In a recent post by one of our partners, Civic Science, they noted that based on the initial data from their Millennial Index, and I quote, 'Millennials don’t “hate” anything. They barely even “dislike” anything.'. To their credit, CS is in the process of re-evaluating its brand rating scales that are used to tap into Millennials' (M's) perceptions, and we like others are very intrigued to see what they come up with.
But this initial finding begs the issue---are M's really that blase about brands? Is it dependent on the products they use? Are they more bonded to Apple than they may be towards American Express? The intuitive answer is 'it depends on the involvement with the brand'....Do M's not care about credit cards, since they are new to the job market and don't want to incur debt (or even have a monthly balance on a pay-as-you-go card like AMEX)? Or is their direct link with the re-birth of Apple, via iPhone and iPad, a greater emotional bond (and stronger brand linkage) for them?
Each generational segment will definitely have its 'brand triggers', and it's important that we evaluate brand equity using the same methodological approach for all audiences, but understand the intristic differences that age--and experience--will have. GRI is looking forward to take a leading role in brand-related research, across all vertical industries, among all key generational audiences---and providing a template for cross-audience analytics and communications strategies to effectively reach each segment.
No comments:
Post a Comment