Last week, I hit unusual traffic for someone who lives in the smallest state. My 4:30pm ride home usually takes 35 to 40 minutes. This time, it took almost an hour. For context, you can drive I-95 North from Connecticut through all of Rhode Island and be in Massachusetts in about 40 minutes, so an hour felt LONG. We actually joke that any drive over 25 minutes requires you to “pack a lunch.”
I did my usual commute routine, perusing stations in Boston and Providence. I am a PD’s nightmare because I switch stations constantly, chasing local content or a song that makes me feel something.
The Playlist That Took Me Back
Last Tuesday, my 42-year-old elder millennial self, struck gold. First, DJ Pup Dawg was in the mix on iHeartRadio’s JAMN 94.5 Boston with Rihanna and Chris Brown’s “Birthday Cake”. Next, I flipped to their Beasley owned competitor Hot 96.9 who was playing “Mo Money Mo Problems”, and I was instantly back in the summer of 1997. Then I remembered we probably shouldn’t listen to Diddy these days, so I switched again.
Another iHeart station, NOW 93.3, a Hot AC in Providence had the Backstreet Boys’ “As Long As You Love Me.” As someone whose high school aspiration was to marry Nick Carter, that track grabbed me. Next was Providence Top 40 station 92 PRO FM playing Chris Brown’s “Run It.”
And finally, locally owned Mixx 99.3 was playing MIMS’ “This Is Why I’m Hot.” MIMS was the first artist to do a station visit during my first full-time Promotions Director job at Hot 106. If I remember correctly, a listener showed him her tattooed stomach. Right there in our conference room next to a table of pizza.
This series of music felt like I was in a millennial fever dream, sparking memories that spanned nearly 30 years. The next morning, I was on the road early headed to a work event. At 6:50am, Mix 104.1 Boston was playing “In Da Club” by 50 Cent. This was the moment it hit me that this wasn’t the radio playlist of years past. This is radio for my fellow MILLENNIALS! I wanted to shout it from the rooftops!
At this point I decided to roll the dice and try every format to see if they were also playing epic gold records. B101, an “oldies” station had Red Hot Chili Peppers’ “Under the Bridge”, and 94 HJY, a Providence Rock station played “Sex and Candy” by Marcy Playground. The only format I never hit “Gold” on was Country but I chocked that up to the fact they still have good artist development for more new music than the other formats.
Who Millennials Are as Consumers
According to my Googles, millennials were born between 1981 and 1996, so that makes the demo 30 to 45 years old today. About 72 million Americans fit that range, and they sit smack in the middle of the coveted 25-54 demo.
They are not the college kids of old marketing lore. Millennials drove roughly $1.18 trillion in U.S. retail spending in 2024, nearly 29% of the total, while making up about 22% of the population. In addition, 55.4% owned a home in 2025, according to Redfin. These listeners buy houses, furniture, cars, and child care.
However, they are stretched thin. Euromonitor found 49% of millennials feel relentless pressure to finish tasks. As a result, they reward anything that saves time or delivers real joy. A familiar song in a traffic jam does both.
Four Ways to Market Better to Millennials
Lead with purposeful nostalgia. Build recurring features around specific years, like “Summer of ’97,” and connect them to sponsors.
Own the commute. Afternoon drive is prime time. Pitch sponsors that serve busy parents and homeowners, such as home services, pediatric care, and restaurants.
Protect local personality. I switch stations chasing local content. A jock who mentions my town or my local dive bar keeps me tuned in.
Create real-life moments. I’ve recently started working back in Rhode Island for the first time since my early 20’s. I’m not even working at a radio station, and I have still been approached several times in the past few months by listeners who remember events I produced when I worked here 15+ years ago. I’m proud to have made lifelong memories for so many people.
Why It Matters
Millennials will keep gaining ground. Projections show them overtaking Gen X as the top-spending generation globally by the mid-to-late 2030s. Radio already holds their attention in the car, and we already know their music. Now we have to market that strength with confidence.
On Tuesday, an hour in traffic did not feel wasted. It felt like radio doing exactly what it does best.
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