3 Charts That Show How Millennials & Gen Z Wish Brands Would Talk To Them

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

As young consumers redefine how they communicate with each other, they’re increasingly expecting the same level of accessibility and relatability from brands...

Millennials and Gen Z are notorious for being addicted to their phones—but that’s not necessarily a bad thing. Instead of isolating them, messaging apps and social media help young people feel more connected to their friends, family, and loved ones. This growing network of ways to keep in touch has not only led young consumers to redefine the way they communicate with each other, it has also caused them to redefine the way they communicate with brands. With the always-on mentality of smartphones and social media, 13-35-year-olds increasingly expect the level of accessibility and relatability from brands that they have with their friends—and that includes the myriad of communication platforms they have at their disposal. A study from GetFeedback found that 78% of Millennials wish brands offered customer service via text, and 25% expect a response within 10 minutes when they contact a company over social media. In other words, the days of dialing a 1-800 customer service number are long gone, and the brands that don’t keep up risk losing the hard-to-win trust of young consumers or—perhaps worse—becoming the next viral example of poor customer service.

While this has indeed led to a culture of calling out businesses online for poor service and interactions, it has also opened up possibilities for brands to reach young consumers where they’re at—and become more trustworthy and authentic in the process. According to Adweek, a whopping 93% of Millennials check out blogs and reviews before making purchases, and 77% trust the reviews they read on company websites. And with the advent of social customer service, these interactions are…


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“I move around every few years so it would be a huge hassle to have to buy and sell property so frequently.”—Female, 28, IN

Gen Z will spend the most on rent of any generation, but Millennials aren’t far behind. HotPads estimates that 2-20-year-olds will spend $226,000 on rent before they buy a home and 24-38-year-olds will ring in at $202,000. Despite the difference, Gen Z will own their first home one year earlier than Millennials because they’ll have “a stronger job market than [M]illennials”—but, despite the myths, they are buying homes in greater numbers. PS: Los Angeles tops the list of where young demos will spend the most on rent. (Business Insider)

What’s behind board games' popularity today? The NPD Group found that board games grew 8% compared to the toy industry’s overall growth of 8% in the past year and has “no signs of slowing down.” Digital detoxing plays a part, as more Millennial parents worry about their kids’ screen time and seek toys that foster face-to-face relationships. But despite the analog appeal, games are also getting high-tech and the word-of-mouth media they receive propels social media-friendly games like Pie Face to the top of toy charts. (Kidscreen)

Parents still have the most influence over kids today, but online celebrities are also top role models. Mintel research found that 86% of 6-17-year-olds say their parents are among their top role models, 62% say teachers, and 41% say siblings. But the top kind of celebrity that gets added to the category are social media celebrities at 35%, followed closely by musicians and athletes. Only 22% said actors were among their top role models and just 16% said the President. (MediaPost)

Disney has a new beverage to fill your Instagram feed: The Purple Wall Slushie. The Millennial & Gen Z-loved company has had no problem coming up with social media-friendly items, from Baby Groot bread to a viral Beauty and the Beast-inspired tumbler, and now they’ve rolled out a boba and taro beverage at Disney World. The Purple Wall is a famous destination to snap a pic for social media in the Magic Kingdom, and this slushy is made specifically to match up with the wall (and monetize on it). (POPSUGARInsider)

Speaking of Instagrammability, the Space Needle’s new, clear benches are sure to make for a thrilling photo op. The iconic viewing deck for the Seattle skyline has been in the midst of a makeover to create a better (and decidedly more social media-worthy) viewing experience. A metal base and caging has been replaced with a high glass wall from floor to sky, and so-called “skyrisers” will let visitors sit right on the edge of it all—and snap a selfie. (Curbed)

“People have been planning outfits since the start of the year [for prom].”—Male, 15, NC

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