Millennial Consumption Trends: What Does It Mean for Businesses in the Archipelago?

Abstract

This paper explores millennial consumption trends in the archipelago and their implications for business strategies. Millennials, known for their digital connectivity and high social awareness, show a strong preference for environmentally friendly products and ethical business practices. This study analyzes how these characteristics influence purchasing decisions and emphasizes the importance of adapting marketing strategies by companies to meet millennial consumer expectations. In addition, the paper also highlights the role of social media and digital marketing as key tools in building customer engagement and loyalty among this generation. It finds that to succeed in a millennial-dominated market, companies must focus on sustainability values ​​and consumer experience. Innovation in products and services, along with transparent communication about business practices, are key to attracting this generation. By understanding millennial consumption trends, companies in the archipelago can create strategies that not only increase sales but also build long-term relationships with consumers who are increasingly aware of the social and environmental impacts of their choices.