Is your ideal client aged 25 – 40? If so, listen up.

Research shows that 83% of millennials (born 1981 – 1996) want to engage with brands / companies that align with their values.

This is yet another reason why we need to stop using our competitors as a benchmark for how to show up in our marketing.

Your potential customers care what YOU think. They care how YOU show up in this world. They care about the unique way YOU serve them.

Now don’t panic and think I’m saying you need to start sharing how you vote or details of your personal life! You get to set the boundaries here.

What I AM saying is that clients want to know the person behind the business they’re considering investing in.

If you think about all of the accounts you follow, I’m sure you could identify the people who align with your personal values… and it’s probably not because they’ve told you intimate details of their life. It’s because they’ve shown up and given you the opportunity to feel connected to them.

I see this as a GREAT thing! Your ideal client probably doesn’t want you to hide behind an #idealworld perfectly-curated Instagram feed. They might value professionalism, sure, but it’s more than likely they also value authenticity and CONNECTION. And that is something you can give.

Statistic Source: 5WPR’s 2020 Consumer Culture Report.