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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The Newsfeed

Quote of the Day: “A lot of people stay in jobs they hate. They feel stuck or need the money. I refuse to do this. I just gave up a Nursing career to be a CSR and I have never been happier.”—Female, 27, IN

YouTube is cracking down on creators that participate in dangerous viral challenges. The media giant updated their community guidelines to take a stronger stance against stunts that spin out of control—like the Tide Pod Challenge. Any creator that performs “pranks that make victims believe they’re in serious physical danger” will earn a strike—three and they’re out. What could constitute a strike? Just ask Jake Paul, who recently drove blindfolded for the #BirdBoxChallenge. (The Verge)

The inner five-year-old of Millennials everywhere is jumping up and down for Hot Topic’s Polly Pocket collab. In partnership with Mattel, the brand that wins at delivering unique styles is dropping a 17-piece collection of nostalgic merch. (The line looks a lot like another throwback collection we called out last year.) In celebration of the iconic toy’s 30th birthday (feel old yet?), ‘90s kids can cop everything from bags to hats to mini makeup palettes that feature shades like “Made in the 90s.” (Nylon)

YouTubers Life OMG! is like The Sims for a generation of aspiring social media stars. Players can pretend to be a video game streamer, a passionate creative, or another influencer. But the game is just as realistic as the kids who play it, making them do chores and deliver newspapers when they’re off the air. Similarly, most kids seem to know the dream is not a full-time gig; just take it from nine-year-old Oliver, who explains, “Of course I will have a good job as well, not just YouTube." (Vice)

Big brands are swooping in to save young shoppers from 2018’s oat milk shortage. The buzzy beverage has become the environmentally friendly alternative to almond milk for Millennial & Gen Z shoppers seeking dairy-free and vegan options. It became a barista favorite this year, mainly thanks to industry upstart, Oatly, which is opening a new factory to up their production. But they better hurry: big brands like Pepsi Co.’s Quaker Oats, Danone’s Silk, and Califia Farms are all getting in on this grain-based trend. (Bloomberg)

The most old-fashioned form of TV is experiencing a surge: over-the-air. While the Post-TV Gen continue to cut the cord, more are buying physical antennas to tap free networks and watch live events. Nielsen data found that this kind of old-school appointment viewing jumped from 9% of all homes in 2010 to 14% last year. Diving deeper into that 14%, about three in five also subscribe to streaming services like Netflix, and their median age is 36. (Fortune)

Quote of the Day: “I’d rather do a job I'm passionate about for a lower salary than do a high-paying but low-rewarding job.”—Male, 18, MA

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