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: “[Animal Crossing Pocket Camp is] free to play, but it's loaded with a lot of content. It's super cute and relaxing.”—Female, 32, IL

PepsiCo needs to think small to compete with indie brands. Their new unit, The Hive, will be “a small entrepreneurial sort of agile group” to foster smaller brands and create new brands based on emerging trends. Unsurprisingly, The Hive is a response to consumers (ahem, Millennials) who are “demanding” healthier products and championing smaller labels. We continue to see big brands adopt startups, and startup thinking, as they navigate today’s competitive landscape. (Fortune)

Millennials and Gen Z are going to “extreme lengths” to share streaming passwords—and major platforms are losing millions. Magid research indicates that 35% of 21-35-year-olds and 42% of those younger than 21 share streaming service passwords, compared to 19% of Gen Xers and 13% of Boomers. One particularly amusing anecdote: the 20-something who uses the HBO Go login of a one-night stand from 2013. Though Netflix and HBO have both said that password sharing isn’t a problem, there’s no denying they are losing out on revenue—Hulu stakeholders estimated a loss of $1.5 billion yearly. (CNBC)

Wikipedia-branded streetwear has sold out. The site teamed up with LA streetwear brand Advisory Board Crystals for a “surprising” collaboration, and the resulting long sleeved tee emblazoned with “Internet Master” and Wikipedia’s puzzle logo was a success. All proceeds from sales were pledged to the Wikipedia Foundation, and the store is planning to restock “to make as large of a contribution as possible.” According to Ypulse Brandoms research, 60% of 13-35-year-olds say logos are back in style. (MashableThe Verge)

Fitbit’s new tracker is about more than just fitness. Though their smartwatch business is growing significantly faster than trackers, the brand “hasn’t given up” on their roots—and their newest model offers a range of features for wellness-focused users. While it, of course, tracks exercise and calorie burning, it also has built-in meditation, sleep tracking, and female health tracking. Since 96% of 18-34-year-olds tell Ypulse that taking care of their mental health is just as important as taking care of physical health, thinking beyond workouts could be a wise move. (Business Insider)

Amazon wants to steal away YouTube creators to bolster their own platform, Twitch. They’re reportedly offering multi-million dollar deals to influencers ranging from Gigi Gorgeous to Will Smith, hoping their large followings will follow them off of YouTube. So far, Twitch has 15 million daily users compared to YouTube’s 1.9 billion but Twitch’s SVP promises “a steady drumbeat of lots of new content.” They’re also reportedly looking to double their ad revenue in the next year, and their foothold on video games like Fortnite is sure to help. (Bloomberg)

Quote of the Day: "I love travel and finding the best deals on airfare. Hopper really helps me do that, in a simple format.”—Female, 22, FL

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