Millennials: Brand Attributes That Matter Most
Over 40% of millennials (ages 25 to34) in the USA and England have a cynical outlook when it comes to the ways brands across all spectrums try to market and sell to them, according to a new study by Initiative. According to the study, with such a level of general skepticism, brands need to demonstrate a commitment to authenticity, trustworthiness and social causes.
The survey as reported at MarketingCharts, is based on a survey of nearly 10,000 men and women aged 25-34 years old across nineteen countries.
According to the survey, the top brand attributes that matter most to Millennials are:
- Trustworthiness (31%);
- Creativeness (29%);
- Intelligence (23%);
- Authenticity (22%); and
- Confidence (21%).
Digital Marketing and Social Media. The survey reinforces the fact that Millennials appreciate and reward brands they perceive as personally useful, and with which they can connect emotionally and authentically.