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Millennials are the first generation of true digital natives. They were just babies during the advent of Apple’sÌýfirst laptopÌýÌýand teens when theÌýNokia 3210Ìýmobile phone launched and forever changed the telecommunications market. Today, Millennials spend an astounding average ofÌý17.8 hoursÌýa day consuming different types of media, with social media topping the list as most important. So it’s almost a given that organizations looking to reach this group with social or environmental messages should turn to digital, but what’s the best approach to engage this savvy audience?

Findings from theÌý2014 Cone Communications Digital Activism StudyÌýreveal that organizations looking to reach ¾«¶«Ó°Òµns through digital channels must hyper-target their approach, as each audience seeks unique content, on different platforms, with diverse drivers to action. Millennials are no exception, with digital and social media closely integrated within their personal brand identity.