view of the world is something entirely new and distinct to our generation. The new wave of social interaction has laid the foundation for an inherently connected world, and Millennials are the ones leading the charge,” Cam stated when asked about what Millennials are doing to create change in society.
When asked why they feel authenticity is so important to Millennials and post-Millennials Everett responded, “Authenticity gives your audience a reason to connect. Millennials and post-Millennials are constantly seeking out the latest and greatest offering - being genuine and transparent helps consumers relate to the brand on a personal level. With all the information available at our fingertips - there’s no reason to pretend your brand is something it isn’t. Based on our experience, Millennials and post-Millennials are looking for what’s real.”
“I feel that millennials are often the topic of unfair critique because of our lack of corporate work experience. Many Millennials turn away from the cookie-cutter corporate career model, in-turn lacking some of the knowledge and experience to sufficiently scale a business. With func.media, what we lack in corporate experience, we gain in our own unique approach to calculated decision making. We never make impulsive, rash decisions - we want to ensure what we’re doing is right for the now and also right for the future.” Chase stated when asked why they feel Millennials are often the topic of unfair critique from bloggers.
When I asked the group about their goals as a company in regards to environmental and social issues Chase continued, “I think the great thing about having a strong social platform is you can share your opinions and thoughts to your followers on social and environmental issues and have people from all around the world listen. Many great social and environmental movements of the 21st century have been attributed to social media [#BellLetsTalk].”
Get our latest industry trends & insights into digital marketing.
Success Stories
10x Increase
in B2B Leads
Building better client-facing workflows for the legal industry. With thousands of leads generated for law firms nationwide, Lawbrokr is well-positioned for Series A fundraising.
Over 10M+ OOH
Impressions
SYNC Wines’ OOH campaigns were strategically executed around select LCBO locations in key Toronto neighbourhoods to extend digital campaigns and encourage localized purchasing behavior.
$1.36M Sale
via Sotheby's
Selling the last Lamborghini Aventador ever made through the world’s first NFT auction paired with a physical sports car in collaboration with Sotheby’s, Steve Aoki, and Krista Kim.
171% Revenue
Boost via SEO
Optimizing SEO for this popular ready-made meal brand translated retail success into digital growth, driving a 171% revenue boost and ensuring that online presence matches in-store impact.
Engaging UX for
Gen Z Shoppers
With 91% of Gen Z accessing the web via mobile daily, this snack brand needed a site to match their behavior, and we delivered a mobile-first experience with a little extra sugar and spice.
SEO Optimization
for 1,000+ Pages
Sunshine Behavioral Health came to us with a challenge: update & optimize over 1,000 web pages fast. Through our strategic approach, we did just that while improving their SEO site-wide.
GTM Launch &
Funding Success
An end-to-end launch for the world’s first smart toolbox that’s redefining possibilities for tradespeople. Backed by a full-funnel approach covering strategy, creative, and performance to secure pre-orders and funding.
GTM App Launch
For Gen Z Shoppers
From the founder of MediaAlpha (NYSE: MAX), Rocket is revolutionizing social shopping for Gen Z with a go-to-market strategy centered around relevancy and social trends in the U.S.
89% Increase in
New Web Traffic
Backed by South Asia’s largest apparel tech company, Femography by MAS Holdings has solidified its industry leadership through high-impact media placements and major collaborations. With coverage in over 750 media outlets, including Bloomberg and Business Insider, our efforts have resulted in top rankings for desired search terms.
Influencers Boost
Sales Nationwide
Swiss Chalet’s 65th anniversary campaign was a nationwide success, driven by strategic partnerships that leveraged the power of the country’s top digital voices to boost sales and brand status.
AI Approach Saves
$50K in GTM Spend
Who said Paris can't be a few clicks away? By leveraging the latest AI technology and an innovative approach to product photography, we created stunning scenes that make you feel like we traveled through the entire south of Europe. Achieving efficiency and cost savings without compromising on the creative outcome.
Sold out
Across Canada
The latest venture by publicly-traded wine & spirits conglomerate Andrew Peller sold out in liquor stores across the country as part of the most successful product launch in company history.
$0 Ad Spend, 5M+
Reached Organically
With over three million 5-star reviews on iOS, Musi has rapidly become one of the top music apps. By leveraging a purely organic social media strategy, Musi reached over 5 million users on social without any paid advertising.
Trusted by Google
Microsoft, & More
BlueLabel, one of America’s fastest-growing B2B companies, has attracted high-growth startups and industry giants like Google and Microsoft, securing over 350 deals to tackle digital transformation and pressing business challenges.
Emerging Brand
of the Year
An in-house product by func.media, acquired in 2023. What started as a proof of concept quickly evolved into a brand supported by major retailers, golf courses, and celebrities like Adam Sandler.
44% Increase
in App Installs
The world's biggest poker room needed a big idea to expand its reach. By partnering with celebrities like Daniel Negreanu and the right mix of relevant, click-worthy content, our campaign achieved a 44% increase in app installs.
100,000+ Users
in 3 Months
Building a user base of Walmart product testers nationwide. One of the most impactful (and cost-effective) ways to launch any new app is to have an engaged community ready to hit download.
$1.00 Cost
Per Download
The live tournament everyone is talking about. The pogl app is the latest success story from Live Tech Games positioned to take over the US market with one-of-kind mobile experiences.
200,000+ Direct
Downloads
Despite this award-winning, Sydney-based game publisher being half way across the world and 16 hours ahead, we worked our magic with a focus on game purchases and mobile app downloads.
Sipping (and Selling)
the California Dream
Bringing California to life, one pour (and post) at a time through a strategic go-to-market campaign and creative direction that turned this brand’s sunny dream into a thriving, marketable reality.
TikTok Sampling
Drives Waitlist Buzz
A TikTok series—centered around honest conversations over a glass of wine with a stranger, anchored a broader growth strategy that included 14 unique events and thousands of eager participants, creating a buzz (pun intended) that resonated both online and offline.
Rebrand Boosts
Sales by 30%
One of Canada’s most trusted line of medicine cabinet essentials underwent a 360° branding overhaul to revitalize the brand image. Including a packaging redesign to stand out on retailer shelves, a complete website redesign, and a strategic email & digital marketing campaign.
Helping Homeowners
Across the U.S
Your home is one of your biggest financial investments and it doesn't come with instructions. Upkept by Consumer Reports has made home maintenance easier for thousands of Americans.
Swiping Left
on Hunger
Coined “Tinder for Foodies” by Business Insider, the Grublr app lets users swipe left on hunger. After achieving soft launch success in Florida, the product is finding matches for diners nationwide.
3.5x Increase of
Social Followers
Owned by publicly-traded wine & spirits conglomerate Andrew Peller, No Boats on Sunday is a nationwide favorite with a loyal social fanbase and a variety of products sold out nationwide.
$2.1B Acquisition
by Shopify
The largest acquisition in Shopify’s history. Building the future of global logistics with an end-to-end platform that unlocks fast and easy fulfillment for millions of merchants around the world.
11x Increase in
Online Sales
We brought Crate 61 into the digital world through a 360° approach, including rebranding, a new website, influencer campaigns, and more. As a result, Crate 61 has significantly increased its market share, with major retailers like Whole Foods carrying the brand and over 75,000 five-star reviews online.
Sizzling
Social Results
Five Guys' passion for food is second to none, and they never compromise on quality. It's only fitting that their digital presence matches these high standards. Since taking over, our EGC approach has delivered on highly engaging posts that resonate with their loyal fanbase.
Surpassing
$2.5B in AUM
Evolve has quickly become a Canadian leader in ETFs since 2017, surpassing $2.5 billion in assets under management. Through ongoing TV campaigns and prominent displays in NYC's Times Square, we have driven millions of views, continuously contributing to their growth and success.
Building a Premium
Healthcare Brand
Taking a science-driven approach to migraine and concussion prevention and recovery. Iatrogenix is positioned for go-to-market success in the health sector, their strategy emphasizes a premium visual identity that distinguishes them from competitors.
5.87x ROAS
$21M in Sales
From the founder of Cirque du Soleil, illumi is the world’s largest multimedia show. Millions of lights, millions of visitors, and millions in sales through an industry leading digital strategy.
Another Win for
‘the Great One’
Wayne Gretzky Estates is setting new standards off the ice with its Winery & Distillery. We drove traffic to the estate through relevant social media and content strategies, extending the Great One's legacy into the world of fine wines and spirits.
+476% in Social
Sales (5.3x ROAS)
As the official hot sauce of UFC, Heartbeat always packs a punch. From celebrity collabs to features on the hit series Hot Ones, this world-renowned brand is backed by a spicy digital footprint.
.svg)
