In addition to understanding what Gen Z and Millennial consumers like to see from brands, it’s crucial to know what they don’t like, too—especially what would push them to unfollow a brand on social media. As YPulse just explored in our Attention Economy trend report, having eyes on a brands’ social media is a currency of its own today, so an “unfollow” is among the worst fates. So, in our Social and Mobile Marketing Preferences report, we asked young social media users (which is nearly all young people) exactly what social offenses warrant unfollowing a brand. Only 7% of social media users say they wouldn’t unfollow a brand for any of the options listed, and 7% say they don’t follow any brands on social media. So, for the other 86%, brands are at risk of being unfollowed for a number of reasons. From a list of 15 options ranging from issues with posts made by a brand, to social / political comments, and the option of being someone who...
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