Office Speak: Millennial-washing

I’m starting to feel like we are in a world of Millennial-washing.

Unlike other Office Speak posts this one isn’t one I’ve heard in my office, but is one I think we should start using.

For those of you who have been on a multi-year retreat in the Himalayas without access to electricity, the Millennials are that group of people who are currently entering the workforce and were born somewhere between the early 1980’s and the early 2000’s. According to the commentators something happened around then that turned this group of individuals into magic other-beings, or something like that. Anyway, it’s safe to say that they are the current marketing buzzword.

This gets me to my current issue and that’s what I’m calling millennial-washing. This isn’t, as the name may suggest, the application of detergent to the extremities of people in their twenties and thirties, this is the gratuitous overuse of the term Millennial into each and every context particularly where it’s irrelevant. I’m not the first to use this term, a search on Google will highlight posts from 2012.

As an example of what is going on. I was listening to a presentation the other day about the Internet of Things (those of you recently back from the Himalayas click on the link. I don’t have time to describe it here and it’s not really that important what the talk was about). In that talk the presenter went on to explain how the Millennials were going to be the primary driver of the Internet of Things. My head hit the table in despair. The Internet of Things is a broad technology shift that is going to have an impact in all sorts of areas, industries and definitely across generations, but the presenter felt the need to wedge the Millennials in there as something unique. It was like they were needing to give their talk some relevance by calling on the M word.

A while back technology companies needed to put the word cloud into every announcement even when it had absolutely nothing to do with cloud. We came to know this as cloud-washing.

I’m starting to feel like we are in a world of Millennial-washing. In this world something is cool and relevant if you can attached the M word to it. I’ve seen articles about churches, synagogues, Broadway, underwear, power-bricks, newspapers, Mike Oldfield, shoes and hotels – all of which calling on the M word. There is a church with Millenial in its title. Are the Millennials requirements for power-bricks different from everyone else’s? Is Best Western’s new branding really about something unique for Millennials, or did the old branding get a bit dated and need refreshing (for everyone)? Isn’t this just Millennial-washing?

(Off now to speak to some snake people)

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