When you brand yourself, you need to make sure you know your consumer inside and out.  Jaci Russo stopped by the Afternoon Drive Home today to talk about that and said that knowing the way that Millenials act is entirely different than any other generation of potential customer.  Russo said,

 You've got to look at the way they interact with social media.  The frequency with which they visit on a daily, sometimes hourly basis.  The amount that they spend online, it's huge.

Millenials generally are kids born between the early 1980s and the early 2000s.  Researchers have put population of that particular generation in America at around 80 million, making up 30 percent of our current population.

So how do you reach out to them?  Russo said,

If you want to reach them, you have to be where they are.  But the other thing that you have to keep in mind, its not just about location, it's also about message.  They are 40 percent more likely to buy something that a celebrity has endorsed.  In addition, they're 30 percent more likely to buy from a company that supports social causes.

Listen to the entire conversation with Jaci Russo below: