Marketing to Millennials: How the Trophy Kids Buy Luxury


Millennials grew up in a society where everyone received trophies just for participating, in a time when the Academy Awards stopped saying “and the winner is…” and shifted to “and the Oscar goes to…”. As a result, Millennials don’t care that much about awards, which had been a mainstay of luxury marketing for decades. This is one of the many insights shared in this class by Liene Stevens, one of the sharpest young minds in the events industry. This class was filmed live at engage!12, The Luxury Wedding Business Summit, at the Mandarin Oriental in Las Vegas.

Learning Outcomes

  • Learn how the shift in our educational system in the early 1980’s toward teamwork impacted Millennials’ need for collaborative input.
  • Understand that unlike Gen-Xers, when Millennials plan their weddings, 65% of grooms want to be involved in most planning elements.
  • Understand how and why Millennials use social media as it relates to their events.
  • Hear why Millennials place a great focus on their wedding guests, and how that influences where they’re willing to spend money.

Course Information

Estimated Time: 14 mins

Difficulty: Beginner


CMP Credit Hours:

Liene Stevens

Liene Stevens, the founder of The Splendid Collective, is an author, speaker and expert on the intersection of business and social behavior for the wedding and lifestyle industries.

Specializing in social and consumer psychology, specifically the millennial generation, Liene studies, analyzes and forecasts what makes people tick and why they make the decisions they do. Liene’s expertise has been featured in over 100 media outlets including The New York Times, Forbes, CNN, Mashable, and The Wall Street Journal. In addition, Special Events magazine named her one of “12 Young Event Professionals to Watch.”

With her finger on the pulse of global trends and a background in intercultural psychology, Liene has consulted clients on six of the seven continents. She has personally trained hundreds of wedding and lifestyle professionals and works behind the scenes with some of the industry’s most influential brands, helping them increase profits so that they can remain innovators in their respective fields. In addition, Liene’s research on the millennial generation is now being taught as part of the MBA curriculum at two major U.S. universities.

Liene is the author of the book, Speak Now or Forever Hold Your Peace: Marketing Your Wedding Business in Today’s World. She is also the publisher of Think Splendid, the most widely read blog on the business of weddings and events.

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