![]() It is no secret that the key to great brand performance is to build an emotional connection with your audience. This will directly impact future profits. The more brand fans who advocate for the brand, the bigger the social circle. The Social Circle refers to the team of advisors modern consumers have built for themselves and it is without question the most influential and impactful pillar within the Millennial Mindset. Yes, social media is a powerful tool but the real value of a social circle is so much more than just activity on social media. When brand marketers hear the word “social” they instantly turn to social media. Similarly, we are already seeing the impact millennial parents are having on their gen Z children. Whether your brand wants to connect with boomers or gen Z, it is important to recognize that many of the behaviors these non-millennial consumers are carrying out stem from millennial trends and mindsets.įor example, a 50-year-old man is not a millennial as defined by his age, but he is just as dedicated to wearing his Nike FuelBand every day as his 23-year-old son. Beyond just the sheer size of this generation, their impact lies in their ability to influence an entire market of consumers who may or may not be their millennial peers. Last year, millennials became the largest generation of consumers living in the U.S. But beyond just the facts, the question is truly how can brands begin to navigate and, more importantly, prioritize and quantify that coveted millennial influence? In the latest research I have conducted with my team at FutureCast, we found that the answer to this question lies in what is called the Millennial Mindset. I have certainly written my fair share of reports and books. Marketers and business leaders are already well aware of all that has been written on the millennial generation. Read the stories of millennial entrepreneurs who ditched the typical career path for more fulfilling, impassioned work.
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