"Every company should have millennials on their team"

And why does every company need Millennials on their team? "Because Millennials only trust Millennials," says Sabina Kalamujic. Now that's a statement! The input Sabina gives is valuable for any company that wants to reach the high-purchasing target group of Millenials with its advertising strategy.Sabina is not only 1990 into the digital world, but she is a professional herself. The Zurich native completed her Master of Arts in Communication and Media Studies in 2015, has been on the board of Marketing Natives for over three years, and has been a permanent marketing manager at an IT foundation at ETH Zurich for two years. So Sabina knows what she's talking about when she reports from her perspective on what's important to this target group and what makes Millennials, i.e. Generation Y and Z, tick."We don't want to be stigmatized as Millennials." That's a clear message from the young woman. So if you have this target group in mind, you should avoid the word if you or the company want to build trust.And to trustSustainability, transparency, and eye level are what this generation is all about, among other things, of course. When asked who particularly influences them in their buying behavior, Sabina says clearly: the influencer scene. Since young people are very critical of classic advertising and know how to skip, avoid and rewind it, companies have to find other ways to inspire trust in the brand and the buyers. Influencers, according to the marketing expert, convey a lifestyle and this is something that young people are interested in, as they are constantly comparing and staging themselves on the various channels of social media platforms.When they see that the cool influencer they follow is wearing, highlighting and commenting on certain brands, this product should also play a role in their own life. It is interesting that the young woman knows from her experience that health topics in particular are very trendy. People are increasingly following coaches, vegans, natural beauties who promote sustainable beauty products. These topics are close to the hearts of millennials - a big market for companies.But be careful! Millennials don't like to be made fun of. Puffery and clumsy influencer advertising is out. The influencer must come across as authentic. If the follower notices that the products are being presented in a deliberate manner, he or she immediately scrolls on. Scrolling is the disease of this generation. Sabina has to laugh. "I'm left-handed and recently had such pain in my thumb on my left hand that I realized it was from scrolling. "Restless, overwhelmed by options and lacking concentration is how Kalamujic describes her generation. She takes a very critical view of the lack of commitment, the constant reinvention, the search for something better. "The digital world makes you believe that you can achieve everything and that everything is possible, but you can easily lose yourself in this space and then you don't get anything done," she says seriously.At 28, the marketing expert is at a point in her life where she is questioning many of the habits of her generation. She describes herself as a communications expert with a restless drive to turn visions into reality. What visions? "I'd like to use my knowledge of marketing and communications to explore the long-term effects of digital inundation. It would also be exciting, in this overabundance of opportunities, to help Millennials find an adequate job to integrate a piece of commitment into their lives."