At a time when everyone has already discussed the typology of target audiences according to generational theory, the moment comes when brands wonder how to give this information commercial value. In the Ukrainian automotive business, it is still too early to involve Gen Z (born after 2004), but working with millennials is necessary within their paradigm. 
Many studies a few years ago highlighted how millennials’ consumer behavior differs from that of their parents. For example, there is an opinion that these young people delay the moment of “growing up,” and they are even credited with Peter Pan syndrome. It is millennials that are often discussed when recalling addiction to gadgets, narcissism, and sometimes even irresponsibility.
This is why there is a hypothesis that millennials are less likely than other generations to acquire their own homes and cars. 
Nevertheless, as the numbers show, in the USA, 35% of car purchases are made by clients from the millennial demographic group. By 2016, the share of contracts with millennials had grown by 49%, and 24% of young people aged 18-29 reported plans to purchase a car in the coming year – and this share was the highest among all age groups. This is an incredible number of potential customers who just need to be reached.
How to attract the attention of a millennial?
The simplest answer is the internet. But if it were that simple… Indeed, the internet is the primary source of information before making a car buying decision. However, a millennial visits an average of 18 different websites before stepping into a dealership. Considering the number of contacts with social networks per day, the right key message can play a decisive role.
Facebook remains the dominant channel in all social media, but not always for Generation Y. Increasingly, this demographic group is migrating to other channels like Instagram or YouTube, most of these people driven by a thirst for novelty. Therefore, considering the trend, the focus should not be on Facebook. Due to recent repeated complaints about privacy policy violations, Facebook has limited many of its narrow targeting options that were based on third-party purchase history. Undoubtedly, this doesn’t mean one should forget about this channel, but it’s an excellent reason to look towards other advertising platforms.
Regardless of the communication channel, the correctly chosen tone of the message can solve the problem of winning over the consumer. Research suggests that emotional manipulation doesn’t work with this type of client. A millennial prefers an easy-going, humorous tone or highly informative communication. With these clients, you have to be unobtrusive, light, and simple. In the era of visual content, Instagram and YouTube are ideal opportunities to showcase a new car model or talk about a technical feature without which a millennial cannot live.
They need to see the shine of the paintwork, the sound of a perfectly running engine, and a stylish interior trim. In key messages about cars, the potential client wants to see not only the most advantageous price offer but also innovations. Technological advancement, artificial intelligence, electric energy – these are the drivers that millennials respond to. 
In the end, the design of the key message is sometimes even more important than the message itself because a millennial is a true aesthete. 92% of millennials agree that the design and user-friendliness of a website significantly influence the purchase decision.
So, it’s simple: the brand identity of the dealership should inspire trust. A millennial wants to trust the company. You just need to earn this trust. And if you succeed, a partnership for many years is ensured. And finally, a joke:
– Good afternoon, I would like to buy a car
– Model?
– No, a marketer. But thanks for the compliment! 
Be honest and straightforward with clients, talk to them in their language, genuinely aim not to sell a car and close the deal, but to meet the client’s needs, whatever they may be! Yulia Yermolovich
Specialist in marketing communications, branding