Millennials Opinion On Brand Qualities

Authenticity, trust and a brand’s ability to personalise its offering. Our video research reveals that these are the qualities Millennials value most from brands.

With 63% of global consumers claiming they would buy from a company they consider more Authentic over all other competitors, it is now more important a brand maintains personal media presence with consumers. Millennials are currently the most loyal brand generation due to their immersion in new technological advances; their exposure to the digital world heightens their awareness of brands.

Consumers are becoming increasingly vocal about what they expect from brands. Honesty is absolutely key to many brands success with 91% of customers believing brands’ should represent their product honestly to the public. This level of scrutiny leads brands to take extra care around product transparency.

Equally important is Personalising the face of a brand. Pixlee has asserted that 73% of consumers prefer to buy from brands that use personal information to make their shopping experiences more relevant; this might be through personalised marketing and discounts, such as the video below we created for Co-op Insurance.

Millennials, the demographic cohort renowned for its digital fluency and discerning consumer habits, place a premium on specific qualities when it comes to brand engagement. According to our video research findings, authenticity, trustworthiness, and a brand’s capacity to tailor its offerings to individual preferences reign supreme among this generation.

The significance of authenticity in brand perception cannot be overstated. With a staggering 63% of global consumers expressing a preference for authentic brands over their competitors, maintaining a genuine and transparent presence in the marketplace has become paramount. In today’s hyperconnected world, where information flows freely and consumer voices resonate loudly, brands must cultivate an authentic image to forge meaningful connections with their audience.

Moreover, the concept of honesty resonates deeply with consumers, with a remarkable 91% emphasising the importance of brands representing their products truthfully to the public. This heightened scrutiny underscores the necessity for brands to uphold stringent standards of transparency in their practices, ensuring that their offerings align with the promises they make to consumers.

In parallel, personalisation emerges as a cornerstone of brand-consumer relationships. Studies indicate that a significant majority—73%—of consumers prefer to patronise brands that leverage personal information to tailor their shopping experiences. This personalisation extends beyond mere product recommendations; it encompasses bespoke marketing initiatives and tailored discounts aimed at enhancing the individual’s journey with the brand.

For instance, our collaboration with Co-op Insurance exemplifies the power of personalised marketing strategies. By crafting a video that resonates with the unique preferences and needs of their target audience, Co-op Insurance effectively engages consumers on a more personal level, fostering deeper connections and driving brand loyalty.

In essence, as consumer expectations evolve and vocalise, brands must remain attuned to the values and preferences of their audience. By embracing authenticity, honesty, and personalization, brands can not only meet but exceed the expectations of millennials and consumers at large, forging enduring relationships built on trust and relevance.

Learn More

Jump into the Pool!

Learn more about our Vox Pops Pool, the most cost effective way to understand your audience.

Learn More