Millennials are looking for brands to trust: Havas

Nearly half of surveyed millennials consider brands "essential" to their life

Young consumers rely on brands and marketing for many reasons, from forming self-identity to searching out new creative content online. New research released Tuesday from Havas Worldwide found that today’s young people have a powerful relationship with brands.

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Havas Worldwide conducted the online survey of 10,574 people aged 16 years and up in 29 countries. The resulting report, Hashtag Nation: Marketing to the Selfie Generation, contrasts millennials and baby boomers and their relationship with brands.

Findings at a glance

• Almost half of all young respondents said that brands are essential to them, whereas only a quarter of respondents aged 55 and over said the same thing.

• Nearly 6 in 10 Millennials surveyed are looking for brands they can be loyal to, so they pay attention to brands that fit their personalities and offer methods of self-expression.

• Millennials believe that a more sustainable approach to consumption is vital to progress. Six in 10 respondents think people should consume less, while about half believe that what they buy makes a bigger difference in the world than how they vote.

• Fifty one per cent of the youth surveyed said pop culture has helped them form their personalities, while 50% say it has helped them form their attitudes.

“Young people want to be able to rely on brands to make their lives better and to help them stand out from the crowd,” Andrew Benett, global CEO of Havas Worldwide and Havas Creative Group, said in a statement. “It’s a relationship built on mutual interests and trust — and it’s up to brands not to blow it by being disingenuous or failing to keep their promises.”

The study also suggests marketers build “compass” brands for those youth looking to be loyal. Brands should build their social status by pointing out why their users sit apart from everyone, and companies should offer many points of connectivity for a generation that needs services and brands wherever, whenever.

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