Artistry… I like that word. It makes me think of a masterful and unexpected blend of creativity, talent and skill. Smooth and effortless also come to mind. The dictionary defines it as artistic workmanship, effect or quality. The more time I spend speaking with and interacting with Multicultural Millennials, the more I consider the role that the Art of Blending plays for brands to effectively connect with them. They tell me all the time… “A lot of these brands just don’t get it Tru”. “It’s like they have a formula of how things are supposed to work and are too scared or stubborn to listen to us to get them to see things differently”. That quote represents the sentiment of many of my young friends and colleagues from both a consumer and employee perspective.

Reaching this audience is much more of an art than a science. This isn’t to say that there should not be a structured and process driven business approach to effectively market to this audience. That is and will always be necessary. Just keep in mind that Multicultural Millennials are a very dynamic, multifaceted, and expressive creative culture. And brands, messages and individuals that most resonate with them are those that reflect these artistic attributes and sensibilities. This audience is more transformational than transactional, more fluid than rigid and more art than science.

Instead of insisting on holding on to a transactional, rigid, scientific approach – loosen up a little and adopt the below A.R.T.I.S.T.R.Y. of connecting with Multicultural Millennials. This will help you to build a much stronger connection with this audience.

A = Access – Ensure that you have direct access points to this audience as well as the trusted voices and influencers they look to so that you can credibly integrate yourself into their world. Not just online access, live offline interaction and engagement as well.

R = Reciprocity – Show them that you understand and care about what matters to them. Support their causes and issues and don’t just take money from them and their communities without giving something back beyond just the product or service they paid for.

T = Technology – A world full of innovative technology is all they know. They expect technology to be seamlessly integrated into all interactions. It should be used in a way that enhances the experience or interaction and not just used randomly because it’s a new technology you want to show off.

I = Insight – It is important to have a system of an ongoing information flow. Things change rapidly with this audience and you will quickly lose relevance and connectivity if you don’t keep your finger on the pulse of the key influencers and drivers that dictate their behavior and decisions.

S = Strategy – Leverage the insight you garner from this generation to develop an overarching strategy that meets your business goals and objectives. Employing fun and exciting tactics that don’t ladder up to an insights based strategy creates confusion.

T = Trust – Building trust with this audience is a must. There is already a sense that many brands and the older generation decision makers at these brands have selfish intentions. Spend more quality time with them in real life, not just virtually. Remember, Frequency breeds Familiarity and Familiarity breeds Trust.

R = Relationship – This art is directly tied to Trust. This audience wants to be in relationships with brands they support; internally and/or externally. They don’t just want to be considered another customer or another employee. They want the benefits of being in a mutually beneficial relationship.

Y = Youthful – Maintain a youthful spirit. The best way to do this is to spend time with them. Don’t rely on secondary research to get to know them, engage them. Create and participate in memorable experiences. Employ, include and integrate Multicultural Millennials into your organization. Step up your Culturational Chemistry.

“The difference between the right word and the almost-right word is like the difference between lightning and the lightning bug.” #CulturationalChemistry #NoShortcuts