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.

Read the full story at MarketingCharts